We’ve been busy in the lab this summer, so we sat down with Elevate Lab Director Gwen Devonshire to talk about everything going on , from insights on the science and team behind your dabs to creating new products and launching our first rosin products.
How long have you been with Elevate, and what brought you here?
GD: I have been with the lab for 5 years. I started as a Lab Manager when we first received state approval for our manufacturing license and shifted to the Director role about 3 years ago. Before cannabis, I was managing a branch of the main testing lab for DFA in KC. In many ways it’s similar to what I do now — equipment maintenance and product development to ensure final products meet strict quality standards. My scientific background translated well; I like being hands-on with the products and processes themselves.
What does a typical day in the lab look like?
After five years, we’ve developed a consistent flow. We know roughly how much plant material we’ll process from week to week, and a big part of my job is planning how we use it. I decide which extraction methods we’ll use, build our production schedules, and work with marketing and leadership on upcoming product launches. From there, I make sure the lab team has what they need and that we’re on track to meet our goals. I’m also constantly looking for ways to improve our current processes — increasing yields and productivity, and minimizing inconsistencies in the final product.
Tell us about your team!
Most of the team has been here since the beginning — 4+ years together. We have a tight-knit group that works together very fluidly. Everyone brings specific strengths that work well as a whole. They’re not only super smart, they’re really passionate about what they’re doing, and put a lot of love and care into the product that you might not get elsewhere. They’re highly motivated, detail-oriented, and up for rolling with the challenges in a space that’s constantly changing. I involve the team in product discussions whenever possible. The people doing the work every day have a lot of knowledge and great ideas, and some of our best decisions come from those conversations.
Science Behind the Products
What’s one thing about your job that surprises people when you tell them about it?
How technical it is. People see the finished product, but they don’t always realize how much science, engineering, maintenance, and troubleshooting happen behind the scenes. The equipment we use requires constant attention and upkeep. There’s a lot of thought, testing, and attention to detail involved in getting products from raw material to a dispensary shelf.
What’s something about the process of making our stuff that you get really into that customers might not know?
The testing! As a consumer years ago, I’d buy an edible and not consider what went into making it or where it came from. Once you’re on this side of the industry, you realize how much science, testing, and compliance work happens before a product ever reaches a shelf. Every product goes through extensive testing to make sure it’s safe, clean, and consistent. And we take it a step further — we’re constantly evaluating our own internal processes to make sure we’re operating well below compliance limits and maintaining quality standards. Many unlicensed and unregulated retailers aren’t required to do that.
The machinery is another one. There are so many small details involved in producing distillate and other extracts that most people never see. And honestly, the quality of the material we start with is a big deal. After spending time in other facilities and seeing other operations, I’m proud and grateful for the quality of what we get to work with. It makes a huge difference in the final product.
How does having an in-house lab change the way you develop products?
It’s a game-changer. Because we have a lab onsite at our grow, our cultivation and lab teams work together closely and communication is easy. If we see an opportunity to improve something, we can have those conversations quickly and make adjustments. That kind of collaboration is hard to replicate when a lab is operating separately from its source material.
Building the Elevate Lineup
What’s your team’s process for picking strains and flavors for vape products?
The leadership team in the lab has a good understanding of which profiles tend to perform well in cart form. We do a smell test to start, then move into R&D testing to see how those characteristics translate into the finished product. Our goal is always to build lineups that feel intentional, fit our brands, and keep things fresh.
Of all the products coming out of the lab this year, what were you most excited to work on or release?
Rosin! If you work in a cannabis lab, rosin is a product you want to make. We’ve spent years building other parts of the business and focusing on different priorities, so being able to finally launch our own rosin products is really exciting. I’m proud of the team’s patience and the work they’ve put in to get us to this point. It’s something we’ve wanted to do for a long time, and it’s exciting to finally see it happen.
What’s your personal favorite product right now — something you’d recommend to a friend?
Lemon G is my absolute favorite, because of the makeup of the strain — 1:1 CBD:THC. My favorite way to consume is our live resin carts.
