In the rapidly expanding world of cannabis, where trends and technologies evolve faster than the smoke rings at a concert, a new startup is setting itself apart by merging cutting-edge technology with the art of precise cannabis dosing. Meet ROCA, a groundbreaking startup founded by Ram Solell and David Apfelbaum, both driven by personal experiences and a shared vision of revolutionizing how the world consumes cannabis.
Launched in 2023, Roca is not just another cannabis company—it’s a game-changer. Roca produces an infused paper (that you can roll up and smoke by itself!), customizable down to the dosage, strain, terpene profile, and branding.
A Personal Mission and the Birth of Roca
Solell’s entry into the world of medical cannabis wasn’t motivated by business ambitions—it was born from his own struggle with chronic pain. A motorcycle accident left him with lasting nerve damage, and for years, cannabis provided much-needed relief. But Solell, a seasoned industrial designer, found himself frustrated with the inconsistency of the products available to him in Israel’s highly regulated medical cannabis market. “After using the same strain for years, I suddenly found it wasn’t available anymore. The dosage was all over the place, and that created a lot of anxiety for me,” says Solell.
It was this personal dilemma that sparked the idea for Roca. Solell teamed up with Apfelbaum, a childhood friend, and corporate lawyer-turned-VC (Venture Capital) Investor-turned-CEO with a shared passion for cannabis, and together they set out to create a more consistent, reliable cannabis product. The solution? A precision-engineered, cannabis-infused paper that could be dosed with exact accuracy, offering patients and consumers alike complete control and personalization over their experience.
Custom Papers made for Honeysuckle
What's even more unique? you can smoke it clean, without the need to add flower, as an extract only, 100% natural hemp paper delivery-vehicle, just grab one (Roca Rolling Paper) flat out of your pocket, roll and spark up.In December 2024, Roca obtained full approval from the CCB (Cannabis Compliance Board) of Nevada which has categorized Roca under a new category - “paper based vaporizer”.
A New Era of Cannabis Consumption
Unlike traditional pre-rolls, which rely on loosely packed flower or sprayed extracts that burn inconsistently, Roca’s precision infused paper offers a completely controlled and customizable experience. “Each sheet of our paper is infused with a consistent amount of cannabis extract—up to 300 milligrams of THC,” says Solell. Whether you’re looking for a light buzz or a potent high, you can customize your dose, taking the guesswork out of consumption. With Roca’s innovative design, every puff is a deliberate, controlled experience.
But Roca’s approach doesn’t stop at flat sheets of cannabis-infused paper. The company is preparing to roll out pre-rolls, offering an even more convenient way to enjoy a controlled experience without the need for extra equipment or preparation like concentrates. The possibilities are endless as the company scales and expands its offerings.
Technology Meets Cannabis: Crafting a Longer Lasting, Smoother, Cooler Burn
Roca’s technology is a marriage of innovation and simplicity, with Solell’s background in 3D printing taking center stage. The cannabis-infused paper isn’t just about delivering extract—it’s designed to optimize the burn rate and heat distribution, ensuring a smooth, even smoking experience. Unlike the rapid burn of traditional pre-rolls, Roca’s paper offers a gradual release of cannabis, which means users get a steady, predictable effect every time.
“What we’re doing is creating a precision experience that’s been lacking in the industry,” explains Apfelbaum. By carefully designing the paper’s properties and geometry, the burn rate is regulated, giving users more control over their consumption and a more enjoyable experience overall.
Beyond Israel: Expanding to Global Markets
While Roca’s roots are in Tel-Aviv, Israel, the company has quickly set its sights on international markets, including the United States, which boasts one of the largest and most diverse cannabis markets in the world. “We’ve seen incredible success in places like Las Vegas, where our first batch sold out. Now we’re moving forward with demos in Colorado, and additional states,” shares Apfelbaum. Roca is available at Oasis Dispensary in Las Vegas. (@oasisdispensary)
But Roca’s vision extends far beyond the U.S. With an eye on Europe, Roca aims to offer its innovative solution to a global audience. “The world is ready for this kind of innovation, and we’re here to bring it to the people who need it most,” says Apfelbaum.
A Commitment to Integrity
In an industry often criticized for inconsistency and a lack of transparency, Roca’s co-founders are committed to doing things differently. Their focus on quality, precision, and reliability sets them apart. “We’re not here to ride trends,” Solell says. “We’re solving real problems. People deserve more than just a ‘weed experience.’ They deserve a consistent, thoughtful, and safe experience every time.”
This commitment to integrity is evident not only in Roca’s products but also in their partnerships. Roca has garnered support from Israel’s Innovation Authority, which provided a $0.5M non-dilutive grant to support their research and development towards creating their novel 100% paper-based, cannabis-extract delivery vehicle. “It’s rare for a cannabis-related company to receive this kind of recognition, especially in Israel, but it speaks volumes about the potential impact of our technology,” Solell adds.
The Future of Cannabis: Precision, Personalization, and Partnerships
Roca’s disruptive approach isn’t just about creating a new product—it’s about reshaping the entire cannabis consumption experience. The company’s long-term vision is to become a platform for other cannabis brands, empowering them with precision technology and customizability. By leasing their machines to licensed manufacturers, Roca allows cannabis brands to offer highly personalized products without the need for heavy investment in technology and infrastructure.
As Roca grows, its future looks bright. The company’s technology is already generating buzz, with plans to roll out new machines and increase production in the coming year. Roca’s adaptability ensures that it remains a step ahead of competitors, whether that’s by offering unique strain profiles, flavor combinations, or targeted experiences.
A Legacy in the Making
For Solell and Apfelbaum, Roca is more than just a business—it’s a chance to create a lasting legacy. “Our goal isn’t just to sell a product,” says Apfelbaum. “It’s about reshaping the way people think about cannabis consumption—whether they’re using it for medical purposes or recreation. We’re here to change the narrative and make cannabis more accessible, reliable, and customizable.”
As Roca continues to grow and innovate, one thing is clear: they’re not just pushing the boundaries of cannabis technology—they’re changing the game entirely. Whether you’re a seasoned enthusiast or a first-time user, Roca is proving that the future of cannabis consumption is about precision, personalization, and above all, a better experience with every puff.
Stay tuned, because with Roca on the rise, the future of cannabis is just getting started.
If you’re an extract manufacturer or cannabis brand, and want to get in touch with Roca, please visit their website and leave an inquiry www.rollingcard.io
