DIRTY WEED WORDS: COMMERCIAL VIABILITY

Commercial viability may be the phrase that has changed in cannabis the most over the decades for the industry.

During my chat with First Smoke of The Day, which dropped last week, the subject of commercial viability came up. Basically, I said once you got past the lovely people that got screwed by circumstances of licensing or location, there are a lot of people who got eaten up by the times because they wouldn’t change their ways. This received the most positive feedback of anything I said during the hour-and-a-half talk. While I’ve attempted to articulate the idea of people not being able to keep up with the game, it was never with the ethos of how many of the world’s best growers hit me up or tagged me on Instagram over the last week. 

At its core, the attempt to define commercial viability in cannabis has proven a double-edged sword. On the one side, the meaning represents progress in the game. The bar for commercial viability has risen with the progress of the times across every market. This includes recreational and the still massive underground cannabis economy thought to dwarf California’s legal market at least 2 to 1, given the vast swaths of the state without legal access and people everywhere else wanting our weed. The pot has certainly increased in quality on both sides of the market. 

On the other side, not all ships have risen with the tide due to various circumstances. Be it their own stubbornness to not change their ways as advancements in the game had been made, or never actually knowing what the bar was for commercial viability in the first place whenever they jumped ship from whatever industry expecting to carve a piece of the cannabis industry for themselves.

Let us not forget a mere 20 years ago, brick weed stuffed in a tire was commercially viable for American distributors. So imagine you’re a person operating under the protection of 215 in that era. Ninety-nine percent of the domestic marijuana supply is absolute garbage. It’s fair to say you’re a hot cookie at that moment. 

But, as the years rolled on, the bar went up.

Commercial viability got to the point where it didn’t just mean you were talking about the quality or price of the product, but also accessibility and ease of transport. California has a firm grip on illicit domestic cannabis production as the feds’ annual plant eradication counts firmly show. But it’s not the same. In the past, the worst cannabis California has to offer used to get scooped up faster than Olive Garden breadsticks coming out of the oven. 

Now we’ve reached the point where people don’t have to buy California’s worst product anymore. California cultivators aren’t competing with Mexican brick weed anymore. They’re competing with the Oklahomas and the Maines — hell, there are probably even some decent beaster packs from Canada still making it over the border.

A lot of the lost souls in California on the illicit side are those who couldn’t keep up with people growing decent weed in those places where people could drive to pick it up. The best weed in the world is still grown in NorCal, especially on the illicit side of the market. Not being able to grow commercially viable pot in the rec market is one thing, but if you are having trouble on the other side, maybe it’s time to do some soul-searching on your craft. Do those little things you see your neighbors doing that you didn’t want to because you convinced yourself you knew what you were doing. 

The most important thing you can do to survive in this market is to grow the best cannabis possible. People that worry about pinching pennies first are destined to fail. At that point, the quality of the marijuana is the second most important thing to you, and you’ve already lost.

ROHAN MARLEY TALKS LION ORDER

Nearly a decade ago, Rohan Marley helped his family take its first steps in the cannabis space, now his personal brand is rolling along strong after launching in Michigan. 

Rohan is the middle child of Bob Marley’s nine kids. He and Stephen are the closest in age of the group and were born a month apart in 1972. When it was time for the family to start dabbling in cannabis in the mid-2010s following the first successful legalization initiatives, Rohan took the lead. 

The family founded Marley Naturals in 2014. Marley Naturals was originally a partnership between Privateer Holdings. The brand would have some hiccups as it came to market. The family would buy the rights out in 2019 and take full control. Not too long after, Rohan would get the ball rolling on the cannabis element of Lion Order that recently launched in Michigan after a couple of years of pheno hunting before the flower went into full production. 

We flew out to Detroit to check out Rohan’s new flowers and hear the lessons learned in California. He kicked things off by describing the vibes associated with Lion Order. They are similar to what the phrase means in Rastafarianism and his father’s music.  Particularly, the ideas of strength, courage and righteousness in the face of oppression and adversity. 

In the song his father named Lion Order on his final studio album, Confrontation, he would sing on the themes of standing up for your rights and fighting injustice, as he did frequently throughout his career. 

After a walk through 305 Farms cultivation facility where the Lion Order line is in production, we sat down with Marley. 

“After years of being an entrepreneur and wanting to do things my way, which is things I love, being a part of something that’s more than just cannabis. Being a part of a movement. And that movement is Lion Order and just the philosophy of Rastafari,” Marley told L.A. Weekly. 

