A new cannabis film documentary entitled Lady Buds, releasing this weekend, explores the lives and challenges of female business owners.
The cannabis industry has heavily benefitted from niche documentaries, which present a professional way to educate viewers about the stigma of cannabis, its history on the War on Drugs or its effectiveness as a medicine. Films such as WEED (2013), featuring CNN’s Chief Medical Correspondent Sanjay Gupta, who opened up the conversation about medical cannabis to the nation. Weed the People (2018) explores the effectiveness of medical cannabis for children. Grass is Greener (2019) examines the history of music and its depiction of the War on Drugs.
Now it’s time to enjoy a new cinematic adventure in the form of Lady Buds—a unique perspective about female cannabis business owners from all walks of life.
Lady Buds recounts the lives and businesses of a diverse cast of individuals in Northern California, varying in race, age and sexual orientation. Seven women, who represent six cannabis businesses, are featured in Lady Buds: Sue Taylor, Chiah Rodriques, Felicia Carbajal, Karyn Wagner and The Bud Sisters (Pearl Moon and Dr. Joyce Centofanti). From cultivation to dispensary ownership and topical creation, these women all faced numerous challenges during the 2017-2019 window when the documentary was filmed. Lady Buds presents an intimate look at the lives of each subject, but also challenges the stereotypes both of “stoners” in general, as well as those of women in the industry.
Check out this exclusive clip from the film, featuring Karyn Wagner who shares an experience that her business ran into shortly after legalization in California went live. Enjoy this sneak peek!
High Times conducted an exclusive interview with Director, Producer and Writer Chris J. Russo in the High Times’November Issue, aka the Women’s Issue, where she offered an inside look at her film and what kind of experience it presents to audiences. According to Russo, Lady Buds is the first of its kind—and it all began with a statistic about women in the industry that stuck with her. A few key studies have produced some shocking data about women in the industry, or lack thereof.
Back in 2015, according to a study conducted by Marijuana Business Daily (MBD), 36 percent of women held executive roles in the industry. By 2017, that percentage dropped by 26.9 percent, and then increased back up to 36.8 percent by 2019. MBD’s 2021 report entitled “Women & Minorities in the Cannabis Industry” shows a continued decline both in women, as well as people of color.
Lady Buds illuminates the issues that women face in this industry, but also highlights the challenges of all small cannabis businesses fighting to compete with larger cannabis corporations. “This film is kind of nothing like you’ve ever seen before because there hasn’t ever really been a film that’s showed such a wide range of areas that’s just like seeing it through a female lens,” Russo told High Times. “In my film, you explore the challenges of the entire supply chain with the women who are directly engaged in it. I like to make films that I want to see, so I want see more women in the positions of power in roles that are very positive.”
If you live near Los Angeles or San Francisco, check out the following live theatrical events:
A Northern California federal judge ruled this month that Siskiyou County officials cannot stop trucks delivering water to Hmong unlicensed cannabis growers, writing that the ban raises “serious questions” about their right to be free of racial discrimination.
In a decision handed down earlier this month, Chief U.S. District Judge Kimberly J. Mueller wrote that preventing the deliveries to the Mount Shasta Vista subdivision in the Big Springs area of inland Northern California also leaves the families living there without a source of water for drinking, cooking and bathing. To enforce her order, Mueller issued a temporary injunction against the county’s ban on water deliveries trucked into the community.
“Without an injunction, the plaintiffs and other members of the Shasta Vista Hmong community will likely go without water for their basic needs and will likely lose more plants and livestock,” she wrote. “Fires may burn more homes. People may be forced to leave their homes and land behind without compensation.
“The plaintiffs have also raised serious questions about their constitutional right to be free from racial discrimination,” Mueller added.
Thousands of Illicit Greenhouses
Officials estimate that there are 5,000 to 6,000 greenhouses growing unlicensed marijuana in the Big Springs area, many of them in the Shasta Vista subdivision operated by Hmong and Chinese immigrants and their families who have moved to the community over the last five years. Officials say the illicit grow sites have led to a rise in crime in the area and complaints from residents who say the cannabis cultivation operations are causing their wells to run dry.
