THE DREADED REBRAND Rebranding, whether it applies to products or individuals, poses a significant challenge within the cannabis industry. As the California cannabis sector gradually emerges from the turmoil of recent years, those who contributed to its struggles seek to join the soon-thriving market. They endeavor to conceal their involvement in the previous failures. The…
THE DREADED REBRAND
Rebranding, whether it applies to products or individuals, poses a significant challenge within the cannabis industry.
As the California cannabis sector gradually emerges from the turmoil of recent years, those who contributed to its struggles seek to join the soon-thriving market. They endeavor to conceal their involvement in the previous failures.
The detrimental effects of rebranding permeate every aspect of the marketplace, extending beyond the legal domain.
The Ambition of the Shady Players in the Recreational Market
Individuals who exploited the industry until now, leaving behind the chaos we find ourselves in, are observing the end of the dark times as bulk prices creep up. They are now witnessing the resurgence of value as the post-pandemic price crash subsides. Who would have predicted that the cannabis industry, only three years later, would find itself in such a predicament after experiencing its most prosperous sales period? However, sales eventually began to decline, and numbers were down for years until we started our recent climb out of the hole.
But back then, prices continued to plummet, with a market oversupply devastating pound prices. If a product made it to the shelves, one prayed that the dispensary could afford to pay the distributor. You would assume that partnering with major distributors would secure access to the most shelves—a safe bet, right? Nevertheless, we recently witnessed the demise of Herbl, causing a considerable loss of livelihoods. As the company was on the brink of collapse, more aware brands swiftly switched distributors, demanding payment for their products directly from retailers. Unfortunately, it seems that the rest are left empty-handed for now.
I spoke with an entrepreneur who faced the perfect storm caused by the collapse of Herbl. First, he claimed that he was charged an additional $30,000 due to discounts on products that were initially paid on delivery with cash. Furthermore, one of his tenants lost everything in the collapse and hasn’t paid rent for two months, struggling to stay afloat. Lastly, the entrepreneur is unable to obtain the products he needs for his shelves until new distributors pick them up or he figures out how to handle distribution himself. Both options are time-consuming.
It is disheartening to consider that those responsible for inflicting these hardships on so many people may evade accountability. While retailers bear some responsibility for not settling their debts, should we allow those who perpetuated an unsustainable system, which lacks bailouts like the banking industry, to absolve themselves of the sweat, money, and time lost in this ordeal?
Certainly, the blame does not lie with the young individuals manning the booths or attempting to sell the products. They had no say in how far the company would stretch itself before the disaster that unfolded this week. Perhaps only a few individuals bear true responsibility. Understanding each person’s role in that current cannabis tragedy is crucial.
Although Herbl stands out as a recent catastrophe, numerous other companies also mistreated people. Some caused harm inadvertently, while others acted out of misplaced self-belief. However, the most egregious offenders are schemers who are eager to reenter the market, while the other two likely bear some trauma from their actions. We must not allow them to return solely to line their pockets and inflict further damage.
However, the issue extends beyond distributors.
Questionable Retail Operators Sold Shelf Space to Busters
These individuals are the ones who secured shelf space at corporate dispensaries, thereby overshadowing small, high-quality businesses through the payment of slotting fees. It is possible that they initiated the concept of slotting fees completely eroded the notion of customers obtaining the best value for their money from location to location. Many of those who managed to secure such positions were unscrupulous individuals with extensive networks of like-minded opportunists. It was an arduous and lengthy process for smaller retailers to establish themselves, unless they held significant influence or connections.
These people who undermined the initial wave of corporate shops are desperate to regain entry before interstate markets open up. They recognize this as their next prime opportunity to latch onto someone else’s value. We must not permit the worst offenders to jeopardize the national rollout.
City councils played a role in enabling these unscrupulous individuals to thrive while everyone else suffered, lining their own pockets. Consider the immense financial losses incurred by L.A. Equity Program applicants over the years, following the rules set by a city council that was only revealed to be racist through a secret recording. Politicians throughout the state have also contributed to the headaches faced by the cannabis industry. As the market stabilizes and normalizes, it is crucial that these individuals are held accountable indefinitely and prevented from rebranding. Once we forget that they were never on our side to begin with, we may inadvertently allow them to alter the rules.
