Don’t miss this chance to discover the next bestsellers at Total Product Expo! Explore the hottest products across 50+ categories, connect with industry leaders, and light up your knowledge on the latest trends and regulations. Plus, join us for a fun Industry Night After Party where the good times are guaranteed to be lit!
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HQ Magazine
As the industry’s leading publication for over two decades, we want to remind you all that we are more than just another magazine; WE are the nexus of commerce for the counterculture marketplace; headshops, smoke shops, vape shops, adult novelties, and dispensaries. Both publisher and platform, HQ exists to facilitate the continued evolution of a once-marginalized industry now on the cusp of legitimization. As a publisher, we are your advocate and your advisor, your continual stream of all information that matters to you; from product knowledge, to business insights, to how it all fits into the panorama of the bigger world. As a platform, we are your connection. We are the bullhorn, the billboard, and the bridge; the perfect bullseye of your target market. And as this industry continues to come into its own and navigate the coming seismic shifts in the landscape, we’ll be the light to guide its steps.
HQ EXPERIENCE
HQ Magazine, the industry’s longest-running publication, remains committed to serving the smoke shop community. With an unwavering dedication to delivering award-winning content, and relevant news and providing insight into the latest and greatest industry products, HQ will continue to seek out the best way to reach as many subscribers as possible.
With HQ’s recent acquisition, the tides are turning and we know that YOU are ready for something new, something BIG. If you are looking for an upgraded experience, join HQ’s Elite membership program by scanning the QR code below. With each membership, you will receive HQ Magazine each month with no service interruptions, free access to HQ’s digital magazine, exclusive o ers from our advertisers, and periodic sample boxes from the industry’s most trusted brands.
Marc Toretzky sales@headquest.com C: (213) 304-3751
Lanette Sullivan lanette@headquest.com
Creative Director Copy Editor Intern Billing
David Pogge david@headquest.com
Casey Patterson
Jonathan Branch
Therese Galati accounting@headquest.com
Matt Weeks
Berlin Sylvestre
Ryan Mills
Brandon Schechter
Contributing Writers We welcome feedback! If you have any questions, comments or concerns, please email us at editorial@headquest.com.
HEADQUEST INTERNATIONAL LLC. assumes no responsibility for contents herein. Opinions expressed in articles are strictly those of the writer.
Published monthly by Headquest International LLC., 6300 Riverside Plaza LN. NW., Suite 100, Albuquerque, NM 87120. Send address change requests (please include information from the shipping label) to the address above, call 505-2756049, or email subscriptions@headquest.com. Printed in Canada on recycled paper with vegetable-based inks.
HQ has no a liates or outside sales team. Any business or person contacting you and acting as an HQ Representative or claiming a liation with HQ Publications is unlawfully misrepresenting himself or herself.
Please contact sandy@headquest.com if you are approached by any such entity.
CONTENTS
22
Smoke Signals
First, a few frivolities about the ‘90s, then we’re taking a partial break from our regularly scheduled program to cover the aftermath of Hurrican Helene and the businesses in our space that have been affected.
38 The struggle is real: Brandon from Yin Yang Infusions goes hard in the paint with a California shop owner to learn the ins, outs, ups and downs of running a head shop in 2024. The Green Room
HQ After Hours
Come explore the fun side of adulting.
54 Market Penetration
The adult toy market is fully engorged with profit, and experts are predicting bigger, harder numbers to come.
58 PleasureQuest
We wrote about some f*cking toys. No, seriously.
62
Women in Cannabis
This month, our very own Monica Fresquez gets the spotlight. The star account rep spills the goods on the art of sales and it’s all about the kill.
Heads of Industry
68 It’s HQ’s 25th anniversary, and in observance of the milestone, we’re turning the cameras inward.
HeadSpace
Weedy topics for wonks and chin-scratchers.
76
Oh, the Accolades
It’s our birthday, so we’re making it all about us; find out what the industry’s titans, veterans and legends have to say about your favorite trade rag.
82
Pitter Patter . . .
HQ’s Creative Director tries to explain his vision for the magazine’s content, but mostly just gushes over a Canadian comedy series. It’s a solid read either way (allegedly).
86 Jersey Devil’s Lettuce
We sent our fearless intern deep into the interior (also known as New Jersey) to attend the 420 Expo and report back on his findings. The results speak for themselves.
94
New Year, New Trends? What’s in store for 2025? Hopefully, a return to quality over quantity, says Alfred Viggiani.
102
It’s our end of the year extravaganza! We put on our tastemaker pants to give you our take on the top 25 products on the market this year. Quest 4 the Best
110
Like a chainsaw wood carver, our pals at the AVM meticulously shave away the faleshoods about vaping until all that’s left is the beautiful truth. Industry Associations
C RYP T I C the
briefcase
briefcase The
Everything You Didn’t Know You Needed to Know
1999... In
A Quarter-Century?!
You read that correctly. HQ Magazine is now 25-years-old, which according to the experts, means it’s about time we started getting serious with our career goals. Dad wants us to come to work at the factory, but we’re still holding onto hope for a viral post on our OnlyFans page. In recognition of the milestone, we’re dabbling in some sweet, sticky nostalgia, reminiscing about what life was like when it all began, back in 1999.
Napster was launched, enabling people to illegally download the music of their favorite artist. Now we steal from artists legally with Spotify and Apple Music.
The first installment of The Matrix trilogy hit theaters, triggering a mass questioning of reality. Now, we have politicians for that.
President Bill Clinton was acquitted in the Senate after being impeached by the House. His high crime/ misdemeandor: a b----r in the White House. We were so young.
Is That . . . ??
Yes, the one and only; Stormy Daniels, the adult film star who nearly changed the course of history, on the cover of HQ. We’re a bigger deal than you thought.
George Lucas revitalized the Star Wars franchise with the release of Phantom Menace. No one liked Jar Jar Binks then either.
And That’s a Wrap.
We’ve rounded up the top gear, glass, and goodies of the year in Quest 4 the Best. If you haven’t already, flip back and check out the ultimate lineup of can’t-miss products that are sure to elevate your shop’s game. Trust us—this is one list you don’t want to sleep on. Congratulations to Know Naturals for taking the #1 slot with their new infused liquor, Slighlly Elevated. Find out more on Page 102.
Fun Fact: There is only one remaining copy of this
Trade Show Roundup
Ends: 01/1502025 Tapatio Cli s Resort 11111 N 7th St, Phoenix, AZ 85020
Alternative Product Expo Begins: 04/03/2025 Ends: 04/05/2025
NASA’s Mars Climate Orbiter crashed into Mars due to a mix-up between metric and imperial measurements, proving it’s not how smart you are but the way you measure success.
Reminder: We’ve Made You a Holiday Playlist, so You Don’t Have to!
If the usual holiday tunes are wearing you out, we’ve got you covered. Our playlist is packed with offbeat, funky tracks that keep the festive vibes alive without all the sugar-coated jingles. Just scan here for a curated mix that’ll keep your holiday season feeling fresh and fun.
The Google search engine was functional, but still in beta mode. Now, Google knows everything about you. This one isn’t funny.
The long road to recovery
GasseX’s Noah Ketzenberger Talks
Rebuilding After Hurricane Helene
A fter Hurricane Helene’s devastation of North Carolina, the glass community was left to pick up the shattered pieces. We spoke with Noah Ketzenberg, AKA, “Dr. UnkleNoNo” of GlasseX out of Asheville, North Carolina ,to talk about the heavy blow that has been dealt to our friends and colleagues in the Southeast. Noah–or the good Dr. NoNo–is a legend in the
What does the Asheville community look like now, post-Helene?
It looks like a war zone. It looks like a hurricane ripped through our Western North Carolina and destroyed everything in its path. It has caused so much destruction. People have lost their lives, people have lost their homes, and people still don’t have clean water. The community has come together and everyone is trying to figure out this disaster.
How is GlassX doing right now?
My employees are going to get paid no matter what. Some of them might have to give up some of their vacation time, but we’re working it out . . . One guy didn’t come in for two weeks, and another didn’t come in for a week. And you know what? I said, f-ck it. They need money. They live closer to paycheck to paycheck than I do. I want them to thrive and know that I’m supporting them by paying
piper world, having been part of the flameworking community for the past 20 years, first as the founder and driving force behind the glassblower collective GlasseX, and then as the selfdescribed “kingpin” of Hemp 4 Victory, a North Carolina CBD shop and glass gallery that has quickly become a staple of the region. We are grateful to Noah for taking the time to update us on the conditions on the ground.
them, and I need them to kick ass.
How are you holding up through all of this?
I work great under pressure and I care deeply about our team. This has revitalized the desire for me to go out and crush for our community, because our community needs it more than ever. I was getting discouraged–I would say a little bit depressed or maybe even in denial with the glass market in America. We went from doing close to $3 million in wholesale a year, being the largest American made pipe company in the world, to $800,000 in one year. . . that was the difference between 2022 and 2023. So that said, it’s got me working diligently to help my fellow friends and community to push through these times and make the best of what we got and keep my head up.
Are you getting any support from your wholesale customers?
The oldest head shop in North Carolina, Infinity’s End, gave us $250 cash and their manager, Chris, gave me $200 out of her own pocket. So far of that $450, I’ve given
away $300 of it to just glass blowers who are struggling. That’s community to me.
with
years. But even still, she offered to help me with chainsaw equipment, because all the stores are sold out. And then she’s like, “Noah, I haven’t placed an order with you in years. Do you need an order?” I was like, “I’d really like one.”
