HQ – January – #284 – Puff Brands by HQInternational

January 2024

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Magazine January 2024

January 2024

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JANUARY 2024 | ISSUE 284 PUBLISHED BY HEADQUEST INTERNATIONAL LLC

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.

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Editor-in-Chief Sandy Caputo Account Executives Monica Frésquez monica@headquest.com C: (505) 489-3285 Marc Toretzky sales@headquest.com C: (213) 304-3751 Creative Director David Pogge david@headquest.com C: (404) 477-7009 Billing Therese Galati accounting@headquest.com Contributing Writers Darin Burt darinburt@headquest.com Dario Sabaghi editorial@headquest.com

HeadQuest.com

Sofia Noillif editorial@headquest.com

@HQMag1998

Joshua Scott Hotchkin josh@headquest.com

@hqmag4u

Matt Weeks editorial@headquest.com

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 offers from our advertisers, and periodic sample boxes from the industry’s most trusted brands. Upgrade your experience today!

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Ryan Mills editorial@headquest.com Eva Berlin Sylvestre 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 505-275-6049, or email subscriptions@headquest.com. Printed in Canada on recycled paper with vegetable-based inks. BEWARE! HQ has no affiliates or outside sales team. Any business or person contacting you and acting as an HQ Representative or claiming affiliation with HQ Publications is unlawfully misrepresenting himself or herself. Please contact sandy@headquest.com if you are approached by any such entity.

January 2024

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HeadQuest

CONTENTS

110

102

126

16 Smoke Signals

Quick hits and tight rips; for best results, turn sound on.

26 HeadSpace

Into the Weeds on the Industry’s Stickiest Subjects.

132 Quest 4 the Best

A kratom vape, a football pipe, possibly the coolest roller ever, and more!

Seeking Relief: Head shops 76 as a last resort. 18 Smoke Buddy: Keeping us from Industry Associations hotel room evictions since 2008. The Big Letdown: What the 134 American Vapor Manufacturers 82 hell happened with cannastocks? Association: Teen vaping epidemic is The Green Room An Unexpected Co-Mindead. 26 Freeway Rick Ross, Vol. 2: Rick 92 gling: Cannafungi win? Ross talks family, community and his

Safety Meeting

legacy.

40 Women in Cannabis

EdQuest

Puﬀ, puﬀ, class in session!

HQ After Hours

Our mini-mag within a mag that’s all about the fun side of adulting.

Rundown: 102 Legislation We’ve come a long way, baby! Puff & Pleasure Amanita Must Scare Ya: 66 Got a throbbing heart on your You Asked, HQ Answered 110 Revisiting the red-capped won- sleeve for Valentine’s Day? Us too. 52

Becca Stevens: Sippin’ on the Elev8orade.

Pricing: Staying competitive while avoiding the race to the bottom.

Heads of Industry

TPE: Professional fun, serious business.

116

der: Should you carry it? Merchandising: Adding some ‘strategery’ to your product placement.

68 Vendor Profile

Honey Play Box: Every word in their name is a double entendre.

You Even Science, Bro?: Feature 126 Do Terpenes: taking the wheel. 70 Penile Extenders: We take a long, hard look.

72 PleasureQuest

Gadgets and play things to really hit the spot(s). 6

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Smoke Signals

SHORT AND SWEET

Quick and Easy Stories That You Can Read Phonetically Schedule Change?

Did You Know?

Biden may be our bud after all

Add a few wrinkles to your brain with some fun facts and useful tidbits.

Grab some attention: According to research, placing a product at eye level can account for 50% of the total sales of said item. This sh*t is bananas: In botanical terms, bananas qualify as berries, while strawberries do not. Bust a cap: The Point of Purchase Advertising Institute has found that products on end caps can see a sales boost of up to 30%. Fully erect in the summer: Due to thermal expansion, the metal structure of the Eiffel Tower can expand and contract with temperature changes. Staﬀ recs: The Point of Purchase Advertising Institute also found that personalized endorsements can lead to an 18% uptick in sales. Conﬂict quickie: The Anglo-Zanzibar War of 1896 is the shortest war on record, lasting between 38 and 45 minutes. A good tweaker: A study from the Wharton School showed that a tweak in product placement can boost sales by up to 15%.

Marijuana’s long-standing classification as a Schedule 1 substance could be nearing its end. It all started when President Biden, taking a significant detour from his earlier views, issued an executive order in October 2022 to reassess marijuana’s legal status. Fast forward to August 29, and the Health and Human Services department recommended Read More: reclassifying it to Schedule 3, hinting at recognized medical benefits. Now, with the DEA mulling over this suggestion as of mid-October, there’s a possibility we could witness this shift by late 2024, although it hinges on several political and legal variables. Rest assured, we’ll be following this story as it develops.

Eco-High

Canada: bigger dose, less waste Our friends up in America’s hat have launched a citizen petition Read More: calling to increase allowable THC in cannabis edibles from 10mg to 100mg. The argument in favor is two-fold. First, experienced users have needs, and 10mg doesn’t fill them. Second, and more importantly, Stronger edibles will allegedly help curb the rise of single-use plastics. Go green, eh?

Trade Show Roundup

Pack your bags, pack a bowl, hit the road (order of events, TBD) Smoke Shop Events Austin, TX January 14-16, 2024 Supplement Events Austin, TX January 17 - 19, 2023

Magazine January 2024

TPE/Glass Vegas Las Vegas Convention Center, South Hall Las Vegas, NV January 30 - February 2, 2024 CHAMPS Las Vegas Convention Center, South Hall Las Vegas, NV February 14 - 17, 2024

Kratom in the Crosshairs: Did a Jury Verdict Open the Flood Gates?

“Rocketeer”: dry rig by @murky_waters_studio | www.murkywatersstudio.com

Hippo-Critical Mass: Escobar Still Causing Trouble

A legacy of Colombia’s infamous drug lord era presents an unexpected ecological dilemma: hippos, initially brought to Pablo Escobar’s private zoo, now roam free. These animals have adapted to local rivers, reproducing uncontrollably. The Colombian government estimates a staggering count of 169 hippos and warns that, without intervention, their population could surge to 1,000 by 2035. As a solution, the government has launched a comprehensive sterilization effort to manage these out-ofplace giants and protect the local ecosystems from potential harm.

