The Rise of the Clean Label Movement in Cannabis

LOS ANGELES — Consumer preferences in the cannabis market are evolving toward healthier and more transparent products. By 2024, the global cannabis market is projected to reach $57 billion, driven largely by the increasing legalization and normalization of cannabis use across North America, Europe, and other regions.

However, this rapid growth has also led to several challenges, particularly around product safety, quality, and transparency. Many cannabis products, especially edibles, are loaded with sugar and artificial additives, while contamination issues—such as the pesticide crisis in California—have raised concerns about the safety of cannabis products. 

Moreover, over-refining through distillation is an industry norm that undermines the integrity of the cannabis plant itself, posing a significant threat to true clean label practices.

This creates a perfect environment for the clean label movement to thrive. As cannabis consumers become more health-conscious, they are increasingly demanding products that align with the clean label ethos, which emphasizes natural ingredients, minimal processing, and transparency. 

Brands that prioritize clean cultivation, natural extraction methods, and transparency in labeling are gaining a competitive advantage as consumers seek safer, more natural cannabis options.

The Pesticide Problem in Cannabis

One of the most pressing challenges in the cannabis industry is contamination, particularly the use of harmful pesticides. As cannabis cultivation has expanded, some growers have resorted to unapproved chemicals to increase yields and control pests. These pesticides leave dangerous residues that consumers unknowingly ingest or inhale, posing serious health risks.

The crisis came to a head in 2023 when California regulators recalled numerous cannabis products after discovering unsafe pesticide levels. This incident underscored the need for better oversight and transparency within the industry.

For the clean label movement, pesticide-free cultivation is non-negotiable. Clean label products begin with naturally grown, pesticide-free cannabis. These plants should not be exposed to harmful foliar sprays, ensuring that from the cultivation stage, the product is aligned with the principles of safety and transparency.

The Plot Thickens: Pushing Back Against Chemical Extraction

While sugar-laden edibles grab consumer attention, a larger issue lurks in the background: chemical extraction. Many cannabis products today are produced using distillates, where cannabis is over-processed and reduced to its pharmaceutical ingredients, such as THC or CBD. While distillates offer potency and consistency, this process strips the plant of its natural benefits and diminishes its overall medicinal value.

Guy Rocourt, a prominent advocate of clean label cannabis, has been vocal about the dangers of distillate-based products. Distillation is, in Rocourt’s words, “the opposite of clean label.” It disempowers the farmer by prioritizing a reductionist view of cannabis as merely a source of active ingredients, rather than as a holistic plant with a range of therapeutic compounds.

In contrast, solventless extraction methods—such as mechanical separation for kief, ice water hash, or rosin pressing—preserve the integrity of the plant and its full spectrum of benefits. 

Lipid infusion, which uses fats or oils to extract cannabinoids, is another technique that aligns with clean label principles by maintaining the plant’s natural balance.

Clean Label: The Hero Cannabis Needs

As more consumers look for safe and natural products, the clean label movement has emerged as a guiding light in the cannabis industry. Clean label cannabis products prioritize safety, quality, and transparency at every stage—from cultivation to processing to manufacturing.

True plant medicine begins with organic, pesticide-free flowers that are processed using solventless extraction methods. By preserving the natural components of the plant, clean label cannabis products offer a more authentic and beneficial experience for consumers, aligning with the wellness trends driving the market today.

Clean label cannabis is about embracing the natural properties of the plant and rejecting over-refinement through chemical processing. This approach allows consumers to experience cannabis as it should be: pure, natural, and effective.

Cannabis Brands Leading the Clean Label Movement

Several cannabis companies are embracing the clean label philosophy, though some fall short due to their reliance on distillates. Here are a few brands that are striving toward a more transparent and natural approach:

Papa & Barkley

Known for their solventless products and whole-plant medicine, Papa & Barkley is a leader in clean label cannabis. Their products—from tinctures to topicals—are free from harmful chemicals and artificial additives, resonating with health-conscious consumers. Guy Rocourt, the former Chief Product Officer, was instrumental in establishing this clean label approach, and his legacy continues through his new ventures.

P&B Kitchen

A division of Papa & Barkley, P&B Kitchen focuses on solventless, hash-infused edibles. Their gummies and chocolates are made with whole plant ingredients, aligning perfectly with the clean label movement. By avoiding artificial preservatives and solvents, P&B Kitchen creates products that are both functional and natural, appealing to health-conscious consumers. This brand exemplifies the future of cannabis edibles: clean, transparent, and wellness-focused.

GR Consulting

Founded by Guy Rocourt, GR Consulting is a premier consultancy dedicated to advancing clean label practices in the cannabis industry. With over two decades of experience in cannabis cultivation, extraction, and product development, Rocourt uses GR Consulting to help cannabis companies create clean, compliant, and effective products. The consultancy specializes in guiding brands toward sustainable, solventless processes, ensuring that the integrity of the cannabis plant is maintained at every stage of production. By partnering with GR Consulting, companies can embrace transparency, innovation, and quality, positioning themselves at the forefront of the clean label movement.

Guy Rocourt: The Innovator Leading the Charge for Sustainable, Clean Cannabis Access

Guy Rocourt stands as one of the most prominent advocates for clean label practices in the cannabis industry. During his tenure as Chief Product Officer at Papa & Barkley, Rocourt championed the use of solventless extraction methods and whole-plant medicine, establishing a gold standard for clean cannabis products.

Now, as the founder of GR Consulting and the Guy Rocourt Brand, he continues his commitment to clean cannabis. Through these ventures, he works with cannabis brands to adopt sustainable, solventless processes, ensuring products meet the highest standards of quality and purity. His deep understanding of cannabis cultivation, extraction, and product development positions him as a leader in the movement for transparency and integrity in cannabis production, allowing him to continue leading the charge for clean label practices in the industry.

With over 20 years of experience, Rocourt is dedicated to advancing the clean label movement by providing expert guidance to companies that seek to produce natural, effective cannabis products.

Rising to the Occasion

As the cannabis industry continues to evolve, the demand for clean label products will only grow. Consumers are becoming more educated and are pushing for natural, safe, and transparent cannabis solutions. Brands that embrace these principles will be positioned to thrive in a market that increasingly values integrity, sustainability, and wellness.

Clean Label Takes Cannabis Back to Its Roots

The clean label movement is built on a commitment to bringing cannabis back to its roots. It represents a future in which the plant is cultivated, processed, and consumed in ways that honor its natural integrity and benefits.

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Join the Cannabis Clean Label Movement! Are you passionate about transparency, quality, and accountability in the cannabis industry? If so, we invite you to join Guy Rocourt‘s new LinkedIn group, Cannabis Clean Label Movement. This group is dedicated to fostering discussions on clean label cannabis, whole plant medicine, and best practices, all with the goal of building a better, more transparent future for cannabis. Moderated by Guy Rocourt, connect with like-minded professionals, share your insights, and stay at the forefront of the clean label movement in cannabis. Together, let’s drive meaningful change in the industry. Join the Cannabis Clean Label Movement on LinkedIn today!