Come meet me and Klaus at Club Cumming
BYWARREN BOBROW03/03/2022
Five Questions with Susie Plascencia from Humo: Mexican-American Owned: Gourmet Latino Cannabis
I’m always intrigued by authentic cannabis brands grown in conjunction with nature. Sometimes they are more than just indoor grown under lights. I crave sun-grown flowers that are bursting with passion. This description holds true for the richly esoteric strains grown in the proprietary “Smart” Greenhouse holistically powered by Posibl in Monterey County, California, the parent company of Humo. It stands to reason that Humo would possess state-of-the-art growing methods from their rich history in Latino culture. It is my pleasure to share with you the words and emotions from the source herself, brand partner Susie Plascencia. That is, quite succinctly…Humo. HUMO is by la raza, pa’ la raza. A Spanish term for smoke, humo is the unmistakable result of cannabis when ignited. HUMO is on a mission to eliminate the stigma surrounding cannabis in the Latino community by celebrating its rich cultural history with the plant and normalizing its daily use. As a Mexican-American-owned company, HUMO aims to provide meaningful representation in an industry that has caused disproportionate harm to Latino communities for decades.
1. Please tell me about yourself, what do you do for work? Where are you from? Live now? What did you want to be when you grew up?
I was born and raised in Los Angeles and still live in the city. My family immigrated to the US from Jalisco, Mexico. I’m an entrepreneur and marketing expert. I’m a Brand Partner for Humo, California’s Mexican American-owned cannabis brand centered on the culture of the Latino community. Not seeing Latinas represented in professional positions of power affected my desire to seek entrepreneurship as a career path. However, I’ve always had a natural talent for communication and a calling for leadership, so studying marketing and earning a master’s degree in journalism helped me hone my skills as a creative storyteller. Becoming an entrepreneur and brand developer are roles I’ve grown into throughout my career. Still, I often feel I am what I’ve always been – a communicator and a leader.
2. What are you working on right now? Do you have a six and twelve-month goal? What makes your company different from its peers?
Right now, I’m focusing on the growth of Humo, and its expansion throughout California. Within six months, we’d like to welcome new strains to our menu and our 12-month goal is for Humo to be available at dispensaries from San Diego to San Francisco. Our mission-focused ethos is what sets Humo apart from our peers in the cannabis industry. As a Mexican American and woman-led brand, we aim to eliminate the stigma around cannabis use in the Latino community by celebrating our rich cultural history with the plant, normalizing its daily use, and offering premium and affordable flower that’s sustainably grown in a Smart Greenhouse powered by our parent company POSIBL.
3. What obstacles currently stand in your way, and how do you anticipate removing them? Do you have a mentor or teacher who is valuable in your path?
As a brand, the challenges we currently face are actually also our strengths. The average cannabis consumer knows about indoor and outdoor cultivation but still isn’t familiar with a greenhouse approach.
This challenge becomes a strength because it presents us with an opportunity to not only share information about the brand with our community but also educate them on the great benefits of sustainably grown flower. Personally, the most important and valuable teachers in my path have been struggle and hardship. Having to work extremely hard to get to where I am in my career has filled me with a level of gratitude and appreciation that fuels me to continue achieving and help pave the way for others.
4. Indoor or outdoor-grown cannabis? Favorite strain right now?
Neither indoor nor outdoor — Humo’s craft cannabis is sustainably grown in a Smart Greenhouse powered by our parent company, POSIBL. Their proprietary greenhouse technology features best-in-class climate control that requires less water per pound of flower and is three times more efficient than indoor grows. My favorite strain right now is the Cajeta. It’s an indica-leaning hybrid that’s a cross between OGKB and Mendo Montage. This flower’s creamy vanilla and caramel flavor profile inspired its name, which is one of Mexico’s most beloved goat’s milk caramel confections.
5. What is your passion?
I want to help create dream jobs in cannabis. I’m passionate about creating career opportunities in the cannabis industry for women of color and communities impacted by the War on Drugs.
Check them out at: https://www.gethumo.com
It’s been a few months since I have used vape cartridges. That’s not to say that I don’t like them, just that there are very few legal places to purchase them in New Jersey. Sure, you can get the medical ones through the NJMMP, but they don’t offer the satisfaction like the ones I’ve discovered from SELECT. The SELECT line of carts is of exceptional quality. I know that there are dozens of different companies vying for the right to say that they are the best in their field, and SELECT is not any different in this regard. However, I’ve found that the new SELECT line is carefully crafted from flower from the celebrated Sonoma Hills Farm. They exemplify the essence of the plant. They improve upon the art of the vape cartridge and raise the bar through the deep quality of the perfectly cured Sonoma Hills Farm flower. I’m not a scientist, nor an influencer in social media, but one thing I do know is the art of the outdoor-grown cannabis flower, especially the ones that are of this deep quality. In smoking craft cannabis, I feel that the overall experience is much more intrinsic. But that is just my opinion.