For Rent: Half a Bed, Full Price

Think the rent’s too damn high? Thank your lucky stars you’re not in Toronto, where a Facebook Marketplace listing recently sought a roommate to share just one queen-size bed in a master bedroom. This listing, requiring a $1,900 deposit, has vanished but not before highlighting the extreme state of the city’s housing market—where average monthly rents hover at $2,908, pushing the boundaries of rental norms and legality.

On July 18, 2023, a landmark $2.5 million verdict was awarded to Sybil Coyne, representing the estate of 39-yearold Patrick Coyne, in a kratom-related wrongful death suit. This precedent-setting decision in Washington has now spurred multiple law firms into action, aggressively advertising potential class action lawsuits with claims like, “If you or a loved one were injured from Kratom use, you may be entitled to compensation.” We’re Read More: not suggesting anyone panic yet, but keep your ear to the ground on this one; this may cause some unwanted reverberations. We’ll be reporting on this further in future issues as the story develops.

Climate Denier Says What? The recommendation to remove marijuana from the DEA’s list of dangerous Schedule I drugs is not based on science—it’s based on an irresponsible pro-pot agenda. -Senator James Lankford (R-OK), clearly ignoring the science, as usual

Snoop: Droppin’ it like it’s hot? Hip-hop icon Snoop Dogg, famed for his deep-rooted weed affinity and cannabis businesses including Leafs by Snoop and ventures with Martha Stewart, stunned fans in November with an Instagram announcement that he was giving up the ganj. The rapper, who once hired a full-time blunt roller and boasted 81 daily smoke breaks, now asks for privacy. This eyebrow-raising pivot has left fans speculating and experts predicting more news soon, amidst a haze of Read More: disbelief and intrigue. At press time, no one is certain whether this is a genuinely fresh path for the Doggfather, or if it’s an elaborate publicity stunt. In a related story, we’ve just learned that peanut butter has broken up with jelly.

Source: TheComeUpShow - https://creativecommons.org/licenses/by/2.0/deed.en

January 2024

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Safety Meeting

THE BUDDY SYSTEM WORKS

By Darin Burt

Smoke Buddy’s Eco-Friendly Filtration T here’s no question that society has come to accept cannabis more widely over the last decade—and exponentially so. But we’re not out of the woods yet. It’s still illegal at the federal level, as well as multiple states around the country. Even where prohibition has been thankfully repealed, the pungent odor the plant emits can still land you in hot water in the wrong set and setting. Greg Gorski recognized an opportunity within this ongoing dilemma, choosing to address it not with temporary fixes like ‘sploofs,’ but through innovative design coupled with an eco-friendly approach.

The inception of Smokebuddy was about more than just creating an air filter; it was crafting a personal experience centered around privacy. When users exhale into this gadget, they’re making a commitment to discretion, bringing the exercise of their right to privacy to a new level. The innovation goes beyond just masking odors. Gorski, with his finger on the pulse of functionality, ensured that the Smokebuddy wouldn’t be a garden-variety smoking accessory. The inner workings boast an Activated Carbon core, paired with Ceramic Bead technology, skillfully eliminating contaminants and neutralizing scents from smoke. The device sidesteps the need for batteries, replaceable filters, and unnecessary downloads or assembly. “We’re all about quality,” Gorski points out. “Even if the changes we make aren’t something the user would notice because it’s all on the inside, every step we take is meant to make the Smokebuddy work even better.” In terms of aesthetics and functionality, Smokebuddy offers a spectrum of colors and designs across three sizes:

Magazine January 2024

the compact Junior, akin to a flasksized pack of playing cards; the bestselling Original, characterized by its cylindrical, easy-to-hold shape reminiscent of a soda can; and the robust Mega, mirroring the Junior’s sleek profile but offering double the capacity, efficiently serving up to 600 uses. The clarity in packaging subtly highlights Gorski’s background in advertising, teasing a glimpse of the product’s allure, and hinting at the experience awaiting the user. And the cherry on top? A whimsical Buddy keychain, connecting users to the larger Smokebuddy family.

What truly elevates the brand, alongside its sleek style and practical functionality, is its positive and proactive commitment to the environment. This aligns with a growing consumer trend. A 2020 survey by IBM and the National Retail Federation revealed that nearly 70% of consumers in the U.S. and Canada prioritize companies that are sustainable and environmentally responsible. The Smokebuddy personal air filter is crafted from eco-friendly bioplastics that break down naturally. Instead of using oil-based plastics, it’s made from stuff like straw, wood chips, corn sugar, potatoes, and hemp. It’s compostable and biodegradable, which means it won’t just sit in a landfill forever. The Smokebuddy Eco, made from wheatbased plastic that’s recyclable and compostable, further underscores their commitment to sustainability, while the new all-paper Smokebuddy doubles down and all-out demands our attention to the state of our planet as they lead by example. It’s just as effective at filtering smoke and odor, but with an even greener approach, from the product to the packaging.

As Gorski emphasizes, “We can’t do anything about what the customer ends up doing with their Smokebuddy after it is expired — what we can do is control the manufacturing side and use materials that are more eco-friendly on the production side.” Gorski doesn’t really like to talk numbers, but since launching in 2008, Smokebuddy has unquestionably become a staple of smoke shops across the continent—and has racked up more than 42K followers on Instagram. As common sense as it sounds, customers want products to function the way they need in order to solve their problem or desire. The SmokeBuddy does just that. And Gorski says that’s exactly why it has taken off the way it did. “Now that we’re leading the pack, it’s on us to keep making top-notch products that are priced right, exceed customer expectation, and keeping the buzz going.”

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The Green Room

Note: This is the second in a two-part series about “Freeway Rick” Ross, the crack dealer who earned more than $300 million before getting pinched. Now, at 63, he’s opening a cannabis dispensary in Los Angeles. When the last article ended, Ross had learned to read at age 28 and used his newfound literacy to ﬁnd a legal loophole that lowered his sentence from life to 20 years.

(Please Stand Up)

hen “Freeway Rick” Ross was perp-walked into prison, he was worth millions of dollars, owned multiple properties, and had a network of associates that stretched from the Pacific to the Ohio River. When he was released, he didn’t even have his own name. Penniless, he moved between living in his car and staying with his mother, all the while trying to leverage his connections into a job. But nothing hit. His properties had long been seized and sold. The same people who had once tried to get close to him wouldn’t call him back. And his millions of dollars had all been siphoned into the pockets of lawyers and the government. Even the name “Rick Ross” was associated with someone else. A former correctional officer took it as his rap name and began releasing albums while Freeway was still in jail. Ross sued the rapper for $10 million, but the suit was dismissed on First Amendment grounds. Desperate and broke, Ross made a pilgrimage to the holy land of the frustrated and the under-employed: The Joe Rogan Experience.

