Driftless Extracts adds New Advisory Board Member

Contact: Edward A. Liegel
Email: ed@driftextracts.com

Driftless Extracts adds New Advisory Board Member

US Hemp Authority Board Member Josh Hendrix joins the growing Driftless Extracts team.

Lone Rock, Wisconsin — 10.20.2020 — Driftless Extracts announced the addition of recognized hemp industry pioneer and leader Josh Hendrix to a seat on its Advisory Board of Directors. A Kentucky native, Josh Hendrix relocated back to the Bluegrass state in 2014 on a mission to help build the US Hemp Industry from the ground up.

As a founding member of the US Hemp Roundtable, he was elected to serve as President of the Board of Directors in 2019, and currently serves on the Board of Directors for the US Hemp Authority, US Hemp Growers Association, and Friends of Hemp. As the Director of Business Development at CV Sciences, a publicly traded CBD company, he helped grow the company’s revenue 367% from 2015 through 2019.

“Bringing Josh onto our Board is a huge boost for us,” said Edward Liegel, CEO of Driftless Extracts. “His experience and authority in the industry is unparalleled, and we’re thrilled to add his vast experience and proven expertise to the guiding leadership of the company.

As an established leader in the hemp industry, Josh has moved the entire industry forward with his efforts and will continue to do so in the future, enabling Driftless Extracts to stay at the forefront of this rapidly expanding industry as it develops over time.

“I am thrilled that Driftless tapped me to join them in setting a new bar for the industry across all sectors,” said Hendrix. “The team at Driftless has shown that they are not only focused on the right things, but they’ve already separated themselves from the pack in the right areas with their commitment to USDA Certified Organic farming, processing, and finished product development at the highest level of scale and integrity.”

“While this industry is still in the ‘green rush’ stage, we’re an established company that still has the disruptive spirit of a startup,” said Driftless’s Liegel. “Having Josh on board helps us proactively guide the company, and gives us a global vision and deep understanding of this rapidly evolving sector.”

Founded in 2019, Driftless Extracts is Wisconsin’s leading resource for the cultivation and processing of hemp, and committed to leading the region’s hemp revival from seed to successful product. From agronomy science to project delivery, the Driftless Extracts hemp production crew is leveraging more than 60 years of cultivation experience to provide the highest quality products direct to the food, fiber, and CBD oil markets.


Driftless Extracts and Driftless Extracts are either registered trademarks or trademarks of Driftless Extracts in the United States and/or other countries. The names of actual companies and products mentioned herein may be the trademarks of their respective owners.

For more information, press only:
PR Contact Name: Edward Liegel
Phone number: 608-583-3294
Email: ed@driftextracts.com

Introducing the Workman’s Relief brand.

The birth of an approachable, and affordable, premium  brand.

It all started with an idea. After years of prohibition, the obvious potential of hemp-based products has created a land-rush mentality as businesses of all types recognized the tremendous upside of a new market of people looking for all-natural solutions to the health and wellness challenges they faced.

The first breakthrough product category was CBD (Cannabidiol) hemp oil, and that three-letter nickname soon took over the marketplace, becoming a commoditized descriptor for everything from standalone, over-the-counter retail products to a popular ingredient in formulas for everything from lip balm to hand cream. And that’s where our big idea came in; an environment that both recognized the potential of CBD, but then turned it into a simple commodity ingredient that was still able to command a super-premium price.

High potency and hardworking shouldn’t mean outrageously priced.

As we looked around the marketplace, we noticed one thing that, quite frankly, bothered us. There was little to no rhyme or reason for the way CBD oils were priced, described, or marketed. Some were clearly designed to appeal to audiences where price was no object. And that’s where we saw a big opportunity; to create a high-quality product geared toward a hardworking market sector, but for an everyday affordable price. And for us, the opportunity didn’t stop there. It goes back all the way to the early days of Wisconsin’s hemp heyday.

In the early 1900s, Wisconsin was responsible for around 17% of hemp production in the United States. Now that the bans have been lifted, many of the state’s farmers are rediscovering the many benefits of hemp, especially as a part of their field rotation strategies. And when it comes to overall crop quality, the state’s unique combination of favorable climate, abundant water and unrivaled soil structure make hemp a no-brainer for many farmers. In many ways, the state’s hemp farmers are going ‘back to the future,’ rediscovering the plant’s positives and enabling the renaissance of an industry, all based around the demonstrable quality of the state’s crop.

Creating a gold-standard brand for blue-collar workers.

Based in Wisconsin’s hemp heartland, Driftless Extracts is dedicated to creating the very best, high value products with one specific customer in mind: the American worker. Consequently, everything we do is designed to provide the very best benefit for every hard-earned dollar spent. As we went about developing our hemp oil product, we realized we needed to create a brand that could immediately communicate our ‘completely true’ brand story, so we spent the time to dive deep into what drives us every day, and makes us (and our products) different in the marketplace.

Rather than come up with a lowest common denominator name we could all agree on, we engaged a branding consultant to take us through a rigorous fact- and story-finding process so we could really understand the fundamentals of who we are, what we do, and how we do it. The process was fast and intense, but it gave us a clear story foundation, and the words to tell it. We then applied that process’s findings to what would become our flagship product, all the time knowing that this brand would also apply to an entire line of yet-to-be-developed products that will share the same brand lineage. The words captured our true brand nature. The next step? Give that brand nature a name.

As you might imagine, naming is a difficult and often entirely subjective exercise, and herding the stakeholder cats internally wasn’t always easy. Having a codified brand nature document certainly helped as it was the ‘same page’ we were all on, and in the end, agreement came surprisingly fast. Our naming project quickly focused in on one that stood out head and shoulders above the rest: Workman’s Relief™.

Part promise made, and commitment kept.

The things we liked about the name are all related to its no-BS directness. There’s no confusion as to what the product is or who it’s for; It’s all right there in the brand name. Now the challenge turned to the brand’s visual identity. How could we take the same concepts described in words, and turn it into an attractive logo and packaging set?


We wanted a logo that our best customers would tattoo on their forearms—and we got it.


Knowing our product was going to be sold in a wide variety of retail settings as well as our own website, we knew we’d have to have a dynamic look and feel for the product. We wanted it to clearly communicate to its audience and instantly differentiate itself from other similar products found in crowded, visually busy C-store environments.


Think this will standout next to the Bic lighters and lottery tickets at checkout? We do too.

The colors and textures are bold: impactful jet black and bright yellow. The imagery is unapologetic, featuring the no-nonsense faces and hands of blue-collar workers in high contrast, grayscale images. Even the background images of our packaging are rough and tough—asphalt, cinder block, concrete, and textured steel. Compared to other CBD brands that lean toward rainbows and butterflies, it’s clear that Workman’s Relief came to play—and win.

Workman’s Relief is no ‘low cost means compromise’ brand.

Just compare Workman’s Relief hemp oil to any competitor and you’ll immediately see it’s a brand that does not skimp on quality—or potency. It’s a hardworking formulation created specifically for hardworking people, and priced to fit any blue-collar budget. Where other brands price their 3000mg potency product at well over $100 per bottle, we charge a fraction of the price for a same-sized bottle that contains the very best quality hemp oil, produced from harvests from Wisconsin’s hemp heartland. We proudly put our USDA-certified organic product up against any others out there, and stand behind it without reservation.

We believe there’s no better, or better priced, CBD hemp oil on the market—and are confident that once you try it, you’ll agree. Just look for Workman’s Relief hemp oil wherever you fuel up and outfit yourself for a hard day’s work. If they stock us, we won’t be hard to find.

To check out the full range of Workman’s Relief products, click here.