Flower City in Cleveland, Ohio, bought a thousand dollars worth of stuff from one of my glass blowers who suffered some pretty big losses from the storm. He was like, ‘Give me a thousand dollars of his stuff. Pick it out for me.’ So Danny at Flower City really helped . . . I love that guy.
Are there ways people in the industry can help out?
Help us and we’ll help you. What goes around comes around. We will be there till the end of time and you will not be forgotten if you decide to help us. And the best way to help is orders. Buy American products, support American laborers, stay positive and remember that there’s
THE FIRE BURNING KEEPING
Support Independent Glass Artists in Need
After 25 years of being part of the head shop, smoke shop, cannabis, and countercultural community, we at HeadQuest know that the heart of this industry is its people. We’re beyond grateful for all the love and support over the years, but right now, our friends in North Carolina’s independent glass scene need your help.
Hurricane Helene hit hard, leaving behind devastation in places like the River Arts District in Asheville. Local glass artists have seen their home studios wrecked by floods and mudslides, with equipment and art reduced
nothing that we can’t do if we come together. At the height of our career, we had 150 glass blowers that we represented and we’re down to like 25 on a full-time level and maybe 25 on a part-time level.
My ceiling caved in. Between that and the glass we lost, I’m probably out $10-15 thousand . . . but I didn’t start a GoFundMe. I’m just not one to ask for handouts. I would much rather sell something to you to where I can get what I need to keep on keeping on.
The best way to help is to utilize our services. I don’t want assistance other than to put me to work. Why? Because I want to be useful. I want your money to help make our lives better so that we can make your life better too.
Help Noah rebuild; buy quality American art from GlasseX.
1.
2.
3.
by Magnum Mangkang, shocasing his signature woodgrain tech & superb fuming. Available from GlasseX.
4. NJR Color Accent Side Saddle Recycler, available from GlasseX
to rubble. Studios like Mountain Glass and Level 42 are trying to rebuild from nothing but a collapsed roof and a pile of stone. These are the artists who’ve been blowing fire and creativity into our culture, and they’re starting from scratch.
If you’ve been eyeing a new piece, now’s the time to order it. Your business can help these artists get back on their feet and breathe life back into Asheville’s creative pulse. Support your local glass blowers, keep the culture alive, and let’s help rebuild what makes this community thrive.
1. Sand Spirit: Local Asheville artist & father of four who lost everything.
Quick snap of Helene aftermath taken by Noah the day after the storm.
Noah snaps a selfie at Craggy Garden Pinnacle just outside of Asheville, NC
“Super sexy” bubbler
5. Cristo Fume Recycler, Available from GlasseX.
Pictures (Adjacent Page)
1. Funhouse: NC glassblower with amazing bongs and pendants.
1. Shane Smith: Asheville artist with 20+ years of experience.
1. Gnarly Harley Asheville artist & CHAMPS Glass Games alumnus.
1. John DeZeeuw Incredible NC artist; on the torch for 15 years.
1. Mountain Glass Beloved industry supplier, in business since 2002.
1. Level 42 Glass Asheville glass art studio & distributor.
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HATE THE GAME DON’T
By Brandon Schechter
The Struggle is Real: Peripheral Ganjapreneurship in 2024
Jerome is the owner of three Los Angeles California-based smoke shops: Sandbox Smoke Shop in Redondo Beach, Pipe Down in Lakewood, and Pipe It Up in La Habra. We sat down with Jerome to get his insight on the highs and lows of owning a smoke shop in 2024, including top selling-products, and how to stay profitable and successful in these uncertain times.
Let’s start at the beginning. What intially inspired you to open a smoke shop?
What inspired me to open my own business was my strong desire to be an entrepreneur. That’s the number one thing for me: I always want to have my freedom and a comfortable
work-life balance. I always wanted the freedom to work with different groups of people, usually younger adults, to be able to mentor and help them learn to be entrepreneurs and leaders in their community. As far as my reasons for joining the smoke shop industry, I’ve been an advocate of cannabis use since I was young, and I’ve always taken a liking to smoke shops. As a teenager, I always wanted to not only own a smoke shop but also have the coolest shop around.
How has the industry changed over the years?
I have always taken a liking to glass and the artistry that goes into making each piece. One of my first jobs in the industry was wholesaling glass to smoke shops. It
was literally a job involving sales out of a backpack, but I really enjoyed it. I would take out all of my glass samples in front of smoke shop owners and have customers coming up to us excited to check out the different glass, which also made the store owners happy. I really miss that.
What changed is that, unfortunately, glass isn’t as cool as it used to be. I don’t feel like glass is as “cool” to customers as it was when it was illegal. Customers are not fantasizing about glass like they used to. I used to have customers come in and talk for hours about glass; we would just chop it up and share our mutual love and appreciation for the art. So that
is definitely a big change. I feel like it made glass less exciting. Everything illegal tends to seem a little cooler.
Now, glass sales are more driven by necessity and basic functionality; customers just need something to smoke out of. Sometimes people will buy nice pieces, but overall, the customers behind it are not nearly as enthusiastic about glass as they once were.
What percentage of your sales is from glass versus other products? What are your topselling products?
I would say glass sales make up about
I don’t feel like glass is as “cool” to customers as it was when it was illegal . . . I used to have customers come in and talk for hours about glass . . . Everything illegal tends to seem a little cooler.
ONE OF MY FIRST JOBS IN THE INDUSTRY WAS WHOLESALING GLASS TO SMOKE SHOPS. IT WAS LITERALLY A JOB INVOLVING SALES OUT OF A BACKPACK, BUT I REALLY ENJOYED IT. I
30% of our revenue, while vapes make up 50%. In 2024, I would have a hard time naming a smoke shop “a glass shop,” whereas before, I could almost literally just sell glass and still be profitable. I know a lot of glass blowers who were successful a few years ago, and now many of them are just struggling to stay in business and make a profit.
Kratom is another big product that sells a lot for us. Kratom has gotten so much better over the years because the knowledge behind it has expanded. A lot of people didn’t know what it was and the health reasons behind it. CBD products are still a big seller, especially CBD gummies. CBD sales
Continued on Page 44
dropped off for a while, but they are starting to come back now that many of the hemp-only stores are slowly closing down and big box stores are becoming less open to CBD.
Papers and Raw products are always a big seller for us. Not just their papers but their skateboard decks, blow-ups, clothing, accessories, etc. You have to love a company that is so deeply rooted in cannabis culture that all of their accessories sell and are popular among cannabis users.
In what way would you say COVID-19 affected your business?
The biggest societal change I have noticed is that I feel like humans became more lazy, at
The biggest societal change I have noticed is that I feel like humans became more lazy . . . free money was being handed out. This disincentivizes people from working as hard, and as a result, they also have less money.
least here in Southern California, because free money was being handed
Companies are adapting to this nature as well, knowing the state of the
out. This disincentivizes people from working as hard, and as a result, they also have less money. So by that alone, you have employees that change their work ethic and consumers that change their spending and shopping habits.
economy. For example, Puffco’s newest product is priced at $220, which I think is a reasonable price given the state of the economy and people’s finances. Puffco’s previous product drops were closer to a $400 retail price point, which
is higher than most consumers are willing to spend in 2024.
I started my first shop (Sandbox) in 2020, right around the start of COVID-19. I was probably the last smoke shop in our area to close because it was my first year, and closing would have meant the end of my business. We stayed open while adopting strong COVID-19 precautions—masks, gloves, hand sanitizer, not letting people in the store, etc. That year, we had a killer 4/20 celebration where people came from all around the state. The following day, 4/21/2020, the city came in and forced us to close down as a “non-essential business.” Luckily, we made enough money in
the interim and on 4/20 to stay afloat until we could reopen later that year.
What advice do you have for other smoke shop owners?
Either you offer better pricing or better quality. You have to be better in some way—better atmosphere when you go there, better pricing than your competitors, or some combination. I am also always looking on social media for the newest trends and products in the smoke shop space. Having new and exciting products is a great way to incentivize repeat business because customers will come shop at your store for the latest and greatest products.
How do you use platforms like Google, Yelp, social media, and other online platforms to get traffic?
What would you say are the challenges of running a smoke shop in 2024?
Challenge one: The main challenges will be dealing with employees. If you have more than one shop, you can’t possibly be at each shop all the time. So structure is very important. Having a good team should represent your character and the person you are. Building a strong team of capable employees is absolutely essential. When somebody goes into any business and enjoys dealing with the person on the other end of the counter,
I
am also always looking on social media for the newest trends and products in the smoke shop space. Having new and exciting products is a great way to incentivize repeat business because customers will come shop at your store for the latest and greatest products.
I don’t do too much marketing for my shops, but with platforms like Yelp and Google, I still feel like those are among the top ways that every store owner should market their business. When you think about it, a majority of the time when someone is looking at a restaurant to go to, they’re going to use one or two things—Google or Yelp.
So obviously, you have to make sure that the name is correct, hours of operation are up-to-date, and more importantly, make sure that your employees take care of every customer that comes in and encourage them to leave a Google or Yelp review. By utilizing those platforms and having the best reviews in your area, that should be the first thing that boosts your business itself.
I think that will show, and it should rub off on the customer and leave a positive impression.
Challenge two: The constantly changing laws and legalization are going on here. For example, flavored vapes are illegal. It’s clear that some cities care more and some cities care less, but I feel like the government sets up these laws in a way that lets the officials in each city make the decision and choose whether or not to enforce these regulations.
