The Fight Against Corporate Interests Is A Fight For Cannabis Culture
Written By Bri Smith
We’re all sick of capitalism. On a global scale, we’re watching it cause massive imbalances of power, inequitable distribution of resources, environmental destruction, and greed that excuses violent genocide, wars, starvation, and modern-day slavery. On a national scale, we’re (Americans) watching the billionaire class explode from record profits after price-gouging Americans on the heels of a traumatizing three-year global pandemic, record levels of pollution, and the poisoning of our planet by criminal scofflaw corporations in the pockets of white-collar organized gang members…er, politicians. In the cannabis industry, money has a similar knack for attracting political corruption, dolling out unfair advantages, ruining cannabis culture, and private investor lobbying that leads to more restrictions on consumer and patient rights, and to be honest, mids.
There is a running list of nauseating examples of how greed and moral ineptitude have become a cancer to this planet, the global community, our nation, our survival, and our craft. When people value profits over the greater good of the people, there will always be war, hunger, violence, and corruption. We know these are huge problems to solve, and surely can’t be solved by one person or even a small group. But we can’t sit idly by while we watch ethical incompetence and greed ruin what so many have worked so hard for.
In the fight to keep cannabis culture intact, Beard Bros and their team of writers have committed to ruthlessly reporting on the truth and supporting the livelihood of the culture through daily news articles, industry event coverage, partnerships with no BS tolerance, and stories highlighting values-based brands. We acknowledge that the news cycle contains an unending barrage of harsh realities impacting mental health and the way we move through the world. But we can’t give up, and neither can you. While the news cycle casts a dark shadow on the cannabis industry, and outside money draws in bad actors, there are even more farmers, business owners, and cannabis professionals working just as hard to keep the mission, culture, and artisan regenerative flower alive. So, we’ve set out on a new mission to showcase the good in the area we love the most. Cannabis. And we’re calling it “Highly Recommended.”
Uncovering The Heartbeat of American Cannabis
This past fall, I traveled for 57 days in a Scamp camper to hear and tell the stories that often go unnoticed—the tales of hard-working cannabis professionals driven by their values to create businesses rooted in genuine care for patients and cannabis culture.
These are the stories of risk, suffering, inequality, heartbreak, perseverance, grit, passion, and love for the plant. This mission is about the fight against outside corporate interests and faceless flower. It’s about connecting patients with flower grown using regenerative practices by farmers who have risked it all to do it right. It’s about driving consumers to spend their hard-earned dollars on brands and dispensaries that genuinely deserve the support.
Our pilot documentary series brings viewers face-to-face with the hardworking entrepreneurs shaping this dynamic industry from the bottom up. We’re amplifying the stories of businesses putting patients over profits, plants over pills, and who always put character over clout.
In the first season of Highly Recommended, we explore values-based cannabis businesses and the budding culture in Minnesota, Missouri, Colorado, Arizona, NorCal, and SoCal. From the Midwest to the West Coast, we uncover the stories of resilience, innovation, and determination driving these small businesses forward. Watch it unfold on Instagram and in articles each week right here on the Beard Bros website. Full episodes will air soon on YouTube.
“Highly Recommended” Cannabis Brands* Across the U.S.
This journey begins in the Land of 10,000 Lakes. Known for its “Midwest nice” culture and ever-flowing beverages, Minnesota was poised to seamlessly take on the task of developing a THC-infused beverage market like no other. With around 233 craft breweries in the state and a newly minted ability to sell infused beverages (and foods) in groceries, c-stores, and food establishments, there was little to stop the momentum. Luckily for existing beverage manufacturers, their process required only minor changes to create cannabis drinks. Minnesota’s twin cities metro quickly became America’s version of Amsterdam’s “coffeeshops.”
Early to the scene was a hemp store, Natreum, where one could find over 80 hemp D-9-infused beverages on any given day. Priding themselves on their vast selection, they also tout an impressive menu of prize-winning custom formulations concocted by co-owner Mel Giudi to help those who need it most. Last year, Natreum had one location in St. Louis Park, just west of Minneapolis. Now seen as its flagship store, an additional seven stores have materialized across the metro with the help of co-owner Mike Gawlik.
As I moved south to the brick house that is Missouri, I was thrilled to see a heavy focus on chasing terps, not THC. When I toured the Robust Cannabis grow, the intention, love, and expertise were impossible to ignore. While the facility is located right next to Nowhere, Missouri, you can find premium Robust flower all across the state (if only briefly). It’s been reported that when stores restock, they sell out within days. I guess you’ll have to try it to find out why.
In Denver, Colorado, I stopped to speak with and discover the innovation behind Vert Packaging. This brand is the perfect example of company driven by their values. Their model was designed specifically with small businesses in mind. With short lead times, American-made packaging, affordable price points, a guarantee to ship in 11 days, and an in-house team that guides brands every step of the way, they’re lowering the barrier to entry and supporting existing brands in a competitive CPG market.
I left the Rocky Mountains for the Copper State and landed in Tucson, AZ. There, I met the NatureMed team, pushing the boundaries of creativity to spotlight not only the top-shelf bud under their sister brand, Feno, but also the collaborative, funny, and educational team they’ve staffed. With next-level brand design, video production, and a well-informed and programmatic retail team, they’ve created a brand identity that is tough to match in the state.
As I wrapped the first leg of the tour, I reached the southern tip of the West Coast, where the first-ever dispensary was opening in Ventura, CA. Embarc, a fast-growing dispensary chain with a ton of heart, is active in supporting the local communities where they reside. At Embarc, we met up with Aim & Fire, a field-marketing company creating captivating activations for brands like Mary Jones, to see the creative ways brands and dispensaries partner to bring value to each customer. With Embarc’s consumer-centric loyalty program, their participation in the California compassionate care program benefiting veterans, and staff hired for their caring nature, the difference is palpable.
Finally, I spent a week on the Thrive Homestead, witnessing firsthand the love, care, and intention behind regeneratively grown, small-batch craft cannabis. In addition to their medicinal flower, their premier brand, Heal Thyself Gardens, crafts homegrown and handmade herbal therapeutics that range from tinctures to skin-care regimen products, topical balms, and much more. With over 80% of their organically grown medicinal ingredients sourced from their own farm, the results are noticeable and tangible.
The brands mentioned here are merely the starting point of this trip. Over the next several weeks, we’ll be sharing the stories of values-driven brands, farms, and people making American small cannabis businesses so great. If you’re interested in participating in the next season of the Highly Recommended CannaTravel DocuSeries, please contact us using the subject “Highly Recommended.”
This article has both paid media and earned media mentions.
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