The Great Right Hope Most people in Ross’s position—former multimillionaires, CEOs, the Jordan Belforts of the world— don’t take regular jobs after their fall from grace. Once you’ve been part of the .01 percent, it’s hard to start over

Magazine January 2024

at the bottom. When you’re a convicted felon who’s been blamed for single-handedly fueling the crack epidemic, it’s even harder. But Ross never saw himself that way. In his mind, he was a reformed drug dealer with a high business IQ. He’d run an international operation that netted millions per day. Surely those skills were transferable. “I only sold crack for a few years. I was in jail longer than I was a drug dealer,” Ross said. “And

January 2024

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The Green Room

There were so many people who praised my past but wouldn’t come forward to assist me in my future. I’m really, really good with handling money. To think that nobody would have stepped up? There were so many people who praised my past but wouldn’t come forward to assist me in my future.” All people wanted from him was his story. So he tried to sell it. He showed up to Rogan’s podcast studio, hat in hand. He told the host, “Joe, I’m

broke, man. I’m doing bad.” Rogan suggested he sell T-shirts to make money. “I was a little let down by that,” Ross said. “I felt that $100,000 would have been a lot better than the idea to do a T-shirt. But that’s what it was.” Ross took the advice anyway. He printed 100 shirts that read, “The Real Rick Ross is Not a Rapper” and returned to the streets to make sales. The first run was gone in less than a day. That led to a second run, then a third. Soon, Rogan invited him back for a follow-up episode, and Ross brought along his shirts. The sales he made from that episode allowed him to move his partner and two young daughters into their first apartment. More success followed. He wrote an autobiography, then a personal development guide, then another. He began speaking to inmates, schoolchildren, and community groups. He was the subject of the Netflix documentary, “Freeway Rick Ross: Crack in the System” and became the inspiration behind the show “Snowfall” (for which he wasn’t paid). Now, he’s turned his attention to a new cannabis venture that he insists will not only help to change the narrative of his life but be a force for good in his community.

Survival of the Fittest Throughout our interview, Ross regularly stops and talks to people. Most of them come up to him, seemingly unaware that he’s already engaged in conversation and begin talking. A young couple call out to him to buy vegan food from their popup. A lady pumping gas stops him to tell him to have a nice day out here. Two guys strolling by ask him about the T-shirt he’s wearing (it’s got his picture on it). Over the course of two hours, he talks to more strangers than I do in a week. I point out what’s happening, and Ross shrugs it off. This is every day for him. 30

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The Green Room

“When I go places, even people who don’t know me, they just—I don’t know. It’s like people just be drawn to me. I kind of got this magnetism,” he said. “You know, even when I was a kid, my mom used to tell me, ‘Boy, you the ring leader.’ because I was always getting all my cousins in trouble, even the ones older than me. People just like me.” This is categorically true. And there’s no denying that his life story has an arc that would make a great movie. But sometimes what he says seems hard to believe, even for someone with a uniquely interesting life. It’s not that I think he’s lying. It more feels like he’s telling a joke that only he is in on. When we discussed the pandemic, he insisted his doctor encouraged him not to get the vaccine. He regularly says things that I want to interrogate, like “I’m vegan, so I don’t eat potatoes anymore,” but we never quite get there because our time is limited, and I want to understand how he’s made peace with his past. I ask him, what hurt the most—getting betrayed by your business partner who partnered with the CIA to take you down, having your name stolen by a rapper who wanted to seem more dangerous than he was, coming out of jail only to find that every friend you made has deserted you, or having your life story stolen for a Netflix show?

from me, and what I have to do is to survive all of those different bites.” As he explains this, everything snaps together. I think back to his latest run-in with the cops. He was pulled over in 2015 on Highway 101 by a sheriff’s deputy who claimed to smell marijuana. After searching the car, the officer found more than $100,000 in cash and arrested Ross on suspicion of selling drugs. The money came from book sales and a speaking engagement. Ross was on his way to negotiate the sale of a house, and he wanted to bring the cash to demonstrate he could afford to make rent (felons have a hard time securing bank loans). The charges were ultimately dropped, and the money returned—but it’s easy to imagine things turning out differently. His new cannabis dispensary, L.A. Kingpins, is a nod to his survival. At 63, he still dreams big. He has plans for the dispensary to bury the competition, support the community, and change his legacy once and for all. After a lifetime of millions of dollars and dozens of ventures, the one thing Ross still owns is the rest of his life’s story. He wants his legacy to be an arc of redemption, not a cautionary tale. And he’s determined to write it his way.

When I go places, even people who don’t know me, they just—I don’t know. It’s like people just be drawn to me. I kind of got this magnetism.

“They all kind of feel the same,” he says. “You know, when a lion kills an elephant, it’s not the first bite that kills it. If the lion only bites it one time, more than likely that elephant is gonna live. It’s the continuous biting that takes the animal down. And, you know, I feel like people continually take

Magazine January 2024

“I think about my legacy and my two babies, and I think it’s better than what people know about me. I’m not what people think. I feel right now that I’m the richest man on the planet because I help people all the time,” he said. “That’s what I’m doing when I’m talking to them. I’m always giving up game.”

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Women in Cannabis

BECCA STEVENS’ JOURNEY WITH ELEV8 REVEALS A HEARTENING CHAPTER IN THE COUNTER-CULTURE NARRATIVE, WHERE PASSION PREVAILS AND CREATIVITY IS THE CURRENCY.

There’s a contentment in her voice you don’t find when speaking with a corporate worker bee, a soft spirit and propensity for kindness, along with a general tendency to discuss the art they create . . . far more than ledgers and strategies. There’s a heart that beats at the core of this machine.

Magazine January 2024

KINDLING THE CRAFT By Soﬁa Noillif

Becca Stevens and the Spirit of Elev8 to retail––distinguishes itself by striking a precarious balance. Commercial success is necessary, but for Elev8, it doesn’t appear to be the singular goal. Maybe they’re just good at marketing to an old head like me; maybe they’re the real deal. It’s impossible to know for sure. But my chat with Becca only further confirms my gut instinct that it’s more likely the former than the latter.