SELECT has achieved quite intriguing, and it rivals the personal emotion of smoking a freshly rolled joint of perfectly cured flower. In this case, the flower is from Sonoma Hills Farm. Select has harnessed a methodology that corresponds with a product called Live Resin. Live Resin is a form of cannabis concentrate. This invention exemplifies the purest form of the plant. I’m not a big fan of dabbing to be perfectly succinct, but the live resin I am interested in is not torched in a dab rig.
I’m considering the form of a little glass cartridge that screws onto an elegant, rechargeable battery about the size of a slender, European-style ballpoint pen. The little glass container contains a very special oil, the abovementioned Enhanced Live Resin. Enhanced means to me the term Professional Strength, judging by their testing results. The very best, raising the bar from the enthusiast to the cannabis nerd, like myself.
When you grow accustomed to the plethora of products on the market, it’s refreshing to know that only a few choices of this quality are to be enjoyed in the overall marketplace. The SELECT line caught my attention… What they have accomplished is impressive, to say the very least.
Warren Bobrow=WB: Please tell me about yourself. What brought you to the cannabis biz?
Joyce Cenali: I’ve consumed cannabis for over half of my life, to balance anxiety and stress, and to socialize. I love that she always draws in such a wide spectrum of folks, and she’s led me to many crucial relationships with friends, colleagues, and mentors. She encourages a think out of the box and an open-minded mentality. I started a home grow in 2004 for personal use, and it was the illness and subsequent passing of my dad that launched me fully into the industry. Observing his and the treatment path of so many in our troubled health care industry, the pull into cannabis was natural, instinctual. Societal and capitalistic constructs systematically deny us diversity in our consumption and wellness choices. Our team and I, and every operator that we’re privileged to work with, are slowly chipping away the long held and unjust stigma.
WB: Please tell me about the new Select collaboration. What makes the products different from their competition?
Joyce Cenali: Select has a deep bench of experienced staff, best-of-class extraction equipment, and long-honed processes and systems. They are extremely bullish in their research and development, and they focus only on the highest quality of their products. They have a sincere interest in showcasing not only potency but also terpene flavor and balance. In the case of our collaboration, they were able to capture a full-bodied presentation of the inputs, and you’re truly getting an expression that is close to the plant.
WB: Which strain is your favorite? Why?
Joyce Cenali: Durban Biscotti! I previously grew Durban Poison for many years, and she was always one of the most potent and aromatic ladies in the garden. She’s got a dense structure and tends to do well in diverse weather environments, so we wanted to give her a try in our current climate, which tends to get a fair share of moisture. We were able to find a great cut of her crossed with Biscotti, sourced from Purple City. She was super aromatic and gorgeous, yielded well, and her profile is one of the richest in terpenes coming in at a whopping 4.6% terpene content. She’s energizing and soothing, and she has come out in true form in extract and flower, giving her a wide application at market.
WB: What are your six and twelve-month goals?
Joyce Cenali: In the near term, my goal is to work with advocacy groups like Origins Council, Sun+Earth, Cannabis Media Council, and others to smooth the muck of the regulatory and taxation channels in order to ensure that we have a robust business representation of both small and large businesses operating in California and nationally, so as to present wide-ranging choices to the consumer base, including direct sales from farms like ours. We have a legacy to protect in California, and without it, the cannabis industry will miss out on the best terroir expression of the plant and tremendous experiences and community growth. Imagine the wine industry without wine country. It’s a non-starter.
WB: What is your passion?
Joyce Cenali: My drive to get involved with cannabis, a plant I have enjoyed for many years, is two-fold. I am passionate about bringing the voices of women and the LGBTQ community to the forefront of this industry. I am equally dedicated to ensuring that cannabis, hemp, and its many derivatives are made as widely accessible as possible.
Joyce’s bio:
Joyce Cenali is COO of Sonoma Hills Farm, a premium craft cannabis farm and organic culinary garden nestled on 60-acres in Sonoma Valley. In addition to Sun+Earth certification, the farm’s cannabis was one of the first to be recognized as “organic comparable,” as designated by CCOF’s OCal program, which certifies consistency with the uniform standards of the National Organic Program. She also leads operations at Big Rock Partners, a strategic advisory firm serving investors and companies at the intersection of food, hospitality, and cannabis.
Joyce has worked day in and day out to assist other entrepreneurs, many of which are minorities, in cannabis. A long-time craft cannabis cultivator, she co-founded an Emerald Cup-winning operation and began angel investing in various women-founded early-stage cannabis start-ups, including Sava and LADY BUDS, an indie film that features women in cannabis. She’s also an advisory board member with various cannabis advocacy groups and Co-Founder of Cannabis Media Council, with a mission to advance a modern regulatory model that unites capitalism with inclusion. In 2020, she was recognized by San Francisco Business Times as a Most Influential Women in Bay Area Business.
Upon first glance, artist Emily Eizen is certainly creative, working in the mediums of painting, sculpture, photography, modeling, and performance. Visually intriguing, Emily is a free spirit. Her ‘60s psychedelic-inspired works showcase the beauty, freedom, and diversity she considers essential to establishing equity in the cannabis space and beyond. Emily’s portfolio and commissions highlight her ability to adapt to different styles and aesthetics across spectrums of gender and sexuality, defying convention. A painter by passion, Emily has harnessed her creativity in PAX’s recent More Flowerful Campaign. It all sounds really intriguing to me, and I hope to see her work up close someday soon.
