BRUNO ROLLS TO THE CANARY ISLANDS Bruno Van Holland, one of California’s premier joint rollers, took his act on the road to judge the Canary Champions Cup. As the world exited the pandemic, one of the aspects of the cannabis industry that exploded the fastest was the hand-rolled joint scene. And in addition to the…
BRUNO ROLLS TO THE CANARY ISLANDS
Bruno Van Holland, one of California’s premier joint rollers, took his act on the road to judge the Canary Champions Cup.
As the world exited the pandemic, one of the aspects of the cannabis industry that exploded the fastest was the hand-rolled joint scene. And in addition to the material going into them, the rollers themselves have become the stars of the show. Their ability and access to high-end flowers turned them into more natural likable influencers than the many trying to force it.
Bruno Got in Early
Van Holland is one of a few at the top of the pack. He got in the mix early, and his signature outfits and upbeat attitude quickly made him a staple on the event circuit. At many of the state’s most fantastic weed parties, you’ll find Van Holland posted in a bright corner rolling up cannons.
Given how things have gone for Van Holland, it was no surprise the Canary Champions Cup selected him to judge the pre-rolls.
“My first takeaway is how friendly everybody was,” Van Holland told LA Weekly. “The cannabis community over there is as inviting to us as foreigners – like it was, it was just a welcoming, like the way that they treated us. It felt like an honor just to be there. They treated us great. The first thing that comes to mind is just how well we were welcomed.”
Van Holland added the atmosphere those people are able to create at the social clubs he experienced was really special.
“The vibe there was amazing, the fact that we can go inside of a social club and play pool, smoke and by and by, and all in the same place. It was much different than what I’m used to here,” he added.
What Bruno Witnessed
Van Holland went on to note he appreciated the flower selection. There were many more sativas than he was expecting. He loved the fruit notes found in a lot of them. Given it was his first time hitting cannabis clubs outside America, he was excited to see those California strains that have a spot in his heart.
As for the contest, Bruno liked what he saw.
“In my category, I was impressed with the way that their joints were rolled,” Van Holland said of the entries. “Seeing back rolls is something that I’m not used to seeing here in California. And that hash wrap, I’ve never seen a hash wrap entered into a pre-roll contest before – that was impressive.”
Van Holland added he gets to see the best pre-rolls in the world in California. They are tough to beat. But the ones he saw abroad had their own unique style, which is tough to compare.
Comparing Tenerife to California
Van Holland went on to explain the differences between the sesh scene in California and the clubs in Tenerife.
“I found that people were talking a lot more at these ones. Everybody was kind of sitting around and talking more than the event that I was at today in California,” he said.
Another big difference was the spliffs they smoke.
“So they chain-smoke like crazy, and every couple of minutes, they’re lighting up a new spliff. I thought that the scene there was so much cooler. I thought the way that they had the social club setup was so much cooler than the way that we have the dispensary setup in California,” Van Holland said.
The event organizers were excited to have Van Holland in the mix.
“We were lucky enough to have Bruno in town, the black gloves and friendly smile are iconic. What a wonderful human, always kind and always rolling up just at the right time! He’s a certified hero,” Lawrence from The Canary Champions Cup told L.A. Weekly.
THE FREAK BROTHERS TEAM UP WITH WEEDMAPS FOR SEASON 2
Former LA Weekly cover boys, The Freak Brothers, are teaming up with Weedmaps for in-episode integrations for cannabis enthusiasts, starting with the launch of Season 2 today.
The Freak Brothers have been getting laughs out of cannabis enthusiasts the world over for 55 years. Thanks to WTG Enterprises, the producer of The Freak Brothers and Fox’s streaming platform Tubi, more people than ever have access to the trio’s cannabis-fueled adventures alongside their talking cat.
The production value of the first season was way beyond most cartoons. In addition to great animation, the voice cast featured Woody Harrelson, John Goodman, Pete Davidson, Tiffany Haddish, Adam Devine, Blake Anderson, Andrea Savage, La La Anthony and ScHoolboy Q. All of those big names are returning and they’ll be adding Joe Sikora to the mix for a special guest appearance.
