Lehua House of Brands Invests in Internal Talent, Proving People Are the Strongest Asset in Cannabis

In an era when many cannabis brands are outsourcing sales and scrambling for survival, Lehua House of Brands is taking a different route: betting on its people.

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The woman-owned company—best known for its award-winning infused beverages Olala, Voila!, Live ORO, and Reefresh—has built a lean, high-performing team that reflects both the diversity of their consumers and the cannabis industry’s unique blend of legacy grit and corporate polish.

“I’m here to set a new standard. I’m not looking for perfect résumés. I’m looking for people with heart, curiosity, and hustle. You can teach skills—but you can’t teach people to care,” said Lehua CEO Sierra Elaina. “I’m committed to giving this team a 360-degree view of the business—from sales to operations to what’s happening beyond California. They’re not just here to move products. They’re here to build something that lasts.”

Indeed, Lehua’s team is a microcosm of California’s cannabis evolution. Brand and Field Marketing Trainer Roxane Axtman started her professional journey as a budtender, combining deep product knowledge with corporate professionalism to become one of the company’s strongest trainers. California Account Manager Travis Caldwell brings nearly two decades of cannabis experience, including dispensary management, brand ownership, and top-tier performance for some of the industry’s most respected names. And wine industry veteran Jose Garcia, who started in production over five years ago, now runs the facility as Lehua’s Director of Operations.

Director of Sales and Trade Marketing Callie Belo, a standout industry sales leader formerly with a cannabis sales agency and well-respected Kiva Sales & Service, has generated more than $11M in cannabis revenue over her career, and is now an engine behind Lehua’s growing footprint in the California market. A strong industry background is key to the success of many of Lehua’s California Account Managers, like Melissa Seng, who has previously distinguished herself as one of Herbl's top reps and an account manager for Falcon Distribution. That expertise means that Lehua’s reps aren’t merely taking orders but instead serve as trusted advisors to retailers and co-manufacturers.

“At Lehua, we’re cultivating a culture of curiosity and continuous improvement, not just with our team internally, but with our external partners, too,” said Belo. “This is one of the most balanced, dynamic teams I’ve ever worked with. Everyone brings something unique to the table, and that diversity of background, experience, identity, and perspective is exactly what gives us our edge in a complex, evolving market.”

As other brands chase scale with outside sales agencies, Lehua has chosen to grow from within, doubling down on internal promotions, professional development, and leadership training. The company recently opened its canning facility in Northern California, offering white-label and co-manufacturing slots for brands seeking quality production with premium ingredients, live resin infusion, and flexible batch sizing.

That approach has already produced tangible results. Lehua currently has 70% of their accounts reordering within 30 days, and has opened 50 new accounts in 90 days.

“I come from a traditional CPG and beverage background, and I’m not going to lie—transitioning into cannabis 6 years ago was a culture shock,” said Elaina. “What I realized, however, is that legacy operators and corporate professionals have complementary skill sets. I learned how to bridge that divide and lead from a place that recognizes that everyone has something to contribute.”

With sugar-free drinks, concentrates, and functional SKUs and a professional team built for long-term growth, Lehua’s people-first strategy is proving to be a sustainable differentiator in a market searching for stability.

About Lehua Brands

Lehua Brands is a woman-owned house of brands crafting an award-winning portfolio of beverages for adult-use markets. Known for bold flavors, clean formulations, and function-forward innovation, Lehua Brands—which include Olala, Voila!, Reefresh, Live ORO, and Smoking Sección—meets cannabis consumers wherever they are in their journey. With zero debt and a lean, low-risk model, Lehua owns and operates its canning facility and produces branded and white-labeled products in-house. Founded in 2015, Lehua products are available in more than 250 dispensaries across California and Canada, with expansion into additional North American markets underway. Learn more at lehuabrands.com.

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