DISCLAIMER: On Saturday June 23rd, 2018, a digital video of Treatwell’s CEO, Alison Ettel, threatening to call the police on an 8 year old girl selling bottled water was posted online. The video went viral and was picked up by a number of mainstream news media outlets. The original company profile from 2016 is posted below in it’s entirety, but many of the social media handles listed are now inactive.
CEO & CO-FOUNDER, TREATWELL
“Being an entrepreneur is part of who I am, and I am out to change an industry!”
Alison Ettel is the CEO of TreatWell, a cannabis company specializing in high quality, non-psychoactive medicine. They offer a full line of pet and human tinctures. She came from a very professional background and switched into the cannabis industry after using cannabis for the very first time during her recovery after a coma from meningitis. It took her months to recover, but she remembers distinctly what cannabis did for her: “The fog cleared from my brain. I started getting an appetite back, I could walk…and I could just feel this connectivity starting,” she explained.
Alison is not some “dumb stoner”; in fact, she has an extremely extensive background. She holds a few masters degrees and has worked on Wall Street, and a think tank and in software – until meningitis took over and she found her true calling, cannabis. She started out because she wanted to raise the bar in the industry. She did not trust the consistency or quality of the medicine and knew there had to be a better way. She began by educating herself, took classes and consulted with doctors, researchers and some of the best alchemists around. While learning about cannabis she had an interesting revelation, “The more I learned about the plant, the more I became fascinated by it. The potential for the plant is almost limitless,” exclaimed Alison.
The founders began by working with humans and then gradually progressed into the pet side. Alison is a huge pet lover; on the side she is a dog walker, pet sitter and bakes organic treats for some of the shops in San Francisco. There was not a lot of information out there for TreatWell in the beginning when it came to pets and cannabis. Now, Alison is considered one of the leading experts on the topic. The beginning formulations were trial and error when pets had run out of any other option, but they seemed to hit the nail on the head fairly quickly, based on some of their outcomes and cases.
Alison is well educated and explained to me that 75% of her customer base is women, so she has not had a hard time connecting with the industry at all, despite being a female. She also went on to explain, “People initially underestimate me a lot in this industry. But I talk the talk and I have the knowledge and data to back it up, so people quickly realize that I know what I am talking about.”
She also touched on a subject that I found interesting, “I think there is a clash of old world and new world in the cannabis industry. One of our advantages is that we have many years of anecdotal data and we are able to use this in conjunction with the research and scientific data, which is very powerful. We provide a piece of the puzzle that the doctors and vets are seeking in addition to what they read in the research studies.”
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