Anita Chabria contemplates how California’s new laws could yield a big change in how cannabis is marketed:
Cannabis appellation – one of the provisions in new California regulations that went into effect this year – could ensure that certain strains – for instance, Mendo Purps, which was first cultivated in Mendocino, California – are only grown in certain regions, not simply plants of that origin cultivated elsewhere.
She includes some top-level thoughts from Dale Sky Jones, who is a long-time activist and serves as Chancellor at Oaksterdam University. Jones sees appellation as protecting smaller growers.
This is how small business competes with big marijuana. And this is why this is so unbelievably important … Appellation is going to wind up being the first line of defense
Dale Sky Jones, Chancellor of Oaksterdam University
Jones also sees celebrity branding as an influence on the market. Hezekiah Allen, who heads the California Growers Association, thinks that business practices will play a role that extends beyond just geography, with standards for the use of pesticides and sustainability helping to set the categories.
There are isolated communities of cannabis cultivators in every corner of the state and each of these has a unique culture
Hezekiah Allen, Executive Director of the California Growers Association
Read Anita Chabria’s “Why marijuana growers want champagne-like labels for their weed”: http://www.theguardian.com/society/2016/jan/12/marijuana-growers-labels-cannabis-california-legal-weed
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