His goal going in this time was to create something he’d want to smoke and share with his brothers. Marley’s years in the coffee industry have made picking out the notes in aromas a regular thing. With Lion Order, his plan was to hunt down the flavors of his childhood. 

He remembered the flavors he would come across in college. He didn’t know what indica or sativa was, he just knew he loved herb. He has spent the rest of his life chasing some of those flavors from his youth, just now it’s for the sake of good business as opposed to just his personal enjoyment.  

“For me, it was like a pheno hunt all the time once I left college,” Marley said. 

Marley would get his hands on some cannabis in Miami not long into the pandemic that had him thinking, this is really it? Eventually, Marley was introduced to Heavyweight Heads by fellow University of Miami alumni Mike James. James also played six years in the NFL after his time at The U. 

“And those guys, we spent about two and a half years trying to develop that taste profile I wanted. They would come in and I’d say that ain’t it,” Marley said. “I started to like get into the whole strain and my own thing to like all right, we need to create our own movement. Because I don’t like the herb that’s out there. I want my own herb of what I like to smoke. So those guys from Heavyweight Heads helped me to develop these genetics here. And when they brought the right one, I knew that was the one.”

That was King Clem, the current flagship strain. The King Clem’s nose profile is somewhere in the middle between a sour and an OG. It’s not quite either, but you can detect certain similar notes for sure. The structure is a bit chunkier than either of them too.

King Clem

Marley knew the King Clem was the one before he even lit it. 

“Before you light it, you know they see that people pre-pull it now, when you get all those terpenes and all that flavor. That’s what I love. Then when I spark that and I’m getting that all together, I see that’s the one, so for me, that’s what we create,” Marley said. 

Marley said it didn’t take long for them to create the rest of the line after that because they knew what ingredients would help produce the flavors he liked. Marley notes while he liked the more tropical flavor profiles, he still has the OG gassy thing in the mix. 

We asked Marley what he thought of the argument that it’s hard for a cannabis brand to be elite in the eyes of the biggest whale buyers without the real strain name and lineage on the bag. He pointed to the traceability back to the farm. 

“So if I create my own, like cooking, if I create my own dish and you like my dish, and you’re gonna eat that right? Then you can go there and eat his dish, but this is my dish. This is what I like,” Marley replied. 

The conversation moved on to his early efforts in California. He called Marley Naturals a family movement that was ahead of its time. He argued it was one of the first in the game to ever have to deal with licensing and royalties in the midst of our ongoing prohibition of cannabis.

305 Farms

Marley argued that Marley Naturals went through the ups and downs of any startup. 

“What I learned from that is that when you come onto my herbs, it has to be my way,” Marley said. “The partners learned some things and they’re doing wonderful things with beautiful accessories. We’re developing the herb.”

He went on to subtly emphasize the difference between the two, noting it’s one thing to have something with a licensing component, it’s another thing to have something that’s your own. 

Fans line up for a Lion Order in-store meet and greet.

One of the things we noted was the move to packaging that seemingly would provide longer shelf life with Lion Order compared to Marley Naturals wood-top jars that needed to be shrink-wrapped with a Boveda inside, and it was still a little rough by the time it got to the shop.

Marley explained the packaging was one of the things the family tried on a quest for sustainability that can sometimes make them tricky to work with. 

“What’s tricky is like, to work with us, you have to have ingenuity and be able to create things that are following in the family guidelines. Sustainable movement, you know? So we went into the wood and learn that because, obviously, as a consumable, it takes time to get to you, the consumer,” Marley said. “You have to go to the thing, then the journey, then the travel, and so that shelf life has to be preserved a certain way in order to maintain that freshness.” 

Marley argued it’s not that the herb is not good. It’s just the way to procure it, in a way to give it a shelf life, is one of the things the family has learned in their quest to be as sustainable as possible.

Marley went on to discuss what it’s been like watching legalization from the context of a Rastafari, essentially getting the right to pray legalized. 

“It’s beautiful and we love it because you know, it’s different when you’re driving down the street and the policeman is behind you. You don’t panic if you got the herb. You know that it can be good. Because like, people can create a lot of anxiety over herb. But it’s not really the herb that gives you anxiety, it is the consequences. So when you alleviate that, it’s wonderful. So we’re very happy about the movement, a part of that movement,” Marley said. 

Lion Order is currently popping in Michigan, expect to see it in other states in the not-too-distant future.

