Inside Natural Medicine: Justin Bloom on Cannabis Extraction, Fuze, Baseline & Buzz
What goes into creating cannabis concentrates and building the brands behind them?
In Episode 51 of Nuwu Sessions, Justin Bloom of Natural Medicine joins the conversation at Sky High Lounge at Nuwu Las Vegas to share his experiences working across California, Colorado and Nevada's cannabis markets.
From his early days in cultivation and extraction to helping build a production team, Justin offers a behind-the-scenes perspective on an evolving industry. The conversation explores Natural Medicine's Fuze, Baseline and Buzz brands, why concentrate quality starts with cultivation, and the relationships that help cannabis businesses grow.
Watch the full episode or continue reading for the stories, experiences and industry insights shared throughout the conversation.
WATCH NUWU SESSIONS EPISODE 51
From California's Cannabis Scene to Nevada's Regulated Market
Justin Bloom's journey into cannabis began long before he joined Natural Medicine.
Growing up in East Texas, he developed an interest in the plant at a time when cannabis carried significant stigma in his community. His perspective began to change when he moved to California to play college football.
There, he found himself immersed in the state's medical-era cannabis industry.
Bloom describes starting at the ground level of cultivation, taking on basic responsibilities before gradually developing more advanced skills. His interest eventually shifted toward extraction, where he began learning the processes involved in turning cannabis into concentrates.
Those early experiences unfolded in a very different environment from today's licensed production facilities. Extraction knowledge was less standardized, and Bloom speaks candidly about the trial-and-error practices of that period. He explicitly discourages unsafe, informal extraction methods.
As his experience grew, so did his interest in building a legitimate career within a regulated market.
“I wanted to be a legitimate business.” — Justin Bloom (06:18)
That ambition eventually led him to Colorado, where he worked as a budtender before returning to extraction.
In one memorable story, Bloom recalls explaining a product so thoroughly to a customer that he was offered an extraction job. The customer turned out to be an extraction manager who recognized his knowledge.
He eventually made his way to Nevada, where he encountered a different set of production and regulatory expectations.
His career reflects a period of enormous change in cannabis: from medical-era cultivation and emerging extraction techniques to testing, tracking and the operating standards associated with licensed production.
Throughout that transition, Bloom continued learning and adapting.
Building a Team at Natural Medicine
After working with Exhale Brands Nevada, Bloom found a new opportunity with Natural Medicine through relationships he had developed in the industry.
When he joined, he recalls working with a team of approximately four people. Since then, according to Bloom, the operation has expanded to roughly 25 employees.
While discussing that growth, Bloom is quick to share credit with the people around him. He recognizes employees working across extraction, packaging, kitchen operations, sales and other behind-the-scenes roles.
For Bloom, understanding how a product is made is important, but technical knowledge alone isn't enough. Building a successful operation also requires communication, strong relationships and people working toward shared goals.
Inside Fuze, Baseline and Buzz
One of Episode 51's most informative discussions explores the different directions behind Natural Medicine's brands.
Bloom explains how Fuze, Baseline and Buzz serve different purposes within the company's portfolio, reflecting the variety of cannabis products and consumer preferences in Nevada.
Fuze: An Extraction-Focused Brand
Fuze is positioned by Bloom as Natural Medicine's premium, extraction-focused brand, emphasizing live resin and live rosin.
He discusses its connection to a boutique no-till cultivation operation and describes the attention the team gives to the material selected for extraction.
For Bloom, maintaining the identity of Fuze involves intentional cultivation and production decisions.
He also describes the company's goal of holding itself to demanding internal standards.
“We hold ourselves to standards that are even stricter than what the CCB holds us to.” — Justin Bloom (20:56)
Bloom describes these standards as central to Natural Medicine's approach to cultivation and extraction.
The larger point is the relationship between the plant and the extraction process.
Bloom explains that the company focuses its boutique cultivation output on extracts rather than positioning Fuze as a traditional flower brand.
Baseline: Accessibility Without Losing Its Roots
While Fuze focuses on the premium side of concentrates, Baseline follows a more value-oriented approach.
During the episode, Bloom discusses cured resin products, distillate vaping formats and infused pre-rolls as part of the Baseline lineup.
For Bloom, cured resin holds a personal connection to his early career in extraction.
“I don't ever want to lose those roots.” — Justin Bloom (22:34)
That experience continues to influence how he describes Baseline's approach to accessible concentrates and value.
The discussion reflects an important reality of the cannabis market: consumers have different budgets, product interests and preferences.
Not everyone is searching for the same format or the same price point.
Buzz: Expanding Beyond Gummies
Buzz offers another look at Natural Medicine's approach to product development.
According to Bloom, the brand began with distillate gummies before gradually expanding into additional edible formats.
During the conversation, he discusses cannabinoid-ratio gummies, rosin gummies, live resin products and vaping hardware.
He also talks about modular hardware concepts, larger concentrate jars and potential additions to the lineup.
These discussions offer a look at Natural Medicine's approach to product development, including how the company explores new formats and responds to changing consumer preferences. The products and concepts reflect its offerings and plans at the time of recording.
Why Concentrate Quality Starts With Cultivation
What makes a quality cannabis concentrate?
The answer can involve extraction technique, equipment, experience and product handling. But for Bloom, the foundation comes earlier.
“It starts in the cultivation for sure.” — Justin Bloom (23:13)
He explains that the condition and characteristics of the starting material influence the results that can be achieved through extraction.
