Based in DeWitt Township, an edibles company is quietly making waves and history.
Hey! Captain Edibles, a brand that is 50% women-owned and 80% women-operated, is challenging the male-dominated cannabis industry with a fresh, innovative approach to manufacturing.
The company was founded by Kirk Reid, who began making edibles to help manage the effects of multiple sclerosis, an effort that reduced his daily pill count from 50 to just a few. This medicinal foundation led to a commitment to using infused full-spectrum oil, which provides a richer, more effective experience compared to the distillate sprayed on many budget edibles. With its commitment to quality, the company has earned the most awards of any edibles brand in Michigan, including 11 High Times Cannabis Cups.
In addition to Reid, the owner group includes Hilary Dulany, Brandi Rice-Simpson and Chuck Senatore.
“All four owners are very hands-on,” said Ally Heersema, sales team manager. “There’s not a day that at least one of them isn’t in the office; we have a very strong team that exhibits a lot of heart.”
Unlike competitors focused on common edibles products like gummies, Hey! Captain has built its reputation on unique products made in the Lansing area that are both inventive and practical.
“We are mid-shelf-priced but top-shelf quality,” Dulany noted.
The company’s focus is on crafting items that are not just different but better. Available products include freeze-dried ice cream and candy. The ice cream is homemade with real cream and fresh fruit before undergoing Hey! Captain’s proprietary infusion and freeze-drying process, which helps mask the cannabis flavor, making the consumer experience pleasant and delicious.
The company’s freeze-dried treats have a much longer shelf life and offer a sublingual experience, dissolving in the mouth for faster, more effective absorption. For those with dental sensitivities, the products are a game-changer.
“I can’t eat regular Starbursts with my crowns, but I can eat our Star Babies all day long because they dissolve,” Rice-Simpson said. “It’s a new way to consume that’s easier, more effective and more enjoyable.”
Hey! Captain manufactures its products five days a week with 10 staff across two shifts. Products are available at 150 dispensaries across the state, including at least one location in every major city.
“We thrive on the fact that we are consistent with our products,” Rice- Simpson said. “We’re also a low-waste facility. The broken-down pieces that get ground up during the freeze-drying process are like a pixie dust you can sprinkle on things or eat it straight up. Some people have been creative, including putting our caramel one on root beer floats.”
Even amid industry oversaturation, Hey! Captain is not only surviving but thriving. With new, innovative products on the horizon, including sugar-free options, maple and honey sticks, and a line of “food fakes,” this Lansing-based company is proving that authenticity, quality and a commitment to its community are the keys to lasting success.
Stacy Bogard
Stacy Bogard is a senior content and PR strategist at M3 Group and is a writing and editing contributor for 517 Business. A native of East Lansing, she’s active with the Junior League of Lansing and Central Michigan chapter of the Public Relations Society of America. She also loves watching sports and traveling.