Almost every smoke shop in California sells vapes. When vapes are half of most smoke shop’s sales, they have no choice but to sell them if they want to remain in business. It rubs me the wrong way when California makes laws like that because I don’t remember having a chance to vote on this issue. We have flavored alcohol, and we are supposed to be the land of the free. But then there are laws on what we can and cannot smoke.
The main point the politicians creating these laws are trying to convey is that the vapes are appealing to kids. Well, smoke shops used to be 18+ for tobacco sales, and now they have increased the age to 21+. I feel strongly that smoke shop owners and vape shop owners who do the right thing and follow the law of only selling to 21+ are doing no harm. If they follow that law, they shouldn’t have to get punished because of the guy down the street who’s selling to underage customers and taking them to the high school, which is unacceptable. We need to hate the player, not the game. At my shops, we won’t even sell a lighter to people under the age of 21; we always put our best foot forward to do everything by the books.
This conversation is far from over. Scan the QR below for more of Jerome’s insights on countercultural retail in 2024. Still to come: Jerome offers his thoughts on hemp/alternative cannabinoids (Delta 8, HHC, Delta 9, etc.) and goes back to the very beginning to give us a brief history on how he landed in the smoke shop industry in the first place.
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BREAKING THROUGH Normalizing Sex Toys: Pleasure
Sex toys. Chances are, if you haven’t tried one, you’ve thought about it or maybe even stumbled across a few while shopping online for something much more innocent like a new desk lamp. (Thanks, targeted ads!) But what was once tucked away in the back of adult shops has now become a $30 billion global industry, making it clear that pleasure is no
longer a secret affair. In fact, sex toys are having quite the glow-up, and the numbers prove it.
Size Matters (Market Size, That Is)
The global sex toy market hit the $30 billion mark recently and is set to double by 2030, with no sign of slowing down. If you’re thinking, “That’s a lot of vibrators,” you’d be right but it’s also a lot of everything else. From high-tech, app-controlled devices to old-school classics like dildos and anal plugs, there’s something for everyone in the world of sexual wellness.
no Longer a Secret Affair
By Ryan Mills
catching up fast, spurred by changing cultural norms and bigger disposable incomes. What’s behind this boom? Well, the pandemic certainly helped by forcing us all inside (if you know what I mean), but beyond that, changing attitudes about sexual wellness and self-care have brought the industry out of the shadows and into the mainstream.
Who’s Buying What?
The global sex toy market hit the $30 billion mark recently and is set to double by 2030, with no sign of slowingdown.
In the North American and European markets, people have really embraced the ‘treat yo’ self’ mentality, and Asia-Pacific markets are
Now that sex toys are less hushhush, it’s time to look at the people behind the purchases. Unsurprisingly, young adults lead the charge. Millennials and Gen Z have shed any remaining puritanical shame and fully embraced the pleasure revolution. The 18-34 age group is responsible for most sex toy purchases, with men and women being almost equally interested.
And let’s clear something up: while women dominate certain categories like vibrators and clitoral toys (because, duh), men are stepping up their game too. Male sex toys are on the rise, and products aimed at men like strokers and prostate massagers are quickly becoming bestsellers. Couples are also getting in on the action as more and more people are incorporating toys into their sex lives. In fact, nearly half of all men and women aged 18-60 have used a sex toy at least once.
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In the age of smart everything, sex toys are no exception. The hottest trend right now is the appcontrolled toy. Imagine controlling your partner’s vibrator from across the room or across the globe. Long-distance relationships? No problem. With a swipe of your smartphone, intimacy just got a whole lot more interactive.
Then there’s the rise of AI in sex toys, which, while sounding a bit like a late-night cable sci-fi plot, is actually a thing. These smart devices can learn your preferences and adjust settings accordingly. Think of it as a personal trainer, but way more fun. Sales of AIintegrated toys spiked 25 percent last year alone. And let’s not forget about augmented reality (AR)
E-Commerce: Discretion Wins
You can thank the internet for helping sex toys go mainstream. Online shopping has revolutionized the industry, allowing people to browse in privacy without the awkwardness of bumping into their neighbor while holding a double-ended dildo. During the pandemic, e-commerce sales exploded, with a huge chunk of the population (over 70 percent in the U.S. alone) now buying their toys online. Anonymity? Check. Huge variety? Check. More time to read reviews about how that one toy changed someone’s life? You bet.
Gender, Inclusivity, and Breaking the Binary
The sex toy market is set to hit $80 billion by 2030, and with innovations in teledildonics (yes, that’s a word), wearable tech, and even eco-friendly toys, the future is looking pretty sexy. Sex toy companies are increasingly focusing on wellness and sustainability, with biodegradable materials and products that look like they belong in a (very specific) art gallery.
The industry has gone from a behind-closed-doors affair to a cultural phenomenon, and it’s not slowing down anytime soon. Whether you’re a seasoned shopper or just dipping your toe in, one thing’s clear: the pleasure revolution is here to stay, and it’s more fun than ever.
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From extraterrestrial exploits to deep, penetrating experiences with Cthulhu, these out-of-this-world sex toys promise to take you to new dimensions of pleasure. Each one of the mythical members is crafted from non-porous, body-safe silicone, so the outer limits of pleasure can be reached with the Centaur Explosion Squirting Dildo or Dragon Snatch Stroker, for example.
And yes, the suction bases are sturdy enough for you to anchor your dreams to a smooth surface — because these toys are all about unlocking your inner fantasies, even the ones you didn’t know you had. You know you’re ready to boldly go where no mortal has gone before because things are about to get legendary.
Jaguar by Maia Toys
Make that kitty purr! If you’ve ever thought to yourself, “I need a vibrator that combines the stealth of a jungle predator with the power of a supercharged engine,” then do I have news for you! The Jaguar from Maia Toys is here, and it’s prowling through your bedroom like the sleek beast it is.
Let’s start with the basics: this fierce little bullet is packing a punch with 10 vibration settings — five speeds and five patterns — so whether you like a gentle purr or a full-on roar, the Jaguar’s got you covered. At 4 inches long and a slim ¾-inch diameter, it’s compact enough to keep it classy but don’t let its size fool you. This bullet isn’t just a house cat; it’s a tiger in the sheets.
Whether you’re going for a leisurely prowl or a highspeed chase, this little kitty will take you from meow to WOW in no time. And if you ever find yourself caught in a sudden downpour, rest assured, the Jaguar is just as comfortable in water as it is on dry land with an IPX7 waterproof rating.
This bullet is fierce, fabulous, and ready to pounce whenever you are. Charging it is easy thanks to the included magnetic cable. It only takes 90 minutes to go from zero to jungle queen, which is perfect if you need to refuel between rounds.
If you’re ready to let out a few wild moans, grab this sleek beast and let the hunt for pleasure begin.
THRILL OF THE KILL
Monica Fresquez: HQ’s Star Account Exec Dishes on
the Delicate Art of the Sale
the most competitive arenas imaginable.
But amazingly, she’s somehow more impressive than her record suggests.
By Matt Weeks
I f you’re an advertiser, beware. Monica Fresquez is coming for you—and she doesn’t miss.
The Account Executive for HQ is a certified platinum talker. As the former No. 1 sales rep for long-distance carrier MCI’s Bilingual Division and a veteran of the tough-as-nails construction industry, she’s honed her skills in some of
It’s not just that she has the raw numbers, the client relationships, and a deep well of industry knowledge. She has a way of making arguments irresistible.
The Tiniest Ad
Maybe the most amazing thing about Fresquez’s career in counterculture is that it almost didn’t happen.
In the mid-aughts, she was content doing spec work for a
Continued on Page 64
Once you get it, when you fi nally get that sale, it’s euphoric.”
It’s the thrill of the kill. It’s the chase . . .
It’s all about being personable and taking a genuine interest in people’s lives. How are you? Not just how are you, but really, how are you? How’s your wife, what are you doing, where are you going on vacation, how was your vacation?
lumber company, but the Great Recession upended the industry. In response, she embarked on a three-month European sojourn, only to find herself missing her husband, her dog, and her bed—in that
When she came back to the comforts of home and hearth, she realized she also missed work. That’s when a half-inch ad changed her life.
“I was looking in the newspaper, back when newspapers were relevant, and I saw this really tiny ad. I remember it exactly. It said: ‘Want to make a lot of money and have a lot of fun?’ and there was a local number listed below it. I’d seen those before, but it was always an 800 number, and it was a scam. But this one was local, so I called.”
Within a week, she’d met with founder Roger Kay, who hired her on the spot. Just what did he see in her?
“A heartbeat,” she says. “That’s all they were looking for.”
Learning the Ropes
Kay guided his new sales rep through the industry, and she proved an apt pupil. She soaked up his wisdom and insight, taking his sales strategies to
heart and adding lessons from her own experience.
“Roger was a very important person in my life. He was one of a kind. He taught me that you have to be a chameleon, thick-skinned, friendly at all times, even in the face of adversity, and have a smile on your face,” she said. “And also to ask questions about my clients, to take down their wives’ or husbands’ names, their kids’ names, their hobbies, the sports teams they like, what they like to read. Any time they tell you something about themselves, write it down.”
If you need proof that the mentorship paid off, keep reading. You’ll see firsthand how Fresquez delivers the coup de grâce.