Weedmaps, one of the most recognizable names in cannabis, is obviously hyped to be in this effort to help further cannabis into the mainstream. The announcement noted the actual partnership itself will consist of in-episode integrations in the new season, as well as exclusive “Smoke & Screen” events throughout the U.S., bringing together industry influencers and tastemakers at the intersection of cannabis and entertainment.
“We know comedy has the power to influence culture, and we are excited to partner with The Freak Brothers to amplify our message that weed is something to be celebrated,” said Randa McMinn, chief marketing officer at Weedmaps. “Since our company’s founding, Weedmaps has been committed to elevating stoner culture everywhere, challenging outdated stereotypes and bringing the plant to the forefront of mainstream conversations. Now, 15 years later, to see the Freak Brothers’ characters themselves embrace Weedmaps as their ‘go to’ for weed in the series is indicative of society’s broader acceptance of the plant and the industry at large.”
The team that brought Gilbert Shelton’s creation to the small screen has no qualms about the brothers using Weedmaps to get their hands on their next score.
“Embracing the essence of stoner culture before it was mainstream, Freak Brothers and Weedmaps are united in blazing the trail toward a more inclusive and enlightened cannabis landscape” said Greg Goldner, chief brand & strategy officer of The Freak Brothers. “We’re excited about this partnership as it’s a convergence of the psychedelic past and the digital present, where entertainment meets connection through a shared love for cannabis, while helping shape a future where cannabis culture thrives unapologetically.”
The antics for Season 2 look to be right on par with The Freak Brothers’ previous adventures in adapting to the modern era following a 50-year nap in San Francisco. The creators noted when announcing the deal that this season will include The Freak Brothers hitting their high school reunion, a match of wits with Mark Zuckerberg, settling old scores with Mitch McConnell, and battling Seth Rogen in a Pot Brownie Bake-Off contest.
WTG develops media across multiple platforms from its Beverly Hills office. WTG was founded by studio executives and Hollywood producers Courtney Solomon and Mark Canton and led alongside veteran entertainment executive Greg Goldner.
Back before the rights were secured, Solomon spent months trying to find Gilbert Shelton. After six months of searching for Shelton, Solomon was able to track down Shelton to the outskirts of Paris thanks to his lawyer of 47 years. “Super nice guy named Manfred, and he set up the meeting and I flew out to Paris and spent a couple of days with Gilbert,” Solomon told L.A. Weekly in 2020.
The Freak Brothers Season 2 is free to watch on Tubi. And be sure to keep an eye out for special offers from WeedMaps during the episode.
A new survey from Wired Research suggests most American adults will be including cannabis in their Valentine’s Day plans.
According to the survey, 61% of American adults plan on using cannabis or gifting it to someone this Valentine’s Day. The survey was commissioned by Verano Holdings to see how consumers would treat cannabis around the holiday as it continues to get further normalized nationally.
Another fascinating takeaway is the number of Americans that will skip booze this holiday season and opt for cannabis. Wired Research put the number at about 19 million. If just half those people bought a top-shelf eighth for the holiday, you’re talking about $60 million dollars in revenue before you even add the taxes.
While it was close, men were a little bit more likely to include cannabis in their Valentine’s Day plans (66%) than women (57%). This gap is actually closer than the gap between men and women admitting to use in wider society. In 2016, Columbia University Professor Deborah Hasin noted the rates at which men and women used cannabis had held steady for a long time at 13% of men and 7% of women through the mid 2000s. But in 2007, experts started to see a shift that would see the rate at which men were using rise another 4% while women’s use rates would rise 3%.
Younger folks were a lot more down with adding cannabis to their holiday plans than seniors were, with 70% of Gen Z and Millennials surveyed saying cannabis very well could end up a part of their holiday plans. But even then, the seniors weren’t that far behind. While the survey was just under 1,000 people, the idea that more than half of the two oldest categories said they’d be including it in their plans was pretty wild. That is probably the number it would be fascinating to see scaled up into a bigger survey the most.