As for the underground market, the rebranding problem is mostly just people renaming weed. It’s still shady, but less devastating.
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.
When announcing the program on Tuesday, the DOJ noted CAPP will provide partner cities and counties DOJ legal support to address illegal cannabis activity through administrative enforcement and nuisance abatement. Essentially, the city or county signs on to ramp up local enforcement and then the DOJ provides extra resources. The DOJ will provide educational materials for locals to build out their programs and provide mechanisms for evidence collection in future statewide enforcement operations that have been umbrellaed under the new Effort to Prevent Illicit Cannabis.
As for enforcement actions, CAPP will provide attorneys to act as administrative prosecutors before local hearing bodies when necessary. CAPP also will provide bodies in general to those smaller municipalities that are just too strapped for cash to do anything. This will include assisting in facilitating administrative procedures and assisting with logistical issues through the use of private process servers, contract code compliance officers, and abatement contractors.
“Complex problems require creative and collaborative solutions,” said Attorney General Rob Bonta. “This innovative new program allows my office to better support local governments in our collective efforts to tackle illegal cannabis activities, and we are confident that this new cost-effective program will have dramatic and measurable effects. I thank the City of Fresno for their partnership and look forward to working together through this new approach to hold participants in the illegal cannabis market accountable.”
Bonta’s office noted the cooperative effort with local jurisdictions leverages the administrative enforcement powers of cities and counties. The DOJ also noted this work being done at the local level will supplement the work of the Department of Cannabis Control and the Governor’s Unified Cannabis Enforcement Task Force. The task force is led by the Department of Cannabis Control and the California Department of Fish and Wildlife.
Fresno’s city attorney is excited to be the test case.
“Our partnership is aimed at assisting the local legitimate cannabis industry and help grow Fresno’s tax base,” said Fresno City Attorney Andrew Janz. “It is my hope that this, first-of-a-kind joint venture between the Fresno City Attorney’s and the Office of the Attorney General will be a model for other large cities. For far too long, these underground operations have targeted children and minors without fear of retribution. This inventive new approach will seek to put an end to that.”
The state seems to be revving up for a higher level of enforcement. You could see the numbers start to bump in Q1 when the Unified Cannabis Enforcement Taskforce announced the amount of product they seized jumped from $32 million to $52 million in just a few months. It’s a safe bet the highest numbers will likely be attached to harvest season this year.
In addition to the jump in the amount of product seized, the plant eradication count went way up. Through the first three months of the year, the task force destroyed 43% more plants than the quarter before. The DCC noted that was despite serving 30% fewer search warrants. The bump was a direct result of targeting large-scale operations with the resources they had available.
In one of the season’s most unexpected 4/20 collaborations, Puffco and AriZona Beverages are dropping an ice-tea homage edition of the Cupsy.
We have to admit the kings of digital dabs are dropping a collaboration with the 99-cent beverages of my childhood that were not on my bingo card for the holiday season, but we’re ready to party.
“Puffco has long admired AriZona’s unwavering quest to bring affordable, great-tasting beverages to the masses, and we see a lot of synergy in the way we develop our products to celebrate the beautiful flavors of the cannabis plant,” said Roger Volodarsky, CEO and founder of Puffco. “This creative effort is all about marrying our innovative design with AriZona’s iconic cherry blossom print to offer another pathway for people to enjoy a cannabis experience that emphasizes taste.”
The Cupsy is a highly effective stealth smoking apparatus The original looks like a standard coffee cup, so you can just leave it in your cup holder and take bong loads at work all day without anyone looking in and seeing anything sketchy. Not that bongs are sketchy, but there are some square bears in our midst!
Puffco describes the Cupsy as a revolutionary design that pairs an unassuming everyday object with a high-performance cannabis bubbler system. A fair take. While I’m more of a glass tube guy, the Cupsy certainly was a ripper when I took it for a test drive after the original dropped roughly a year ago.
The AriZona Edition of the Cupsy is a lot more vibrant than its stock predecessor. That being said, at first glance, it’s still going to be pretty tricky. It’s got those vibrant pastel colors that make you think of Easter, if you’re not too busy thinking of ice tea. Generally, it’s a refreshing color palette compared to most of the space. The clear glass cup with the iconic AriZona logo on it also is a nice switch from the stainless steel wrapped in plastic in the original. The glass will still be a breeze to clean.