It is against this backdrop that I now speak with Becca Stevens, manager and part owner of Elev8 Glass Gallery. The conversation that unfolds creates a refreshing juxtaposition. Elev8, the now 20-year-old multi-pronged counter-cultural conglomerate that has footholds at every level of the cannabis accessory vertical––from manufacturing

There’s a contentment in her voice you don’t often find when speaking with a corporate worker bee, a soft spirit and propensity for kindness, along with a general tendency to discuss the art they create, the charities they support, and even the workplace atmosphere they cultivate, far more than ledgers and strategies. There’s a heart that beats at the core of this machine. Photo Credit: Nikki Setser, @photosbynikkisetser

lot has changed in this space, and not all of it for the better. Once upon a time, conversations among the so-called “ganjapreneurs” revolved around shared passions for art, natural medicine, and progressive ideas. Profits were the means, rather than the end. Clearly, legalization necessitated an adjustment, but I’ll posit that there was an overcorrection. We have gentrified the space—almost to the point of sterilization, killing off the intricacies that made the industry so appealing in the first place.

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Women in Cannabis

Some Call it Synchronicity… Elev8, born in a small Colorado Springs garage, has journeyed far from its humble beginnings under the watchful eye of founder, Steve Kelnhofer. It was in that initial garage that Steve invented the Silver Surfer Vaporizer, the company’s inaugural brainchild. In those days, the only vaporizers in existence were the Vapor Brothers’ original box and the Volcano. These devices served as Kelnhofer’s inspiration, in part from their functionality, but equally from what he saw as their shortcomings. Somewhere in the midst of that, he also managed to start a glassblowing studio— and then a store. “It was kind of an accident,” Becca recounts. “Steve had to teach himself how to blow glass to make parts for the Silver Surfer, and he outgrew his house, so he found a little industrial building. There was an extra room, so he threw a couple of cases in there and started making pipes and threw a name on the building.” Becca’s entry into the business came only a few years later.

I honestly haven’t really had too many negative experiences. I almost feel like sometimes it’s a benefit to be a woman because I have a good relationship with these glassblowers.”

“The store had been around for about a year, and someone was like, ‘Oh, you got to go check this place out.’ At the time, I’d never heard of the place. Never heard of the Silver Surfer. I decided to check it out—and ended up with a job. Fifteen years later, I’m still here.” This journey from an accidental head shop to a stillthriving counter-cultural brand and business encapsulates the organic growth and adaptability that characterizes Elev8.

Be Nice or Leave Becca’s leadership style is a reflection of this ethos—a blend of the rebellious and the strategic, the artistic and the pragmatic. Her approach to management, encapsulated in the ethos “Be nice or leave,” promulgated by a sign that hangs above her office door is not only a policy, but a nod to the communal, respectful spirit that has long defined our little corner of commerce. 44

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“I tell my employees that their comfort is very important to me,” Becca says. “And if someone’s making them uncomfortable or just being rude, ‘you can be nice or leave’ is what we like to say. When you have a sign that says ‘Be nice,’ we’re like, ‘I’m the one trying to help you out, and I will do my best.’ But some people just have an attitude and there’s nothing you can do that will make them happy.” While the cannabis accessory industry prides itself on being progressive and inclusive, it is not without its flaws. Reports of misogyny and sexism, ranging from sexual objectification to inequities in pay and opportunity, have tainted its reputation. Yet, these issues do not uniformly define every player within the space. Becca’s tenure in this world brings a different perspective, one that challenges the narrative of pervasive gender-based adversity. “I honestly haven’t really had too many negative experiences,” she reflects. “I almost feel like sometimes it’s a benefit to be a woman because I have a good relationship with these glassblowers.” Continued on Page 44

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Women in Cannabis

Throw Us a Bone: Help Becca Finance Daphne’s Road to Recovery

Scan this QR code to support Becca’s beloved dog, Daphne (left), in her battle with cancer. At only eight years old, Daph faces a challenging fight, and Becca is raising funds for critical vet bills and potential chemotherapy. Your donation can make a difference.

A good narrative requires drama mixed with personal grievance. Refreshingly that is not the case with Becca. She isn’t interested in contrived frustrations. She is much more comfortable with her truth, which ultimately feeds into the real narrative—which is the contentment she feels and exudes as a result of working at a company with a soul.

The Soul in the Machine The conversation cascades naturally and comfortably, like a mountain stream passing over boulders smooth by millennia of current. It’s difficult to separate Becca from the company in which she plays a role. I know that as the manager of one appendage of this multi-legged table, she is but one piece of the puzzle to a much bigger picture. But after 15 years with the company, Elev8 has left its mark—and she has left hers on it. She is part and parcel. 46

Magazine January 2024

I bring up the Silver Surfer and she lights up immediately. “I think there’s still a huge market for it,” she says. “We let people try it in the store and . . . they fall in love with it instantly. Once they understand the benefits, the bioavailability, everything about it, they’re sold on it. Plus, it’s an awesome machine. You can diffuse oils, you can do dabs, it’s all around. You can do everything with it.” She hesitates pensively for a moment and takes a breath before offering a glimpse into the struggle that comes with selling a product built to last. “The problem is,” she begins tentatively, “there’s thousands out there. Once you have one, it doesn’t break.” Of course, this triggers a diatribe on the ugly sides of late-stage capitalism, i.e., the consequences of an economic model that requires infinite growth: unending landfills of portable electronics designed to break so companies can get us to buy

more, i.e., planned obsolescence. Just kidding; Becca’s not one to gripe about the things she cannot control. The issue is tacitly acknowledged, but we move on and continue to parse out the various operations under the Elev8 banner. “It’s a little confusing,” she says graciously as I struggle to map out an org chart in my head. “Everybody gets confused. We have the wholesale distribution, which makes the Silver Surfer, and then the Glass Studio makes all of the glass components for it. They also make glass for the head shops. We also offer the glass at wholesale to other shops. That’s Elev8 Distribution.” The conversation then shifts to their 501(c)(3) non-profit, Elev8 Veterans, which helps military veterans transitioning to civilian life by offering rehabilitative tools, including medical cannabis and glassblowing therapy. The organization is funded through monthly events where glassblowers