Please tell me about yourself, what do you do for work? Where are you from? Live now? What did you want to be when you grew up?
I am a full-time freelance artist, photographer, model, and creative director. I am originally from the South Bay in Southern California. I grew up at the beach all the time and could be found roller-skating or hanging out at Noble Park in Hermosa Beach with other misfits and artists. Now, I live in West Hollywood. I love living in such a vibrant queer community. When I was in high school, my goal was to get into political science and be an activist. I even went to school for a year in DC but found that there wasn’t a community within that political science major focused on arts and self-expression. That’s when I discovered cannabis and moved back home to LA to start a different journey.
What are you working on right now? Do you have a six and twelve-month goal? What makes your craft different from your peers?
Right now, I am doing creative work for a few major cannabis brands, but also bonbuz, a nonalcoholic functional spirit. It has been fun to venture outside of my cannabis comfort zone. My six-month goal is to have my debut art show which was put off two years ago because of the pandemic. My twelve-month goal is to continue to grow in my craft and use my platform for social justice initiatives around cannabis policy reform. What makes me stand out is my ability to switch roles the way I do. One day I am hiding behind the camera and shooting. The next, I’m in full glam, ready for my close-up, and on top of all of that, I also focus on my own artistic practice as a painter.
What obstacles stand in your way currently, how do you anticipate removing them? Do you have a mentor or teacher who is valuable in your path?
Currently, obstacles in my way are fighting with the social media algorithms so that people actually see the work that I work so hard on. Also, there are some people in the cannabis world that don’t see the value of paying creatives and expect us to work for a product. I hope, as an industry, we can start paying creatives what we are worth. I realize all of these obstacles are nothing compared to what many people face in the cannabis industry and in this country. I want to use my privilege in a productive way to help remove even bigger obstacles, such as the impact of the War on Drugs. Some of my mentors as a creative in the cannabis space have been Roze Volca, Nesha Torres, and many other creative women that have been in the cannabis community since before legalization.
Indoor or outdoor-grown cannabis? Favorite strain right now? When you enjoy cannabis, do you have a favorite food that you prepare? What about your favorite restaurant?
I don’t discriminate against any type of cannabis; I will smoke indoor and outdoor flowers. I enjoy the sustainability of outdoor greenhouse farming practices but obviously enjoy the taste and potency of indoor as well. I am a snacks fiend; the munchies always slap me so hard, and I am a sucker for junky snacks—chips, Hostess snacks, candy, you name it. My favorite restaurant was Souplantation (RIP), another casualty of COVID.
What is your passion?
My passion is definitely the intersection of art and social activism. Using creativity to help people is the ultimate goal of my career, and nothing brings me more satisfaction.
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Feature Photo Credit: Jessica Miller for PAX’s More Flowerful Campaign
Idon’t know about you, but even with newfound rules on smoking weed in public, I still look over my shoulder when smoking a joint around others. It’s just the smell that sets stigmatized folks off, and rightfully so with a forty-eight or so hours out of circulation that I experienced once in New York City. I learned how important it is not to antagonize others with weed smoke. Everyone should know this. The terminology in play here is called common sense. My correlation to this would be smoking a joint in the street in NYC. It still makes me nervous.
Imagine my appreciation when I received a brand spanking new Dr. Greenthumb x Gpen smoking device at my doorstep. This vaguely pickle-sized (and colored) cannabis smoking device was certainly an easy study. It came fully charged (a big plus), and it holds that first and subsequent charges through many sessions. The learning curve for this device was not outlandish. All I did was go to their YouTube and watch any number of videos with instructions that even a person of my age and intellectual capacity could appreciate under the influence of certain substances. This learning by watching methodology is definitely appreciated!
But back to the Gpen Dash. I’ve owned several of these over the years, and none have been as intuitive and smooth on my lungs as the new Dr. Greenthumb version. Filling with just about ¼ of a gram of nicely chopped flowers from my Gemini grinder is the start. Then I gently heat my secret blend in the Gpen to the lowest temperature. I’m catapulted into a realm of easy and nice, all at the same time. And that’s what the experience of smoking cannabis should be, at least for me. I want the experience to be simple and forthright. It’s important for this device to work silently and easily, just as it is important to be easy to clean and keep charged, ready for the next sesh.
What I like about this device:
It doesn’t get hot in my hand. That is a plus, so I’m not worried about setting my pocket on fire.
It does not shout the vapor as those “vape” cartridges do. The mist dissipates quickly and without much fanfare. A real plus when walking down the street when you don’t want to shout, look at me, I’m smoking weed. This device is especially easy to clean and keep clean. It doesn’t get mucked up with resin, nor does it change the flavor of your strain. The experience is pure and comfortable from start to finish.
I love mine. Fun to use and easy.
Cheers.
Today seemed like a fantastic day to crawl out of my comfort zone smoking low THC medical cannabis, even for just a moment. That opportunity finally presented itself to me with a couple of grams of G-Putt’s newest gourmet cannabis effort named, Tapped In.