“Everything we do is built on taste. From our label design, to creating great quality products. At AriZona, our customers are our single biggest inspiration,” explains Spencer Vultaggio, chief marketing officer at AriZona Beverages. “Our mission is to bring customers a memorable experience: from ingredients, to unique merch. Puffco is another Brooklyn-born company that is deeply passionate about pushing the boundaries of design, flavor and accessibility, and that’s why we are excited to bring this collaboration to fruition.”
Adding to the fun? This is a true collector’s edition item. Puffco will only be producing 420 of these collaborations in honor of the holiday. It’ll likely be a must-grab item for the real cannabis accessory enthusiasts given how out of left field the collab feels like when you first read about it.
There also is an argument to be made about just how functional the Cupsy design is. There are not a lot of options that short that offer the same quality of percolation. While we’d love to see the bowl grow a little in the next rendition, the Cupsy is firmly planted on our stealth smokers list.
Puffco did this drop to coincide with the 4/20 holiday season, but they also drop new gear year-round. We recently featured the new Wizard attachment for the Proxy on our 4/20 list. It’s one of the best examples of what’s possible at the production scale with the modular system of the Proxy.
I wouldn’t be surprised if these end up selling out in just a day. Puffco SMS users will get a half-hour head start over the nonbelievers at 9 a.m., on 4/20.
AMERICAN CANNABIS INDUSTRY NEARS $30 BILLION VALUE
The latest forecast from the data crunchers at BDSA has the U.S. cannabis industry growing to just south of $30 billion by the end of the year.
Globally, they project the industry to be worth $36.7 billion in 2023 with roughly 80%, or $29.6 billion, of sales coming from the U.S. state markets. BDSA is expecting the global marketplace to grow about 13% a year through 2027. The U.S. market is expected to be worth $45 billion by that time.
“Over the next five years, the biggest drivers of cannabis industry growth in the U.S. will be the thriving Midwest and East Coast markets,” said Roy Bingham, co-founder and CEO of BDSA. “New markets, especially adult-use markets like Missouri, New Jersey and New York, will lead growth. Although mature Western markets such as Colorado and California have experienced sales stagnation or decline due to price compression, they will continue to account for a substantial portion of legal sales through 2027.”
BDSA went on to cover some of the key numbers that will be playing into the growth. This includes the new Missouri market, which is expected to do $1.4 billion in sales this year. BDSA expects New York to do about $631 million this year but jump to $2.5 billion by 2027. New York sales are projected to see an annual compound growth rate of roughly 71%.
Then there are the markets that haven’t come online yet, even hypothetical ones like Florida play into the number where BDSA is expecting sales to start in 2025 and have a value of $4.3 billion per year by 2027. Minnesota, which legalized adult-use cannabis last month, will begin sales next year and is expected to do $117 million in sales next year and grow to $875 million by 2027.
The growth of midwestern cannabis markets is going well. Illinois is projected to do $2 billion in sales this year. Michigan has seen sales bump 19% in 2023 and the market is expected to be worth $3.5 Billion by 2027.
BDSA went on to note that here in California, the numbers are being impacted by the price of the pound crashing and the fact the illicit market still dwarfs the legal one. BDSA argues these are the main reasons California’s legal market saw a decline in sales for the first time in 2022. The report notes that based on the sales in the first quarter of 2023, the California market is expected to decline by 9% this year.
“California cannabis price compression emerged as a result of ongoing competition from the well-established illicit channel, and an oversupply of cannabis products as cultivation has ramped up in the legal channel since the start of adult-use sales in 2018,” Bingham told L.A. Weekly in an email. “This led to a decline in average retail prices beginning in Q3 2021. BDSA Retail Sales Tracking data show that equivalent average retail prices in California declined 21% between Q3 2021 and Q1 2023. Other mature markets, such as Michigan, have grown in total dollar sales despite price compression, but unit sales growth in California has not been strong enough to counteract price declines.”
Bingham went on to cover some of the positives that came out of the storm of 2022.
