We’re excited to introduce you to the always interesting and insightful Anthony Jenkins. We hope you’ll enjoy our conversation with Anthony below.

Hi Anthony, thanks for joining us today. So let’s jump to your mission – what’s the backstory behind how you developed the mission that drives your brand?

Next Level: My Journey to Healing, Elevation, and Empowering Others Through Cannabis

My name is Anthony Jenkins, and I started Next Level because cannabis saved my life. After losing my job, my car, and my home in the 2007 recession, I hit an emotional rock bottom. I was eventually diagnosed with anxiety and, like so many others, prescribed medication that did little to help—and often made things worse. Around the same time, my brother Cartier was battling his own demons after returning from multiple tours in Iraq. He had been diagnosed with depression and PTSD and faced the same struggle with ineffective, side-effect-laden pharmaceuticals. We both felt hopeless—until we found cannabis.

Cannabis offered the relief that nothing else had. But even then, we faced another challenge: how to access its benefits discreetly and without the stigma that often comes with smoking. That’s when I combined my passion for baking with the healing power of cannabis. I started creating gourmet, cannabis-infused treats—delicious, elegant, and discreet. From triple chocolate chip cookies, maroon velvet cheese cupcakes, and salted caramel popcorn, my creations weren’t just edibles—they were experiences.

At first, our goal was to launch a premium infused confections company. We envisioned selling top-tier desserts like our caramel peanut butter snickers mini cupcakes, blending award-winning recipes with the therapeutic effects of full-spectrum cannabinoids and terpenes. But as we moved through the process, we quickly encountered the harsh realities of the cannabis industry—complex testing requirements, costly packaging and labeling regulations, and restrictive compliance hurdles that made it nearly impossible to scale the product the way we had imagined.

So we pivoted.

Rather than give up, we adapted. We decided to empower others—home chefs, bakers, cooks—with the same freedom and creativity we had found in the kitchen. That’s when we launched our infused coconut oil. With this product, anyone can easily and accurately infuse their favorite foods and drinks at home. It allows people to control dosage and enjoy the benefits of cannabis without relying on pre-made edibles, which are often high dosage, limited to chocolates, gummies and sugary drinks, which are not exactly gourmet. Whether it’s a personal chef or someone cooking in their own kitchen, we give them the tools to make cannabis-infused meals that remind them of home cooking while healing the body, elevating the mind, and tantalizing the palate.

Cartier, with his deep knowledge of cultivation and distribution, sourced our top tier cannabis. And through our shared experience, we realized our mission wasn’t just to create tasty edibles—it was to shift the world’s perception of what cannabis is, and what it can be. We’re pushing back against outdated stigmas and racist propaganda from the early 20th century that still lingers today. Cannabis has been used as medicine for thousands of years—it’s time to restore that truth with elegance and intention.

Our Oakland-based company now focuses on infused ingredients that offer both healing and customization. We’re especially focused on serving professionals and individuals with medical conditions—people who deserve effective wellness solutions, but may feel judged or excluded from traditional cannabis culture. We believe you shouldn’t have to smell like a joint or pop a pill to feel better. You should be able to medicate and elevate, without compromise.

We’ve faced no shortage of challenges over the past nine years—from being told by a cannabis attorney that we’d need $750,000 just to get started, to navigating permit issues and financial barriers. But we’ve never lost sight of why we started this: to help others. We’ve seen firsthand the impact—like a female customer with chronic headaches for over 30 years who finally found some relief with our coconut oil.

Now, with our infused coconut oil and brown sugar as a foundation, we’re thinking even bigger. We imagine a future where restaurants, bakeries, and chains can offer cannabis-infused versions of your favorite meals and desserts—where you can walk into a Cheesecake Factory and order an infused slice, powered by Next Level’s oil or infused sugar.

As the head baker at Elaine’s Confections, I bring my culinary passion to every product we make. As co-founders, Cartier and I draw from personal experience, professional insight, and a deep belief in the plant’s healing power. Our board is made up of community leaders, culinary experts, and industry veterans who all share the same goal: to build a brand that stands for quality, empowerment, and wellness.

Next Level is more than a company. It’s our journey. It’s our healing. And now, it’s our way of helping others find theirs.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

Elevating Every Meal: Next Level’s Infused Ingredients

At Next Level, we believe that cannabis should be something you can proudly incorporate into your everyday life—not just through pre-packaged edibles, but in the meals and moments that matter most. That’s why we created two flagship infused ingredients designed to give you full control over your cannabis experience: our cannabis-infused coconut oil and our cannabis-infused golden brown sugar.

Our full-spectrum, vegan coconut cannabis oil is crafted from locally sourced Northern California flower, carefully selected for its rich terpene profiles. The unique terroir of the region lends itself to a more robust, flavorful, and effective infusion—something we’ve preserved perfectly through our proprietary formulation. This oil is as versatile as it is powerful: it can be used both as an edible and a topical, and serves as a flawless substitute in any recipe that calls for butter or cooking oil. Whether you’re baking cookies, sautéing vegetables, or blending it into a post-workout smoothie, our infused coconut oil transforms your dish into something truly therapeutic.