To address the issue, Siskiyou County officials approved ordinances this spring to prohibit selling well water without a permit and to ban water trucks on roads leading to Shasta Vista. County deputies enforced the ordinances by aggressively pulling over people they believed were hauling water illegally, according to reporting by the Sacramento Bee.
Attorneys for a group of Hmong farmers filed suit in federal court in Sacramento to block the ordinances, arguing that they were racially motivated and left the families without water for their homes, gardens and livestock. They also noted that the ban left the community without water to fight wildfires, such as the Lava Fire that burned through parts of Shasta Vista in June after a nearby lightning strike.
Suit Alleges Ordinances Were Racially Motivated
Mueller wrote in her September 3 ruling that the growers have a case to allege “the ordinances are motivated by racial animus,” but acknowledged that Siskiyou County attorneys had presented a compelling case that crime was on the upswing in the area.
“Violent crime in Shasta Vista has also spiked in recent years,” she wrote. “The Sheriff’s Office has responded to reports of armed robbery, assault and murder. In just one recent week, a man was pistol-whipped and robbed; another was the target of gunshots fired by a neighbor, and six people were bound and robbed by gunmen wielding AK-47s. Few similar crimes were reported in Shasta Vista before illegal cannabis cultivation took hold.”
Mueller let stand a county ordinance that specifically banned selling water for illegal cannabis cultivation. The injunction only applies to water sales and deliveries to the community intended for needs including bathing and gardening. Mueller rejected county arguments that the prohibition on water deliveries was needed to protect residents of Shasta Vista, many of whom live in unpermitted residences and are subject to unsafe living conditions. The judge ruled that the county has other laws including zoning ordinances to address those issues.
“Shasta Vista residents might drink and bathe in unpotable water trucked into Shasta Vista from nearby agricultural wells, but the alternative is very little water or no water at all,” she wrote. “If potable water is in fact ready available, as the county claims… this order in no way prohibits officials from helping the people in Shasta Vista find and use that potable water.”
Raza Lawrence, an attorney for the Hmong growers, said that he hopes that Mueller’s injunction becomes permanent in order to avert a “humanitarian crisis” in the area.
“Now they can finally get back to living their lives like normal on their land,” he said.
The cannabis cup is virtual this year—virtually awesome, that is, with our People’s Choice edition making it possible to judge safely from the comfort of your home. Here are the winners of the Cannabis Cup Northern California: People’s Choice Edition 2021.
Thank you to all the judges who put their hearts and souls into judging the competition entries to help crown the best of Northern California! For more info on how to become a judge and to sign up for updates, please visit CannabisCup.com/preregister.
First Place: Atrium Cultivation – Juice Z
Second Place: LitHouse – Runtz
Third Place: Top-Shelf Cultivation – Whoa-Si-Whoa
Fourth Place: Green Dragon – Mamba Mints
Fifth Place: Caliva – Kush Mints
First Place Garcia Hand Picked – Super Lemon Haze
Second Place: Sovereign – Mother’s Milk
Third Place: Green Dragon – 80’s Baby
Fourth Place: LitHouse – Orange Daquiri
Fifth Place: Ember Valley – Jack Cake
First Place: Sovereign – Miracle Alien Cookies
Second Place: Sense – Rainbow Chip
Third Place: UMMA Sonoma – Apples & Bananas
Fourth Place: LitHouse – 5Alive
Fifth Place: Phinest Cannabis – Carbon Fiber
First Place: High Supply – Gordo
Second Place: Phinest Cannabis – Fresh Squeeze OG
Third Place: Fumé – Dank Fruit
First Place: Cream of the Crop – Diamond Barrel Infused Pre-Roll
Second Place: Kingpen – Cannalope AK x Cannalope Kush Infused Kingroll
Third Place: Sovereign – Solventless Mother’s Milk Fatso Geode Pre-Roll
Fourth Place: Atrium Cultivation – ’92 OG Pre-Roll
Fifth Place: Heavy Hitters – Diamond Infused Pre-Roll
First Place: URSA Extracts – Orange Creamsicle Diamond Holy Water
Second Place: Mohave Gold – Zkittle Mints Badder
Third Place: Gold Drop – Orange Fruity Pebbles Diamond Badder
Fourth Place: Green Dragon – Lucky #7 Badder