“While consumers benefited from more affordable cannabis, industry players had to adapt by optimizing operations and focusing on quality and brand reputation,” Bingham said. “The experience highlighted the need for strategic planning and a balanced regulatory framework in the evolving cannabis industry.”
Even with the decline in sales, California is still expected to represent a massive chunk of the U.S. cannabis industry for the foreseeable future.
Purple weed was already a thing when Ken Estes got his hands on Grand Daddy Purple in Mendocino County and brought it back to his grows in the bay area, but that journey south really put the winds in its sails.
We ran into Estes during our recent travels to cover Spannabis and the wider Barcelona club scene. He noted he had spent much of the last decade dealing with his health — this is what originally forced him to take his foot off the gas back in the mid-2010s. But his impact to this day is undeniable. We’d catch back up in California to talk purple a few weeks later.
While not as prominent in the era of 40 new exotic flavors a month, GDP, as Grand Daddy Purple would be known to many, still dots menus up and down California. Prior to the rise of dessert weeds following Cookies hitting the scene, GDP was where people went for a combination of flavor and impact. Even Cookies’ most famous sibling Cherry Pie was the Durban F1 used to make cookies paired to GDP.
But before all that came to be, GDP was the last stop for those looking for high-impact cannabis that wasn’t OG Kush. Some would also argue the purple was a bit more couchlock-heavy than the OG Kush of the time. And while Ken Estes certainly didn’t invent purple weed, he changed the demand level, all while living through the dark ages of cannabis.
And he was loud. Few pushed the limits like Estes. During an event in 2010, he opened a dispensary 20 yards from the steps of Oakland city hall. When he wasn’t executing his business plans, he was hitting city council meetings, eventually opening one of America’s first chains of dispensaries with his Grand Daddy Purple Collective shops in NorCal. His being so “out there” during that era led to frustrations for both his peers and city officials, but folks certainly had a knack for following Ken into town.
Estes’s path to cannabis would start after a motorcycle accident at age 18 in the 1970s paralyzed him from the neck down. Prior to the accident, Estes had been playing soccer at an elite level in California. Pele, in town with the New York Cosmos at the time, gave him a call of support from the hospital’s lobby so he wouldn’t have to fight the crowd there to support Estes in the days following his injury.
Six months into his rehabilitation, he experienced cannabis for the first time with a group of Vietnam veterans who were in the same care facility. This began his lifelong connection to medical cannabis.
“I was a young kid. I was 18. My first personal experience with weed was pretty strong. But I went back to my room and I slept all night. It was the first night in six months I slept all night,” Estes told L.A. Weekly.
He recalls how common the idea of marijuana being medicine was. All the nurses and doctors knew. And he certainly knew it was medicine from his first experience. After that first joint, Estes would end up having eyes on the scene for the next 45 years.
“I’m shocked and surprised where this movement went,” Estes said. “I thought we were just in California getting it for patients. When I started, it was the gay world that came from fighting for gay rights to we have people dying in San Francisco of AIDS. Why can’t they use marijuana? And then Brownie Mary got arrested and that changed the game.”
Mary Jane Rathbun was a San Francisco General Hospital volunteer. She eventually became famous for baking hundreds of brownies a day as the AIDS epidemic hit San Francisco hard. Between 1981 and 1992, she was arrested three times for her famous brownies, but her activism helped push Prop 215 across the finish line. Now, Brownie Mary Day is Aug. 25, in San Francisco.
But we quickly turned back to that first rotation in Vallejo. Since he was still fully paralyzed, the orderly had to hold the joint to his lips for him. But over the next few years, he would work to the point that allowed him to gain some independence.
“It really took me years of intense exercise, but I was an athlete. It was three years, four years, before I really started being able to transfer onto my bed. I could transfer (to) the floor, put my knees together, leaned forward over my legs to transfer back to my chair,” Estes said of his rehabilitation.
That moment he was able to transfer on his own signaled to him he would be capable of living on his own. Marijuana was already his lifestyle well before that day. He was still fully paralyzed the first time his friends took him up to Arcata in Humboldt County.
“I found the Skunk. I found Thai Stick. I found people with Columbian Gold and Panama Red,” Estes said of that first trip at age 19. “I found marijuana so awesome that I wanted the good stuff.”
