The hemp boom moved fast.
In the years following the 2018 Farm Bill, thousands of companies rushed into the market chasing the same wave. CBD was everywhere. Oils, gummies, topicals, drinks—if it could hold a label, someone was selling CBD in it.
Most brands were focused on scale. Few were thinking about what came next.
But in Hawaii, Jennifer Carlile and Jared Dalgamouni were already asking a different question: what happens when CBD stops being the whole story?
That curiosity would eventually lead them to build Rare Cannabinoid Company, a brand centered not on the cannabinoid everyone knew—but on the ones most people had barely heard of yet.
Before the Hemp Industry Exploded
The story doesn’t start with Rare Cannabinoid Company.
It starts with Hawaiian Choice, the founders’ original brand, launched in 2017. At the time, the focus was simple: broad-spectrum CBD products made with Hawaiian-grown hemp and local botanical ingredients.
But even then, Carlile says they were trying to approach cannabinoids differently.
“From the beginning, we never wanted to be just another generic CBD brand,” she explained. “We were already experimenting with terpene blends designed for specific effects.”
Then something interesting started happening.
Customers began asking questions.
“Some of our Hawaiian Choice customers began asking about cannabinoids like CBN and CBG,” Carlile said. “They had heard about them but didn’t really understand what they were.”
Those questions opened a door.
Jennifer and Jason, brainstorming the business that would become Rare Cannabinoid Company.
Seeing the Plant Differently
For decades, cannabis conversations revolved around two compounds: THC and CBD.
But the plant contains more than a hundred cannabinoids, many of which had barely entered public awareness. Researchers had been studying them for years, but the broader market hadn’t caught up.
Carlile and Dalgamouni started digging deeper.
“As we …
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Author: High Times / High Times