This opportunity is for something I don’t usually get the chance to smoke or even review. Because of the kindness of others, I’m able to offer my thoughts on the salubrious strain named Tapped In.
Rolling in over 27% THC, Tapped In is a potent reminder of why I love smoking cannabis that is clearly out of my normal wheelhouse. Not that I’m a “lightweight” on smoking cannabis. It’s something that I’ve enjoyed for nearly fifty years. I travel extensively for gourmet cannabis and enjoy indoor and outdoor-grown with my bias towards sun grown in natural soil, which dates back to having grown up on a Biodynamic farm in the 1960s and ’70s. I love the premise of terroir, a sense of place in both the cannabis field and the vineyard when I’m writing about wine. Much can be said for the taste of the place. That’s why my bias moves towards sun-grown cannabis.
The medical staff I usually have from the NJMMJ (med system) is decent enough, but they have a long way to go to catch up to California. In my somewhat biased opinion, this is because I was born and raised— and live — in NJ! They’ve come a long way, but not far enough yet. Not like the Tapped In varietal. This stuff really is the sprawl.
It’s refreshing to know that the fine cannabis that is woven into Tapped In is indoor grown with passion. You can taste it in every puff. The flowers ooze with what I call red fruits. I could be in Spain or the South of France with the exotic quality of the aromatics, shown in each generous pull. Gourmet, groomed, tended, cured. All done with love, this is obvious. I dig what I tried and will try to seek it out. This is the good stuff.
One suggestion would be to take a couple of dry hits through your pipe or joint before lighting the cannabis. Why? Well, to gain an appreciation for the terpenes. You’ll know my intent here when you smell the terps. It’s purifying.
Cannabis as good as Tapped In offers an entirely different experience, one with which I felt immediately comfortable. I wanted to share my thoughts as Tapped In is really my new and best cannabis friend.
Tapped In opened up my intellectual and considerate thoughts (what few that I have left!) and allowed me the honor of sharing my passion by writing the “WB” tasting notes of Tapped In; this is really high-quality cannabis and deserves even more compliments (In my opinion of course!)
Tasting Notes:
Nose: Early Spring rake-turned black loam in the nose spinning your inner dreams with opulent dollops of brown butter-soaked bread pudding. Each generous slice of this confection is covered with a smoky bourbon hard sauce.
This modern-day indoor-grown cannabis is philosophically different from the cannabis of the 1960s and 1970s that I grew up smoking. Possessing potent scents of candy sugar-dusted sizzling hot cream-filled donuts, each whiff of the perfectly cured and trimmed bud offers the unique experience of smelling the cannabis. This moment in time, just before it is ground in my Gemini grinder, then smoked. Jutting my nose into a small scenting jar that I use to gain an appreciation for the terroir, I immediately savored the earthy aromatics that wafted deeply into and up my nose. This precise moment in time led to a dollop of corn pudding covered in a tangle of cozy brown butter with a touch of petrol and a flurry of freshly grated nutmeg at the finish.
Ok, so it finishes sweet out of your nose if you exhale that way. With a touch of sizzled lemongrass and shallot, please.
Palate: The smoke itself is soft across the tongue, plunging down into the lungs. The art of curing is spot on; no coughing here, impressive indeed. Notes of Saturday night butterscotch sundaes and further sprinkles of bartender’s sugar (very, very fine sugar) predominate the path down the throat to neither region of the mind.
This groovy cannabis is elegant and potent, with splashes of my favorite, hot and spicy Pickett’s Ginger Syrup on the finish across my tongue. Impressive indeed.
Finish: Upon reaching the body, the effects take place very quickly with a richly warming sensation that creeps up from the base of my spine up to the places where time has been remembered and then forgotten again, like most of my memory, not really, but you get this concept. Tapped In is very analytical cannabis with the importance of deep tête-à-tête and the metaphysical unearthing of the inner self.
The High or the Stone: As we discussed above, the overall THC level is just north of 27 %, making it quite intriguing for the person who is chasing THC, in other words, looking only for high THC varietals. I think that Tapped In is world-class, exactly what they say it is. And yes, I get really blissful on just a couple of hits. This cannabis truly is Premium Indoor Cannabis Flower. They can also say expertly cured and perfectly trimmed, Premium Indoor Cannabis Flower. This cannabis really opens my mind, and I’m confident it will do the same for you. Tapped In will do exactly as you expect it to do. And that is to really get you intellectually charged, and yes, you will be masterfully stoned and have a really nice afternoon. Find some crispy Vietnamese/Thai style wings, make ‘em spicy, and then feast yourself to a memorable experience for yourself.
Thank you. WB
Founder Gaurav Walia, better known as “G-Putt” to his peers and friends, has been a pioneer in the streetwear, music, and cannabis scenes for the past 20 years. Acting as a liaison between brands, celebrities, and tastemakers, he has connected and cultivated a close-knit community between these spaces and has used his passion as the “connector” of people to start his new endeavor. As one of the original founders of iconic brand Sherbinskis, G-Putt forged his connections to facilitate partnerships with Nike, Modernica, and COMPLEXION, establishing the elevated taste level and cool factor that drove the Los Angeles cannabis brand to global recognition.
