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Hospitality industry veterans, Max Trujillo and Matthew Weiss, get behind the scenes of North Carolina's burgeoning food and beverage culture. Hear from local chefs, sommelier's, distillers, farmers, brewers and the whole lot of them in the NC F&B podcast. 

"Our intention is to create a behind-the-scenes conversation between industry professionals. Whether we are speaking with an advanced level sommelier about their wine program or a chef about breaking down an entire pig, we just want the conversation to be real, unedited and honest. The food and beverage world is a unique industry, and North Carolina's food scene is growing everyday.

Take a listen. We hope to entertain, teach and inspire while offering some specific information about the NC food scene."

 -Max & Matt

  1. All Episodes
  2. Tree Time Tales: Hops to Hemp

Tree Time Tales: Hops to Hemp

Aug 6, 2026

Host Max Trujillo returns to the North Carolina Food and Beverage Podcast after a five-week break and a new role at Northridge Country Club, reuniting with Sara Abernethy and chef Bobby McFarland (with deep ties to Wye Hill Brewery) to focus on their new venture, Tree Time THC seltzers. They frame THC drinks as a social alternative—not a replacement—for alcohol, discuss who’s buying them (non-drinking younger folks, exhausted parents, even their own parents), and break down dosages (5 vs. 10 mg) and flavors, including seasonals like Cherry Blossom Lemongrass and a new “Transfusion” golf drink. They explain production using hemp-derived THC nanoemulsions from California, emphasize responsible consumption, and warn that a pending NC bill could effectively ban the category by limiting THC to 0.4 mg per container, urging “regulate, don’t ruin” advocacy and consumer outreach.

The NC F&B Podcast is produced, engineered and edited by Max Trujillo of @Trujillo.Media

For inquiries about being a guest, or to sponsor the show, email max@ncfbpodcast.com