“It’s all about being personable and taking a genuine interest in people’s lives. How are you? Not just how are you, but really, how are you? How’s your wife, what are you doing, where are you going on vacation, how was your vacation? My clients are my friends—and my friends don’t tell me no.”
Playing the Game
Sales is a combat sport. There are winners and losers, the stakes are high, and competition comes to play. It naturally attracts a certain personality.
“Sales is sales. I was selling longdistance services. In some ways, that’s tangible, and in other ways, it’s not.
Now I’m selling ad space. And you know, Americans want their instant gratification. They want to see an immediate return on their investment. But it doesn’t work that way. I’m always explaining that. A lot of my job is about educating my clients,” she says.
“I have to convince them that it’s worth the wait. And, you know, we have a lot of credibility because we have been around 25 years. And because I’ve been with the same company for almost 15 years, I have some credibility in the industry. Most people know who I am, and they definitely know the magazine. And if they don’t, well, shame on them because you should know who HQ is if you’re in the industry at all.”
When pressed to reveal more of her secrets, Fresquez changes topics. She asks about the reporter’s life, the weather, and the town where he lives. A full conversation develops and meanders before she stops it cold. “Did you see what I did there?” she asks.
Game: Fresquez.
When it Gets Tough
It’s not always that easy. Sophisticated business operators are savvy. Many like to keep the purse strings pulled tight. Some view the whole business as needless. And, as a female ad rep, Fresquez has faced her share of negativity.
But like everything else, the patriarchy tends to go weak in the knees when Fresquez starts talking.
“Not all of my clients like women, and I happen to be one who is . . . not a wallflower. So, I treat them just the way they treat me. I don’t think they necessarily like me, but they respect me,” she says. “I can tell because they’re always trying to offer me a job.”
Deftly navigating the complex currents of international business doesn’t come easy for anyone. But Fresquez has always made a habit of crossing borders and returning home again.
“It’s a fascinating industry on so many levels. I deal with people all over the world, with different cultures and ideas and more. In that aspect, it’s never a dull day,” she says. “I like to travel and go to trade shows. That’s always very interesting. I’ve made friends literally from all over the world. I’ve had clients come to New Mexico and stay at my house.”
And then, of course, there’s sales itself. It’s a game that keeps her coming back.
“It’s the thrill of the kill. It’s the chase,” she says. “Once you get it, when you finally get that sale, it’s euphoric.”
About Us:
Our mission is to be your front-runner distributor for a true one-stop shopping experience. We offer the convenience of multiple brands for items that guarantee maximum profitability, recognition, and value for the retailer plus the consumer. Through our commitment and dedication to our customer’s needs, we strive to surpass competitors in quality, customer satisfaction, and superior financial performance! Simply put, your success is our success!
19992024
HQ
The Bridge and the Bullhorn: 25 Years and Counting HQ
By Matt Weeks
As HQ Magazine celebrates a quarter century, it’s only right that we pause to consider its journey. How did a print magazine launched at the turn of the century grow old enough to finish grad school?
To find out, we went directly to the source: Sandy Caputo, the hard-charging president of HQ .
“ HQ ’s number one role has always been to connect retailers with vetted wholesalers and distributors,” she says. “We focus on bringing real value to the industry. If someone’s not picking up actionable information from these pages, we’re not doing our job.”
Since joining the team in 2010, Caputo has worked in nearly every facet of the magazine. She’s seen how HQ Magazine broadened its scope to go from a simple B2B publication to become the standard bearer of the counterculture’s business side.
And while the industry it serves has evolved, the publication remains steadfast in its mission to support, inform, and grow the space.
Everyone claims they’re No. 1, but HQ really is. We have the brand, the longevity, and the relationships. You can’t beat that. We’re reputable, we’re ethical, and the content we put out—no one else compares.
The Question that Changed Everything
HQ Magazine was born of necessity. Conceived by smoke shop owners Roger Kay and Ralph Garza, the first issue debuted at an ASD show in 1998. Full of fake ads and sporting an amateurish design, it was more possibility than periodical. Yet its conceit—that the sector could grow stronger through closer connections—signified a crossroads for the counterculture industry.
Every niche market faces a moment of truth when it must decide to change with the times or stay its course. The question HQ Magazine posed at the turn of the century was simple: Would independent shops add their names to a mailing list, knowing that crusading politicians could find them more easily, or was the benefit to their bottom line not worth the price of publicity?
Many sputtered at the thought, but enough believers jotted down their John Hancocks to allow publication to begin in earnest. Throughout the next few years, unfurled. Small shops met big distributors. Wholesalers found new customers. Shop owners discovered discounts, ideas, and a broader network of support.
A decade into its life, HQ had a reliable place in the hands of shop owners across the country. But it was still a niche publication for a niche industry.
“When I started in 2010, things were still very taboo. I wouldn’t even tell my grandfather where I worked,” Caputo says. “One of the first covers I worked on had a picture of this beautiful woman . . . wearing a foxtail.”
That picture didn’t jibe with the image the American public had of itself. In 1999, the internet threatened to expose head shops to community scorn. Instead, the opposite happened. By granting the freedom to search out secret desires in private, the web revealed Americans’ true passions.
By 2013, a solid majority told Pew Research
they supported legalization.
“The shift in mindset has been the biggest surprise since I started working in the industry,” Caputo said. “I didn’t believe it would happen so quickly. But it did. They came to us.”
This is the Work
Like the industry it covers, HQ competes against an ever-growing field of rivals. However, where most magazine startups are pure advertisers, HeadQuest offers a different service.
“We strive for about 30% content in every issue. We don’t want to be an ad rag,” Caputo says. “Delivering useful articles actually adds value for our advertisers. If you look at magazines full of pop-ups and ads, it can feel overwhelming. But when you place ads intentionally alongside engaging content, people pay attention. We’re very deliberate with the magazine layout and content.”
Every ad that graces its glossy pages gets vetted by the magazine’s team. In a sea of fly-by-night knockoffs, HQ is in the business of promoting highquality goods to high-quality sellers. Delivering a premium product is one way the periodical ensures readers that quality is a concern.
That assurance is key to the success.
“I think the biggest differentiator is that we started when we did, which allowed us to become the No. 1 buying source in the industry. Everyone claims they’re No. 1, but HQ really is,” Caputo says. “We have the brand, the longevity, and the relationships. You can’t beat that. We’re reputable, we’re ethical, and the content we put out—no one else compares.”
Not that it’s easy. As the industry grows, new challenges emerge. There are newcomers with fresh ideas, salty old monsters, and (still, somehow) existential threats to the market. Attending to all of them requires vast stores of energy.
“I say I love the industry, but it’s a love-hate relationship,” Caputo says. “I love the constant change—the ebbs and flows of politics, legislation, and new products keep things interesting. I’m never bored. But with fastpaced change comes challenges, like working with new people who may not know anything about the industry. I work with everyone, from someone who looks like Jesus in flip-flops to a guy in a suit and tie in a boardroom. That gives you whiplash.”
The Next 25
Situating HQ Magazine ’s journey in the right historical context is fun, but nostalgia has never been the house style. As a publication covering the counterculture, HeadQuest worships at the Church of What’s Happening Now— and that means making changes.
“Print is still king. People like a tangible product. But in the last 18 months, we’ve been putting more emphasis on digital,”
Delivering useful articles actually adds value for our advertisers . . . when you place ads intentionally alongside engaging content, people pay attention. We’re very deliberate with the magazine layout and content.
Caputo says. “We know the world is digital, so we’ve ramped up our digital presence. Our website gets over 100,000 impressions a month, and we’re moving fast.”
Already, HeadQuest has retooled its website, launched podcast versions of its articles, and spun off a new business-to-consumer magazine. But more is on the way.
“We have a lot of plans for the next five years,” Caputo says. “We're doing a coffee talk podcast with industry leaders, where they'll talk about current happenings in a fun, interesting, humorous way. The digital ramp-up is continuing with more up-to-date information daily. We're also about to put out our third issue of The Counterculture Times , which is a B2C publication. It’s another project we’re offering to our clients to brand their companies in front of a consumer audience.”
Things change, people change, industries change. But through it all, HQ abides. I don’t know about you, but I take comfort in that.
&NOW, A WORD FROM OUR PEOPLE PEOPLE
A25 Years of HQ , and What it
Means: From the Mouths of Our Readers, Clients & Colleagues
s HQ Magazine celebrates its 25th anniversary, we’d like to take a moment and reflect on a journey that began in 1999 when Roger Kay and Ralph Garza envisioned a publication that would unite, solidify, and empower what had traditionally been a fragmented market. At a time when the head shop and smoke shop industry was in the shadows, Roger and Ralph’s pioneering spirit brought cohesion and credibility, establishing HeadQuest as the first and most widely-read voice in the space. Through their vision, a loose network of artisans, artists and fringe entrepreneurs became a thriving community, paving the way for a now flourishing cannabis marketplace. Today, we honor this enduring legacy and the impact HQ continues to have through a meticulously curated assortment of quotes from some of the industry’s best and brightest.
HeadQuest Magazine helped pioneer an industry; they turn stoners into business people and business people into stoners! Thanks for helping us in our quest for the latest products and trends!
-Howard Franklin, West Coast Gifts (Founder & CEO)
Staying ahead of trends is crucial in a competitive industry like ours. I rely on HQ Magazine to keep me informed on what’s happening now, the hottest new items, and emerging trends. It’s all about staying current to make the right moves for my smoke shop & rolling equipment company.