His most recent collaboration is one with Carrots x Crocs (see him flexing in Hypebeast), which explores the concept of soil and how it serves as a foundation of life. Expect a full calendar of exclusive strain releases, fashion, and collaborations in the pipeline, including partnerships with minority artists on exclusive apparel and accessories art built around his iconic “G”.
Please follow his journey at @g_putt_diamond
For more on G-Putt: https://g-putt.com/
Ilove PARA. They’ve got really cool cannabis-centric stuff that is as at home in Brooklyn as it would be in Barcelona, Palm Springs, or Venice, California. Anyplace that mid-century modern design is held dear, this esoteric world of cannabis design tools fits very easily within.
What kind of stuff am I speaking of? Certainly, if you are reading this, you’ll know that it’s cannabis paraphernalia that appeals to the intellectual and somewhat well-heeled stoner. What is that, you ask? Well, first of all, I would surmise that this person has great style, and they live somewhat frugally within that stratum of design. They hope to possess a lifestyle of architecture and authentic bougie design. I love all the products that PARA carries. I immediately thought that my book, Cannabis Cocktails, Mocktails and Tonics, would be right at home alongside their erudite bongs, pipes, papers, and other “high-styled” ancillary tools of the trade. For those in the know, it’s like that veritable, hint, hint … It’s that secret handshake that I have found, without leaving my desk here in New Jersey. Like that carrier pigeon that finds its way to your door, carrying something unknowable. Now, where’s my confounded lighter?
PARA – a female-founded, BIPOC owned online shop housing a curated assortment of premium paraphernalia for the aesthetically high-minded consumer-based out of NYC. Partnering with numerous established designers from around the world, Para has curated an unparalleled assortment of modern pipes, bongs, papers, trays, scents, and much more.
Para also donates a portion of revenues to the ‘Last Prisoner Project, utilizes only eco-friendly shipping methods, and continues to source from only ethical small businesses.
Para was founded by Mariam Saïd, the OG Functional Stoner, who decided to utilize her knowledge of luxury fashion to propel a product category that she was personally more passionate about. In 2020, Mariam, along with a large portion of humanity, turned to cannabis for anxiety management. She specifically started utilizing cannabis as a de-stressor and a sleep-aid but soon found additional positive side effects; a decrease in physical pain, an increase in creativity, and focus (negating her expectations that she would simply be lethargic).
Perhaps it was the intimidating atmosphere of the corner bodega (her source for rolling papers) or the fact that she burned her hand every time she used her pipe- that led her down the cannabis accessories path, but Mariam could not stop formulating questions and needed answers
PARA is a really cool store. Click through to visit!
Warren Bobrow: Please tell me about yourself. Why cannabis? What brought you to the plant? When was the first time that you became aware of the plant?
Mariam Saïd: I am the Founder & CEO of PARA, an online shop that offers modern paraphernalia & home goods for aesthetically high-minded consumers with a focus on affordability. I was born in Egypt, grew up in Massachusetts, and currently live in Brooklyn, NY.
Prior to starting PARA, I worked in the luxury fashion space for over a decade- working for Bloomingdale’s, Saks Fifth Avenue, Ralph Lauren, and Frame Denim, to name a few.
2020 was what brought me to the plant. I, like a lot of people, was very overwhelmed by the pandemic and subsequent happenings that followed. I found it harder and harder to justify myself continuing to work in the fashion industry, given the world’s circumstances. I am very appreciative of the professional and personal growth I’ve experienced during my tenure in fashion, but there was a stark contrast between how I was spending my time and how I wanted to spend my time. I started to feel like I had more to contribute.
At that time in 2020, I wasn’t much of a cannabis consumer. I had occasionally smoked socially, but it was never with any intention other than to “party.” It was also in 2020 that I started to develop very heightened levels of anxiety and depression. I was prescribed medications, but it took about two years for my doctor & me to configure the right medicine that works for me. It was during those two years that I started to develop a conscious, more purposeful relationship with weed. My boyfriend at the time instigated my interest in the plant because he would have a joint or a packed bowl ready for me to help alleviate my anxiety. Smoking gradually became part of my evening routine to unwind and cure my anxiety.
I am a very inquisitive person and wanted to know more about what it was that I was actually consuming. I had so many questions about the plant as a starter, and I assumed others did too. So, thus began my re-introduction to cannabis. I wanted to learn it ALL! I did copious amounts of research and consumed so much information. It became a very informative hobby for me, in a way, to learn how I could cure anxiety and depression with plant medicine instead of prescription drugs.
It was my newfound hobby, coupled with the gradual disliking of my career that I found comfort in learning about cannabis, refining my relationship with the plant, and seeing results in the form of genuinely feeling better after consumption. I learned about strains, types of consumption, measurement, historical roadblocks, and future possibilities. And finally, the accessories!
With my background in fashion and love for a good aesthetic, I was immediately drawn to the accessories end of cannabis. Not only is the type of weed important, but how you prepare and consume it is just as important, so I started the quest of learning about optimal ways of doing so. Being the shopper that I am, I decided to really honor my ritual and get my own setup: a sleek grinder, a non-phallic-looking pipe, a cute rolling tray, and maybe a storage box. I was SHOCKED to find that such a place did not exist near me. But how? I live in New York City! We have everything!
