HOWEVER, AS WE DELVED DEEPER INTO THE CANNABIS BUSINESS, WE QUICKLY REALIZED THAT THE INITIAL FASCINATION AND EXCITEMENT WE FELT WERE SLOWLY FADING. THE INDUSTRY SEEMED DOMINATED BY MONOTONOUS CORPORATE GIANTS AND UNINSPIRING BRANDS SOLELY FOCUSED ON MARKETING TO A SPECIFIC DEMOGRAPHIC. EVERYTHING FELT LIKE A REPLICA, AND CONSUMERS WERE BEING CHARGED EXORBITANT PRICES FOR THE ILLUSION OF A PREMIUM PRODUCT. DESPITE THE ELABORATE ARTWORK AND CLEVER DESIGNS, NONE OF THESE BRANDS TRULY RESONATED WITH US. WE WERE DISCONNECTED FROM IT ALL, AND IT LEFT US WONDERING WHAT WAS MISSING.

IT WAS DURING ONE OF THOSE SEEMINGLY ENDLESS CONTENT CREATION SESSIONS THAT WE HAD OUR “EUREKA” MOMENT – THE MISSING INGREDIENT HAD BEEN RIGHT IN FRONT OF US ALL ALONG.

IN SIMPLE TERMS, IT WAS FUN THAT WAS CONSPICUOUSLY ABSENT FROM THE CANNABIS SCENE, AND WE WERE DETERMINED TO CHANGE THAT. AT ITS VERY ESSENCE, CANNABIS IS MEANT TO BE A SOURCE OF ENJOYMENT AND RELAXATION. WE’VE ALL EXPERIENCED THOSE MEMORABLE MOMENTS WITH THE PLANT – GROOVING TO OUR FAVORITE TUNES AT A CONCERT, SHARING UNCONTROLLABLE LAUGHTER WITH FRIENDS OVER AN INSIDE JOKE, OR BONDING THE MORNING AFTER A LATE-NIGHT ADVENTURE WITH STORIES ABOUT OUR FRIEND CHAZ (WE ALL HAVE THAT FRIEND, DON’T WE?). CANNABIS POSSESSES A UNIQUE POWER – THE ABILITY TO CONNECT PEOPLE IN A LIVELY AND SPIRITED MANNER.