I look forward to the rag every month; beyond showing me new products it gives me insight into both my market and the industry itself.
-Bruce Reith, HW Logic (Founder & CEO)
What a long strange trip it’s been, happy anniversary HQ , a staple of the ever changing industry that’s covered the ups and downs, innovations and the people who’ve made this industry great.
-Jay Work, Grateful Jays, Pompano Beach, FL (Founder)
The crossover between the adult and smoke industries is growing, and HQ Magazine is leading the charge with vision and expertise. Their understanding of both markets and commitment to quality and insightful content makes them an incredible partner!
–Nichole Grossman, Calexotics
Continued on Page 78
Iopened my first smoke shop in 1993 and HBI in 1997. We were one of the first advertisers in HQ Magazine and it has paid off for us tremendously! Ours is a very quickly changing industry with trends coming and going faster than ever. We rely on HQ to show us what items are trending and staying current to make the right moves for our own products and for our community of customers!
-Joshua Kesselman, RAW/HBI (Founder & CEO)
H appy 25th to HQ !!! I appreciate all the kind words and support for my brands you have given me since I started in the industry 15yrs ago.
-Jonathan “JonnyB” Braveman, The Digger, NoGoo & Pu Palz (Founder & CEO)
&NOW, A FEW MORE WORDS FROM MITCH
KIRSNER MITCH KIRSNER
If there’s anyone who can speak to the cultural and historical significance of HQ Magazine, it’s Mitch Kirsner, founder and owner of Fantasy in Newport News, VA. Now defunct after 33 years in business, Fantasy was a rare gem of eclectic funkiness that provided a haven for the freaks, geeks and all manner of dissidents who dwelled on the margins, o ering a rich and carefully curated assortment of records, clothing, pipes, incense, and everything between. The closure of Fantasy in 2018 left behind a gaping hole in the local culture from which Southeast Virginia has yet to recover.
D
oobtubes, LLC has been in business for 17 years. The only magazine that has been around as long as us is HQ Magazine. I have received an issue every month since we started and regularly advertise with them. They have been a joy to work with!!!
-Ray Chico, Doobtubes LLC (Founder)
We’ve partnered with HQ Magazine since 2010, and it’s been a vital springboard for Phresh Picks. We’ve increased our budget yearly because HQ remains a standout advertising outlet, even in this digital age. Clients still mention seeing our ads in HQ , which drives our business. The team feels like part of our industry family, and HQ ’s impact on our success is undeniable. As we celebrate 15 years, we proudly say HQ is the best print publication in the industry. Happy anniversary!
-Robert Poole, Phresh Picks (Founder & CEO)
HeadQuest has been a reliable guide showcasing industry greats! I love to see my favorite glass blowers, shops and vendors in its pages!! Cheers to 25 years and cheers to 25 more!
-Fred Scorsch, Home Blown Glass (Founder)
When I started working part time at a local head shop around 1972, there were no trade magazines, no internet and few resources of any kind for smoke shops. The few attempts at small trade shows generally just led to raids and prosecution. Everyone had to be VERY careful. Surveillance was regular; I was even followed driving around and to my home. Customers had better not ask for a bong or compromise in any way asking for anything at all other than a device for tobacco. Finding new merchandise was generally one supplier recommending you to another. It would be a couple years before High Times would come along which helped spread the word for both the shops and manufacturers. Fast forward 50 years and the kids today that have the trade shows, internet, and trade magazines will never know or appreciate what we old timers went through; the struggle to find merchandise, the regular raids right after the trade shows, the prosecution. When HQ Magazine came along about 25 years ago it was at a time of rapid expansion in the industry. Slowly, but surely the raids tapered off on the national level because of the style and attention they helped bring to the industry. Shop owners could see for the first time how other shops were set up and new suppliers were quickly discovered, and it was a big boon to the industry, in particular for the small shops that couldn’t make it to the trade shows. I was a regular reader of the magazine and it helped inspire me in merchandising and display–and just to do better overall. A big Happy 25th Anniversary to HQ Magazine and may you last at least another 25 years! While after 33 years in the business with my own store and another 10 years previous to that in others and retiring a few years ago, I still love to look through the magazine to see what’s happening!
THE LETTERKENNY EFFECT LETTERKENNY
Lessons in Content
Creation from a Show About Hicks & Hockey Bros
By David Pogge
Our goal is to create a monthly publication of such substance and quality that it transcends the boundaries of genre and niche. If it’s not able to sit on the shelves of Barnes & Nobel between Weed World and Thrasher Magazine and hold its own, we have yet to live up to our potential.
I’ve been thinking a lot about Letterkenny lately. If you’re not familiar, Letterkenny is a Canadian comedy series about a fictional Southern Ontario hamlet of the same namesake, in which a tightknit group of foul-mouthed farmers cope with the tedium of rural life with barroom brawls and quickwitted quips that belie the slow pace of small-town life. Originally produced by Canadian streaming giant, Crave, this bingeable gem of the small screen is available for Yankee consumption on Hulu and comes highly recommended by yours truly. It’s light-hearted, well-written, and its brand of comedy is as Canadian as it gets, deftly weaving the juxtaposition of subtlety and absurdity championed by Trailer Park Boys and Kids in the Hall with a rapid-fire wordplay unique to the show that packs enough linguistic prowess to dazzle the headiest of critics.
If you’re wondering where the hell I’m going with this, just stay with me; I promise there is a point to be made here, and I’m getting too it soon. Besides, you just learned about a television show that might change your life, so if you think about it, this article is already a success. I’ve given you a gem; the least you can do is stick around for the payoff. Now, back to my story.
I first encountered the show while visiting my family in Virginia for
Christmas in 2019. I had been living in Canada with my wife for three years at that point and had spent the majority of that time in Southern Ontario—yes, the same region in which the show is set. My youngest brother brought me into the fold of Letterkenny fandom on the second evening of our visit by all but forcing me to sit down and take in a few episodes in my parents’ living room, a veritable museum of turn-of-the-century relics, complete with a television that was as deep as it was wide, housed in a cabinet, and surrounded by a sprawling VHS collection, all of which were G-rated, and half of which had been produced by religious organizations trying to convince children and teens that Jesus could be fun too.
As we sat there on the couch, muffling our laughter with throw pillows whose best days had coincided with the first invasion of Iraq, a thought hit me that helped me grasp a deeper insight about the series, as well as the nature of quality media in general. There was my brother, who had never once set foot in Canada, laughing hysterically as each punchline dropped, despite having already seen the episode in its entirety more than once already. He loved the show, going so far as to hail it as a work of genius, yet half of the jokes were completely lost on him—a fact that was, well,
completely lost on him . And that is the true genius of the show. From the cold open to the closing credits, there is a constant stream of hilarity with universal appeal; one need only speak English to catch it. However, within that, there is an undercurrent that an American audience could never hope to catch—a layer dense in cultural references, cliches and playful stereotypes that only land if you’re Canadian, or at least, a resident therein. Y ou had to be there , as they say, and I’ll be goddamned if that phrase has ever applied with such unique poignancy.
In media, this is the difference between being good and being great; between the cultivation of an appreciative audience and the building of a fandom that catapults you into a form of immortality. And this, dear readers, is what we envision for the publication you now hold in your hands. To understand my point, though, you need to forget the variables and focus instead on the formula. Most of you are likely picking up what I’m putting down. To the stragglers, take another rip and try doing the math again. It’ll eventually add up.
But such heights require all the more fidelity to our core identity; a tree can’t grow without healthy roots, etc. That’s where the “Letterkenny Effect” comes in, a term I just invented, but we now understand refers to the employment of cultural layering and accessible complexity in our editorial approach. That is the key to achieving greatness; by never forgetting who we are, while still being able to entertain the masses but never pandering to them.
We are a niche publication for a niche industry—an industry that is uniquely wrapped in a niche culture. In fact, you could argue that this industry is as much culture as it is commerce, which isn’t something you could say about any other sector—at least none that I can think of. We are an industry born out of a movement that first sprouted in the HaightAshbury district of
If these words resonate with you, know this: We get you. We see you. We’re here for you. In fact, we can’t exist without you. It is our genuine hope that as each issue goes to press, we’ve stretched our potential a little more to bring you content that engages, educates and entertains, but most importantly, inspires you to take your business as well as your life to the next level along with us.
It’s an industry founded around an idea more than a product or genre . . .There’s something else to how we define it—something intangible. It’s about the attitude—and equally, the altitude.
Our goal is to create a monthly publication of such substance and quality that it transcends the boundaries of genre and niche. If it’s not able to sit on the shelves of Barnes & Nobel between Weed World and Thrasher and hold its own, we have yet to live up to our potential. If we’re doing our job correctly, anyone with an open mind and adventurous spirit should be able to pick up a copy of HQ, flip through the contents, and at the very least, walk away entertained and informed—if not inspired to embrace counter-cultural entrepreneurship as a life calling. Ultimately, if we do our jobs correctly, within a couple of years, we’ll be breaking stories that get picked up by WaPo and the NYT . Some may scoff and say I’m aiming too high, but I say f-ck it; we’re in the business of getting high.
San Francisco in the mid ‘60s and then was born again, so to speak, on Dead lot blankets in the late ‘80s and early ‘90s. The industry then coalesced just as the 20th century came to a close, thanks in no small part to the inception of this publication, along with that of CHAMPS Trade Shows. While this isn’t the cannabis industry in the purest sense of that term, it is its predecessor and catalyst, though it’s in constant danger of being swallowed up by the same.
