256 Yasir Hashim: Co-Founder & CEO of Lumen

Regulatory Hurdles

Navigating the regulatory landscape was a significant challenge for Yasir Hashim and his company, Lumen. The California Department of Public Health frequently removed their hemp-based products from shelves due to confusion over its classification, impacting their sales and growth 1. Yasir recalls the struggle of maintaining product availability, especially during the pandemic when their revenue plummeted as coffee shops and bodegas closed 2.

We could barely keep our product on the shelf because it was selling, but also because it kept getting pulled off by the California department of Public Health.

--- Yasir Hashim

To adapt, they shifted from hemp juice to hemp seed oil, which was more widely accepted and allowed them to continue selling their wellness shots 2.

   

Consumer Education

Educating consumers and retailers about hemp was crucial for Lumen's success. Yasir found that simplifying the message to "juiced hemp" helped demystify the product for both retailers and consumers, facilitating better understanding and acceptance 3. Packaging adjustments also played a vital role; moving key ingredient labels higher on the box improved visibility and boosted sales 4.

We used to talk about all these intricate details on how hemp juice was good for you. What we realized was we had to just keep it very simple.

--- Yasir Hashim

These changes were instrumental in establishing Lumen's brand in retail locations and connecting with consumers effectively.