In the latest episode of Travel Tuesday, part of the Beard Bros Media Network, host Brian Appelgarth, founder of the Cannabis Travel Association International, interviews Kevin Jodrey—a highly respected figure in the global cannabis community. Jodrey is renowned for his pioneering work in cannabis genetics, education, and cultural preservation, as well as for founding one of California’s first licensed nurseries. His extensive experience and deep connection to Humboldt County place him at the forefront of the industry’s evolution.
Kevin Jodrey’s Journey in Cannabis and Beyond
Kevin Jodrey traces his roots in cannabis back to 1978 on the East Coast, where his family’s involvement in trafficking exposed him to the plant at an early age. His tumultuous youth included legal troubles, leading to incarceration in 1983 for distribution. Seeking a way out, he joined the military, where he studied global drug addiction, providing him with a broad perspective on international substance issues.
After military service, Jodrey worked in marine construction—restoring lighthouses along California’s coast—and developed a trades background. His move to Humboldt County in 1991 marked a turning point, where he immersed himself in the region’s unique cannabis culture. The rugged, environmentally rich landscape of Humboldt, with its microclimates and history of organic cultivation, became his lifelong home and professional focus.
Humboldt County: A Cultural and Environmental Treasure
Jodrey describes Humboldt as a region with unparalleled environmental qualities: high air and water quality, a semi-tropical rainforest climate, and a history rooted in natural resource industries like redwood logging and fishing. The area’s isolation fostered self-supporting communities and a unique mountain culture, reminiscent of Asian mountain societies, where resilience and adaptation are essential.
Historically, Humboldt has been a major cannabis production hub—once responsible for 85% of the cannabis consumed in the United States, with wholesale sales reaching approximately $8 billion at its peak. Today, the region’s cannabis industry has contracted significantly but remains a vital part of its identity, attracting enthusiasts and cultivators who cherish its rugged beauty and legacy.
The Role of Culture and Terroir in Cannabis
Jodrey emphasizes that California’s diverse microclimates and cultural influences shape the unique profiles of its cannabis. He advocates for “placemaking”—telling stories that connect the plant to its environment and cultural history. For example, the influence of Mexican, Asian, and back-to-land communities has created a rich tapestry of cannabis strains and cultivation practices across regions like Northern and Southern California.
He introduces the concept of causal link, which explores how terroir—the land and environment—interacts with human craft and culture to produce distinct cannabis profiles. This approach mirrors the wine industry’s focus on regional expression, highlighting that cannabis from different microclimates offers varying effects, flavors, and aromas based on local traditions and environmental factors.
The Ganjier Program: Establishing a Common Language
Jodrey discusses the Gangier program, a collaborative effort involving over twenty experts and thousands of hours to develop a standardized lexicon for evaluating cannabis quality. The program aims to create a common language that bridges regional differences, allowing consumers, cultivators, and retailers worldwide to communicate about cannabis effects and profiles effectively.
The Gangier program has cultivated a vibrant community of graduates—over 370 individuals—who serve as ambassadors and educators. Participants range from small-scale farmers to industry leaders, fostering a culture of knowledge-sharing and appreciation for the plant’s complexity.
Cannabis Education and Cultural Heritage
Jodrey advocates for broader education about cannabis’s historical and cultural significance. He highlights the importance of understanding its roots—from ancient civilizations to modern legalization—especially in the context of social justice and racial discrimination that have historically shaped drug policies.
He also emphasizes the role of tourism in sharing these stories, suggesting that authentic, regional experiences—such as farm tours and cultural narratives—can foster appreciation and dispel misconceptions about cannabis.
Future of Cannabis Tourism in California
Looking ahead, Jodrey envisions California as a premier global destination for cannabis and hemp tourism within five years. He imagines curated regional trails where visitors can explore diverse landscapes, learn about local history, and experience the culture firsthand—from the wild expression of Humboldt’s rugged terrain to the glitz of Hollywood’s influence in Los Angeles.
He advocates for integrating cannabis into broader regional experiences, including wineries, beaches, and mountain landscapes, creating a holistic and educational tourism economy that celebrates the plant’s heritage and diversity.
The Importance of Connection: Plant, People, and Place
Jodrey underscores the importance of storytelling that links the plant’s genetic and environmental origins with human culture. He believes that understanding the craft, history, and regional nuances enhances appreciation and promotes responsible consumption. His work aims to elevate cannabis from a commodity to a cultural artifact—one that reflects its deep roots in history, environment, and community.
Where to Find Kevin Jodrey and His Initiatives
Kevin Jodrey encourages those interested to connect through his online presence—simply search for “Kevin Jodrey” or “Gangier”—to learn more about his work, including the Ganjier program and his film Weed and Wine, which explores the legacy of cannabis in France’s Rhone Valley.
He emphasizes that education, storytelling, and community-building are vital for shaping a responsible and culturally rich cannabis industry.
This episode of Travel Tuesday offers a compelling exploration of cannabis’s cultural, environmental, and genetic dimensions through Kevin Jodrey’s extensive experience. His insights underscore the importance of recognizing the plant’s rich heritage and regional uniqueness as key to future growth, tourism, and understanding in the global cannabis industry.