Fifth Place: Phinest Cannabis – S.P.B.S. Live Resin
First Place: HolyWater x Grandiflora x Oakfruitland – UNHOLY Piña Acai Live Rosin
Second Place: Jetty Extracts – Garlic Cookies Solventless Cold Cure 90μ
Third Place: CritiCal x DNA Genetics – Ztrawberriez Live Rosin
Fourth Place: Lowell Farms – Bianchetto Live Rosin
Fifth Place: CLSICS – LMK Live Rosin
Sativa Vape Pens
First Place: Dripp – Grape Soda Sativa Vape
Second Place: Buddies – Berry Jane – Sativa Vape
Third Place: Dime Industries – Mango Diesel Sativa Vape
While the nation was shut down due to the COVID-19 pandemic, organizers of the Northern California trade show, Hall of Flowers, held onto the value of face-to-face connections through the creation of Engage. The virtual event fosters networking opportunities between licensed brands and retailers across the state.
While we’re all glad to see the past months of isolation and illness wrapping up, we must admit that even the pandemic had some silver linings: cannabis was declared an essential business in several states; we all learned to value of our health and freedom to roam; and the virtual world of communication blossomed in unexpected ways. For both fledgling and established cannabis businesses, it meant that traditional trade shows and personal visits to dispensaries to sell your wares were no longer possible. Sales reps could continue to make cold calls and send menus by e-mail, but that’s never the same as face-to-face interactions.
Even as the nation gradually opens up, Engage remains a valuable platforms for cannabis businesses of all sizes. The most recent Engage event took place June 8-9, and was decidedly a win-win for all participants.
According to Hall of Flowers team member Aengus Cawley, they realized that through “virtual matchmaking” they could help connect like-minded brands and retailers so that everyone could continue to grow while the nation was shut down. “It’s not a trade show or a Zoom meeting either,” he explained. People were skeptical at first, but once they saw the value of the time, money and energy it saved, they got it. Plus, at trade shows there is no guarantee of meetings, while via Engage you know you will get one-on-one time with buyers and brands.”
The main question posed was, “Would the virtual connections lack the cultural and discovery components that a physical show offers?” To counter those losses, the Engage crew supplemented the new format with weekly mailers about new brands and events on Clubhouse. While Cawley admits that “there is lots to be said for smelling the flowers and looking someone in the eye,” he also has seen Engage flourish over time.
There have been four Engage events, beginning in July 2020, and the one that just wrapped up on June 9 was a win-win for all. Approximately 136 buyers and 74 brands participated in the two-day event which ran from 10 a.m. to noon, with a “Power Hour” from 1-2:00 p.m. to make up for anyone who may have missed a meeting. Each session lasts only 15 minutes, but as Biko’s founder and CEO Timeka Drew discovered, you can fit a whole lot into a short amount of time if you are prepared. Her company launched in February 2021, and this was her first time pitching the brand and sharing information in a formalized manner.
Drew admits that just as she was feeling nervous before it started, a text came through from the Engage tech support team saying they were there to help. “Everyone was so nice and helpful and supportive,” she said. “I was skeptical about how much we could get done in 15-minute meetings, but we put together a deck and still had time for questions at the end. It’s like speed dating for cannabis.”
Biko, which offers premium whole flower pre-rolls, was chosen to be one of three companies that received equity grants allowing them to join The Hall of Flowers Engage event at no charge. For other brand participants, the rate is $2,000. This guarantees 10 meetings with retailers, plus the assistance of the sales team. Uber lunch vouchers were provided for all participants through sponsorships – a nice touch for the busy brands and buyers.
For retailers, there is no fee to enter. “We reach out to buyers who participated in the Hall of Flowers event in the past, although not all understand the digital method the same way,” Cawley said. “We curate the chosen retailers based on their interests and how they mesh with the brands on board.”
