jessica assaf & prima

jessica assaf & prima

From Cannabis Advocacy to Plant-Based Wellness

we're creating space for the brains behind the brands we love, and asking good questions along the way. the result is a deep dive into the how and why of brand-building, from blueprints to launch day, customers as community and the detours in between. big lessons, easy listening.

In this episode of Read Receipt, we are excited to welcome Jessica Assaf, co-founder of Prima. Jessica's journey from a cannabis advocate and grad student at Harvard to creating a science-led, botanical-powered wellness brand is truly inspiring. Prima was founded with the mission to combat modern-day stress through education and high-standard, plant-based products. Jessica’s unique background in activism and commitment to integrity in manufacturing attracted key players from the Honest Company, leading to the launch of Prima in 2019. Join us as Jessica shares the story behind Prima, the challenges of building a wellness brand, and her vision for the future of plant-based wellness.

Tune in to discover Jessica's entrepreneurial journey, the inspiration behind Prima, and what's next for this innovative brand.

Sit back, relax, and enjoy the conversation!


the Show Notes


Jessica Assaf, co-founder of Prima, shares her inspiring journey from cannabis advocate and Harvard grad student to creating a wellness brand focused on science-led, botanical-powered products. Prima aims to combat modern-day stress through high-standard, plant-based solutions. Jessica discusses the evolution of Prima, the importance of education in their brand, and the challenges of building a wellness brand. The conversation explores her entrepreneurial experiences, the development of Prima's products, and her vision for the future.


wellness, entrepreneurship, brand building, plant-based products, Prima, Jessica Assaf


  1. Jessica Assaf’s journey from cannabis advocacy to founding Prima is driven by a passion for plant-based wellness and high-standard products.
  2. Prima focuses on creating science-led, botanical-powered wellness solutions that combat modern-day stress and promote overall well-being.
  3. Building a brand involves understanding market needs, listening to customer feedback, and maintaining a clear vision.
  4. The COVID-19 pandemic has presented unique challenges, but also opportunities for brands like Prima to adapt and thrive.
  5. Jessica’s dedication to integrity in manufacturing and education drives the success of Prima.

Sound Bites:

  • "Prima started as a way to create science-led, botanical-powered wellness solutions that combat modern-day stress."
  • "Our goal is to provide high-standard, plant-based products that people can trust and feel good about using."
  • "Building a brand requires understanding market needs and staying true to your vision."
  • "The COVID-19 pandemic highlighted the importance of adaptability and innovation in business."
  • "Prima is about providing high-quality, effective wellness solutions that people can trust and feel confident using."


00:00 - Jessica’s Background and Journey-
Jessica introduces herself and shares her journey from cannabis advocacy and grad student at Harvard to founding Prima.

08:01 - The Inspiration Behind Prima-
Jessica discusses the personal and professional experiences that inspired her to create Prima and the early days of the brand.

12:30 - Transitioning from Activism to Wellness Entrepreneurship-
Jessica explains her transition from activism to starting a wellness brand and the lessons learned.

23:17 - The Importance of Education and Plant-Based Products-
The conversation delves into how Prima emphasizes education and high-standard, botanical-powered products in its offerings.

25:30 - Challenges and Opportunities During the Pandemic-
Jessica talks about the challenges of pivoting during the COVID-19 pandemic and the opportunities it presented.

27:26 - Commitment to Quality and Innovation-
Jessica highlights Prima’s dedication to creating high-standard, plant-based wellness products.

31:23 - Building a Strong Brand Identity-
The discussion explores the importance of a strong brand identity and connecting with consumers authentically.

36:02 - The Vision for Prima-
Jessica shares her vision for the future of Prima and her goals for the brand.

47:37 - Patience and Persistence in Entrepreneurship-
Jessica emphasizes the need for patience and persistence in achieving long-term success.

51:43 - Final Thoughts and Insights-
Jessica wraps up the conversation with final thoughts and valuable insights for aspiring entrepreneurs.

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