contribute tax-deductible art pieces for sale. Elev8 Veterans ensures veterans have access to affordable cannabis vaporizers and free glassblowing classes, fostering both a creative outlet and a potential income stream. It’s practically closed loop, a self-perpetuating system—and it’s beautiful. Becca’s beaming pride in the endeavor emanates through her voice as she explains it to me, but she’s quick to pass the credit where it’s due. She’s not one to steal thunder. “Elev8 Veterans is Theresa’s project. She’s the one you really want to talk

to about that, but I think you guys already did.” She’s 100% correct. Her colleague, Theresa Dvorak, was featured in this very column just a year or so ago. If you haven’t read that piece, Becca thinks you should— and we agree. In her personal life, Becca’s choices and values mirror the ethos of Elev8. Her preference for travel, her love for her “fur babies,” (her two dogs) and her reflections on life paint a picture of someone who values freedom, individuality, and a connection to the broader world. Throughout

our

dialogue

with

Becca, it’s glaringly obvious that Elev8 navigates the balance between profitability and principles with a rare grace. This nearly two-decadeold venture retains the original spark of the counter-culture’s rebellion against the norm, nurturing the art and community values that set this industry apart. Elev8’s growth from a garage-based startup to a cultural stalwart in the cannabis accessory space is a testament to enduring authenticity in a sea of change—and Becca’s warmth and contentment after 15 years inside the machine only further illuminate the deep-rooted conviction and spirit that drive their enterprise.

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From Your Mouth to Our Ears Do you have a story to tell? Share your wildest story and WIN BIG! From hilarity to high drama, we're inviting you to share your most compelling tale. Tickle our funny bones or drop our jaws—whatever keeps us reading. The best story each month will not only get published in our magazine but also bag an exclusive prize from our sponsors. Don't be shy; let your creative juices flow and submit your story today.

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Yo u A s k e d H Q A n s w e r e d

he landscape of retail is constantly changing, and nowhere is this more evident than in smoke shops and cannabis accessories, save maybe the plant itself. Jeff Beverly from Kola Venture Group sums it up perfectly: “A new retail reality faces smoke shop owners . . . they no longer face near the risk, but many still want the profit margins of an era where you could go to jail for selling a ‘bong’ versus a ‘water pipe’.”

an exception for tobacco accessories. This extra money served as a cushion for the risks they were taking. A decade ago, owning a smoke shop was a daily stroll on eggshells with even the choice of words used to describe products potentially leading to legal issues. However, today, with a widening acceptance of cannabis, and prohibitions being reversed, the industry is quickly gaining a newfound legitimacy.

Consumer expectations are changing too. People are more careful with their money but also appreciate the unique experience that smoke shops offer which is different from the mass-market approach of C stores. So, the task for smoke shops is to find that sweet spot: fair prices without undercutting themselves. With a smart, balanced, and adaptable approach to pricing, retailers can

THE PRICE IS RIGHT(?) Finding the Sweet Spot: Pricing Strategies for the New Era By Darin Burt

This brings us to a crucial question: In the wake of reduced legal risk, is the high “hazard pay” once associated with smoke shops still justified? “Hazard pay” refers to the additional profits that smoke shops could charge when the legal status of their products were still based solely on the hazy loophole of intent created by the caveat in U.S. Code Title 21 Section 863 which served to carve out 54

Magazine January 2024

But even with these changes, many old-guard smoke shop owners are still trying to keep the high profit margins from the days of prohibition, charging markups of 2x to 4x. In comparison, convenience stores (C stores), which focus on volume, might only mark up an item by $0.50 on a $2 sale. Experts agree that holding on to such high markups might not work in today’s market.

carefully curate how customers perceive their offerings. By finding their way in today’s retail scene and setting prices that convey the right message, they can ensure consistent growth and profitability. Keep reading to learn how you can find that sweet spot. Continued on page 54

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January 2024

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Yo u A s k e d H Q A n s w e r e d

Competitive or Profitable? Striking the Balance

Tiered Pricing Strategy: Offering products in different price ranges (budget, mid-range, and premium) ensures that you cater to diverse customer preferences and budgets without compromising your profit margins.

Cost-Based Pricing : Ensure that you have a clear understanding of your cost structure, including inventory, overhead, and operational costs. Price your products in a way that covers these costs while still providing value to your customers. A markup percentage can be applied to the cost to ensure profitability.

Dynamic and Seasonal Pricing: Adjust prices based on demand, seasonality, or events. For example, you might offer limited-time discounts or promotions during holidays or local events. Regularly review your sales data to identify patterns and optimize your pricing strategy accordingly.

Magazine January 2024

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O T W O S I H AB N N A C

Magazine December 2023

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December 2023

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Heads of Industry

Our Attendee Liaison manages our Hosted Buyer Program, which allows exhibitors to invite their best buyers to the show and stay for two free nights in a hotel. said. She points out that when you’re at an industry show, there’s no switching tabs or waiting on a text from your supplier—your contacts are right there on the floor with you. You do business with a person, not an email.

Dawn Conger, Senior Sales & Development Manager

“Last year we had 4,126 attendees, and right about 10,000 people overall. When I say attendees, I mean the buyers. And the rest are the exhibitors, the press, the suppliers, all of that,” she said. “This year, with the addition of Glass Vegas and their attendees and everything we’re doing to bring in more buyers, I think we’ll be somewhere around 26,000 folks. We always like to see 20 to 30 percent growth on the attendee side. So, we’re doing everything we can to hit those numbers.”