He’d run into brick weed. The compressed nugs were far from medicine and he knew it. It further motivated him to search for the best options. That first trip north arose from a friend telling him he knew a guy with sensimilla.
“I said, what is sensimilla?” Estes noted with a laugh. “It’s a seedless weed? And it’s green, lime green? Let’s go there.”
The locals hooked him up, given his medical situation. He scored his first pounds of sensimilla for $100 bucks. That would be about $460 today.
As for the traditionally tight community up north, especially during the early era of enforcement, “My disability broke me in. People were very compassionate and they understood medicine,” Estes said.
Estes noted his original host in Humboldt understood the benefits of medical cannabis all too well having recently lost his father to cancer at the time.
“He lost his dad. His dad had cancer. He got help from cannabis. They think it dragged his life another two years, but he swears he was happier. He saw other people who were on pharmaceuticals dying. They were miserable, moaning, and his dad (had) weed on the way out. He really is a compassionate man,” Estes said.
Estes pointed to the statement “all cannabis use is medical.” He said he gets it, to different degrees. But in his case, it wasn’t really up for debate, and the farmers of The Emerald Triangle showed him a lot of love.
Part of it was because they knew in addition to it being for his own medical use, he was paying top dollar. Some of the brown frown was going for between $30-$50 a pound. Estes wanted nothing to do with it.
“When I got the first Skunk, which was fluffy, I had 24 bags. I sold it for $100 a bag and I would buy that. Next time I bought the Skunk it was $200, the next time it was $400 a pound and after that it was $500 a pound,” Estes said.
We asked Estes as he watched the pound price creep up, when did he know it was time to become his own supplier and get in on the cultivation side? He laughed and said it was right around the time he saw that first $500 pound. He’s already been collecting seeds in film containers and noting what they were.
In 1977, he would purchase his first hydroponic system. He said it took him about a decade to get to the point where he is comfortable looking back and saying he was dialed in. To help put that into perspective, the biggest movie of the year in 1987 when Estes started growing heat was Beverly Hills Cop 2.
The first grow went well, but he missed the part about changing the plants’ light cycle to get them to flower. By the time he did, they had been vegging for a couple of months. The plants exploded and he started selling grams for $5 after the harvest.
“I actually started catching a BART to the 51 bus on Market Street. The 51 bus took me over to Haight Street and Stanyan McDonald’s right there. I’d set up with little tiny bags in there. And I could sell down the street over there for 20 bucks,” Estes said. This was around 1984 and 1985.
Estes would move his garden outside. That wasn’t a bad thing — in that era, the best outdoor was widely regarded as the best cannabis available, period. He said it took another decade for the best indoor to start beating out the sungrown.
He saw cannabis grown under High-Pressure Sodium lights for the first time when one of his buddies took a light from a baseball field. Eventually, the HPS lights got a bit more normalized, but there was only one place you could buy them at first. Going in and grabbing more than one light was a red flag to anyone casing the store. Estes and others would send friends and family to grab a light each, until they eventually had enough for whatever size room they were trying to put together.
“If they saw you putting 10 lights in your car, they followed you home. You had a search warrant on your house a week later. So we were all nervous about that,” Estes said.
In the late ‘80s, he moves back indoors and starts building out grow houses. The product would eventually end up in Dennis Peron’s San Francisco dispensary. He would go from a 10-light house to a 100-light operation in Oakland in 1992.
While it was a big jump doing 10 times as many lights, he was confident in his standard operating procedures. He also had a lot of faith in his nutrients and pest management ability, too.
When Peron shut down, Estes went on to work a stint at the Oakland Cannabis Buyers Club. Eventually, Estes decided to open up his first dispensary in Concord in 1997. As Estes went from city council to city council attempting to open more shops in places with no ordinances around medical cannabis, he faced a lot of opposition. Some of the very cities that he went to battle with are now booming cannabis commerce hubs.
But back then, he was attacked by 1990’s and 2000’s NIMBYs, terrified of the thought of cannabis in their town. They would call him things like a street dealer.
“I said you have never spent one time in my house and at my table having dinner with me. You don’t know who I am at all sir, or ma’am. But I was attacked all the time. That was the way they did it back in those days for sure,” Estes recalled.
