Enjoy this interview series recorded live on the show floor of MJBizCon 2025 in Las Vegas. We partnered with Respect My Region to spotlight operators shaping the future of cannabis—from cultivation practices to finished products. Catch the highlights in this blog and view the entire series on Respect My Region’s YouTube.
Watch the full episode here:
Who’s in this episode
Respect My Region sits down with Jimmy Brinkerhoff, CEO and co-founder of EDUN—known for producing one of the top-selling live rosin vape products in Colorado. The conversation is part business update, part farming philosophy, and part very real talk about what it takes to make thick, additive-free rosin work in a vape device.
The year in review: growth, momentum, and “what’s next?”
Jimmy describes 2025 as a strong year for EDUN. The business is growing year-over-year, and the team is already looking ahead to what comes next. He also frames the brand as more than products—EDUN is working to educate consumers on their farming and extraction practices.
Regenerative farming: the “secret sauce” behind the flavor
Jimmy is clear that EDUN’s brand begins at the farm.
Their approach is built on regenerative farming practices, including:
- No salt fertilizers
- No chemical pesticides
- Living soil
- A natural ecosystem approach—“bugs and worms and all the good stuff”
- Feeding plants microbes and naturally made inputs
He also explains why EDUN does not rely on outside biomass: they want full control over how the input material is grown, because that’s what the brand stands on.
The tomato analogy that actually lands
Jimmy makes a simple comparison: grocery store tomatoes can look perfect, but often taste like nothing because they are grown for appearance, not flavor. In his view, cannabis is similar. Farming choices affect how plants express terpenes, which affects the end product.
His message: with regenerative practices, you can “taste and feel the difference.”
“No additives” live rosin: great for consumers, tough for hardware
This is where the interview gets especially relevant for processors and product developers.
Jimmy explains that EDUN’s rosin is thick, sticky, and additive-free. They do not thin it or modify it to burn better. That means the hardware has to do more work.
He also walks through their process:
- Harvest flower
- Freeze immediately to preserve terpenes
- Wash with RO water
- Press into live rosin
- No additives at any point
The result is a premium rosin experience—but also a technical challenge when turning that rosin into a reliable vape.
Hardware R&D is hard in regulated markets
Jimmy highlights a real constraint that many brands face: meaningful hardware R&D requires volume.
He explains that EDUN would prefer to test a new device with 1,000–2,000 units, not 5–10 samples, because small sample testing can mislead. However, strict regulatory frameworks make rapid iteration difficult.
That’s a key insight for buyers and operators: the “best hardware” isn’t always about what’s newest. It’s often what can be validated at scale without risking customer experience.
Genetics matter: not all rosin behaves the same
Jimmy and the host touch on something most consumers don’t realize:
Different strains and genetics can yield very different oil behavior—thickness, color, and viscosity. That creates variability in how an oil performs inside a device, especially for rosin.
This is exactly why EDUN’s approach is so selective: if they want repeatable performance, they need repeatable inputs and hardware that can match.
Product spotlight: what EDUN brought to MJBizCon
Jimmy shows several products during the interview, including:
A new 1g All-in-One
He introduces a new 1g all-in-one rosin vape and jokes that it looks like a “noisy cricket” from Men in Black—small, but powerful. The point is clear: the device is compact, but the oil inside is the main event.
Infused pre-roll packs
He shares:
- A five-pack tin with matches and a strike pad inside
- Half-gram infused joints using live rosin
- A two-pack version as well
He notes one infused pre-roll blend includes 18% live rosin, and he describes the terpene impact as “explosive.”
Gummies and RSO
Jimmy also mentions live rosin gummies and an RSO product described as highly medicinal, with a strong “blueberry patch” aroma—again tying sensory quality back to farming.
How Jimmy got into cannabis: family, Humboldt influence, and a farming obsession
Jimmy’s background is in real estate development. He says his son pulled him into cannabis after spending time in Humboldt County, and that influence helped shape EDUN’s direction.
He began by building hybrid greenhouses, then moved deeper into regenerative farming. Jimmy admits it hasn’t been easy, but says it has been deeply rewarding.
Jimmy’s message to the industry
His closing message is simple and personal:
Love people, pursue your dreams, and build something because you love it—not just for money.
He invites people to visit their farm and directs viewers to:
- Website: Eden.co
- Instagram: Eden Education
Sponsorship note
This interview is part of the Respect My Region MJBizCon 2025 coverage. Canna Brand Solutions supported the broader series as a sponsor.