Another big factor that will separate use rates this holiday? Kids. Parents were found to be more likely to partake in cannabis on the holiday than their childless peers. The survey found 69% of people with kids planned on making cannabis part of the fun, while only 57% of those without offspring said they’d be partaking.
As opposed to just another part of the evening’s fun, many argued they were using it as a tool to inspire romance.
“The data from the survey show that Americans use cannabis to relax or improve their mood, which can help people be present and more connected, which is crucial to a better love life,” said Dr. Shannon Chavez, a Beverly Hills psychologist and sex therapist. “Valentine’s Day is a great opportunity for couples to try something new together and try a more dynamic and less formulaic approach to intimacy, which cannabis can help inspire.”
Americans are starting to come around on the idea. One in four surveyed believed cannabis would help get them in the mood. While separately, one in four surveyed said they expected to perform better sexually with the help of cannabis.
As 2022 comes to a close, we again look back at one of the most brutal years ever on both sides of the cannabis marketplace in California.
And I assure you, that is no exaggeration. On the recreational side, more and more farms went under or simply chose not to plant a crop this year. And those are the moms and pops feeling it — not those with cash reserves to burn while they wait for more shelf space to open up across the state and beyond its borders in the not-too-distant future.
But those without a permit had plenty to gripe on as well. At one point during the harvest, you could get machine-trimmed pounds for $50 a pop. This stuff would have been worth $1,200 to $1,500 a decade ago. It’s not the heat by any means, but it’s still shocking. The underground market is also prepping the transition of enforcement next year from the CAMP program to rebranded EPIC program. The big difference? Private parcels will face much more scrutiny in 2023 compared to CAMP’s targeting of public lands much of the time. A lot of people really needed a good one this year because of this. Despite the perfect conditions, they faced a flooded bottom-dollar market come harvest.
Things We’re Leaving Behind in 2022
Nepotism-Based Shelf Space
As the cannabis industry continues to do circles around the eye of the storm with people falling off the ship left and right, now is not the time to play favorites for shitty reasons. The main determining factor that should go through your head before you stock an item is whether it’s the best you can do for whatever tax bracket you are trying to serve with the said item. That’s regardless of whether you’re talking discount eighths or the mountaintop, purchase from the same ethos. Screw the free doughnuts; never buy cannabis products because someone brought free doughnuts — you’re going to have a bad time.
Getting Shot Over Big Piles of Money
As we exit 2022, the cannabis banking situation still hasn’t been figured out. It looked like it had a chance a couple of weeks back, but it fell short without the support or at least ambivalence of Senate Minority Leader Mitch McConnell. The industry currently finds itself in two camps at the moment. The first is those that wanted bank accounts yesterday for their own personal safety and that of their staff. The second is those who want it as a bargaining chip to protect social equity in the national legalization debate to come. Both are great takes. Hopefully, it happens soon for the sake of nobody getting murdered over weed money. But given what happened in the Senate, we’re probably not all going to make it alive, so be careful.
Overproduction
There are few things that can devastate the market price of a commodity quite like overproduction. It’s a huge factor on both sides of the marketplace. On the recreational side, it has created a race to the bottom. The “top shelf” just under the true exotics is getting cheaper and cheaper, as people edged each other out 50 cents at a time to get us to this current bummer. On the illicit side, a ton of that oversupply on the recreational side finds its way to the streets. And it doesn’t have a home as it did in the past. That part is thanks to how many places have become less sketchy to grow. Why fly a box in from California when you can drive home from Maine or Oklahoma? Overproduction is the biggest factor in those $50 pounds we mentioned earlier, too.
One of our absolute favorite activities here at L.A. Weekly is to see the heat of the moment at major cannabis events. There are few places better to do it than Hall of Flowers as the industry gathers to grade the current product on the market.
As one might expect, the show and tell can get serious quickly. Here are some of our favorite finds from Hall of Flowers.