Part of those efforts include hiring TPE’s first Attendee Liaison, a new position built to improve the experience of the independent retailers who make the yearly journey to Vegas to view the latest products, ink new deals, and network with the industry. “We realized that we had a team of people focused on the exhibitors. We didn’t have a person who was 62

Magazine January 2024

solely dedicated to our attendees. And we want to provide whiteglove customer service there. So, we hired someone who could focus on our attendees, get them registered, and develop some attendee programs,” Conger said. “Our Attendee Liaison manages our Hosted Buyer Program, which allows exhibitors to invite their best buyers to the show and stay for two free nights in a hotel. And we have our Loyalty Program, where we do the same thing for our most loyal attendees, the ones who come every year. They get a free room with nice loyalty gifts in the room. This year, they’ll be at Caesars.” In addition to ensuring that guests enjoy every bit of Vegas luxury, TPE has made changes to its annual after-work soiree. Typically, the Industry Night Party

runs from 6 to 9 p.m., just after the final booths have been abandoned and the convention center goes dark. This year, the party will take place later, running from 9 p.m. to midnight at the Omnia Nightclub in Caesars Palace, where vendors and attendees can enjoy an open bar and a looser atmosphere. “We had a lot of feedback about how vendors and attendees Continued on Page 64

January 2024

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Heads of Industry

I do feel like we’ve developed that reputation that we’re the place you come to write those big orders and make those long-lasting business connections. I think we’ve really set ourselves apart as far as being on the professional side of trade shows.

wanted a little more time to get ready for the party,” Conger said. “Some of them said they wanted to take their clients out to dinner or that they wanted to have more time to leave the trade floor show and make it to the party. We’ve got the full nightclub to ourselves, too, thanks to our sponsors. We’ll have gourmet desserts, and popcorn and snacks will be served. It’s something I look forward to every year, where we can just blow off steam and chat with everybody.” That’s something else a computer can’t provide—a place to fully unplug and relax. After, of course, getting business done.

“We do like to have fun, but we like to do a lot of serious business, and I do feel like we’ve developed that reputation that we’re the place you come to write those big orders and make those long-lasting business connections,” Conger said. “I think we’ve really set ourselves apart as far as being on the professional side of trade shows.”

Total Product Expo - Quick Facts: What: Industry’s Hottest B2B Trade Show When: Jan. 31—Feb. 2 Where: Las Vegas Convention Center 66

Magazine January 2024

New This Year: After Party at Omnia Nightclub More Info: totalproductexpo.com

January 2024

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AfterHours

PUFF & PLEASURE Get A Raging Heart On for February! By Kim Airs The blur of the holidays are over and perhaps you’re snuggled in for your long winter’s nap. But lemme tell ya, January is the one month when those of us in the adult industry catch our breath for the run up to our busiest season of the year–Valentine’s Day!

customer to something they haven’t seen before or simply pass by when they come in for their regular items.

One of my favorites is the Little Red, an incredibly cute vibe by Natalie’s Toy Box. Everything about this can be rolled into a Valentine’s display. As Let’s start with red. It is the color of for pink toys, combine the pleasures warmth and passion, both of which of cannabis with a handy little pink are handy when you’re located in vibe, the Buzzed Higher Power bullet cooler climes and are gearing up for vibe. And who can forget one of my Sure, we all know it’s about loving February 14th. Add candy hearts to favorite combos of smokin’ and sex your partner or those around us your display––ooooh, do they have than the hot pink Vaporator? There (if you’re one of the polyamorous them as edibles?! Look at packaging are plenty of romance-themed gifts types), and once the that can make a nice calendar flips from “bridge” to adult toys. Our One simple, subtle way to suggest gifts for January to February, lovers is to group products that have strong pals at Khepher Games not all hell breaks loose only have a wide range of colors in their packaging. That can easily because people then cannabis related products, include gummies, a wide range of edibles, realize they have only but they have plenty of and anything else you can find when you two weeks to shop entertaining gifts to break put your mind to it. for their lovers! Why the cold winter ice and not jump on the love increase intimacy. bandwagon and get ready now to be of other cannabis products and start a one-stop shopping experience for thinking about adding some adult As for the month of January, promoting your customers? products in a display that echo that consumables and accessories for color. Many times, a customer might recreation while staying warm inside One simple, subtle way to suggest gifts think, “I’ve never thought of that!” A is a no-brainer. And what do people for lovers is to group products that simple response can always be, “it’s do when they’re inside staying warm? have strong colors in their packaging. never too early to be thinking about You guessed it; as the pandemic That can easily include gummies, a Valentine’s Day!” taught us, when two people are inside wide range of edibles, and anything together for a good reason (winter else you can find when you put your Wondering what adult products are being one of them), they tend to get mind (and heart) to it. red? If you can’t think of any or don’t busy, as in, “Netflix and Chill,” as have any in stock, now is the time to in “making whoopie.” Need I spell Many retail outlets group their ask your distributor for suggestions. it out? Leading them on to the next products by brand but try displaying Red isn’t a popular color for dildos month when Valentine’s Day is in full them by color instead. Color is a big but there are several little vibes out swing is a great marketing option that attraction in selling, and grouping there that are the perfect color. And will make your store stand out from them this way may give your place just imagine how many toys are pink? other counter-cultural outlets in your a fresh look. When a staffer gets Zillions, I tell ya, zillions! market. Just go for it and bring love the opportunity to show customers into your stores! different types of highs in different areas of your store, it can expose the 68

Magazine January 2024

January 2024

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After Hours

TAILORED PLEASURE

The Honey Play Box Approach By Aya Datura

oney Play Box is a refreshing voice in the adult health industry, championing a philosophy that centers on personal authenticity and a diverse array of desires in sexual experiences. Their approach to sexual pleasure is rooted in the conviction that it should be an accessible, shamefree journey for everyone, a belief that shapes their mission and the products they create.

When it comes to their product range, Honey Play Box understands that pleasure is not a onesize-fits-all experience. They are dedicated to creating toys that cater to a wide spectrum of sexual desires, ensuring that there’s something for everyone. Their collection is characterized by versatility and variety, crafted with body-safe

Honey Play Box’s philosophy is that sexual experience is as unique health as the individual. They encourage and pleasure. This educational aspect self-discovery, asking fundamental contributes to a broader dialogue questions about what feels good on sexuality, helping to break down and how one can extend barriers and destigmatize this pleasure to others. conversations around The company’s mission is to make pleasure sexual health and pleasure. This user-centric focus both fun and fabulous for everyone. They extends beyond simply emphasize the importance of pleasure, Honey Play Box’s diverse selling products as they play, health, and accessibility in crafting range of high-quality, bodyactively work to nurture the positive sexual experiences. safe products, combined community’s understanding with their commitment and appreciation of sexual to affordability and wellness. materials to promote safe exploration. discreetness, reflects a deep The company’s mission is to make Each product model from Honey Play understanding of the varied needs of pleasure both fun and fabulous Box undergoes rigorous testing to their customers. Their focus on sexual for everyone. They emphasize the meet high standards of performance education further enhances their importance of pleasure, play, health, and durability, and they offer a mission, making not only a brand, but and accessibility in crafting positive one-year warranty on all products, a valuable resource for those in search sexual experiences and aim to inspire providing customers with the of sexual well-being and fulfillment. the masses to explore their desires assurance of support and reliability. Honey Play Box’s ethos and actions without shame or hesitation. This align to create a welcoming space vision is beautifully encapsulated in Honey Play Box’s dedication to where everyone can explore their their commitment to keeping their sexual education for their community desires freely and confidently. toys affordable, broadening access to is another aspect that sets them sexual pleasure for a diverse customer apart. By focusing on education, they base. aim to empower individuals to make informed decisions about their sexual 70

Magazine January 2024

January 2024

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After Hours

GROWTH INDUSTRY

By Darin Burt

n the ever-expanding world of sexual health and wellness, retailers find themselves presented with a variety of products, each promising to raise the consumer’s experience. Among these, penile extenders have emerged as devices surrounded by curiosity and a fair share of skepticism.

