A lot of Utah patients have gotten familiar with brands like Moxie and Valley Lows over the past five years, but rarely do they get to meet the people behind the concentrates, carts, and edibles they trust. Enter Frank D’Anna — Moxie’s Territory Sales Manager and a transplant from Las Vegas who came to Utah to help grow the brand’s footprint while staying true to the craft. Whether you’ve dabbed some Moxie live resin or stumbled across a Valley Lows disposable, there’s a good chance Frank had a hand in it. In this installment of Behind the Green Curtain, we pull back the layers to introduce Frank, one of the key people helping to shape Utah’s concentrate scene.
MOXIE Q&A with Frank D’Anna
You came from the Las Vegas scene to help build Moxie’s presence in Utah. What was the biggest culture shock moving into this market?
I have lived in five states and multiple cities in my lifetime, so it’s easy for me to adjust to any setting. That being said, the biggest culture shock was the snow. Other than that, it has been easy sailing.
Moxie has built a name on craft concentrates. What’s the secret to dialing in the perfect consistency, and do Utah patients have a favorite texture—badder, sugar, diamonds?
Experience means a lot, as it’s really an art form. Picking the right genetics is also a major part of the process. I am seeing a big desire for crumble and hash rosin here in Utah. Also, Utahns sure do love their edibles.
Utah’s medical program has some of the strictest regulations in the country. How do you keep the brand’s signature quality while working within these constraints?
We use the same processes to meet quality expectations that we have used in other markets. It was tough navigating the different rules and regulations here, as they change frequently, but like everything in life, you learn and adapt.
The Vegas market is flooded with exotic genetics and cultivars. How do you approach strain selection in Utah, and are there any cultivars you’re hyped to work with?
When we first entered the Utah market, it was a little difficult to find the right strains for us, but we are really dialing it in as growers here have been stepping it up in a major way. I have personally been seeing excellent results working with Buzz, Wholesome, Dragonfly, and Standard Wellness.
Solvent vs. solventless—it’s a debate among hash lovers. Where does Moxie stand, and how do you see the Utah scene evolving in terms of patient preference?
They both have a place in any market, but if you ask 9 out of 10 people, they will prefer solventless — including myself. Price point is really the deciding factor when it comes to solvent vs. solventless.
Terps are everything. What strains in your Utah lineup are testing with the loudest, most unique terp profiles right now?
Right now, I’ve been really enjoying some Pink Zaza and Bling Bloaw by Buzz. Hawaiian Rain x Permanent Marker by Ritual and Super Boof by Dragonfly are fire! The flower game has come a long way — there are a lot of solid strains in rotation now.
A lot of patients still get caught up on indica vs. sativa, but we know the experience is way deeper than that. How do you help educate Utah patients on the full spectrum of effects?
I say, try a bunch of different products and strains until you find something that works. The whole indica and sativa talk is a good starting point for newcomers, but the fact is there are not too many true sativa or indica strains like there used to be. Cannabinoids like CBN, CBD, CBG, etc., are far more beneficial for a full-spectrum effect than an indica or sativa label.
Moxie has been in the game for a minute. What’s something most people don’t know about the brand’s history or approach to the craft?
I have been working under the Moxie brand for about six years now, but I knew the original crew and owners from their start. All great people, and I have the pleasure of working with two of the original founders here in Utah. Moxie had the first cannabis license in California and has won over 100 global industry awards. Now, Moxie exists as a brand in Utah under the Pure UT Processing license, alongside other brands such as Valley Lows, Relief Society, Proper, and Out of State.
If you had to pick one Moxie product to drop in a time capsule for future cannabis connoisseurs, what would it be and why?
There are way too many to choose from. If I had to choose three, I would say our Unicorn Tears Hash Rosin gummies are something special. Also, our Grape Voodoo Live Hash Rosin was probably the best-tasting concentrate I have had in a very long time. My third pick would have to be the Valley Lows Honeydew 2-gram disposable.
Outside of the cannabis grind, what keeps you grounded? Any passions or hobbies that help you recharge?
I am a lifelong musician — it keeps me busy when I am not working in cannabis. I produce more than a few genres of music, including lofi, chillhop, synthwave, and multiple sub-genres within EDM.
Patients can find your products in Utah’s pharmacies, but where can they find your music?
You can find me on every major streaming and social media platform under the artist name Shook Nasty Beats.
- IG: @shooknastybeats
- Spotify: Shook Nasty Beats
- YouTube: @shooknastybeats