Brands of All Sizes See Value
Harborside, one of California’s oldest and largest cannabis dispensary chains, participated in Engage for their third time. The company’s marketing and events coordinator Jessie Corpus explained just how beneficial the event has been during the pandemic.
“We usually do quarterly reviews at Harborside to bring on new brands, so with COVID it was a great outlet,” she said. “Once a brand knew they’d be talking with us, they could send samples ahead of time.”
While Engage has borrowed ideas from standard trade shows, the event expands upon the profiling to create algorithms to make perfect matches.
“Engage matches us with what we’re looking for based upon our criteria and what the brands offer,” Corpus explained. “For example, ‘Is the retailer looking for high end or bargain pricing; ‘What are the target markets?’ Then they give us options, and we get to pick which brands to interview.”
For many brands, this is a rare opportunity, especially for smaller companies with a limited budget. Not only do they get the chance to speak with buyers directly, but they can save money and time otherwise spent at in-person tradeshows on hotels and transportation, and the expenses of setting up a booth to impress.
Engage has given emerging brands the opportunity to get in front of top-notch retailers across California. Both Drew at Biko and Corpus at Harborside see the benefit of Engage continuing after the coronavirus pandemic, perhaps as a fill-in between the regular live Hall of Flowers events, and as a way for entry level brands with lower budgets to be seen.
“Engage has given us a chance to build community with other aligned brands. It gives me a renewed faith in our industry,” Drew said.
Although Engage has been a successful cannabis B2B trade show, everyone is certainly looking forward to being together in person again soon. The Hall of Flowers events have been epic in the past – always a great way for the cannabis community to come together and do business while having some fun. We all look forward to the event at the Santa Rosa Fairgrounds on September 22 and 23, and then on December 8 and 9 in Palm Springs. According to Cawley, registrations are filling up fast already. The Santa Rosa event should be as large as it was prior to the coronavirus, and a great place to connect with both old and new friends in the biz. We hope to see you there!
For the Cannabis growers in Northern California, fear now comes in an eight-foot form. The evidence is as clear as it is terrifying; Sasquatch is real, hates cannabis, and has gone on a murderous rampage. Here are the latest developments. Bloodlust of Sasquatch Three bodies were torn to pieces on a dope farm, all the […]
The harvest was glorious, mellow and abundant. It was sunny and mostly warm up until the first week of November, when forecasts of the first rain and then a hard frost mandated that we cut the final cultivar a few days early.
Other than the unfortunate farms that burned and lost their whole crops, and some other growers in the immediate area who were smoked out, the 2020 California sungrown cannabis crop doesn’t seem to have suffered much testable damage.
Every harvest is different, but I would be lying if I didn’t report the unique challenges the cannabis community endured this season. Repeating the litany of crises can become wearisome, and I don’t want to sound like I am complaining. However, in spite of being declared an essential industry and evidence of a growing market for cannabis as a result of the COVID-19 lockdown, I am not sure anyone in the legal cannabis business is actually making a profit.
Most businesses in the legal market are just happy to be “still standing” at this point. We clearly are in a moment of transition, or in astrological terms, we are on a cusp, about to enter another phase. How much of the predicted events will in fact transpire – no one knows.
An Extra Helping of Hurt
For the cannabis farmers of the Emerald Triangle, the challenges came thick and fast in 2020. Like everyone else, we have been affected by “the virus,” a presidential election, Black Lives Matter, social distancing and the lock down. But as 2020 started, the cannabis community received an extra helping of hurt.
First, there was the rise in the California cannabis cultivation tax, which doesn’t make much sense since excessive taxation is the reason for a thriving illicit market. This was followed by the COVID-19 lockdown, which brought the cancellation of most public cannabis events, including the 420 national holiday.
Initially, cannabis dispensaries were shut down as part of the shelter-in-place orders. A ray of hope came when cannabis was declared an essential business in late May, and sales picked up, especially delivery and the newly authorized curbside pick-up.