Fresh Powerzzzup Terps
One of the cool things about running into the Powerzzzup team is getting the chance to check out various renditions of their gear. As we noted in our feature article on Powerzzzup in 2021, lots of different farms across the country run their genetics. On this occasion, we got to see some 2090 Shit grown out veganically by the team at Feeling Frosty Hash. It was savage heat that tastes awesome but has a strong impact. f.
CAD Nana’s Ultimate Greaze
Carter’s Aromatherapy Design is at it again with one of the heaviest-hitting topicals on the recreational market. Nana’s Ultimate Greaze features 1000 milligrams of THC and 500 milligrams of CBD. This is probably a lot more potent than whatever topical you’re using if you’ve ever felt the urge to up the strength a bit more.
Bruno is Back in America!
Following his recent adventures to the Canary Islands to judge The Canary Islands Champions Cup, Bruno is back in California rolling some of the best prerolls in the game with some of the best material available. On this occasion, Bruno was rolling up prerolls at the CAM booth for the buyers on hand to try CAM’s wide range of flavors.
Joshwax Seabiscuit A2
While many of the big-name companies reminded us of why you hear their names a lot, Joshwax was someone who had to have their stock go up following Hall of Flowers. It’s not that Joshwax didn’t have good pot before last week, we just found the kushiness of the Seabiscuit to be something really special.
Masonic Seed Co x Fiore
The team at Fiore drops a lot of heat, but the Banana God is being grown in collaboration with Masonic Smoker is right at the top. You can taste all the flavor notes that have seen a lot of hardware added to Banana God’s trophy shelf over the last few months.
Dueling Strains
SF Canna’s new two-packs featuring two eighths is one of our favorite new offerings from anyone at Hall of Flowers. There is a QR Code on the back so you can score your favorites after and help the organizers find their winner.
California’s winter-grown mixed-light cannabis is among the best flowers of the year, period.
The crop falls into two categories. The light-assisted and light-deprivation grown. The first is self-explanatory. The second is the term for farmers controlling the natural light cycle by mechanical means. Most of the stuff growing right now is light-assisted, but there are still a few people without power producing some really flavorful weed up north this time of year.
The light-deprivation stuff is shortened to deps for simplicity. A lot of dep farmers take the heart of the winter off and still get in three runs a year. But those perpetual light-assisted grows that use the power of the sun year-round are able to just perpetually pump out whatever number of tables on their fixed 52-week schedule. Barring the perils of mother nature, there are farmers using the sun and a little extra light to help through the rainy days and shorter ones are producing crazy high-end cannabis.
One of the most respected owner-operators in the light-assisted space is David Polley of Preferred Gardens — a lot of people have him with a seat at the table when discussing not only who is growing the best mixed-light cannabis in California, but also in Florida.
Polley explained that you can run some nice deps in the winter with enough natural light, but the production isn’t there.
“An expert with Winter Deps would usually only grow cannabis for hash in the winter,” Polley told L.A. Weekly. “Flower production is very limited, but the cannabinoid, terpenes and flavonoids are actually at an all-time high. So fresh frozen (material frozen immediately at harvest for processing) will put out some A1 rosin.”
Polley explained the basics of his process that’s a bit more commercially viable this time of year. Specifically, light-assisted greenhouses that have climate control and you utilize artificial lighting to increase the daily light integral to increase production during the shorter winter months.
Polley in the garden.
“In Cali, that usually starts in September and ends in March or April,” Polley said, “In my biased opinion, the artificial light mixed with the natural kiss from the sun creates the best medicinal cannabis on the planet. Lab tests show cannabinoids and terpenes much higher under these practices. I love the effects from good light-assisted cannabis.”
Polley further explained that the harness of the California sun during the summer is just too much for all the best stuff in the resins that have developed on the plant.
“Like it’s extreme during the summer in California and the light levels are through the roof,” Polley said, “so I tried to shade my greenhouses more in the summer than I would anytime to get less light and that’s how you get more of like an exotic flavor.”
