Our Story
I spent thirty years inside the healthcare system.
Long enough to see people I cared about get lost in their own medicine cabinet. One prescription, then another, then another. Each one trying to manage what the previous one stirred up. Somewhere along the way, the person I recognized became harder to find.
Early on, I made a quiet decision. I did not want to live like that. I wanted to understand my own body, pay attention to what I put in it, and take responsibility for the shape of my own health.
That decision eventually led me to plants. And to CBD.
But it wasn't curiosity that made me build this company. It was two people I loved.
My brother.
I lost my brother to liver cancer.
Before the end, he was in a great deal of pain, and the standard protocol came with heavy sedation.
What I remember from those weeks is not the medicine. What I remember is that he was there. He laughed at an old story. He told me he loved me. He said goodbye. I remember the shape of his hands on the sheet and the sound of his voice when he was clear-headed.
Those moments are mine for the rest of my life. I do not know exactly how any of them happened. I only know that they did, and that I was in the room for them.
A friend's mother.
A close friend of mine was watching his mother fade inside her dementia. He was heartbroken, and he was looking for anything that might help her stay herself a little longer.
For a stretch of months, his experience of her shifted. He had more conversations than he had expected to have. He heard her laugh. He heard her tell a story she hadn't told in years. He was present for things he had already grieved as gone.
Those months were a gift to him. He does not know how to explain them. He only knows he got them, and that he will carry them the rest of his life.
Why I built this company.
Those two experiences sent me into the world of CBD, and what I found frustrated me.
The category was wildly inconsistent. Quality was all over the map. Labels did not match what was in the bottle. Contaminants showed up where they had no business being. I threw away more products than I kept.
If I was struggling — with thirty years of healthcare experience and the ability to read a lab report — what chance did anyone else have?
So I built the company I wished already existed.
A line my wife taught me.
There is a line my wife has lived by for as long as I have known her. She learned it from her father, who lived by it before her.
Defy the odds.
She carries it into every room she enters. She has taught me to carry it too.
Every product we make is a quieter, cleaner, more honest option than what the category was offering when we started. That phrase is how we measure ourselves.
A sentence from my wife's grandfather.
There is one more line this company is built on, and it is the deepest.
Years ago I rode in a pickup truck with my wife's grandfather through his fields. He was a farmer. I asked him why he did the things he did to his soil. He thought for a moment, and then he said:
"Whether I own this field or rent it, my job is to leave it in better shape than when I began."
I have carried that sentence with me every day since.
It is the definition of organic farming. It is the ethic of a craftsman. It is the way a person lives when they believe they are here for something larger than themselves. It is the reason every acre of our hemp is USDA Certified Organic — because organic farming, at its heart, is leaving the soil better than you found it.
Three generations. Three principles. One brand.
Refuse to settle.
Defy the odds.
Leave it better than you found it.
Why USDA Certified Organic.
"Natural" and "pure" are words without proof.
USDA Organic is a standard. Only about 5% of CBD brands carry it. Every step — seed, soil, extraction, finished product — is verified by an independent third party. It is rigorous. It is expensive. Most companies do not bother.
We do. Every batch. Organic. Third-party tested. Results you can read.
Wyoming.
Casper, Wyoming isn't an accident. Mountain trails outside my door. Rivers, lakes, real weather, clean air. Small-town values, honest work. It shapes how we build this company. No shortcuts.
Who this is for.
I did not build Soothe Organic for a demographic. I built it for people who refuse to settle. People who read labels. People who take their health personally.
Whichever one you are — you are welcome here.
With care,
John Adams
Founder & CEO, Soothe Organic
Casper, Wyoming