Turning my research to the internet, I noticed two things:
1. There are actually quite a few modern, ethical, innovative smoking accessories brands out there- from all over the world.
2. There aren’t enough centralized locations where you can buy your whole setup without having to stick to one brand or do extensive research on 20 different brands.
I was thinking, “Where is the Saks Fifth Avenue of weed accessories?” It wasn’t long before I bid my fashion career adieu and started the blueprint for PARA.
WB: Tell me about the ritual of well-being? Please tell me about your company and how well-being fits your ethos? How do you choose your products?
MS: I am naturally very driven and very goal-oriented, which sounds great, but because of it, I have a strong tendency to ignore my sense of well-being. I am a workaholic by trade, and I sometimes work so much that I could go an entire day without eating, moving, resting, going outside, you name it. And being that I am a small business owner with big dreams, I allowed the work of launching PARA to eliminate any ritual I once established.
My current ritual is super simple in that it consists of me walking my dog Marlo 3 times a day- no matter what. It anchors me and forces me to take a break from my work. It makes me bond with another little soul of love.
My main brand and personal ethos are 1) Trust in the quality of the product. To be a trusted resource among our customers and 2) Being known for being an ethical company with a positive contribution to the world. At the end of the day, I want to be there for people who are just starting their cannabis journey, similar to how I started mine.
PARA is a welcoming, honest, and caring company. There are certain big-box companies whose name became synonymous with evil, high CEO salaries, disregard for the community and planet. If and when PARA becomes a household name, I want it to be synonymous with philanthropy, kindness, trust, overall goodness.
Before starting PARA, I knew that my next career move, whether working for myself or somebody else, I had to be proud of my contribution beyond monetary success. And that feeling really stemmed from my experiences in 2020.
Products at Para are picked with design and functionality. I do a lot of research online. I did my initial buying round by literally googling variations of “weed accessories” and just went from there … websites, articles, social media presence, partnerships, the founding members… all with a few questions in mind: do they give back to the community? Are they original? Are they small? What it boils down to is are they a company I want to ethically support as well?
WB: What kind of obstacles do you face? How do you remove those obstacles? What are your six and twelve-month goals? Do you have a mentor?
MS: There are many obstacles that are presented when dealing with- even in an ancillary capacity- a plant that is not federally legal in the US. This includes everything from high banking fees, social media restrictions, fewer funding options, etc. Those types of obstacles can’t be removed in the short term. You just have to anticipate them financially and work around them creatively. Having said that, despite the obstacles, I do think it’s a very exciting time to enter the cannabis space because I feel like I’m experiencing history in the making.
I have BIG goals for PARA, so I want to make sure I establish a company with a strong foundation and set it up for longevity. Over the next year, the goal is:
· To continue to grow our audience and customer base
· Invest in the right categories, learn from customers’ feedback
· Increase our philanthropic endeavors
· Release our first in-house product
I was so fortunate to have had strong women who invested time in mentoring me during my early years in fashion. I am certain that their guidance contributed to my success in a difficult industry. As a solopreneur and a cannabis industry novice, I would love nothing more than to have an informed sounding board to help me navigate. I welcome any passionate advisors to reach out, as I would happily be a mentee!
In the meantime, I seek guidance from the small community that PARA has created. I’ve reached out to vendors for funding advice and banking options, to content creators with social media advice, etc. I am always met with a plethora of advice and tips. There is a collective sense of community and willingness to help, which is why I love the cannabis community.
WB: What kind of food do you enjoy? Do you cook? If so, who taught you? Do you have a go/to when you enjoy cannabis? Favorite food memory from childhood?
MS: I have become such a stereotypical New Yorker when it comes to food- living off dinner plans and takeout- a fact that I became painfully aware of during the pandemic.
Every food is my go-to when I smoke! But dessert in particular- I have such a sweet tooth.
Like I mentioned earlier, I “prepare” meals for myself- mostly to take mental breaks from work and add structure to my day. But real cooking, I wouldn’t say I know how to do that. My mom is actually an amazing Chef, and I’ve always had great meals growing up. I joked that we have to partner up and start a cannabis-infused restaurant when it’s fully legalized. Knowing her, she’s probably putting together a menu as we speak.
My favorite food memory from childhood is definitely of my mom’s early years as a cook experimenting with different menu items. My mother was actually a stay-at-home mom throughout my childhood and didn’t enter the workforce until her mid-thirties as a cook. She was an overachiever who concocted these unique dishes and desserts at home before introducing them to the Chef. My brother & I were her testers, and we were tough critics.
WB: What is your passion?
MS: I have different passions at different levels of importance to me. At the top of the list, I would say community. Over the past few years, I have really developed a passion and somewhat of an obligation to help. The biggest instigator of that is my transition into cannabis and learning about the injustices people face. I can’t operate a profitable business knowing that others are in jail for pioneering an industry that we are currently benefiting from.
My passion extends to more than just my immediate cannabis community. I want to bring awareness and make meaningful contributions to climate change and mental health advocates. I want to help others, which all ties into my ethos of doing GOOD!
