EXCLUSIVE: Keef Brands CEO Explains Why Optimism Has Returned To The Cannabis Industry

Keef Brands, a cannabis beverage company operating in the U.S., is entering the second half of 2026 from a position of strength, but with a cautious eye on the rapidly evolving hemp landscape.

Speaking with IgniteIt’s Nicolas Jose Rodriguez at the IgniteIt Cannabis Capital Conference held at the Marriott Magnificent Mile in Chicago, Illinois, from June 14–16, 2026, Keef Brands co-founder and executive chairman Erik Knutson said the company remains focused on growing its regulated cannabis footprint while evaluating the impact of upcoming federal hemp policy changes. Knutson referred to a federal ban on most hemp-derived THC and CBD products set to take effect on Nov. 12, 2026.

“Last year, we had our best year ever as Keef,” Knutson said. He noted that both the company’s regulated cannabis and hemp businesses were profitable. These days, Keef operates in nearly 33 markets. The company’s goal is expansion in the Northeast, including establishing a stronger presence in key tri-state markets.

Knutson expects New York and New Jersey to drive the next phase of growth. He hopes Keef will complete the Northeast footprint by 2027.

“For us right now, their deployment is all about expanding market share and continuing to increase our ROI,” he said.

Knutson said the company also eyes technology and operational improvements. He said the conversations with ancillary businesses and software providers at the conference recognized the role of artificial intelligence across the cannabis industry.

“I honestly can’t think it was even possible, but at this point with AI seems that everything might be possible,” Knutson said.

Knutson also highlighted that optimism is returning to the sector. This was his conclusion following talks he had with institutional investors and multi-state operators at IgniteIt’s event in Chicago.

“It seems that everybody has a different glint in their eyes right now,” he said. He attributes the enthusiasm to federal rescheduling efforts.

“Seeing just the excitement of people in general again was a big deal for me,” Knutson added. “I needed to see that.”

On hemp regulation, Knutson said a clearer distinction between hemp-derived products and regulated cannabis is needed. He favors frameworks that allow both markets to coexist.

“At the end of the day, I think there’s room for both, but it needs to be a clear definition and clarification that, you know, hemp is hemp and marijuana is marijuana,” Knutson said.