He argues what’s going on in the industry right now is people are just trying to pump these plants with so much light intensity via LEDs and whatever else the hottest new tech is.
“They’re just slamming them so they could get four pounds a light, just production, production,” Polley said in distaste. “But, that’s why the quality of more than half of the cultivators is just not it. It’s not what we want because they’re just focused on production.”
Photo courtesy of Preferred Gardens
Polley pointed to great genetics as a key to the flame as he prepares to enter the Arizona market, already having crushed it in two other states.
“I’m pheno hunting 50 seeds every week. I’ve been doing that for eight-plus years,” Polley said. “What’s crazy is that’s 200 seeds a month and we only come out with three to five winners a year.”
Mendoja Farms is another of the state’s top light-assisted producers. After going hard with four big runs in 2022, owner Justin Wilson is taking a month off from flowering and just maintaining his nursery stock before he revs back up next month.
As for the quality of the winter products, Wilson argues a lot of it is temperature and how physically far we are from the sun.
Photo Courtesy of Mendoja Farms
“The winter run seems to have twice the amount of trichomes on them,” Wilson told L.A. Weekly. “I feel that it has to do with just the distance of the sun, how far it is from us, and having to warm the rooms up with propane heat.“
Wilson believes the stress on the plants from too much heat is far more stressful on the plants than on some chilly nights.
“They just seem to like the cold a little bit better. I wouldn’t say cold. I would say that the colder temperatures where I’m at in Covelo and not dealing with strenuous heat that we do have here during the summer,” Wilson said.
We asked Wilson if it’s easier to get away from market trends this time of year since the more exotic flavors have a good shot at being so full-flavored.
“Yes, it is for sure,” Wilson replied. “I think you can play around more in the winter because you’re gonna have the flavors coming out more in everything. So you don’t have to stick to those saying name-brand stuff and what everybody else wants. That’s when I kind of do like my trial runs.”
Wilson pointed to the fact that a lot of people do their pheno hunt closer to the middle of the year. It’s a double-edged sword. Those mid-year hunts may not get the same terpene levels as the winter, but they’re being stress-tested by the summer heat through the hunt. Wilson has found stuff that was awesome in the winter, but not able to deal with the heat of summer.
L.A.’s own Shant “Fidel Hydro” Damirdjian was already a local legend before Fidel’s Hash Holes took it international.
And while the “Hydro” may have been dropped in recent years as the Fidel’s brand took off, the third son to enter the game of one of Los Angeles’ favorite cannabis families continues to build his name. He’s now on the verge of opening a massive new facility expected to be competitive with the state’s finest later this summer.
A hash hole under construction. Courtesy of Fidel’s.
In the months leading up to writing this, we chatted with Damirdjian a lot. We even joined him for his return to Barcelona for Spannabis this past March where he originally got the inspiration for the hash hole. The Hash Holes and Donuts party that closed up Spannabis for many was probably the second biggest ancillary affair of the week after the European edition of Ego Clash.
But to understand how things have taken off, you have to start with Damirdjian returning to L.A. after moving to Beirut at age 12.
Coming Back to L.A.
“When I turned 18 I moved back to L.A. from Lebanon and when I moved back the first thing I did was start working at my brothers’ hydro shop,” Damirdjian told L.A. Weekly.
He was at the bottom of the food chain with no knowledge of growing cannabis. He was in the perfect place to learn, but it wasn’t always easy being in the family business.
“My brothers had two dispensaries. But within a month of me being here, the dispensaries got raided and the growers got raided,” Damirdjian said. “They lost everything and they had to sell the store. So when they sold the store, I stayed.”
Damirdjian smokes a hash hole in Barcelona. Photo: Jimi Devine
His brothers Serge and Aram would recover and eventually help start Cookies Maywood and Gas No Brakes Fashion.
While Damirdjian may not have brought a lot of cannabis cultivation knowledge back from Beirut, retail operations were a different story. The whole time he was in Lebanon he was working at the family grocery store. By 18 he returned with the managerial skill set that wouldn’t be uncommon in an older teenager at a U.S. supermarket. Those skills translated directly to running a hydro shop even if he wasn’t exactly sure what he was selling out the gate.