I’m a massive fan of cocktails and mocktails that use puddles of summery melon (grilled first-trust me on this), along with coins of cucumber and tangles of well-washed, fresh mint.
Sometimes I make this take on a punch with a medicated rich simple syrup and other times I
use infused Rhum Agricole from Martinique or a combination of the two. In this case, I’m sticking to the mocktail version. It’s true that the Rhum Agricole method is quite salubrious, but you can add the Agricole Rhum on your own time. It’s breakfast-time here in New Jersey (where I’m writing this), ten degrees out and I’m not yet ready to drink before the sun is warm over my toes. It’s not like I’m chillaxing by the town pool, that is frozen solid right now! Brrr. Perhaps this drink will enlighten you into believing that it’s in the mid-eighties outside and you just might need an inspirational dollop of amusement in your day. Please remember the reason why you enjoy a cannabis infused beverage in the first place. They are non-confrontational. Smoking a fatty in the street will get all kinds of attention. Some positive, but most negative. When you smoke cannabis, everyone knows your business. Stigmas aside, I prefer to let people draw their conclusions about me through the things I say, not the weed I smoke. Although in some circles it couldn’t hurt!
But I digress. This is not about smoking cannabis in the street, but it is about enjoying one of the finest craft cocktails you’ve ever sipped, packed full of your favorite healing herbs. You know what kind of herb I’m discussing, right? The main ingredient in the mocktail happens to taste pretty darned good at this time of the year, as some of the best melon I’ve ever tasted comes to NJ in the winter months. Melon or if you can get it, the more exotic, musk-melon, offers a deeper and more exotic sensory experience. Then when you draw your chef’s knife and make two inch slices in the melon, sprinkle a little sea salt over the top of each slice. You will have prepared a grill, either outside with fire, or inside using a cast iron grill pan. Whatever way you choose, the fun thing is watching the sweet fruit caramelize against the flame. But don’t cook the fruit too much, I’m only looking for a golden brown hue- not burnt. And remember, when you take hot food off the fire it will continue to cook, so please keep that in mind. Set aside the crescents of melon and let them cool. European cucumbers are those long, slender vegetables that often come packaged in a sealed plastic covering. This is to protect the tender skin of the cucumber from bruising. It also allows you to use the fragrant skin and the oils in your mocktail without peeling the cucumber first. A win/win. Cut several cucumbers into coins, about an inch around and set aside with a clean and damp cloth on the top of them.
In a punch bowl, muddle the grilled melon along with the coins of European cucumber. Add the medicated honey syrup into the mix and top with a 750ml bottle of cool sparkling water, stir to combine and slap a bunch of mint over the top. Add some ice and stir. Dot the top of this drink with cucumber bitters, I think Fee Brothers makes a fine version of this artistic liquid.
Recipe: Cucumber Melon Mint Cooler
Ingredients:
- 1-3 small Melons/Musk Melons cut into crescents about an inch or two in diameter (grilled and set to cool)
- 2-3 European Cucumbers, cut into coins
- 2-3 bunches, well-washed, fresh mint
- Fee Brothers Cucumber Bitters
- 1-750 ml bottle of sparkling water
- ½ cup, medicated raw honey simple syrup- made 1:1/honey to spring water and 1 ounce of decarbed cannabis infused into each fluid cup of the simple syrup… It sounds like a lot, and it is!
These drinks will be potent… Common sense will tell you not to drink more than one per ½ hour.
Pro Tip:
Wash mint well, let dry in a cloth towel. To Slap mint, place it in your hand, and slap it. Just like that! This releases the oils in the mint and makes it more fragrant.
Pro Tip:
Raw Honey Simple Syrup (with decarbed cannabis) Decarb your cannabis to reveal the THC, from THCA- Activating it. This is accomplished by heat and time. 220-240 degrees for 45 minutes, well covered, or I use the Ardent device to decarb – a much better idea – no burnt batches! Let cool, covered if you use an oven. And it’s going to stink, unless you use the Ardent, which gives off virtually no odor. Something to keep in mind. https://ardentcannabis.com/
I also own a Levo2. This machine does everything I’ve discussed in making an infused simple syrup. Decarbing and infusing. 1 do a 1:1 syrup in the Levo2 as well. The Levo2 does one cup batches so cut the liquid to ½ cup honey to ½ cup spring water in this device… I use ¼ ounce per batch in the Levo2. https://levooil.com/
Instructions:
- In a punch bowl, muddle the grilled melon along with the coins of European cucumber.
- Add the medicated honey syrup into the mix
- Top with a 750ml bottle of cool sparkling water
- Stir to combine and slap a bunch of mint over the top
- Add some ice and stir
- Dot the top of this drink with cucumber bitters, I think Fee Brothers makes a fine version of this artistic liquid
Categories
Cannabis Drinks Expo!
Veritas Fine Cannabis in Colorado has kept itself ahead of the rest of the industry with quality products, innovative branding, and promotions.
No, the company is breaking away from the rest of the pack by appointing environmental health and safety manager, Elizabeth Lee, to spearhead their sustainability efforts. Along with her degree in environmental studies, Ms. Lee was recognized as the woman for the job after internal meetings revealed her deep interest in sustainable practices.