Cultivators took this as a green light to carry on with the springtime garden preparations. However, at the start of the planting season, it was realized that even including all the drought years since 2000, the previous eight months had received the least rainfall since 1979-80. Subsequently, springs and creeks began to run dry, and farmers who are dependent on trucked-in-water were freaking out as towns put a limit on withdrawals.
This was followed by the belated realization that two thirds to three quarters of all cannabis licenses in California are provisional because they had not met the requirements of the California Environmental Quality Act (CEQA). The January 1, 2022 CEQA deadline suddenly seemed awfully close as county and state officials realized there were not enough working hours, staff or money to pay them to process the approximately 7,000 provisional licenses before they expired. This meant that 90 percent of the compliant cannabis businesses in the state could be shut down due to an unrealistic deadline.
Some counties even require an additional report of threats to sensitive species posed by cannabis cultivation in the mountains. The cost for the licensee to secure these clearances was estimated to be in the tens of thousands of dollars. Suddenly, it seemed that virtually the entire cannabis economy would be reduced to the biggest and richest operations while the small pioneer legacy businesses would go under.
To top it all off, the fire season started earlier than usual. As anyone living in California in the summer of 2020 knows, the sky turned a dark, apocalyptic orange while ash fell like warm snowflakes that didn’t melt. It was so dark at mid-day that cars had their headlights on, and the street lights were lit.
Many people lost homes, farms and crops. Fires blazed throughout the Emerald Triangle, the Santa Cruz mountains, Big Sur, the foothills of the Sierras, and even up into southern Oregon. Watching the fire lines, shown on the Cal Fire maps, as they inched closer to one’s neighborhood and ranch was daunting and stressful.
The only good news was that, for the most part, the fires were in forest land, which meant the ash was not nearly so toxic as a town or city on fire. But still, everyone was afraid that the entire crop for the whole state would be ruined by the smoke and ash. The talk among the cannabis community was focused on how to remove ashes from the leaves and flowers. Most people used leaf blowers or gently shook their plants.
In spite of all this, the harvest turned out great. The days of August and September were hot and the nights were cool, furthering the development of THC and the terpenes. When we finally started cutting in the first week of October, there had been no significant smoke or ash for several weeks, and our feelings of hope began to rise. Even though we desperately needed the rain, everyone was glad that it held off until the end of harvest.
Once the cutting actually began, everyone shifted into high gear – literally. At Swami Select Garden, we harvest in the wee hours of the morning when it is still dark out. Because of all the smoke and ash, we added extra precautions: After each plant was brought in and weighed, we dipped every branch in a diluted hydrogen-peroxide solution. Next, we dipped them in clean water before hanging them outside on wires strung between trees for a brief drip-dry.
As the sky slowly begins to lighten, and all the plants for that day’s cutting are hanging, we take a break for breakfast, when I cook omelets or pancakes for the crew. Then, we go back to hanging everything in the official drying area.
Interestingly, the need to get up at 5 a.m. creates a bond between the team members. It is really a magical time under the moon and stars. The terpene aroma is delightful, the buds are at their peak, and there is a sense of pride seeing the giant colas come down and loaded onto the trailer. It’s hard work, but one can literally see the fruits of their labor.
All during October, the humidity was in the twenties and thirties, so the issue was preventing the flowers from getting too dry. Then, as the drying area filled up and the rain came in November, we had the dehumidifiers going full time. Drying takes between 10 days and two or three weeks depending on outside humidity and how many fans and dehumidifiers there are.
When sufficiently dry, the smaller twigs snap rather than bend. This signals that it’s time to take the branches down, off the drying nets, and roll them up in brown Kraft paper – like three-foot tall burritos. Now they are ready for bucking, when we remove any large fan leaves and take every bud off of its branch in preparation for the fully manicured trim at the processing center.
The farmer’s harvest work may be over, but it’s time to prepare for next year’s grow already. First, we planted a cover crop of nitrogen-fixing plants followed by spreading compost on top of the soil to discourage the turkeys from flying over the fence to eat the seeds. Finally, all the equipment and gardening gear must be put away for the winter. A good farmer is always thinking ahead to the next season.
