In the latest episode of Big Ideas in Cannabis, host Cassie Tomaselli sits down with David Holmes, CEO of Clade 9, to explore the evolution of cannabis from its underground roots to modern-day cultivation and branding.
Having been involved in the cannabis industry for over 25 years, Holmes shares a deeply personal journey that began in the mid-80s, sparked by an early exposure to cannabis culture through his older brother. He reflects on his transition from casual consumption to cultivation, spurred by the passage of Proposition 215 in California, which legalized medical marijuana.
Holmes discusses the foundational ethos behind Clade 9, emphasizing their focus on cannabis genetics and flavor profiles rather than the traditional indica-sativa classification system.
He proposes categorizing strains based on flavor families and terpenes, likening it to how consumers choose alcoholic beverages. By advocating for a streamlined system that eliminates the confusion around THC potency measurements, Holmes envisions a future where consumers can more easily identify products based on preference rather than arbitrary classifications.
The conversation also delves into Clade 9’s strategic expansion into New Jersey, highlighting the brand’s tailored approach to local preferences and the difference between the volatile California market and the burgeoning New Jersey scene. With recent successes, including the launch of their first New Jersey strain, Raspberry Runs, the company demonstrates a commitment to community and local cultivation.
Moreover, Holmes critiques the current state of lab testing in the cannabis industry, arguing that the focus on THC percentages misguides consumer choices and creates unnecessary complexity. He advocates for a system where cultivars are designated by their genetic potential rather than fluctuating batch test results, promoting a more straightforward consumer experience.
As the discussion closes, Holmes expresses cautious optimism about the future of the cannabis industry, emphasizing the importance of ongoing innovation and education.
With an emphasis on careful cultivation and a community-driven approach, Clade 9 aims to set a new standard when it comes to cannabis branding and consumer engagement.
Watch the full episode here.