He said San Mateo was the most vicious municipality of all back then. He estimates he probably opened 20 clubs over the years in different cities.
Estes credits his activism to meeting disabled activist Dan O’Hara. O’Hara rolled his wheelchair across America and the length of the Mississippi River. He was a vocal advocate in Sacramento and Washington D.C., for the disabled. He was even honored by President Jimmy Carter for his efforts, and the Vatican. Estes and O’Hara became friends.
“So I became very, very active, much more of an open activist. It was not a secret. I wasn’t behind the scenes.”
Estes has witnessed every level of cannabis regulation in California. We asked what it was like seeing things go from Prop 215 to the legal era. He thought it was all going to move a lot faster, given how fast he opened a shop in the wake of Prop 215 passing.
“Even though I wasn’t granted a license to have my facility, and I’ve always lasted about one year in these towns, it was enough to start the dialogue, to start the process where other people came behind me pushing, getting attorneys. And next thing you know, there are ordinances,” Estes said.
The conversation would turn toward the purple weed Estes helped turn iconic. Back when he was exposed to purple on his earliest trips to The Emerald Triangle, it didn’t denote some special quality. He’d see the haze Jimi Hendrix made famous in the late 1970s. He said it was good, but it wasn’t great.
But in the early 2000s, he started to notice some purple strains were bomb. The Purple Erkel was high on the list for quality, but it was a very finicky plant to deal with. Estes argues the Erkel is really just Lavender and everyone changed the name.
“It was finicky, but when you smoked it, it was fire. It had that taste,” Estes noted.
In 2003, his relationship with purple would change forever. He was showing his friends Charlie and Sarah, they were Blackfoot and Pomo Indians. The Pomo have a deep history in Mendocino.
The Pomo traditionally lived in what is now the area around Clear Lake, Alexander Valley, and the Russian River watershed. The Pomo spoke seven different dialects while living in small independent communities that relied on hunting, fishing and gathering to meet their needs.
Estes showed the pair some Big Bud x Erkele from Bodhi. A lot of people thought that was the GDP, but it wasn’t. It did do well though, taking home top honors at an early cup in L.A. at one point. This put the purple, and the affection Estes had for it, on Charlie and Sarah’s radar.
During a later trip to visit their home on the Eel River, Estes saw some suits as he was pulling up. He provided the pair with cash from a score he had made that day to keep their home. Charlie would go on to tell some other folks in the tribe about what Estes had done.
Eventually one of the members of the tribe showed Estes what they called Purple Medicine. It was phenomenal.
“He brought it to me. And I had a bright light shined on them. I was like, oh my god, this is amazing. The color was amazing, purple everywhere. But you could have rolled that pound out of the bag like a bowling ball. It all stuck together,” Estes said. “They had it for 18 years. You could peel buds off the pound like velcro.”
A GDP outdoor crop.
Estes wanted to buy as much as he could, but after a few rounds, the tribe didn’t want to do business with him. They gave him the cut of Purple Medicine so he could run it himself. It became what we know today as Grand Daddy Purple. Estes went all in on his new cut and changed all of his operations to GDP. When he couldn’t produce enough in his 200-light operation, he brought it north for his friends to grow, too. Since he was paying $4,000 a pound, they were more than happy to run it for him.
“I know what I got. I’ve got this. This is it. This is to me just like the Grand Poobah. It’s like the grand something, Grand Daddy Purple, and then I high-five Charlie,” Estes said, remembering how he came up with the name.
As he started making the trip more regularly, farmers would wait for him south of Garberville to try and catch him before he spent all his money on someone else’s weed. One time a utility truck flagged him down at night, the pounds were inside the bucket you would use to do maintenance on a telephone pole.
Estes said the best GDP came from all over. It wasn’t a particularly challenging plant to grow, so a lot of different people in various conditions were able to make the most of it.
On his way back from up north he would call his friends’ answering machines and just say Grand Daddy Purple and code word that it was on its way south. Eventually, he would open his shop in Oakland’s former Oaksterdam neighborhood. Oakland loved purple.
“People back then thought purple meant it was overdried or always moist or something. And then there was no purple on any menu,” Estes said.
