9 6 | t h e c l e v e r r o o t
THE GREEN RUSH is officially on, and with more and
more investors looking to get a toehold in every level
of the legal cannabis industry, it's only a matter of time
before big canna-businesses and -brands can outspend,
outgrow and outsell boutique cannabis brands.
But the craft cannabis industry isn't going down with-
out a fight—instead, it's banking on consumers' demand
for brands and products that reflect heritage, integrity
and authenticity to counter the "Walmarts of weed"
waiting in the wings.
While well-funded companies are churning out
high volumes of cannabis bred for maximum
potency and selling it at the lowest price,
craft brands are banding together to
focus on sustainable farming practices
and innovative ways to bring their
vision of the cannabis experience
to consumers.
Those visions are executed in a
variety of ways, but they share a common
thread of elevating quality above all else.
Lowell Herb Co., a collective in California wine
country that specializes in high-end pre-rolls, is
CRAFT CANNABIS
CELEBRATING THE (RE)BIRTH
OF CRAFT CANNABIS
story and photos by Rachel Burkons
Craft
For the Love of
