The name Vlasic conjures up a certain vinegary image: a pickle-bearing stork, a crunchy snack, and Michigan’s agricultural history. What it may not conjure up, however, are thoughts of cannabis products.
But that’s exactly what the Vlasic family is doing. Under the name Vlasic Labs, the family behind America’s largest pickle brand is embarking on a new mission: creating CBD products for both pets and people.
Rick Vlasic of West Bloomfield and his son, Willy Vlasic, 28, of Farmington Hills, founded Vlasic Labs four years ago to provide safe, high-quality, non-psychoactive cannabis products.
In an interview, Willy Vlasic said he was a licensed caregiver in the growing cannabis market for a few years, but his parents were hesitant to get involved because they grew up in an era when cannabis products were illegal. After some convincing and legislative changes, Willy Vlasic said his family came to believe in CBD as an alternative health product to help things like sleep and chronic pain.
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“When it became legal in Michigan, my dad started taking it more seriously from a business perspective, and my mom started using the topical ointments and creams, and even her mother used them,” Willy Vlasic said. “I couldn’t believe that members of my family were using something that came from a cannabis derivative, that had anything to do with cannabis, but that’s how they got used to it.”
Willy Vlasic started with a small CBD extraction company, but wanted to take it to the next level and offer an in-house final product. Willy and a business partner had the idea to call the company Vlasic Labs, as a tribute to their family history of successful businesses. His father, Rick, who co-founded the company and is CEO, had to think about it.
“My dad spent a week thinking about whether or not we should take that step,” Willy said of attaching the family name to the business. Willy said he and his family spoke with his grandfather, Robert Vlasic, who made the pickle company the American legacy it is, and asked for his permission to use the name.
“We told him it was CBD and it didn’t get you high — it wasn’t marijuana. And he was just so excited that we wanted to use the name and carry on the family tradition and do the family thing, you know. It was just a bonus that we were going to help people and provide help to people. We got his blessing and we marched forward.”
And as they continued, business went well, Willy said.
“The family name is upheld. Ultimately, we want to deliver products that are high quality and safe, but also affordable.”
Willy Vlassic said he saw a gap in the market where CBD products were associated with under-the-counter sales and under-regulated products sold at gas stations. At Vlasic Labs, his goal is accuracy in labeling and well-tested products that can help people.
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“I’ve been able to ship to 59 new stores in four states in the last week, and that’s great, you know, business is cool and we want to run a good family business,” Willy Vlasic said. “But when I give an old lady our roll-on (product) and she says it helps us with her pain, that makes me happier than any sale or store placement or distribution.”
In addition to selling products to help people, they also sell CBD dog chews and USDA Organic Pet Peanut Butter. He said he’s been feeding his dogs the product for years and it keeps them happy and healthy — and maybe even provides a job.
“My dogs even use the product. That’s my dog, Yogi, on the bags. He’s our director of dog business,” said Willy Vlasic.
And Ozzy, the 14-year-old Golden Retriever on the peanut butter package, also likes CBD. It helps with joint pain, anxiety during thunderstorms and fireworks, and keeps him sharp at work.
“Ozzy, he is our highest morale officer and he takes his job very seriously,” said Willy Vlasic.
Breaking news reporter Liam Rappleye can be reached at LRappleye@freepress.com
This article originally appeared on Detroit Free Press: Vlasic Pickle Family Expands Into CBD for Pets and People