Photos courtesy of IC Collective

IC COLLECTIVE STRIKES BACK

The Legendary cultivators are prepping for their first Illinois drop and gave an update on their return to California 

Few things have been more devastating to the California top-shelf cannabis smoker in recent years than the night IC Collective burned down in July of 2021. We caught up with founder Ben Brown as he prepares to enter the Illinois market and return home when possible. 

Backboned by Brown’s links to the Chem Fam, the network of famous OG growers that ran the Chemdog strain found by Greg Krzanowski in Massachusetts over a quarter century ago, IC Collective was famous for having the gas. Over the years, Brown collected a variety of killer flavors he would pair with the Chem and each other. The results would start filling their trophy shelves in 2013 and lead to their famous mantra, “We run on fuel.” 

In a world of dessert weeds and new equatorial concoctions that breeders pray may end up the next cookies or Z, most still associate the most potent marijuana in the world with that petrol or fuel smell that much of IC Collective’s catalog possessed in spades. And even the things that weren’t fuelly smelling were notable representations of whatever they were. I stand by the statement the best Zkittelz I ever saw that wasn’t grown in Mendocino was grown by Brown.

Despite the large volume of cannabis being grown in California, there are only a dozen or so cultivators that can compare to IC Collective. Hence, even with all that other weed, the void they left behind was massive. Especially given how few other people in that dozen actually specialize in fuel. 

But things are looking up. After a massive 1800-seed pheno hunt of gear Brown has been working on or hoarding for a decade, they are ready to send their first product to retailers in over two years. In the end, it looks like there will be about a 26-month gap in production. 

“I think our last delivery was July 2? Or July 1 2021. And then we burned down on the fourth. Two years dude,” Brown told L.A. Weekly. “The only thing I say that at that building was some mom plants.”

Thankfully the 12 strains he was able to rescue were some of his bangers. But not all made it, the Ziablo that was winning a lot of stuff was among the fallen. But Brown pressed on with what he was able to save until he finally got his Illinois rooms going. 

IC Collective got the permit for Illinois a week after the fire in Oakland. Needless to say, the week between was one of the more stressful of Brown’s cannabis career. As the pound price has crashed in California, we asked if he ever considered throwing in the towel in The Golden State, despite the presumption it’ll eventually be the production capital for the global connoisseur class of smokers that buy top-shelf products from people like Brown. 

He emphasized he’s plenty familiar with the challenges of California. But he’s one of the people that grows fire that’s good enough to deal with those headaches. 

“We did the same amount of money every year because we didn’t have the funds to build outright,” Brown said. “So I know that challenges in California, like how expensive it was. Even though we were successful, we really didn’t make any money or be able to progress our situation. So I was constantly trying to get better. Get my situation better in California. So that’s how I got to Illinois.”

When the firefighters let Brown rescue his plants the next day, he was but one of over 400 applicants hoping to cultivate in Illinois. He didn’t know how the next week would play out.

“And so that was like a long shot, and then I had already been trying to get a bigger building in California. And on the 15th, we won the license. So July 15, 2021, 10 days later, we won the license in Illinois, and then later that night, I got approved for my conditional use permit for another town in California,” Brown said. 

Coming Home

That town was West Sacramento. He just needs time and revenue to get back to doing it properly in California. Come early October, he’ll have both.  

“I have the building, I have two licenses for distro and manufacturing. I have building permits. I have half of the equipment. Like it’s a real thing,” Brown said, “It’s just you ask the question like you, you watch this, the 2021 market, and yeah, I’m scared and I think we can do it right.”

Brown said anyone who can make it in California can make it anywhere since they’re basically selling bottled water next to a waterfall and still surviving. 

“But yeah, it’s hella scary to come back to work here,” Brown said. “And before it was just all me, everything I work for I dumped in, and now I have supporters and like if a fear of disappointing other people, you know, or like failing is the ultimate fear for me. So we are slow rolling California, but I mean, I was just on the phone with the municipality the other day telling them that we’re still in the game.”

When asked if he expected to have the gassiest weed in Illinois come September, Brown replied, “1,000%.”

COLOMBIA STARTS UNIVERSAL CANNABIS HEALTH INSURANCE

Colombia’s state-funded health insurance now covers medical cannabis. 

Those already operating in the country are obviously hyped as they prepare to meet the uptick in demand. Clever Leaves is one of the best positioned to take advantage of that expected surge. Clever Leaves was founded in 2016 by Andres Fajardo, a longtime business partner, and The Former Drug Policy director of Colombia. Think more of someone that ran the Office of National Drug Control Policy that falls under the executive branch as opposed to the head of the Drug Enforcement Administration (DEA). 

