Craig Abruzzo – Kiva Confections

When Craig Abruzzo joined Kiva Confections six years ago, he was ready for something new. After years of building and selling start-ups in New York and Los Angeles—from IGN Entertainment and Birchbox to Thrive Market—he wanted a challenge that felt meaningful. He found it in cannabis.

Kiva Confections, founded in 2010, began as a small home-kitchen project in the Bay Area. Frustrated by the inconsistent, low-quality edibles on the market, founders Scott Palmer and Christy Knoblauch Palmer started crafting artisanal chocolate bars with a simple goal: to change how the world views and uses cannabis. What began as a passion project quickly grew into a national brand known for its consistency, flavor, and precision dosing. Today, Kiva offers a portfolio of award-winning chocolates, gummies, mints, and chews that are sold in thousands of dispensaries across the U.S., as well as through a direct-to-consumer hemp line available in 36 states.

As chief legal officer, Abruzzo’s responsibilities extend well beyond traditional legal oversight. His remit spans government affairs, licensing and compliance, corporate governance, and even human resources. That breadth, he says, reflects both the company’s collaborative culture and the complex nature of the cannabis industry.

“The cannabis industry is exhilarating and exhausting at the same time,” he says. “Everything you do—signing a lease, finding a bank, paying taxes—comes with an added layer of complexity. But that’s also what makes it rewarding.”

Navigating a complex landscape

Abruzzo leads a lean but highly experienced team that includes another attorney and a senior director of government affairs. Together, they ensure that Kiva remains compliant in every jurisdiction where it operates, while proactively engaging with policymakers to help shape the industry’s future.

His team’s work begins with licensing and compliance. Kiva holds manufacturing and distribution licenses in multiple states and is one of California’s largest wholesale distributors of cannabis products, responsible for ensuring that both its own brands and those of its third-party partners meet the state’s stringent testing and packaging requirements.

“We’re responsible for making sure everything we touch meets the highest standards,” Abruzzo explains. “That means compliance on packaging, labeling, and testing not only for Kiva products but for everyone we distribute.”

Beyond state-level compliance, his department must contend with the ripple effects of federal restrictions that continue to complicate life for cannabis businesses. Section 280E of the federal tax code, for example, prevents companies that handle controlled substances from deducting ordinary business expenses. Originally created during the War on Drugs to target illicit operations, the rule now punishes legitimate companies in legal states, forcing them to pay federal taxes on gross revenue instead of profit.

“It’s an absurd situation,” Abruzzo says. “Fifty years after 280E was enacted, companies like ours that operate fully within state laws are treated like criminals for tax purposes. It’s a huge burden that makes profitability extremely difficult across the industry.”

That burden, however, hasn’t stopped Kiva from thriving. Fourteen years after its founding, the company continues to grow its national presence, ranking among the top edible brands in markets like New York, Illinois, Michigan, and Massachusetts. Still, Abruzzo acknowledges the challenges that persist—particularly in California, where high taxes, limited retail access, and the continued strength of the illicit market have created a volatile business environment.

“California’s Prop 64 was a step forward in legalization, but it’s also a failure in some ways,” he says. “We have only about 900 licensed dispensaries in the entire state, compared to 1,000 in Oklahoma. If most consumers don’t have legal access, the illicit market wins every time. We’re working hard in Sacramento to rethink what the California cannabis market could and should be.”

Building systems that support people and growth

While much of Abruzzo’s work centers on compliance and policy, his role also includes human resources oversight—an area he views as critical to Kiva’s long-term health. The HR team reports indirectly to him, and he makes sure its perspective is represented at the executive level.

“Optics matter,” he notes. “I want HR to have a seat at the table because it sends a message that people are central to what we do. I’ve recommended they report directly to the CEO, but I still stay deeply involved to ensure alignment between legal, compliance, and HR.”

That interconnectedness defines the way Abruzzo leads. His team isn’t just about avoiding risk; it’s about enabling progress. In an industry that can change overnight due to shifting regulations or political winds, stability and foresight are invaluable assets.

He describes his department as a “strategic partner to the business,” helping Kiva plan for growth rather than simply reacting to challenges. By integrating legal and compliance considerations into every phase of operations—from product innovation to state expansion—the company can move quickly without compromising integrity.

Kiva’s approach to product development, for example, is both disciplined and creative. The brand has steadily expanded from its signature chocolate bars to chocolate-covered almonds, blueberries, and raisins; then gummies, chews, and other new formats that emphasize flavor and quality. One recent success is the Live Resin Chew, made with flash-frozen cannabis to preserve the plant’s natural flavor profile.

“We’ve never been interested in a race to the bottom,” Abruzzo says. “Our products are high-end but accessible. We even have a microdose mint with 2.5 milligrams THC for people who want a mild, manageable experience. It’s not about getting as high as possible—it’s about enhancing life in a way that’s positive and balanced.”

That philosophy has helped Kiva stand out in an increasingly crowded market. The company’s dedication to safety and quality extends beyond compliance; all products are rigorously tested for heavy metals, pesticides, and other contaminants. “Our stuff is tested better than your food,” Abruzzo adds with a laugh. “We’re proud of that.”

Redefining what it means to work in cannabis

For Abruzzo, one of the most gratifying parts of his job is helping normalize cannabis—both as a product and as a professional industry.

“Most people who work here aren’t even users,” he says. “We come from all sorts of backgrounds—finance, consumer goods, tech. The skill sets that make someone successful at Kiva aren’t about cannabis consumption; they’re about professionalism, adaptability, and a willingness to navigate complexity.”

That message is one he hopes to spread beyond Kiva’s walls. Having spent much of his career in e-commerce and media start-ups, Abruzzo sees parallels between cannabis today and those early tech frontiers. But he also recognizes that stigma still lingers.

“Part of my goal is to normalize the idea of working in this space,” he explains. “It’s a legitimate, highly regulated, and fast-growing industry. The more we can show that companies like Kiva operate with the same rigor and ethics as any major CPG brand, the faster that perception will change.”

Despite the hurdles, Abruzzo remains optimistic about the future. He plans to stay with Kiva for at least another five years, continuing to strengthen its legal foundation while exploring ways to help the broader industry mature. He knows his experience—spanning start-ups, corporate governance, and complex regulatory environments—positions him uniquely for whatever comes next.

“I believe in this company and in this industry,” he says. “We’re doing something that improves people’s lives, creates jobs, and challenges outdated laws. It’s not easy, but it’s worth it.”

As Kiva continues to grow, Abruzzo’s leadership ensures that its mission—changing how the world views and uses cannabis—remains at the heart of everything it does. For him, the work is more than legal stewardship; it’s about proving that innovation, integrity, and normalization can coexist, even in one of the most challenging business environments in America.