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How can business help solve society’s biggest challenges? Welcome to Take on Tomorrow, the award-winning podcast from PwC that examines the biggest problems facing society and the role business can—and should—play in solving them. Hosts Femi Oke and Lizzie O’Leary talk to industry innovators, tech trailblazers and visionary leaders from around the globe about timely topics: from the climate transition to AI and data; and from the future of food to how we build, move and power the world.
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Corinne Butler discusses Azuca's "2025 Edibles Premiumization Report," which highlights that premium cannabis is defined by efficacy and that consumers are willing to pay more for fast-acting edibles due to their predictability and consistent experience.
Corinne detailed how Azuca's encapsulation method ensures fast-acting effects (5-15 minutes) and preserves Delta-9 THC, addressing common inconsistencies in traditional edibles.
We also covered the clean label movement in cannabis, women driving the shift to cannabis beverages, and concerns about the 2026 Farm Bill potentially impacting hemp-derived CBD products.
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