How Nancy Whiteman Bootstrapped a $25M Cannabis Edibles Business

You can trace a direct line between today’s massive cannabis gummies market and Nancy Whiteman. 

Whiteman, an entrepreneur from Colorado, was working as a marketing consultant before she launched a bootstrapped company she took to calling Wana Brands in 2010.

She didn’t have a culinary background. Honestly, before 2010, she didn’t even know that cannabis-infused products existed. But in the past decade, she has spun a decentralized edibles market teeming with off-kilter experiments — THC-infused pizzas and baklavas were not unheard of — into a juggernaut with $25m in annual revenue.