The 2020 election has brought some positive news for the cannabis industry as 30 cities and counties in California passed cannabis legalization measures, which hopefully means we’ll see more retail outlets soon. The election wins in five states were also a boost, proving cannabis is the one thing most Americans can agree on. News like this is encouraging for us farmers who work so hard to grow the best cannabis in the world. We will not give up!
In order to adapt to this pandemic, the Emerald cup had two choices, cancel the event or, come up with a creative solution. Rather than disappoint everyone, organizers decided to postpone the date to buy some time and get to work. After all, the Emerald Cup is a North California favorite, attracting farmers from all […]
In the world of investment bankers and supply chain specialists making the dive into the cannabis industry, former French Laundry farm chief Aaron Keefer is something different.
On Feb. 11, news broke that Keefer would be bringing his pedigree from the 3-Michelin star restaurant to his new job as vice president of cultivation and operations at Sonoma Hills Farm. The farm has dedicated a piece of its 40 acres to growing cannabis alongside its produce and livestock operations, which Keefer will now also lead.
For the last decade, Keefer worked as the lead culinary gardener for the Thomas Keller Restaurant Group, which includes the famed restaurant French Laundry in California’s wine country. In addition to receiving Michelin’s highest rating every year since 1997, French Laundry has also ranked the second-best restaurant on the planet by Le Liste. During his time farming the food that would eventually end up on the plates at Thomas Keller’s restaurants, Keefer certainly played a key role in helping the restaurant hold on to its reputation of excellence in the ultra-competitive restaurant industry.
Keefer says he got his start in the kitchen at age 17. Two years after, he grew his first pot plant.
“I started smoking when I was 15, was a part of that life for sure,” Keefer told Cannabis Now. “I went into the kitchen at 17.”
The restaurant industry is notoriously a more friendly career field for cannabis enthusiasts than most. “There is no better pairing than marijuana and food right?” Keefer quipped.
Keefer says that for his first experience growing pot, the original genetics he used were from Amsterdam.
“A friend of mine’s father was kind of the guy that would bring in the 20-pound wheel of the Panama Red and like that, he went out to Amsterdam and brought back Skunk 1# and Northern Lights 5#,” Keefer says. “There was nothing like that at the time.”
The first time Keefer tried those Amsterdam genetics, a far cry from the mystery weed he’d been puffing before in his life, he thought he was hallucinating.
“I was like, ‘Whoa, what is this stuff?’” says Keefer. He and his buddy grew three plants that summer of 1988, and he says “one of them turned out nice.”
Keefer has fond memories of sneaking through cornfields to plant his cannabis out in the middle of nowhere and being very popular at school for four weeks before the bud was gone.
Eventually, Keefer brought his culinary experience and dormant green thumb to the West Coast, arriving in California a couple years before Prop 215 legalized medical marijuana in the state. After starting off in wine country, he headed south to San Francisco in 1996.
“When Prop 215 first started, I remember Oaksterdam, I was down there,” Keefer says. He recalled the Oaksterdam neighborhood was a far cry from what is happening today: “I remember when the Romulan came out.”
He even visited Amsterdam himself in 1999. He returned with some Great White Shark from Green House Seed Co and Sweet Tooth from Barney’s. Both of those operations regularly found themselves on the podium of the original Cannabis Cup in Amsterdam.
“That was when I first started growing out here again,” Keefer says. “I was working as a chef, but you’re working as a chef and you aren’t making as much as the waiters. You can’t even afford to eat out. So it started as a side gig little hobby and then all of a sudden, it became an industry.”
He says his efforts ended up on the top shelf at San Francisco dispensaries such as Grass Roots and the Apothecarium, among others. But in the end, he says it was always his side gig, as his focus was on being a chef.
Over his years, with the Thomas Keller Group traveling to farms around the country that he respected, Keefer was able to absorb a lot of awesome horticultural best practices that fit into his general permaculture plans for the cannabis he’ll be growing this summer just south of California’s famed Emerald Triangle.
Keefer believes there are three important parts to growing any plant. First and foremost is genetics.