It’s an industry founded around an idea more than a product or genre; it could be a tobacco shop, a vape shop, or even a record store, but none of those categories neatly fit within this umbrella by default. There’s something else to how we define it— something intangible. It’s about the attitude—and equally, the altitude.
My call to action to you, dear reader, is threefold. First, join us. Enable us to be more than a space to sell ads. Empower us to empower you, by reading, by absorbing and by pondering the words and concepts we’ve laid out for you in the evergrowing spaces between those ads. Allow us to be that rising tide that lifts all boats. Second, don’t let this be a one-sided conversation. The era in which a wall existed between creator and consumer has long since ended. Engage with us, whether by email, by socials or even by a phone call. The better we can understand your needs, the better we can meet them—and the better we meet them, the more we all succeed. Finally, go check out Letterkenny. You deserve a laugh.
David Pogge is the Creative Director of HQ Magazine, a title earned to avoid the mouthful of “Managing Editor, Art Director, & Content Strategist.” He entered the smoke shop industry as the Sales Director of Big Pipe after drunkenly bumping into the owner in an Atlanta dive bar in 2008. David previously founded and served as Editor-in-Chief of The Counter Culture Magazine in 2013 and has contributed to ERB Magazine, CannaDispensary Supply, and GrassCity.com. A fan of quality outdoor hybrids, he prefers the Dipper electronic nectar collector for dabs and the Jane West ‘20s Collection Water Pipe for combustibles (it makes him feel fancy.)
Our fearless intern and ever-stalwart production assistant went full Gonzo at the 420 Expo in Edison, NJ this past fall to find out what cannabis consumer culture looks like in 2024. His findings may shock you (actually, they won’t.)
WHAT EXPO?
Burning Flower in the Garden State
By Jonathan Branch
We came. We saw. We even conquered–at least if you count our victory in quelling a scorching case of the munchies. The 420 Expo is New Jersey’s premier celebration of legal cannabis culture, an event where enthusiasts come together for a weekend of unforgettable experiences, education, and entertainment. It’s the largest B.Y.O.C (Bring Your Own Cannabis) Convention in the state, and it takes place every September.
Edison, New Jersey is mostly known for having the most gray building per squarefoot, along with an uninspiring, but efficient commercial hub, but during the 420 Expo weekend, everything changes. Everything. The Convention Center morphs into a carnival of cannabis culture, brimming with live music, food trucks, interactive seminars, over 100 vendors, and energetic after-parties.
Event Highlights
The 420 Expo feels like an exclusive party just for enthusiasts tucked away from the prying eyes of the prudes and drug warrior doctrinaires. “If you know, you know,” as the song lyric goes. The vendor floor is packed with everything a self-respecting toker would need for a successful 420. The boys at Good Guy Vape and Smoke greet you with an amazing display of glass, and vape products such as the NWTN Home - Deco Gravity Bong, while Chaturbate offers an in-person lounge, along with a huge display with plenty of computers to learn about the product. No, it’s not awkward at all. In the back, you can find the “Room for Activities” (thankfully, not sponsored by Chaturbate) which hosts Puff and Paints by NJ Garden State of Mind, Craft & Chill experiences, and a video game station.
Continued on Page 88
Cannabis Cup Awards
Just like the circus, this is a gathering for everyone. Unlike a Diddy party where you get an exclusive invite and an NDA to sign (and probably an affidavit ten years later), 420 Expo welcomes anyone with an open mind and a passion for the culture. This year, they celebrate the first 420 Expo Cannabis Cup Awards, which brings the legal market together in a beautiful and positive way. Most of the brands that compete have been on the scene for less than 12 months, which shows how quickly the legal scene is growing. (See Page 90 for more).
Vendor Showcase
The event is a great place to see what’s new, and hot on the market. Do you need glassware that flies off the shelf? They have that! Are you trying to find that new fire ingestible the people are demanding? They have that. What about THCa, Delta9, or CBD? They have that too. And once you hit some of that hot, sticky sweetness, satisfy your muchines with Uncle Bob’s Kettle Corn or any of the food trucks hawking tasty treats of both the sweet and savory varieties, like Sweet Spot Donuts or Holy Que Smokehouse. Just try not to stain your t-shirt. But if you do, no worries; just grab some swag from 2 Many Blunts Clothing. If shit gets really out of hand, you can even score some socks from Sinister Footwear. Feeling fatigued? Pop on by the Quick Stop and meet Brian O’Halloran, from Clerks, for a special signing and celebrity smoke sesh. While you’re traversing the green terrain you’ll hear music everywhere from the
More than just another outdoor smoke sesh, the 420 Expo is proof that the legal cannabis community is growing, and has a loving and vibrant group supporting it.
CONSIDER THE SOURCE
Were there any moments at this year’s 420 Expo that particularly stood out to you?
We were pleased to have some amazing moments at this year’s show. Definitely, the 420 Expo Cannabis Cup Awards on Saturday of the show was an amazing experience. Seeing the legal market come together like that was a major milestone for us. Also the “Room for Activities” with the Puff and Paints by NJ Garden State of Mind, and the Craft & Chill experiences, the video game stations and the mechanical bull were all great for entertaining the crowd. And, of course, the after parties this year were a blast.
Do you have a larger mission or goal for the event, either on a personal level or organizational level?
This year’s event took huge strides in achieving our goals in helping to bridge the gap between the show and the legal market and helping of course to remove the stigma that still surrounds cannabis usage in the world.
HQ Magazine is geared mostly towards head shop owners. Do you have any advice or comments for that community?
We know the marketplace is crowded and some things are in flux right now due to recent legislation, but we think that once the dust settles and smoke clears, the legal market will have lots of room and opportunities for smoke shops to achieve their success.
Were there any behind-the-scenes contributors who deserve special recognition, or anyone you’d like to thank?
Our staff is always amazing. People don’t understand the work that goes
A Quick Chat 420 Expo Co-founder, Dan Davis
Dan Davis, Cont.
into planning and producing an expo of this size, and I feel we have the best team in the biz. Special thanks also to Bobby and Bailey Nuggz of High End Events, whom we produced the Cannabis Cup with. And, also our attorney, Andrew Cooper of Falcon, Rappaport & Berkman for all his behind the scenes work. Also, we were lucky enough to make some new friends with this year’s show—Big Dave and Jeffrey from Honeygrove, Alisson for NJ Leaf, Tara and Michael from Bada Bloom, Rui from NJ Garden State of Mind, Josh from Cannademix, Basit from Aladdin Smoke Shop, Mishi from Good Guy Vapes, just to name a few
Are there any exciting plans or hopes for next year’s 420 Expo?
We are still recovering! Just kidding. Our dates scheduled for next year are September 12-14, 2025. We hope to continue the path we’re on and make it even bigger and better, including expanding the 420 Expo Cannabis Cup and maybe some other surprises along the way.
What are the best ways that people can be involved in next year’s 420 Expo, whether as a vendor or an attendee?
We’re always looking for vendors. They can email sales@3xevents.com. Attendees, go on our website and register to receive emails at www.420 Expo.com and follow us on social media @the420Expos for the latest updates on the show.
live bands on the indoor stage, and outside with a DJ playing everything from Kid Cudi to Third Eye Blind. No matter your taste or style there’s something here for you to enjoy.
Cannabis Together
Now, I know that this has all been a lot to digest, ingest and inhale, but that’s what I love. Cannabis culture has become so much more than a Friday front porch smoke sesh, or a smoking circle in the basement. It feels like walking into Comic Con. Everyone’s there for the same reason, and that’s all that matters. Everyone is so inviting and wanting to connect. The entire atmosphere is about so much more than getting high; it’s about a mindset maybe even an ethos. It feels like a safe, and fun place to relax, unwind, and enjoy the counterculture lifestyle. And if for some reason, you still can’t relax then maybe you need to ride down the inflatable slide until you’re ready to play with others.
More than just another outdoor smoke sesh, the 420 Expo is proof that the legal cannabis community is growing, and has a loving and vibrant group supporting it. Plans for next year’s 420 Expo are already in motion, with a date is set for September 12-14 2025. I personally can’t wait for another full three days of great vendors, live music, and legal weed at New Jersey’s largest outdoor stoner soiree.
CUP CANNABIS 420 EXPO
1st Place
A special congratulations to Garden Greens of New Jersey for also taking second place in both Sativa and Indica.
New Year, New Trends: What to Expect in 2025
The year 2024 has reached its waning days. Soon enough, a new year will grace the calendar, and we’ll all spend the first month or so of it continually scribbling out the number four in the date field as we fill out the paperwork associated with the day-to-day retail tasks. As a shop owner, and as an invested member of the head shop and cannabis accessory space, staying ahead of the curve is essential; we all know the speech by heart. But word and deed are different. Don’t just talk about staying ahead in 2025; you need to actualize it.
To help our readers navigate the trends and make informed decisions, we’ve turned to industry expert, Alfred Viggiani, the creative director and marketing consultant at Advantage Marketing Solutions. Viggiani oversees a vast number of brands and products, deeply involved in an industry that has evolved from underground subculture to a vibrant and dynamic commercial space.
“I truly believe that everything [in the market] is extremely oversaturated right now,” he begins.
“Within the next couple of years, we’re going to see a lot more highquality products rising up we don’t have that right
now. Don’t get me wrong, there is a lot of quality out there; 25% of the products offered in the space now are very high quality. About 75% of it is garbage, though.”