By the time he jumped up to the management team, he had his head wrapped around it from talking to customers all day to better understand their needs or what they were doing successfully. The store was only 1,000 square feet at the time. He’d help build it to 18 employees and three locations.
“I did that for nine years. That was my footwork in this industry,” Damirdjian said. “I talked to growers day in and day out for nine years and then I mastered that craft. I grew weed in the midst of that. It just led me to be consistently known for the quality of flowers I have.”
Madmen OG and LA Confidential were among the first strains he worked with when he started cultivating in 2010. As his skills grew, he refined his best practices and taught them to others over the years at the shop, eventually taking the nickname Fidel Hydro as a play on it.
Damirdjian points to the first time he left the grow shop to focus on cultivation as one of the moments he knew he was heading in the right direction. Six months after leaving the hydro shop they asked him to come back for a percentage of the shop. He would put in two-and-a-half more years, but in the end, his vision was just too big for the shop.
Fidel’s
A trip back home to Beirut to visit family and friends in 2019 would turn the nickname into the building block for one of the most hyped brands in California at the moment.
“I had a childhood friend of mine who does branding packages for big hotels and restaurants. I was working with him. I wanted to start branding my flower. I want to be known for the flowers I grow,” Damirdjian said.
The pair were talking about his nickname Fidel Hydro. They tossed stuff around but were sure in the end that it had to be one word. It had to be simple. They dropped the hydro and the name stuck.
“My homie drew like 200 different logos by hand. He drew one on a package of Lucky Strike cigarettes and it just stood out to me,” Damirdjian said. “It looked really timeless. Either now or 20 years from now, I’ll still feel the same about it.”
Damirdjian explained that the logo gave him the identity but there was plenty of work to be done. He started doing everything in-house from growing to buying printers so he could package it all up.
“I put all my energy in Fidel’s, everything, every ounce of my time, my finances, my physical being. I put it all in something that just kept growing and growing. It gave me the confidence I needed but it just hit me when I was in the hydro shop. I always knew Fidel’s was what it is supposed to be,” Damirdjian said in regards to that calling he believed was more significant than the shop.
Creating New Flavors
2019 was also the year Damirdjian started breeding. It was the next step after nearly a decade of perfecting his skills. But looking around the game can create doubt. He refused to let it build in himself. The heat would speak for itself. He loves it. He hopes his dedication to those various cultivation practices will help remind folks he’s not just the guy that scaled up the hash hole, as admittedly cool as it is to have the most primo rec preroll in the state.
One of the staples of the breeding is Runtz Mints. It’s an absolute heater.
Hash Holes – Barcelona to L.A.
How does one change the exotic-infused preroll game in California? The concept of a joint with hash in it was far from new in California. We basically started seeding distillate prerolls not long after Damirdjian started cultivating in the early 2010s. They were always boof, maybe even further stacking the chips against the idea of the hash hole.
Damirdjian returned to Barcelona in 2022. Photo: Jimi Devine
Sure, the idea of rolling some heat hash and flowers with friends was cool. But was it commercially viable? Regardless, Damirdjian would find his inspiration on a trip to Barcelona in 2018 with his brother for his first adventure to Spannabis.
At the time, his brother had launched Cookies Maywood a few months prior. Damirdjian started helping with some of Cookies’ first seed drops and in the process heard about Spannabis.
“I felt the need to be there,” Damirdjian emphasized. “I felt the need to go see what the culture is like over there. So I tagged along.”
Damirdjian working to get his seed line into Europe at Spannabis 2022. Photo: Jimi Devine
Damirdjian was a young man there to learn more about the game. There was plenty to take in. He got to help Cookies and 3rd Gen Family with the El Toro in Spain. He helped them package that up and got a first-person view of people entering the world of bulk seed sales with people in Europe. He always felt like the youngest person in the room and just remembered to keep his ears open and to try and learn as much as he could from the international hitters that converge on Barcelona.