“That’s where it all starts, the second is life in the soil,” Keffer says. “You are never going to grow a plant to its full potential if you don’t create, or get out of the way of nature, and give all that life in the soil. That’s what breaks down the organics.”
Keefer says all the best action happens in live soils that are breaking down organic matter to give the plant all of the nutrients it needs, helping it reach its full potential.
“That’s where you get the flavor. If it tastes better, it is better, and it’s better for us,” Keefer says.
The third leg of quality for Keefer is what happens after the plant gets chopped down, and rightfully so. Tons of cannabis is ruined in botched drying and curing efforts that can quickly turn the flame into something that’s definitely not tasty. Keefer says when folks don’t get it right, they can “turn gold into straw.”
The cultivation effort Keefer will oversee at Sonoma Hills Farm will be a total of one acre of land split between two locations on the property. The first is a 28,560 square foot outdoor dry farm, and the other is a 10,000 square foot state-of-the-art greenhouse for cannabis cultivation with an attached 5,000 square foot facility for indoor cultivation, plant propagation and strain development.
The outdoor plot will occupy the old footprint of three large chicken barns.
“Done right, cannabis cultivation is a true connoisseurship not seen in many businesses other than wine, whisky, mescal and cigars. You can taste and smell the nuances,” Keefer says. “To really succeed, hard work is what gets the results. This is what we intend to do at Sonoma Hills Farm.”
TELL US, have you ever smoked weed you think deserved a Michelin star?
decades, growers from Northern California’s Emerald Triangle — the area encompassing Mendocino,
Humboldt and Trinity counties — have been the epicenter of America’s cannabis
The Golden State had the first legal medical marijuana market with the passing of Prop 215 in 1996. Proposition 64, the Adult Use Act, legalized growing, selling and using cannabis recreationally in November 2016.
Thousands of cannabis businesses have emerged since, all trying to establish themselves in an already saturated and highly regulated market. The industry has seen unparalleled innovation and investment across categories like product development and technology, causing a so-called “Green Rush.” It has been predicted that by 2024, the California cannabis market will comprise 25% of the entire market for cannabis in the U.S.
due to the immaturity of the market, little data is available to help support
the industry. In order to help shape product development and strategic
decision-making, companies need to ask fundamental questions, like who buys the
product and what do they use it for?
help fill these knowledge gaps, NorCal Cannabis Company undertook a first-of-its-kind
study of California’s cannabis consumers. Using an online panel, the survey
questioned 1529 people and represents of all California cannabis consumers 21
years and older.
Graham is the VP of Business Intelligence at NorCal Cannabis Company. He helps
the company make smarter business decisions using data. According to Graham,
they decided to carry out this research because “there were many fundamental
questions about the California cannabis consumer that were unanswered, so we
decided to conduct research on our own.”
to Graham, the most surprising thing he discovered during the research process
was that many of the preconceptions about cannabis aren’t true. So they decided
to group their findings into five myths:
1: Recreational users
get high for fun, while medical users are focused on their health.
reality is, most cannabis consumers use cannabis for both recreational and
2: Women are an
emerging market segment of new cannabis consumers.
fact, women already use cannabis as much as men.
3: A handful of brands
are dominating the California cannabis market.
truth is that no brand has achieved a significant foothold in the market.
4: All Californians
have access to legal cannabis.
in reality, they don’t.
5: Consumers are
migrating from dispensaries to delivery.
In reality, consumers want an omnichannel experience to maximize their experiences.
concerns us is the lack of availability that exists for regulated cannabis for
so many people,” says Graham on the finding. “The research shows how cannabis
gives relief for so many people for things like pain, insomnia and depression.
California voters approved the legalization of cannabis, but people still do
not have legal access throughout most of the state.”
believes that the study is important because it shows that cannabis helps with
“a variety of fundamental and important ways” and it isn’t a simple case of
‘recreational’ and ‘medicinal’
would like people to understand that many of the assumptions they have about
cannabis consumers, cannabis usage, and cannabis availability may be wrong,”
To read the NorCal Cannabis Company’s report in full, visit norcalcann.com.