In the earliest days of trying to convert Oakland to purple, Estes would hand out nugs to the people in line at his competitor and offer refunds to people who bought eighths if they didn’t like it.
“Pretty soon, within six months, we got E40 and Keak Da Sneak are smoking it. It was on Weeds. It was in Pineapple Express. Snoop Dogg said on Howard Stern it was his favorite strain. It was just this crazy blow-up thing. I did kind of have the idea it could happen, but I didn’t know it would happen as fast as it did,” Estes said.
Estes began collecting seeds from the 200 lights. Every run there would be a dozen or so. When he decided it was time to hunt for a male, he had about 60.
“I backcrossed it to stabilize the genetics. I tried to focus on the traits that I like, the rock-hard buds, the nose, the nice branching, the dark green waxy leaves, so that we came up with Ken’s GDP,” Estes explained. He argued some people liked Ken’s GDP better than the original. In the most technical terms, Ken’s GDP was essentially Grand Daddy Purple Bx1.
He also took that male and put it in a room with seven of the bomb strains out at the time. Estes said a lot of people won cups with the seeds that came out of the room. He believes a big chunk of what’s commercially viable in the market dates back to that breeding project.
Estes ended up dealing with a federal case for six years. Nobody wanted to touch him at the time.
“You have to almost like, stop doing what you’re doing to get them to leave you alone,” Estes said. “I remember being in their office in San Francisco and asking, why do I have this target on my back?”
One of the things that caused Estes some headaches was his choice to start declaring his cannabis income on his taxes early. He figured if he was paying his taxes, how could they say it was illegal? Well, they certainly took the money no problem.
“I want all my cases, but it took me six years. I had three federal cases. I got raided in 2005, 2008, and 2009,” Estes noted.
One of his shops was caught up in the massive San Diego sweep of 2009 that saw 13 stores shut down. People would tell Estes they weren’t growing the Purple anymore because he was too hot and he shouldn’t come around.
But the more cultivation in urban settings got normalized, the less he needed people up north to help, as GDP would prove to be an indoor strain. When you run it outside, it’s 80% leaves and 20% buds; thankfully it’s the exact opposite indoors. While it wouldn’t quench the thirsts of the eventual three-pound-a-light crowd on the hunt for maximum dollars, it was always heat.
These days Estes is doing his best to keep GDP alive. He recently had it tissue-cultured. While a popular long-term storage method, tissue culture is also a way to clean a plant of diseases. The freshest piece of the meristem is cut before it has a chance to be infected like the rest of the donor plant. Two people are currently running the clean version of GDP.
“I just want to be the brand ambassador,” Estes closed laughing.
DEATH ROW CANNABIS LAUNCH SHOWS SNOOP DOGG BRINGING IN THE EXPERTS
We sat down with the team at Death Row Cannabis last Friday as the world learned about the iconic Los Angeles record label and brand’s move into the cannabis space.
Last February, word got out Snoop Dogg had acquired Death Row Records. At the time, Snoop Dogg was excited to take the reins of the brand he had started his career with and the rest of us were curious to see the types of things he’d do with it. Any rough patches the brand’s identity had been through over the past 30 years were essentially cleaned up with the purchase, given Snoop Dogg’s distance from everything and general mainstream likability. Remember the Super Bowl blunt?! What a guy.
After pulling the Death Row catalog from underpaying music streaming services and streamlining the rest of the company, a few months after the purchase the iconic label started eyeballing the cannabis industry. That culminated with last Friday’s release of their first flower drop. We sat down to chat with two of the people running point for Snoop Dogg on the project, his longtime sound engineer and cannabis inspector Shaggy and AK.
AK will be bringing a lot of heat to the table. Six years ago he came down to California on the hunt for funding something up in Washington. A year later he’d make the move seeing the obvious opportunity for people that speak flame in California’s emerging legal industry. He’d even end up taking part in the Wizard Trees pheno hunt where the RS-11 and Studio 54 phenos were selected, arguably the most influential hunt of the last few years. He kept the #3 for himself, swearing to this day it’s the best one. AK still owns a fertilizer company with Scott from Wizard Trees.
