An inside look of Dixie Elixir's grow room in Denver. The edibles manufacturer makes 40 different products, from THC-infused soda to gourmet chocolate, yet it all starts with the cannabis plant. IMAGE: Will Yakowicz
 
Entrepreneurs are trying to boost sales by steering pot toward the Whole Foods crowd.
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Upon entering Dixie Elixirs's headquarters in Denver, you're greeted by a big sign that reads: "The Future of Cannabis." Since its 2009 founding, Dixie has updated its image from a "pot soda" company to a gourmet THC edibles manufacturer whose carbonated drinks and snacks, containing ingredients like pepita and sea salt, look like they could be found on a shelf at Whole Foods. 
 
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