During the seed drop, a number of noteworthy characters from the European game come through to see a number of Americans. The American delegation had fire hash. The Spanish culture at the time was more influenced by the California flower market and there were a ton of California-grown flowers.
As Damirdjian watched most Europeans sprinkle their crumbly water hash into joints, he decided to work up some of the American rosin and drop it in the center. Not long after, he would run into Lorenzo from Terps Army in Barcelona and Amsterdam. Lorenzo was doing the same thing.
“I hadn’t met him yet. We met in person over there as this culture was being instilled at that particular time,” Damirdjian said. “I got to give it to my boy Lorenzo. He kept the habit up. He calls them the Terps Donuts.”
Final quality control before packaging. Photo courtesy of Fidel’s
He flew back to America and started rolling more joints loaded with hash. People on Instagram would ask what it was and inquire about the hole in the middle. He would politely emphasize what they were looking at wasn’t a donut, it was a hash hole.
“The word hash hole didn’t even exist. I just didn’t want to call it a donut because I wanted it to be different,” Damirdjian said. “I could call it that. But just to me, it’s the hash in the middle.”
He was also a firm believer that hash holes just sounded cooler than donuts. Some of the early hash hole advertising has joked donuts are for cops.
“Once you started explaining to people what it is, now people call it that. I love it. It’s creating its own culture,” Damirdjian said. “It just wasn’t out there like that. It went from being a smoking habit when I came back from Barcelona to what it is now.”
Damirdjian believes we all have ideas we never really follow through on. But what if he did this? What if he took this thing he started posting as a habit and took it to scale? What if he started hand rolling joints and not packing a cone? All the while using elite flower and hash.
He believed people would mess with it. So far he’s been proven very right. But at first, it was tough to convince people it was feasible to hand roll.
“It didn’t click with people,” Damirdjian said. “And I wanted to sell them for $100.”
Out the gate, Damirdjian’s right-hand man Dabber Dan was the most supportive of the idea. He saw the vision. Dan was amongst the early members of the team when Damirdjian started solidifying it in 2018. Head roller Gio and his cultivation lead Kevin were also onboard early.
Courtesy of Fidel’s
Damirdjian even has his parents helping out. He has so many printers now he’s run out of space and put a printer in their house. He’ll order 50,000 containers and have them label the jars and do QC.
Now there is a flurry of imitation hash holes hitting the market.
“Everyone is doing it their way, you know, and it’s not really about who was first, who did it best, I guess,” Damirdjian said. “To me, it’s about who’s paving the way for the category because that’s what it is. It’s a category now.”
Fidel’s Grown
Damirdjian expects the number of staff to surge to 60 by year’s end as his cultivation operation comes fully online. He’s thankful he didn’t take any of the cultivation deals that came his way over the years as he waited for his moment to enter the legal market on his own terms.
Separately, it’s wild to see someone in his age bracket bootstrap an Adelanto facility solo. It’s the land of corporate dawgs but there is certainly cheap square footage and power for those with the resources.
“There’s no one else, that’s solely me, and I intend on giving out percentages to my team members that are down with me right now. But it’s just me. I just haven’t sold out. I haven’t sold any of it. And people have given me tempting offers. I’ve been guilt-tripped by people that are worth half a billion dollars for not making deals,” Damirdjian laughed.
He always trusted the voice inside and knew where he was heading. That was all he needed. His next vision is a storefront to put all the flower in but right now there is work to be done getting it to the market.
As the flower comes online he also looks forward to further building out his distribution network. He’s already in every Cookies and Stizzy store. The flower is expected to be in high demand when it drops later this summer. One thing that points to this fact is that the value of his products hasn’t changed with the times as many have seen price dips.
“Something has changed. There’s always an adjustment,” Damirdjian said. “That’s what you gotta do. You gotta adjust. I think different, you know? I’m trying to be at the forefront of it.”
Damirdjian’s hash holes are available all over California. Keep an eye out for the flower line later this year.
Art courtesy of The Freak Brothers