Death Row Cannabis Was Years in the Making
AK would go on to become VP of cultivation for TRP. Founded in 2019, the company has quickly amassed a footprint of 14 states growing for companies like Cookies and Dr. Greenthumb. But even before TRP was founded a few years ago or the Death Row Records purchase, AK had been working on a deal with Snoop Dogg. Arguably the most mainstream cannabis consumer in America next to his literal pals Willie Nelson and Martha Stewart, the latter now with her own CBD company.
“I ended up working for TRP, I’ve been within the last year and a half, about three or four months ago Shaggy reached out to me and said, yo Dogg hit me up, asking if you’d still be interested in doing something with us,” AK told L.A. Weekly explaining how the deal finally came to fruition.
As they started pondering the possibilities, Shaggy quickly realized the lack of red tape at Death Row Records compared to doing another “celebrity line” with the boss. And while last Friday’s launch was certainly intertwined with its new owner heavily in the cannabis news cycle, they still did a good job pushing the Death Row identity to the forefront.
The launch packaging for Death Row Cannabis.
AK had his foot on the gas over the last three months in the buildup. From designing the brand’s identity and packaging to promo to selecting the weed, he had it all covered. While they did look at a lot of cannabis, much of it was grown at their distribution partner’s facility.
“There’s a grow here at the distro, as well, and that’s where three out of the four strains that we’re gonna drop were grown around here by us using my nutrient line,” AK said. “I personally wasn’t involved in growing it, but we literally run the same program. The guys that built that garden and I have done consultations together. And I’m here all the time, so I’m not hands-on but I’m hands-on, if that makes sense.”
AK also emphasized the brand won’t be exclusive to the $60 price point. A big part of the plan is making sure the brand is accessible to all.
“Even if we have more affordable price points we’re still not going to put boof in those bags,” AK emphasized. “I can go get fire ass deps that rival indoor, like fakers (The stuff nice enough to tell east coast people it’s indoor) and then price them correctly instead of just trying to hit people as fakers and gouge them on it.”
The four flower stains for launch will be Tropicanna Cookies, SFV OG, LA Runtz, and Strawberry Gary. TRP-affiliated shops will be the first to get them in San Diego, Brentwood and San Bernardino. They’re shooting to get the number of stores up to 50 to 100 in the first quarter, but are much more focused on making sure the consumer understands they’re getting heat and it has some real grassroots people behind it.
Snoop Dogg’s Specialist
Shaggy, who is leading the effort for Snoop Dogg’s team, has been working with him as a recording engineer since he was 19, he’s 33 now. Over those years, he started helping Snoop Dogg source his flower and taking the responsibilities that come with it, specifically, making sure it’s proper. If someone showed up to the studio with something that wasn’t up to standard, it was up to Shaggy to be the heartbreaker.
“And so that just rolled over when he started doing some cannabis initiatives. He put me and Tiffany in charge of, you know, getting some of his cannabis initiatives up and going. I know a lot of people like AK,” Shaggy explained to L.A. Weekly.
We asked Shaggy when Snoop Dogg knew it was time to pull the trigger on something like Death Row Cannabis given the plethora of pot opportunities that must have been piling up at his door over the years.
Shaggy argues Death Row Cannabis made sense, and the brand has been going through a lot since the purchase. Now we know that most of that time some kind of cannabis discussions were happening in the background, but since February, Death Row has started to revive its merch line with spins on old concert T-shirts and into NFT-embedded albums.
“With the cannabis market, it just made sense, because like AK said, right now a lot of the celebrity brands come out and they hit the really high price point and they don’t offer the value for what you’re paying for,” Shaggy explained. “Like the best price point is like that 30 to 40 range, you know, maybe like $45 because, like this top tier stuff is just too expensive and it’s not always operating to value you know, I’ve been very disappointed you know.”
Shaggy admitted to getting out into the rec market a bit more over the last year as things came together. He regularly left with $65 dollars worth of disappointment as he sees it. His experiences with growers over the years have convinced him that good weed doesn’t have to be really expensive and cheap weed doesn’t have to be bad.
“There’s weed that’s not as expensive, that’s really really good. And basically with us, we want to kind of help stimulate the culture, a little bit of a miseducated culture, and kind of give them good flower at a good price showing that this is possible,” Shaggy said.