After a decade in Management Consulting, Angus Taylor co-founded Amphora Health.
His mission is simple: he wants to create products that make people’s lives better.
Since their 2020 launch, they’re now stocked in 50 stores, 6 online marketplaces and distributed with 6 retail aggregators. Nothing out of the ordinary for the Canadian cannabis entrepreneur whose first business (Newleaf Cannabis) was stocked in 25 stores.
We sat down with Angus to learn about his journey so far building Amphora Health.
Amphora Health was established in 2021, what were you doing before that?
In 2017, I founded Newleaf Cannabis in Canada. We sold as the largest brick and mortar retail cannabis chain (25 stores) in the country in 2018. Then in 2019 I founded Infused Products which grew into Amphora. Prior to my entrepreneurial endeavours, I had a 10-year career as a Management Consultant. I specialised in renewable energy technologies and efficiency.
What is Amphora Health and why did you decide it was time to start the business?
Amphora realises my personal mission to create products that make people’s lives better and more comfortable.
Cannabis and CBD is being re-regulated around the world. Governments have finally listened after years of campaigning from health and social justice advocates. New regulations create new market opportunities, and we are following them all around the world as they open to commerce.
For those who don’t know, what are some of the key benefits of CBD products?
- You receive the benefits from the cannabis plant without the psychoactive effects (i.e. it doesn’t get you high)
- CBD is a new approach to treat problems that other remedies have not solved. Cannabinoids interact with a different system in the body than any other compounds do (endocannabinoid system)
- There are over 1,800 different cannabis varietals, and each produces a different combination of dozens of compounds. Many varieties have been identified that produce specific effects when consumed. Amphora takes inspiration from these plants by formulating copies of their chemical profiles. This way our products suggest an intended effect for the consumer. For example, our ‘ZZZ’ formulation is well regarded and reviewed by our customers for the restful sleep experienced after taking the product before bedtime.
How do you plan on scaling your DTC business model?
Infusedamphora.com is one of the best domain rated commerce websites in the UK. Investing in online educational resources is key to gaining trust. Our aim is to be a reliable source of information about health, wellness, and CBD.
We are also expecting the major commerce platforms to permit CBD sales in the next couple years. We are already an approved brand on Amazon, we’re just waiting for CBD approval.
Could you tell us about some of your biggest achievements to date?
Doing daily commerce in a global marketplace requires an enormous and evolving understanding of how regulations for CBD are changing and in which countries, and in which order.
We’re proud to have moved the company to the UK (largest CBD market in the world), become a first mover in Asia, and created a great brand with unwavering high standards for our products.
You’re branching into the Asian market, tell us about the opportunities there for Amphora Health/the CBD industry?
In every new territory that goes from having no CBD industry to suddenly having a legal marketplace to sell new products to consumers that are craving them, it is an exciting time. I see massive growth in the future for CBD as it establishes itself as an important nutraceutical ingredient and product platform.
What are your future plans for Amphora Health?
- Create more great products to offer
- Introduce the brand to new countries and markets
- Continue to attract some of the hardest working and experienced talent
When you’re not running a business, what do you do?
I grew up in the Canadian Rockies, so my first love outside my family and kids is to ski/snowboard and summit peaks.
If you could only pick three products, which are your favourite Amphora Health products?
My favorite today is one we hope to release pending the success of this campaign. We are about to launch our first CBD topical, Mend. It’s a post workout and athletic recovery product that takes away aches and pains. It works really well as a tincture, but our new cream gives me that spot specific relief I’m looking for on my worn-out knees after 40 years of skiing and climbing.
Our vape products are hands down the best tasting, and I love ‘Inspire’ as a pick me up during the day.
I have also suffered from restless and interrupted sleep since I was a teenager. I have used our ‘ZZZ’ formulation for years when I only brewed up small batches for myself to get relief I couldn’t from traditional sleep-aid pharmaceuticals and OTC meds that always left me drowsy and unrested.
What’s the biggest lesson you’ve learnt so far building Amphora Health?
Adaptation is more important than planning.
Mike Tyson always said that everyone has a plan on how to beat him until they get punched in the face.
Starting a product company during COVID has tested us, and the whole CBD industry’s capability to adjust, reposition, and adapt to new realities of consumer buying habits, and how to market. We’ve weathered the storm and emerged as a strong brand with a great future.
To join Amphora on the mission to create products that make people’s lives better, check out their campaign here.