That’s a bold statement, especially coming from someone whose livelihood depends on the success of industry players, but the honesty is refreshing—not to mention, admirable. “You know, it’s hard because everybody wants to make a dollar, wants to
By Rudy Carrillo
support their business,” he continues, softening his take a bit.
“So, there’s a lot of action from overseas exports that copy quality forms and products, but consumers later report that it’s crap. That’s disappointing. Because the market is currently oversaturated, you’re going to see a lot of that crap disappear in the coming year; this will let the true quality products prevail with owners and customers.”
Foreign competition has long dominated certain product categories in the industry, but Viggiani believes those forces will soon give way to quality Americanmade products. “Currently, the vape market is being controlled by overseas interests in places like Pakistan, China, and India. This happened with the nicotine vape market, and it’s happening again with the accessories market. It’s really hurting the industry… What needs to happen is that the cannabis industry and its consumers need to be well-educated.”
He believes that education along with the growth of American mom-andpop manufacturing, spurred by the removal of cultural taboos and legal prohibitions against cannabis is key to countering foreign competition in
I hope we see more consolidation between federal and state laws. There are quite a few business owners suffering because they can’t transport their goods across state lines. -Alfred Viggiani
2025. “It comes down to our youth. Right now, they seem to have the inclination to buy anything they can get. That includes poorly made but cleverly marketed products like pen-shaped or key-fob vaping devices. There are also a lot of papers and dab kits on the market from overseas that aren’t high-quality merchandise. Right now, because of oversaturation, too many people in the industry don’t care about that fact ; it’s all about the dollar for them.”
Viggiani clearly subscribes to the idea of Adam Smith’s invisible hand; he hopes that the overseas manufacturers and distributors who fall off the overloaded head shop and cannabis truck this year will leave behind a market driven by quality and consumer education.
When discussing other trends that might emerge or dominate in this everchanging industry, Viggiani focuses especially on the hemp market, ‘delta’ products, CBD, and the ever-present ‘Farm Bill.' “It’s pretty sad, it’s a sad state of affairs right now that part of the market. That’s because and I speak as someone who was involved in the CBD industry before I was involved in the vape and THC markets, and saw the CBD market help more people medically than I initially thought the
delta products fell into part of the Farm Bill. Again, that resulted in oversaturation, poor quality merchandise, and the displacement of CBD products. There’s a small amount of good delta products on the market, but mostly there’s a massive amount of garbage. For example, take prerolls: too many manufacturers are grinding up seeds and stems to build their main product.”
According to Viggiani, these trends are not only diverting attention away from CBD, but diluting the market unnecessarily. It’s not all bad, though it’s just a mixed bag. “As for THCa, it’s a solid market, but a lot of people don’t know what they’re smoking, just like with the prerolls. With the companies that I’ve been involved in, there’s been a lot of emphasis on packaging, on letting the consumer know exactly what they’re buying. There’s no room for screwing that up!”
Viggiani is convinced that principles of quality and transparency will become the “de rigueur” way of doing business in the coming year. “There are massive amounts of players right now who are willing to put anything in a box [to sell to consumers]. That will change, of course, when many of them drop off the wagon, so to speak.”
In a world that’s constantly evolving, Viggiani knows more changes are on the horizon. “As I travel across the country, I notice the disparity in industry laws from state to state,” he explains. “It’s unfair. I hope we see more consolidation between federal and state laws. There are quite a few business owners suffering because they can’t transport their goods across state lines.” He also emphasizes the importance of self-regulation, suggesting it should increase over time to encourage quality across the board. Once against government regulation, Viggiani has changed his stance. “There’s so much poison on the market.” He hopes that within the next year, the industry will clean itself up, leading to higher-quality products and fewer uninformed consumers driven
solely by the pursuit of profit.
Despite his misgivings about where the market stands currently, Viggiani is optimistic about the coming year. “Overall, I think 2025 will look a lot cleaner. I think it’s going to look a lot more pharmaceutical, with less of a traditional head shop feel there will be a lot less tie-dye and a whole lot more refined products for consumers to choose from. Our youth does need to be educated about hemp, CBD, and cannabis, but they already love clean, high-quality products; the iPhone is an example. I’m hoping that sort of thinking leads to owners recognizing the importance of quality within our space; the rest will follow.”
QUEST 4THE BEST
The List: 25 Products We Loved in 2024
As the year wraps up, we’re turning the spotlight up to 11 and dropping our list of the Top 25 Products of the Year. These aren’t just the usual suspects—we’ve dug deep and brought the best of the best in smoke shop accessories and alternative supplements. From mind-blowing, next-gen vapes and beautifully-made glass to sumptuously effective consumables, this lineup hits harder than a double-deck dab rig. So, buckle up and get ready for the most badass collection of products to ever grace our pages. Here’s what made the cut in 2024.
Who: Know Naturals, a company specializing in euphoric, non-alcoholic ingestibles infused with hemp-derived compounds and functional mushrooms. What: Euphoric, non-alcoholic beverage infused with hemp-derived THC, CBG, Lion’s Mane, and Cordyceps mushrooms, electrolytes, and hemp terpenes. Why: Slightly Elevated lets you have your fun without the side effects of alcohol, like waking up in another town. Next to a stranger. In a ditch. Slightly Elevated Infused Spirts
Who: Invincibowl, a company specializing in inventive smoking accessories, particularly known for their unique and durable designs that elevate and fortify the smoking experience. What: Ultra-sleek shatterproof 14mm bowl precision crafted from aerospace-grade aluminum and 304 surgical stainless steel. Features securescreen technology, allowing users to invert the device to discard ash. Why: The way you harass, manhandle, and molest these devices around the clock means you need something a little less fragile than your ego.
Who: UpLift, a cannabis brand focused on providing highquality THCa flower products. What: A premium product containing THCa (tetrahydrocannabinolic acid) that converts to THC when heated. Available in three strains: Tropicana Cherries (Sativa), Glitter Bomb (Hybrid), and Mendo Breath (Indica). Why: The last time you had some uplift was when you passed out at Casa Bonita, and the poor sap on bathroom duty literally lifted you up and threw you out. Try a change of pace, amigo.
The
Mixturus
04 Rite Innovations
Who: Rite Innovations, a company dedicated to creating premium herbal vaporizers.
What: The Mixturus is a premium 3-in-1 vaporizer designed for dry herb, concentrates, and oil cartridges. It offers versatility, ease of use, and superior vapor quality in a compact, portable device. Why: The last sleek, black 3-in-1 device you bought was taken by your ex when she stole that tacklebox you keep under the bed and showed your mother what you were up to.
05 Road Trip
Microdosed
Gum-
mies
Who: Road Trip, a brand specializing in magic mushroom products and wellness offerings.
What: Microdosed gummies containing “Desert Stardust” (a proprietary blend of legal tryptamines) and 50mg of functional mushrooms (Lion’s Mane, Cordyceps, and Reishi). Why: Stellar for those days when you want to feel like a lost soul wandering space but still need enough wherewithal to tackle your leviathan of a laundry pile.
Who: Pulsar Vaporizers, a brand crafting high-performance and user-friendly vaporization devices. What: Compact electronic dab rig with 3200mAh battery, water filtration, 5 temperature settings, and coil-less quartz cup atomizer. Features include 10.5-inch height, pivoting
06 Tulip
Modular Lockbox
Who: Tulip, a company dedicated to creating advanced and secure storage solutions for cannabis enthusiasts.
What: Customizable, airtight, smell-proof lock-
atomizer manifold, Sesh Mode, and Manual Mode. Why: It’s choice for those moments when you want to escape reality by blasting your worries into the ether with a sci-fi weapon.
box for cannabis storage, available in 7- and 12-piece sets.
Why: Tulip’s lockbox ensures your stash stays fresher than your excuses, perfect for when you need to convince yourself that rock bottom has a basement and you’re nowhere near it. (Sure, Jan.)
Who: Jane West, cannabis enthusiast and product designer.
What: A meticulously crafted water pipe featuring a sturdy base, upright design, custom triangular bowl, and ergonomic mouthpiece. Why: We aren’t laughing because your 96-year-old sugar momma passed; it’s just funny you suspect foul play. At any rate, this bubbler will conjure Gertie’s spirit with each pull so you can finish working off those consoles and in-game purchases, “Sonny Boy.”
Who: Utillian, a reputable brand known for its innovative vaporization devices, focusing on enhancing the experience of concentrate users. What: A portable electronic rig (eRig) for concentrate enthusiasts featuring a 3150mAh battery, four preset temperatures (400°F to 800°F), and a BurstHit 3D atomizer with ruby terp pearls Why: Because the only thing more intense than your love of concentrates is your ability to misplace a lighter.
Who: Canna Elite, a Midwestern culinary collective crafting gourmet cannabisinfused confections and edibles. What: Premium, hempinfused treats that prioritize taste and quality, including Delta-9 THC chocolates, peanut butter cups, and infused dragées. Why: The most you’ve ever spoiled your sweet thang on Christmas was with a stomped-on box of Ferrero Rocher at an 80% Valentine’s markdown. Pony up.