For those who like a little sweetness to start their day, we offer our organic, gluten-free, vegan golden brown sugar—infused with a fast-acting cannabinoid formulation. It’s perfect for the morning warrior who wants relief without compromise. Stir it into your coffee, tea, or oatmeal, or use it in your favorite dessert recipes for a smooth, flavorful dose of calm. It’s not just sugar—it’s self-care in a spoonful.

These ingredients can be added to almost any recipe, but we’ve found they shine brightest in your favorite food or a dish your family has been making for generations. That’s what we’re about—bringing cannabis into your life in a way that’s natural, meaningful, and empowering.

What I’m Most Proud Of

If there’s one thing I’m most proud of, it’s this: we’re still here. When we started Next Level in 2017, we were a small, passionate company in an industry filled with cannabis brands backed by billions, launched by world-renowned celebrities, or already operating across multiple states with endless media fanfare. Many of those companies—despite all their hype and resources—shut down within a year or two.

And us? We kept going.

We didn’t have the same level of investment or press. But we had heart. We had purpose. And we had a vision that was bigger than the noise. While we’re not yet as far ahead as I once dreamed we’d be by now, the fact that we’re still pushing forward—still innovating, still creating, still serving our community—makes me incredibly proud. Because endurance in this industry is no small feat. It’s a statement of purpose.

What We Want You to Know

Next Level is an Oakland-based company founded by two brothers, owned by family and best friends, and dedicated to creating top-tier cannabis products with soul, integrity, and intention. We don’t make anything we wouldn’t use ourselves, and we make it all with a level of care and craft that’s rare in this industry. Most importantly, we believe great cannabis should be accessible to everyone, so we work hard to price our products in a way that honors both quality and affordability.

We’re not just building a brand—we’re building a community. One that uplifts, empowers, and educates. One that challenges outdated stigmas and invites new conversations. One batch, one ingredient, and one believer at a time.

What’s been the most effective strategy for growing your clientele?

Building Our Audience, One Conversation at a Time

When I first got into the cannabis industry, I thought the key to growing Next Level would be obvious: post on Instagram, share cool content, go viral. You know—what everyone says about marketing today. I figured if I could get enough likes or followers, the customers would come pouring in.

But I was wrong.

After a candid conversation with my mentors, I realized that in cannabis—especially as a small, mission-driven brand—real connection beats algorithms. One of them told me, “It’s about shaking hands and kissing babies.” That stuck with me.

So, I pivoted my approach. Instead of trying to go viral, I started showing up. I set up booths at dispensaries—not to pitch or hard-sell our products, but to talk to people. I’d ask them what they were buying that day. What their favorite foods were. What their mom or grandma or aunty used to cook that still makes their mouth water. And then I’d share how our infused coconut oil or brown sugar could be the secret ingredient that turns that beloved recipe into something both comforting and healing.

That human approach worked.

It built relationships and trust—not just with customers, but with dispensary staff and owners, too. From there, we started hosting infused dinner events, curated with professional chefs who used our products to prepare elegant, seven-course meals. We’d invite budtenders, dispensary owners, cannabis influencers, and food bloggers. These weren’t just dinner parties—they were immersive experiences showing what our products could do in the hands of culinary professionals. And each one helped Next Level grow—organically, intentionally, and authentically.

Can you share a story from your journey that illustrates your resilience?

A Story of Resilience: How a “No” Sparked Our First Breakthrough

Before Next Level was even real—when it was still just a “pipe dream”—I shared my idea with a coworker. He told me he knew a high-powered cannabis attorney in San Francisco. “She charges $500 an hour,” he said, “but I can get you a free hour to pick her brain.” I was grateful and excited. Finally, a chance to get some real guidance.

I showed up early with one of my co-founders, eager and ready with a list of questions. We waited… and waited. Our time slot came and went. Eventually, with just 15 minutes left in our scheduled hour, we were ushered into her office.

She apologized and mentioned she had a hard stop at the top of the hour—which was now only 10 minutes away. So I skipped my list and asked the top question on my mind: “How much does it cost to start a cannabis company?”

Her answer hit like a gut punch: “You shouldn’t even think about getting in unless you have $750,000.”

She explained all the things that would cost money—permits, space, lawyers, advisors—and while she kept talking, I stopped hearing her. My mind spiraled. I had about $90 in my bank account. After the meeting, my co-founder suggested maybe we should pivot industries. I agreed. Kind of.

On the BART ride home, I sat quietly… but something in me wouldn’t let it go. I kept thinking, “Maybe there’s another way.”

When I got home, I started researching. And I kept researching. I leaned on my background as a history major—I’m good at digging through information—and a few days later, I found something that changed everything: Oakland’s equity program.

Yureka.

Oakland had created a program to help people affected by the war on drugs enter the cannabis industry. It lowered many of the barriers that lawyer told me were insurmountable. That program became the key that opened the door for us.

And that moment—going from crushed to curious, from “no” to “not yet”—was the first major step in building Next Level.

Contact Info:

• Website: https://www.nextleveledibles.com/
• Instagram: https://www.instagram.com/nxtleveledibles/
• Facebook: https://www.facebook.com/nextleveledibles/
• Linkedin: https://www.linkedin.com/company/next-level-edibles/?viewAsMember=true