Matha Figaro, a first-generation Haitian-American pastry chef, is set to make history in New Jersey as the founder of ButACake, the first independent operator to introduce cannabis-infused edibles to the state’s medicinal and recreational markets.

Figaro’s premium cannabis-infused brownies, cookies, and elixirs, while not yet legal, will be available through state-approved waivers as regulators work to finalize regulations.

Figaro, one of the first minority woman-owned business owners in this space, is launching ginger peach-flavoured oral dissolvable strips, a unique product that she describes as “essentially the same thing as Listerine strips.” These thin films dissolve on the tongue, offering a faster onset of effects than traditional edibles.

“It was made with medicine in mind, but it’s also so fun for the adult-use market,” she told NJ Biz.

Beyond being sugar-free, gluten-free, and vegan, ButACake’s product is positioned as a more affordable option in the cannabis market, with a suggested retail price of $15 for a package of two 10-milligram THC strips.

“People are really happy to find something that’s actually affordable for once – something on the market that you can buy with a $20 bill and get change back. That doesn’t exist yet in New Jersey,” Figaro told NJ Biz.

By the end of December, ButACake’s ginger peach-flavoured strips will be available at independently owned and operated dispensaries across the state, marking a significant milestone for Figaro and her legacy legal canna bakery.

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How it started and how it’s going

Figaro began her entrepreneurial journey in 2015, initially operating ButACake as a baked goods business. The shift to cannabis-infused products came when a customer requested a cake to help alleviate the side effects of chemotherapy. Inspired by the opportunity to use her baking skills to make a positive impact, Figaro transformed her business into an exclusive edibles brand.

To navigate the challenging transition from legacy to legal, Figaro founded CannPowerment, a contract manufacturing, packaging, and production solution for cannabis brands. Co-founded with childhood friend James Barrett, CannPowerment became the first woman- and minority-owned cannabis product manufacturer in New Jersey, securing a conditional license in October 2022 and an annual license in September 2023.

Figaro’s legal focus led her to collaborate with Columbia Care, a multistate operator licensed in Delaware. Through this partnership, ButACake’s branded products became bestsellers at Columbia Care’s Delaware dispensaries, including peanut butter and jelly brownies and chocolate chip cookies.

The journey to legalization, however, was far from easy. Figaro faced financial challenges, including losses and the need to move to Delaware to generate revenue. She said the licensing process in New Jersey is “miserable and unbearable”, urging a more cohesive approach between regulatory bodies and municipalities.

Despite the hurdles, Figaro remains focused on the potential of the mature cannabis market in New Jersey. She said that expanding product offerings, such as beverages and edibles, will contribute to the industry’s growth, aligning with the Cannabis Regulatory Commission’s aim to create a more mature cannabis market in the state.

As the cannabis market in New Jersey evolves, Figaro sees edibles as a fresh and discreet way to attract new consumers, particularly mothers and individuals over the age of 55. With the potential for significant sales in this segment, Figaro’s ButACake is poised to play a vital role in shaping the future of cannabis consumption in the Garden State.

“I’ve been able to reach a certain demographic of people that were trained to think that cannabis was bad and harmful,” she told NJ Biz. “They are a big demographic of my client base, mostly because when you get to a certain age, you cannot smoke anymore because it’s not necessarily discreet. And because I’m able to customize and make products that work for people’s dietary needs and their medical needs, it’s really how I’ve been able to just grow this business like wildfire.”