Continued on Page 106
08
Jane West
‘20s Collection Waterpipe
09 Canna
Elite Canna Elite
Pulsar APX e-Rig
10 Utillian
Utilian 8 eRig
Who: Who: Bougie Glass, a premium accessory brand specializing in highend glass water pipes designed for the discerning dab enthusiast with a penchant for luxury on a merchant class budget. What: Premium borosilicate glass bong with triple filtration system, long straight stem, and broad base. Why: it’s the perfect conversation starter for when your in-laws unexpectedly drop by and ask why neither you, nor their son can afford furniture.
Who: Blown Glass Goods, What: A handcrafted borosilicate glass pipe featuring a colorful, psychedelic design inspired by the 1970s. Compact, durable, easy to use and well-packaged. Why: This pipe helps relive those summer nights behind the gym in ‘76, only without the performance anxiety for which you’re still notorious.
11
Who: Hitoki, a brand focused on innovative smoking devices.
What: A high-tech laser bong that uses laser combustion instead of traditional lighters, offering a cleaner and more
flavorful smoking experience.
Why: Using a laser bong means you can finally get geeked while zapping your existential dread with precision.
12
Thicket V2 Water Pipe
Thicket
13
Q4B
Who: Dr. Dabber, a dynamic vaporizer company based in Vegas known for its novel approach to vape tech. What: The Switch, an advanced eRig with induction heating for both flower and concentrates. Why: It’s like having a personal barista for your concentrates, except instead of coffee, it’s a one-way ticket outta the Milky Way.
Who: Dispozea-Bowl, a company specializing in disposable pipes. What: A cost-effective pipe made from ivory board and stainless steel. Why: It’s perfect for when you want to enjoy a smoke without the hassle of cleaning up afterward. Just toss the pipe after a single use—like that chick from Tinder who ghosted you! 14
18 Pu co Pu co Peak Pro
Who: Thicket, a company that creates portable, discreet, and high-performance water pipes for those on the go. What: A portable water pipe with sleek design, durable silicone sleeve, leakproof mechanism, self-clearing carb button, revolutionary downstem, and discreet built-in bowl compartment. Why: When the world’s burning, why not climb the nearest mountain and make your own smoke signal? This one comes with a leak-proof mechanism, unlike your ex.
15
GRAV Milk Carton Bubbler
Who: GRAV, an innovator in cannabis accessories since 2004. What: A fully functional water pipe shaped like a milk carton, offering plenty of diffusion and splashback prevention. Part of the GRAV sip series, it stands 4” tall with a 14mm female joint and comes with a 14mm cup bowl. Why: The Grav Milk Carton Bubbler lets you smoke away your guilt about never finding those missing kids on the cartons because let’s face it: You were too busy getting blazed to join the search party.
Who: Puffco, a Los Angelesbased vaporizer company that creates forward-thinking devices for concentrate enthusiasts. What: The Peak Pro, a premium smart rig with patented 3DXL Chamber, single-button interface, and customization via Puffco Connect app, available in Onyx and Pearl colorways.Why: The Puffco Peak Pro is like the smartphone of dabbing—if your phone could get you high and give you Tony Stark rizz.
Hitoki
Bougie Glass
Bougie Incycler #16N16
Who: Lookah, a company established in 2009 that specializes in high-quality vaporizers and smoking accessories. What: The Unicorn 2.0, a portable electronic dab rig with unique coil-centric design, magnetic connections, and two coil options. Why: Inhaling concentrates from a device named after a mythical creature is the perfect complement to the fairy tales you tell from the basement, such as: “I put in applications everywhere, Dad!”
Who: NWTN Home, a company that transforms smoke-friendly spaces with meticulously designed tabletop products that blend functionality and aesthetic appeal. What: The Vesper Gravity Bong, a tabletop piece made of handblown borosilicate glass, inspired by vintage housewares and designed for a refined at-home experience. Why: Embrace the irony of using cutting-edge design to regress to a primal state as you watch your last two brain cells duke it out in a gladiatorial arena of your own inner hellscape.
Who: Wakit Grinders, a company specializing in electric herb grinders designed for effortless and customizable grinding experiences. What: The Wakit Grinder Black is a cutting-edge electric herb grinder with a patented ball and chain mechanism, LED lights, and a rechargeable lithium-ion battery. Why: Ideal for when you want to grind your herb as finely as your chances on Grindr, with LED lights to highlight all the red flags you willingly overlook
Labs Hemp Edibles
Who: Zion Herbals, a trusted purveyor of our favorite Southeast Asian tea leaf since 2010.
What: A delectable line of fruity, chewy, and positively sumptuous gummies, infused with a pure Mitragynine isolate for a clean, effective, and long-lasting boost.
Why: Because the world is, well, what it is, and you deserve a way to take the edge off that doesn’t taste like someone soaked a bag of dirty nickels in your Lipton.
Who: A cheeky group of physicists who founded the company in 2018, driven by a daring vision to transcend the boundaries of our universe and tap into the vast, untapped potential of parallel dimensions. What: Cutting-edge quantum computing and multidimensional research company offering a range of terpene-rich products designed to enhance the human experience, including Ease, Imagine, Giddy, and Boost. Why: Because Quantum Leap’s Ziggy, powered by multidimensional strains of cannabis, would’ve actually gotten Sam home. Or forever trapped him in the body of a tardigrade. #OldPeopleGetMe
Who: Disorderly Conduction, a company specializing in the production of high-quality 3D printed e-nail controllers and accessories for the electric nail community. What: A 3D-printed digital e-nail controller offering precise temperature control for dabbing, compatible with various DC Coils. Why: Because when life hands you lemons, you make lemonade—and when life hands you a 3D-printed e-nail controller, you nail your dabs with scientific accuracy while your therapist nails down a diagnosis for your pathetic list of coping mechanisms.
Who: Who: Focus V, a company that “resides at the cutting edge of technology with a smart rig geared toward the future.”
What: A smart rig featuring a larger atomizer with 360° heating element, OLED screen, customizable
RGB LEDs, and Intelli-Core™ Technology for both oil and herb. Why: With customizable RGB LEDs, you can match your rig to your mood: vibrant for joy, dark for despair, or just a nice shade of “I’m definitely not crying over here.”
Vesper Gravity Bong
Wakit
Wakit Grinder (3rd Gen)
22 Zion Herbals Speciosa Gummies
19 Lookah Unicorn 2.0
Focus V Modular Lockbox
Warpd Labs
FDA GOES TO THE SUPREM COURT
Will this Upend the FDA’s Self-Asserted Authority?
For the better part of a decade, the Food and Drug Administration (FDA) has been on the warpath against the most effective quit-smoking tool in history— nicotine vaping. The agency granted itself the authority to regulate nicotine vapor products in 2016, then proceeded to arbitrarily ban millions of the most popular devices and liquids, leaving only 34 options on the market, all sold by major tobacco companies.
FDA justifies this shameless behavior by claiming that these vaping products pose a threat to youth, even though its own survey data shows that underage use of all nicotine and tobacco products is at record lows.
In a bid to check the FDA’s abuse of power, 30 vapor manufacturers have sued the agency on various occasions and one of those cases, originally brought by Triton Distribution, has finally made its way to the US Supreme Court. My organization, the American Vapor Manufacturers (AVM), filed an Amicus brief in the case urging the Court to affirm an earlier ruling that FDA acted “arbitrarily and capriciously” in prohibiting Triton from marketing its vapor products.
Changing the Rules Mid-Game
Triton’s argument in the case, which our brief builds on, is simple: the FDA changed its position on the authorization requirements for flavored vaping products after manufacturers had submitted their applications. Initially the agency said that applicants would not have to submit expensive, time consuming studies to have their products authorized. The FDA then refused to authorize millions of products
By Alli Boughner Vice President American Vapor Manufacturers
less than 6,800. To avoid reviewing those millions of products, FDA instituted a “fatal flaw” review approach. As we noted in our brief:
“Importantly, the stated goal of the fatal flaw memo placed expediency over substance by allowing FDA to … quickly deny marketing authorization for as many non-tobacco flavored [vaping products] as possible.”
In short, the FDA rigged its authorization process to lighten its workload, what Triton called “quintessential arbitrary agency action.” The Fifth Circuit Court, which previously ruled in Triton’s favor, was less polite—labeling FDA’s policy change a “regulatory switcheroo.”
In a bid to check the FDA’s abuse of power, 30 vapor manufacturers have sued the agency . . . one of those cases, originally brought by Triton Distribution, has finally made its way to the US Supreme Court.
precisely because the manufacturers did not submit those studies with their applications.
‘Fatal Flaw’
The case is poised to upend the FDA’s iron-fisted regulation and expand adult access to vapor products that could save millions of lives. Let’s take a brief look at the arguments the Court will consider.
That sort of chicanery is unacceptable on its own, but FDA’s excuse for this about-face was even more absurd. The agency implemented this abrupt change in the authorization process because it received 26 million product applications after anticipating that it would receive
Not only was the FDA’s behavior unethical, it was blatantly illegal. The agency is required by law to thoroughly review each product application, as we explained in our brief. A separate statute mandates that federal agencies notify the public of a proposed rule and allow Americans to comment before the proposal takes effect. FDA did neither, apparently expecting us to ignore its Machiavelian scheming.
The agency must be held accountable for so flagrantly disregarding the rule of law and public health. We intend to do just that. As we told the FDA after filing our brief, “See you in court.”
Don’t miss this chance to discover the next bestsellers at Total Product Expo! Explore the hottest products across 50+ categories, connect with industry leaders, and light up your knowledge on the latest trends and regulations. Plus, join us for a fun Industry Night After Party where the good times are guaranteed to be lit!
