The Cannabis Business Coach Podcast Episode 59: Peter Barsoom, 1906
The Cannabis Business Coach Podcast Episode 59: Peter Barsoom, 1906
Off Duty and On Trend: How a Former Wall Street Executive Is Redefining Functional Cannabis Consumption
In this episode, Michael Zaytsev (aka Professor Z) sits down with Peter Barsoom, CEO and Co-Founder of 1906, to talk about the next wave of cannabis consumption. From fast-acting edibles to THC beverage innovation, Peter shares how 1906 is meeting the demands of modern wellness culture, without the weed hangover. After a career leading strategy at American Express, Morgan Stanley, and Merrill Lynch, Peter left finance in 2015 to pursue a bold vision: make cannabis functional, fast-acting, and part of daily wellness rituals.
Today, 1906 is a leader in precision-dosed, effect-driven cannabis products sold in dispensaries and online. Its latest product, Off Duty, is a discreet, sugar-free, unflavored THC+CBD beverage additive designed for the post-alcohol and sober-curious consumer. As New Frontier Data reports, 51% of cannabis consumers have already tried an infused beverage, and 41% of consumers under 40 express strong interest in this category. 1906 is leaning into that demand and building the future of functional cannabis one drink at a time.
Topics Discussed:
🍸 Off Duty and On Trend: How 1906 is redefining cannabis beverages for the post-alcohol generation
🧠 Functional Cannabis: Why low-dose, fast-acting edibles are the future of wellness
📈 Regulations & Reality: How Peter’s Wall Street background helps him navigate complex compliance and build trust with regulators
💡 Innovation Over Intoxication: Why the industry’s obsession with potency is scaring consumers away and how to fix it
🌱 From Wall Street to Weed Wellness: Peter’s journey from credit derivatives to cannabis reform
Noteworthy Quotes:
“I didn’t get into cannabis for the money. I got into it because I believe in the plant, and because I saw a huge gap in the market.” “We created the cannabis product we wanted to buy and turns out a lot of people felt the same.”
“Cannabis consumers aren’t asking for higher potency, they’re asking for more control.”
“We're not trying to like change your lifestyle. To the contrary, what we're trying to do is enhance what you're doing. You don't need to sign up for the Cannabis tropes in order to benefit from Cannabis."
“Dispensaries are going to be anachronisms. People will discover and consume cannabis at restaurants, bars, and venues just like they do with alcohol.”
“We’re not in the cannabis industry. We’re in the wellness and mental health industry.”
“Money is like oxygen. You need it to survive, to thrive, to have impact, but it’s not the end goal... Excellence is.”
“If you become too rigid in your mind or direction, that’s a recipe for failure.”
About Peter Barsoom:
Peter Barsoom is the CEO and Co-Founder of 1906, a trailblazing cannabis company offering fast-acting, functional edibles and innovative THC-infused wellness products. Prior to founding 1906, Peter spent two decades in finance, holding leadership positions at American Express, Merrill Lynch, Morgan Stanley, BlueMountain Capital, and the Intercontinental Exchange. He left Wall Street in 2015 to build a cannabis company that could challenge the alcohol industry, reframe cannabis as a wellness tool, and set new standards for product innovation and regulatory integrity. Under his leadership, 1906 has pioneered products that combine cannabis with plant medicine for targeted effects—like sleep, focus, arousal, or relaxation.
Barsoom is also a respected voice in policy reform, having served on the boards of Marijuana Industry Group, Cannabis Trade Federation, Colorado Leads, and others. His newest product, Off Duty, taps into the booming demand for cannabis beverages and the rise of the sober-curious movement. Learn more at 1906.shop. 📆 Recorded: March 17 2025 🎙️ Listen now on Spotify, Apple, YouTube, or at michaelzaytsev.com
Additional Resources:
📚 Michael Zaytsev’s The Cannabis Business Book
🏫 LIM College: Business of Cannabis Degree Programs
🌿 1960.Shop - Try Off-Duty and other great 1906 products
This episode is a must-listen for cannabis founders, product developers, CPG strategists, wellness entrepreneurs, and anyone who believes cannabis is more than just getting high.