Who Will Become the Starbucks of Pot?

“Growers were coming up to me and asking, ‘How do we make ourselves different? Maybe we should come up with a logo and a name,’” Shuman reports. “The branding of cannabis doesn’t exist yet.”

NEW YORK: During a typical Fourth of July weekend, 1500 Esperanza St., a whitewashed deco warehouse in the Boyle Heights district of East Los Angeles, is deserted. But this year, a line snakes down the broken sidewalk out front and wraps around the bend of Union Pacific Avenue, as 4,000 people suffer the searing heat for an event called the California Heritage Market.

While many cities boast farmers markets, this one is unique: It’s the first in California—and likely the entire country—devoted exclusively to pot.

Here, some 50 growers proudly peddle their homegrown weed, not only in the form of dried flowers and buds but also the myriad products that can be concocted from them—from cooking oils, tea and candy to ointments, sunscreen, even soft pretzels.

Cheryl Shuman surveys the crowd with satisfaction. Not only did she help organize the event, but her own brand of weed—Beverly Hills Cannabis Club, a favorite of celebrities with gated mansions up in the Hollywood Hills—is the most recognizable product there. Scratch that. “We were the only branded product there,” she boasts during a phone interview a few days later.

Read full article @ Adweek

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