“We saw an opportunity because the legislation was changing early on and we thought Colombia has what it takes to win in the global cannabis market, given its cost structure and agricultural conditions,” Fajardo told L.A. Weekly from Colombia.

Andres Fajardo

Fajardo and his partners were also excited to have a hands-on way to help further influence the regulations that would be coming down the pipeline and take part in an essential step for the nation’s cannabis history.

While things are happening fast, a lot of that history has long been attached to epic land-race genetics that made their way to the coastal Santa Marta region nearly 1,000 kilometers north of the capital Bogota. The most famous being the Colombian Gold that lived to its name because if the packs made it to the other side of the Caribbean, someone was getting rich. 

While the laws changing in the late 2010s was certainly a factor, the core of the policy that allowed for medical cannabis in Colombia was a law from 1986. 

“The law passed but the decree and the more granular pieces of legislation were not there. But they passed some, some of that in late 2015,” Fajardo explained. “The opportunity opened, we got a license, but then, during 2016 and 2017, there was a change in regulation.”

That change was the breathing room they needed to start the building blocks of a true industry in Colombia. By January of 2018, they had scored some extra capital from the U.S. and were in full swing. They’re now up to 1.8 million square feet of cultivation. 

When they first got the ball rolling, they were only allowed to do extracts. But all that has changed. 

Fajardo argues that most of the cannabis being grown in Colombia right now is being targeted for smokable flowers. Sure, they’re still growing the materials for extract, they’ve been exporting it for a few years already. Now it’s about prepping the next big export, smokable flower. Everything Clever Leaves needs to export flowers has already been enacted over the last two years; it expects to start exports in the first quarter of 2023.  

The biggest markets off the bat for Clever Leaves are expected to be Germany and Australia. 

Fajardo says a lot of the company’s growing pains were experienced in their Portuguese facility back in the day. That is where they learned the important lessons about growing smokable flowers compared to bulk extract biomass, and not the terp-heavy kind stuffed in freezers in California. 

Another thing playing into their favor is, they’ll be able to grow a lot of different cannabis across their cultivation portfolio cheaply in hopes of having something that speaks to everyone. 

“The cost of the Colombian capacity that we have allows us to launch more and more strains more easily than in other countries,” Fajardo said. “So we expect to be expanding our flower portfolio very significantly during 2023 and the years thereafter.”

Fajardo says Colombia’s natural light cycle and weather will play a big factor in that. The days are basically 12 hours of sunlight and darkness each, year-round, and then they just have to adapt for the drier and wetter seasons, which Colombian agriculture is long accustomed to doing. 

Fajardo went on to explain what Colombian patients have had to deal with over the last few years, prior to the federal insurance plan. He believes access has been very difficult for patients, particularly in a country like Colombia, with universal health coverage. The further normalization of the industry is now allowing the industry to build up to meet demand. 

But what makes being a medical cannabis company in a universal healthcare environment tricky? 

“Colombian people are not used to spending out of pocket at all because everything is paid. So when you ask them to pay $6, they are OK. But if you ask them to pay 20, 30, 40 bucks, people will just not do it,” Fajardo said. “Now the question is, is the medicine going to be available and affordable? Now with this change, the market expands abruptly because it’s 50 million people, all of us insured. So that poses a very attractive possibility. “

We should have an idea over the next few months of the level of demand they can expect in the Colombian medical market. 

Photo: Molly Keesling

WOMEN IN CANNABIS REMEMBER BROWNIE MARY 

For this week’s Women in Business issue, we reached out to the ladies of the cannabis industry to see what Mary Jane Rathbun, more famously known as Brownie Mary, means to them. 

While Brownie Mary was most famously an activist providing thousands of brownies for San Francisco’s AIDS community in the 1980s and 1990s, it is important not to disenfranchise the fact she was one of the early female entrepreneurs of the game, too. After decades as a waitress, she started selling brownies in the 1970s to make an extra buck. She would go on to help a lot of people, too, but for the sake of this piece we were celebrating the business side of things. 

These days, Lauren McNaughton is the director of brand marketing for Kiva and Lost Farms. In a past life, she helped build one of the largest infused baked goods companies California will ever see, Korova. McNaughton spent the tail end of the 215 era delivering boxes of cookies and brownies out of her trunk and being the boots on the ground for arguably the most bang-for-the-buck edible company ever in California.