That includes genetics, cultivation practices and the qualities of the plant itself.
Bloom also discusses why maintaining relationships with experienced cultivators is important, particularly when production requires material from outside the company's own garden.
His perspective connects cultivation and extraction as two closely related parts of a larger process.
For consumers, the discussion offers a useful reminder that the finished product is shaped by decisions made long before it reaches a dispensary.
Does Concentrate Texture Determine Quality?
Another interesting moment comes when the conversation turns to the appearance and texture of cannabis concentrates.
Shoppers may encounter terms such as batter, sugar, sauce or shatter while browsing concentrate menus.
Each describes a different physical consistency, but Bloom cautions against treating personal preferences as a universal measure of quality.
“If you like a specific texture, that's your preference, right?” — Justin Bloom (32:06)
He explains that different consistencies can appeal to different consumers, and the texture someone enjoys most does not automatically make other options inferior.
The conversation helps distinguish between personal preference and the broader factors involved in evaluating a concentrate.
Rather than judging a product on appearance alone, Bloom encourages looking more closely at the cultivation and production decisions behind it.
Partnerships, Product Knowledge and the People Behind the Counter
Although extraction is central to Bloom's experience, his work also involves sales and relationships with Nevada cannabis businesses.
He explains that firsthand production experience helps him communicate more effectively about the products he represents.
“It's easier to sell something that you make.” — Justin Bloom (25:18)
For Bloom, knowing the work behind a product makes it easier to answer questions and explain the decisions involved in its production.
But his emphasis on relationships extends beyond his own team.
He credits collaboration with cultivators, retail partners and other industry professionals as essential to navigating the cannabis market.
When asked about the importance of partnerships, Bloom responds that they are pivotal to the work Natural Medicine does.
He connects that philosophy to his earliest extraction experience, when he began working with cultivators who needed someone to process their material.
Today, those professional relationships remain a major part of his approach.
The Importance of Budtender Education
One of the conversation's strongest moments comes when Bloom discusses the role budtenders play in the cannabis industry.
“Y'all are the ones teaching everybody. Y'all are the ones telling people about the products.” — Justin Bloom (36:03)
His comments recognize the work of the people helping consumers understand cannabis products every day.
Budtenders are often the connection between a manufacturer and someone encountering a product for the first time.
They answer questions, explain different formats and help consumers navigate available options.
For Bloom, that makes clear communication and strong relationships with retail teams especially important.
What Helps a Cannabis Brand Connect With Consumers?
The discussion also explores how cannabis brands communicate with consumers in a competitive market.
Bloom talks about the importance of consistent promotions and making sure advertised offers are actually available.
He emphasizes that customers value dependable information and knowing what to expect when they shop.
The conversation also addresses the challenges cannabis businesses face when marketing through social media and other communication channels.
For brands, Bloom's perspective highlights the importance of connecting production knowledge, retail education and communication.
A product's story doesn't end when it leaves the facility.
It continues through the people who explain it, the stores that carry it and the consumers deciding what is right for them.
Product Development and the Future of Nevada Cannabis
As the conversation moves toward the future of the industry, Bloom discusses emerging product formats and shifting consumer priorities.
He sees growing interest in larger concentrate formats and value-focused purchasing decisions, while acknowledging the role regulations play in what cannabis businesses can bring to market.
Bloom also shares his personal predictions about possible regulatory developments and where product innovation might go next.
These are his industry observations and expectations, not confirmed changes to Nevada law.
What emerges from the discussion is a picture of an industry that continues to adapt.
Manufacturers must consider consumer demand, production capabilities, pricing and the requirements of the regulated market.
Bloom's perspective reflects the challenge of balancing those factors while continuing to explore new ideas.
Advice for the Next Generation of Cannabis Professionals
Near the end of Episode 51, the conversation turns toward career development.
Asked what qualities he values in people entering the industry, Bloom discusses communication, problem-solving and the ability to work with others.
His career has taken him through cultivation, extraction, retail and sales, giving him experience across multiple parts of the business.
That background shapes the advice he offers people hoping to establish themselves in cannabis.
“Don't be too intimidated to put one foot after the other.” — Justin Bloom (54:46)
He encourages people to ask questions, learn from experienced coworkers and speak openly about their professional goals.
The message reflects his own journey, which began with hands-on cultivation work and gradually developed into leadership responsibilities.
Rather than presenting career growth as a straight path, Bloom describes an approach built around initiative, learning and relationships.
For anyone interested in the business behind cannabis, it's a valuable part of the conversation.
More Than the Product
Throughout Episode 51, one theme continues to emerge: the people behind the work matter.
From cultivation and extraction to sales and retail education, Bloom's story illustrates how interconnected the cannabis industry has become.
The discussion offers a look at Natural Medicine's approach to its different brands while exploring broader topics relevant to Nevada's cannabis community.
It's a conversation about learning a craft, building relationships, working through change and recognizing the contributions of the people who help make a business successful.
For viewers interested in cannabis culture, product development or the industry itself, Episode 51 provides an opportunity to hear those experiences directly from someone working behind the scenes.
Watch or Listen to Nuwu Sessions Episode 51
There's more to the conversation than we could cover here.
Join Justin Bloom of Natural Medicine for the complete discussion about cannabis extraction, the stories behind Fuze, Baseline and Buzz, and the people helping shape Nevada's cannabis industry.
Watch the Full Episode on YouTube
Content intended for adults 21 and older. Guest opinions and descriptions of products reflect the recorded conversation. Product availability and specifications may change.