The Science Behind the Stretch Think of penile extenders in terms of plants and growth. Imagine you’re trying to help a plant grow straight and tall. You might use a stake to gently guide the plant upwards. Over time, the plant grows in the direction you’ve guided it. Similarly, a penile extender works by gently stretching the penis. The biology revolves around the principle of “cytokinesis.” When the penis undergoes a consistent, gentle pull, 72

Magazine January 2024

Grasping the Potential of Penile Extenders

the cells within the tissue start to divide and multiply. It’s like a little guide that encourages the penis to stretch and grow a bit longer over time, leading to a potential increase in length.

Stretching the Truth? Let’s get a grip on the reality: While the Urology Care Foundation notes a lack of compelling evidence for many enlargement methods, penile extenders have managed to move beyond this barrier in some research circles. A 2015 study, for example, found a mean increase of 0.3-0.9 inches in flaccid penis length after consistent use over six months. Another systematic review in 2020 pointed to less than a 0.7-inch increase on average. Yet, here’s the rub — not all experiences are created equal. It’s essential for retailers to communicate this variability, along with the

importance of patience and proper use to avoid any overextension of expectations — or the penis itself.

Extendsive Selection Several nonsurgical methods claim to lengthen the penis, but not all are created equal. While vacuum pumps and penoscrotal rings have their own stages, they’ve mostly been the opening acts. The headliner, penile extenders, have shown promising results in some studies, especially when compared to the others that often barely scratch the surface of scientific validation.

Extenduating Circumstances A penile extender is a non-invasive medical device designed to gradually increase penile length through the principle of traction. It typically consists of a plastic base that sits at

the base of the penis, two metal or plastic rods that run along the sides of the shaft, and a silicone band or noose that secures the head of the penis. For effectiveness, it’s generally recommended to wear the extender for several hours each day over a period of months, allowing for a slow, safe, and potentially effective extension.

Pumping It Up, But Falling Short If you’ve seen the Ryan Reynolds comedy classic, Van Wilder, you’re at least familiar with the vacuum pump, or as they dubbed in the movie, a “cock pump.” Vacuum pumps are

essentially tubes that create a vacuum around the penis, drawing blood into the organ. Although this may aid in achieving an erection, claims of lasting enlargement have been met with skepticism. A 2006 study found no significant physical effects after six months, though some users did report psychological satisfaction.

Ringing True or False? Penoscrotal rings, commonly known as “cock rings,” worn around the base of the penis, aim to restrict blood flow to prolong an erection. While a few anecdotal cases suggest a potential increase in size when used with certain medications, the evidence is far from conclusive.

Retail Realities Retailers, your role is crucial in providing trustworthy products with clear guidance for safe use—after all, we’re dealing with sensitive assets here. Penile extenders aren’t a onesize-fits-all miracle but a viable option for personal enhancement seekers. Prioritize extenders that measure up to scrutiny and align with hopes, not just hype.

MEET THE EXTENDABLES

Crafty contraptions for augmenting your assets. SizeGenetics: SizeGenetics: SizeGenetics prides itself on comfort. It employs a rod-based system that can be customized to the user’s needs, with a variety of attachment methods that cater to different preferences and anatomies. Users can customize the tension and rod length for gradual progression with its no-slip protection, ensuring less slippage and consistent traction for effective stretching.

Phallosan Forte: Endorsed by medical professionals for its safety and efficacy, this German-made extender uses vacuum adhesion for flexible wear. It features a customizable chamber, tension indicator, and can be enhanced with the Phallosan Forte Plus for increased traction.

Hydromax by Bathmate: A water-powered penis pump for use in the shower or bath, designed for comfort with a soft seal, durable build, and straightforward pump system. Offering various sizes and pressure settings, it creates suction to facilitate erections and may help with tissue growth over time. Water acts as a lubricant and cushion, reducing irritation and enhancing the user experience.

January 2024

Magazine

AfterHours

Sizzling Sellers that Put the “F” in Functional

Maude Band In relationships and romantic connections, the Maude Band playfully reminds us that sharing and caring go hand in hand. With a contemporary and refined design, the Band stands out as an elegant addition, ideal for smoke shops aiming to broaden their selection with sophisticated adult items. Unlike the conventional cock ring, Maude’s Band is a reimagined design made of stretchable silicone, offering adaptability for a range of sizes, ensuring maximum pleasure distribution. With a single button, users can navigate through its five-speed vibrations with ease. Using the Band is intuitive and versatile. Whether for partnered pleasure or solo exploration, its simplicity shines. Just apply Maude’s organic Shine lubricant, slide it onto the desired area, and indulge in its spectrum of stimulations. Its waterproof feature adds to its appeal, making every experience unique. For those new to adult toys, Band serves as a discreet and elegant introduction. Paired with Maude’s Stay delay spray, pleasure is prolonged and intensified. Experience the shared bliss of the Maude Band, where the joy of connection speaks for itself.

Prints Charming Pop Tease Vibrator Introducing a tantalizing twist of pleasure and playful nostalgia with the Prints Charming Pop Tease Vibrator from Global Novelties. Cloaked in captivating colors and comic-book-style pop art graphics, this heroic vibe delivers a thrill that excites more than just your senses, invoking a seductive escapade worthy of classic superhero bravado. Whether you choose the fearless 5-inch or the mighty 7-inch variant, both come armed with 10 versatile superpowers, ensuring an adventure tailored to your desires. Designed for both secret internal missions and external quests, this pleasure crusader sports a silky, soft-touch exterior and is waterproof, ready to dive into aquatic capers. Silent yet powerful vibrations maintain your secret identity while delivering waves of herogasmic ecstasy. Compact and lipstick-sized, this vibrator is as portable as it is pleasurable, ready to slide into a purse or pocket (or utility belt) for spontaneous adventures. Smoke shops amplifying their arsenal of pleasure playthings will find the Prints Charming Pop Tease to be the ultimate sidekick.