“She was a beacon of compassion, activism and heroism,” McNaughton said of Brownie Mary. “Foundational to Prop 215, Brownie Mary represents the entirety of what built this “industry.” Compassionate care, not for profit. Not to mention the roads she paved for women in the industry. What an incredible influence to help guide us on this ever-changing landscape. And don’t get me started on what she meant to me when the beginning of my cannabis career was literally serving up brownies out of the trunk of my car.”

Cara Cordoni is the host of Dirty Bong Talk. She was also very connected with many of Rathbun’s surviving friends before she made the move to Humboldt from San Francisco. She spent countless hours with Brownie Mary’s peers from the fight for Proposition 215.

“Loudmouth for love, that’s one way I think about Mary Rathburn,” Cordoni said. “I love that she swore like a sailor! And my heart always aches when I think about her losing her only child, and then years later calling all her patients ‘her kids,’ mostly young men dying with AIDS, many of whom had been abandoned by their families. Compassion in action.”

Cordoni noted that as much as we celebrate Brownie Mary and as much as she was respected during her life, her end days sounded sad. 

“The last bit that haunts me, and I’d be curious to find out if it’s true, is that it’s widely understood that she actually died alone. That she ended up in the hospital and her friends didn’t know. I hope that is not factual.” Cordoni said, 

Jeany Zhou, the buyer and assistant manager at Berner’s on Haight, noted the San Francisco and then wider industry adopted her idea of compassion at The Hemp Center and donated cannabis to those who needed it.

Zhou went on to note, “The Brownie Mary Democrat Club is very active in the community and best represents her name; lobbying for safe cannabis access, shaping cannabis regulations, and educating the importance of cannabis and its properties.”

One of the greatest honors she has had since her passing was having the restoration of compassion programs in the age of legalization. The Dennis Peron and Brownie Mary Act was signed by Governor Gavin Newsom in 2019. It created a mechanism for dispensaries to legally give away product to sick people without having to pay a bunch of extra taxes.

The act has now facilitated millions of dollars worth of medicine being distributed to California’s low-income population that need help affording it in the years since it passed. 

THE CANNABIS TRENDS WE’RE BUYING IN 2023

This week we’re excited about what’s to come for the cannabis industry in 2023. 

Last week we covered the fact that life is less than perfect in cannabis while highlighting some of the things we believed caused a lot of our headaches in 2022. This week, the opposite. We’re highlighting the things we think are going to help everyone turn it around. 

Finally Fixing LA’s Equity Program 

Here in Los Angeles, one of the biggest calls to action from the cannabis industry for the new mayor’s office continues to be the repair of the L.A. Social Equity Program. It was awesome to see 100 Social Equity Individual Applicants were randomly selected to apply for retail cannabis licenses last month, but the couple hundred people who invested their lives into putting their ducks in a row for the program are going to demand more. And while the new mayor’s office is separate from the scandals of the fall, they may have to pay the bill if a class action lawsuit ends up developing from the then-racist city council having original control over the program that drained so many coffers. 

Standardized Testing?

It originally looked like we would have standardized lab testing this year. It seems a little hazy at the moment, but we wanted to put it on here to push the idea. Currently, cannabis labs have no fixed standard operating procedures. A lot of the time they’re just following the instructions for whatever hardware they bought. Then adjust the standard operating procedure to their liking. That’s where you see the variations in testing numbers from lab to lab. The idea of people shopping around their cannabis at labs to get the best numbers possible is a real thing. This is more so an issue with potency and terpene testing as opposed to heavy metals and pesticides.

Wider Access in America

It’s critical that California cultivators get access to more shelf space soon. While the state continues to drag a bit, the idea of stocking shelves all over the world with cannabis grown in California is appealing to people. The first shelves will probably be domestic, and step one is having as many states with legal access to cannabis as possible for when that day comes. And it’s not that far out. Some regulators figure it will be a few more years. Whenever it is, it’ll certainly make people’s lives a lot easier. We don’t think it will happen this year, but we’ll be talking about the mechanics of it by December a lot. 

The Pace of Change is Fast

I know it’s going to take some time for the other stuff I mentioned, but it’s easy to see how fast things are moving for cannabis all over the world. It’s like a snowball with a rocket sled behind it pushing it even faster as it grows and grows rolling down the mountain. Now is everyone hoping to get sucked up by the snowball a saint? Doubtful. But the bigger the snowball gets, the more opportunities there will be for nice people to take part. Plenty of people entering the cannabis space now aren’t haters, they were just scared to go to jail back in the day.