DENVER—Oct. 26, 2021 —Veritas Fine Cannabis, Colorado’s original craft cannabis, today announced the company’s new position of Environmental Health and Safety Manager, promoting packaging lead Elizabeth Lee into the key role. The position will oversee company initiatives to advance sustainability, including energy conservation and packaging, two notorious problem areas for the global cannabis industry.
“Veritas has championed sustainability since inception and we are very eager to leverage this new role and Elizabeth’s background to elevate this commitment to new proportions,” said Mike Leibowitz, CEO of Veritas Fine Cannabis. “We started ‘Veritas Talks’ last summer, where employees have a platform to spark conversations about how we can progress as a company. Through this, Elizabeth shared several ideas we implemented and immediately felt an impact, so much so that it flourished into this new position.”
“Sustainability is something I’ve always found passion in, along with working in cannabis,” said Elizabeth Lee, Environmental Health & Safety Manager at Veritas Fine Cannabis. “Having the opportunity to help Veritas be at the forefront of sustainability in the cannabis industry is a dream for me.”
Ms. Lee holds a bachelor’s degree in environmental studies from American University and is approaching the final year of her master’s degree in the Environmental Health & Safety program at the University of Denver. In addition to spearheading sustainability initiatives, Elizabeth will oversee Veritas’ environmental health and safety program.
About Veritas Fine Cannabis
Quality, consistency, honesty, and preserving the unique terpene profile of each strain—these are the guiding principles that set Veritas Fine Cannabis apart as one of America’s first premium cannabis wholesalers. Named after the Roman goddess of truth, Veritas is more than a cultivator; it is a curator of the cannabis experience. From first cuts through harvest and packaging, the Veritas team does everything by hand to optimize the full expression of a strain’s terpenes that yield singular effects. The company continually adds to its library of hundreds of proprietary genetics and catalogs each cultivar by terpene profile so consumers can find the perfect Veritas product to fit their individual needs. With buzzworthy strain drops each month, Veritas leads the market in connoisseur cannabis. For more information, visit veritascannabis.com.
I had the opportunity to dig a little bit deeper into Veritas Fine Cannabis and it made me appreciate their website even more. This is a brand that resonates with nerds like me!
Cheers! WB
Warren Bobrow: Please tell me about yourself? Why Cannabis? What brought you to the plant?
Elizabeth Lee: I am originally from Minnesota and lived there my whole life until I went to college. I took the big leap and moved out East to attend college at American University in Washington D.C. I have a Bachelor of Arts in environmental studies and a minor in sustainability. After graduating, I decided to move to Colorado without even visiting, and it was the best decision for me. I knew with my degree I could find a job I’m passionate about and decided to look into the cannabis industry. I saw that growing the plant was energy and water-intensive and required copious amounts of packaging. With no federal regulation and influence, I felt the cannabis industry had the opportunity to be at the forefront of environmental sustainability. And once I started working in a cultivation and packaging facility, I saw the hazards workers are exposed to, and it made me think a lot about the health and safety side of cannabis. In June of 2020, I decided to pursue my Masters at Denver University in Environmental Health and Safety. I am set to graduate in June 2022.
Warren Bobrow: Indoor or outdoor grown? Why? Organics? Biodynamics? Favorite strain? Grown by whom?
Elizabeth Lee: As a home grower, I prefer to grow outside. Why not take advantage of the Colorado sun! My favorite Veritas strain is Tropicana Cookies. I love the pungent citrus smell and taste that comes from it.
Warren Bobrow: What are your six and twelve-month goals?
Elizabeth Lee: A sixth-month goal of mine is to execute a company-wide safety policy. We want to implement new employee safety training and quarterly training thereafter to ensure every employee feels safe and confident doing their job. OSHA has not set standards specified to cannabis yet, but there will be a time when that happens, and Veritas wants to be at the forefront.
As a twelve-month goal, we want to reduce our reliance on new packaging and find a solution to sanitize and reuse our cannabis jars. Package waste is a serious issue, and we need to divert waste from landfills. Since we already use glass jars, the opportunity to sanitize and reuse them would divert many of these jars from even making it as far as the recycling bin.
Warren Bobrow: Favorite food when stoned? Favorite food memory from childhood? Do you cook? Who taught you?
Elizabeth Lee: I would say my favorite foods to eat when stoned are desserts. I really love watching “The Great British Baking Show” and have now taken a liking to gourmet desserts. Tarts, mousses, cakes. The show gives me a lot of inspiration to expand my baking skills, as well! I also really enjoy cooking. My great-grandma Kate used to cook and bake such amazing things when I was younger—so good that we had a recipe book created before she passed away. I still cook her recipes to this day. Some of my favorites are tater tot hotdish and her famous waffle cookies. I also love finding food accounts on Instagram and making their recipes.
Warren Bobrow: What is your passion?
Elizabeth Lee: I am passionate about living a life that considers the health of people and our planet. I’ve always enjoyed making changes that better my life and the overall environment. I think we forget that we all have an opportunity to ignite change and one person can have a great influence on others.