Magazine January 2024

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HeadSpace

The system failed him— and the consequences were unbearable. A head shop became his safety net.

A PLACE OF MERCY

Head Shops: Offering More Than Kicks and Quirks By Joshua Scott Hotchkin

ince I was a teenager, head shops have meant many things to me. They began their journey through my heart as places of curiosity, joy and excitement. Later they became places of employment, business and livelihood. They have been playgrounds of creativity, imagination and innovation. It would be nearly impossible to list all of the things that smoke shops have meant to me, but the most recent is one I would never have expected—a place of mercy. When I was eight years old, I went to the dentist to get my teeth cleaned. I can still recall laying there as the bubblegum-flavored fluoride treatment did its work in my gaping maw. At the end of the cleaning,

Magazine January 2024

the dentist called my mother into the room and made a proposition. There was a new, experimental type of braces that he believed would correct some spacing issues, and if we agreed, he could provide the equipment and labor free of charge. Shortly thereafter I was fitted with a few pieces of metal and promised a brighter future smile. But then things did not go as planned. A few months later, my father passed away and many life changes followed. We moved from central Iowa to western Colorado to stay with family while we sought comfort and balance in our lives. This began a years-long journey of regular relocations. During this time, the dental gear I had in my mouth began to dysfunction. However, because of its experimental nature other dentists were not

comfortable dealing with it, and so it took a few years before I was able to return to my original dentist and get the situation taken care of. Yet in the meantime much damage had been done, and I had developed a negative view of dentistry and unhealthy dental practices as a result. These problems plague me to this day. Over the past few decades I have had multiple teeth break, some of which were pulled, and others still awaiting treatment in a long-term plan I have finally begun to develop. There have been times when I was in so much pain that it became unbearable, and left me little choice but to selfmedicate with whatever was at my disposal, which was often alcohol. That route does provide a temporary relief from agony I wouldn’t wish on my worst enemies, but it comes at the cost of new or exacerbated problems. Poor choices are easy to make when you lose the ability to eat, sleep or Continued on Page 78

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even exist comfortably for prolonged periods, and boy, I have made some poor choices along the way.

While I was failed completely by our A few months ago, it became clear medical system, sentenced to suffer the that the remaining teeth were going to start to crumble pretty quickly, consequences for its own sins, the head but I was in a transition period without insurance and preparing shop became the light at the end of my to move. I had to prioritize other things in my life. Before I began the tunnel. relocation, I went to a dentist to get an emergency extraction, and was treated so inhumanely by businessminded dentists that it triggered my distrust and disdain for that industry yet again, but after much pleading I was able to get the tooth removed. But before I could finish packing for my next move, two more teeth began singing their siren call of distress. Within a few weeks of having settled into a new home, I began seeking help for these issues only to be greeted with more disheartening responses from the dental profession.

I woke up one Friday morning in extreme pain, with which I was familiar enough with at this point to know how it would play out. I contacted a local low-income dental option, but they said the best they could do was to make me an appointment for a consultation in six months. In the meantime, they said, if I began to experience swelling I could make an emergency appointment. By Sunday the swelling had begun, but I had to wait until Monday before they would see me. Desperate, I went to urgent care to get some help with the infection and pain. I was prescribed an antibiotic and told I could take Ibuprofen for the pain, even though I explained it had long stopped being effective and was doing a harsh number on my stomach. They did not seem to care, and I was sent on my way to deal with it. Here is what happened. I was too honest about being a medical marijuana user and having had some alcohol issues in the past. This raised some red flags, and they saw me, as they are trained to, as a risk for addiction 80

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to pain meds. Having played a major part in the opiate crisis of the past decade, the medical establishment has become overly cautious about prescribing painkillers. And while I can understand that, I was in extreme agony. It was unthinkably inhumane, from my perspective, to let me suffer simply because they had made some mistakes in the past. But that is what it came down to. By that evening, I was in so much pain that

I began contemplating my continued existence. Things got pretty dark. I knew that alcohol was not going to help, but I needed something to get me through the night—before I reached the point that I could no longer live with what was happening to me. That is when I remembered that kratom was a safe, legal option that might be able to mitigate my misery—and made a beeline to my nearest head shop. Continued on Page 80

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Within an hour I was in a much better place. The pain had mostly subsided, and I was once again able to look forward to a life without it. The next day, I went to the clinic and got the emergency extractions, knowing they would also deny me any pain relief, which I didn’t even bother to ask for. A few tiny bottles of full spectrum kratom extract got me through that day, and the next, and the next, until I didn’t need it anymore and was able to carry on like a regular human being again, albeit one who had developed a toothless lisp and had a lot of soup to look forward to for many months before all the issues in my mouth could be resolved.

You are not just a business; you are a place of mercy, and the world is a better place because of you. I can now say, without hyperbole or exaggeration, that a smoke shop saved my life. It provided crucial relief at a point in which I was almost unable to carry on. While I was failed completely by our medical system, sentenced to suffer the consequences for its own sins, the head shop became the light at the end of my tunnel. “Self medication” often carries a negative connotation, but sometimes it is one’s only choice. So, to all you head shop owners out there braving the shifting sands of legislation and commerce to help people deal with the intricacies of life, I would like to say thank you. You are not just a business; you are a place of mercy, and the world is a better place because of you.

Editor’s Note: The personal experiences described in this article are unique to the individual and are not an endorsement or recommendation for the use of head shop products as substitutes for medical treatment. The products mentioned are not approved by the Food and Drug Administration for the diagnosis, treatment, cure, or prevention of any disease.

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HIGH HOPES & LOW RETURNS Is Market Failure Baked in? By Matt Weeks

all Street investors have proven they can make money off of anything (and frequently off nothing), but there’s one thing traders can’t figure out: how to make money selling drugs.

The once bright promise of cannastocks has gone up in smoke. The quest to understand why is on.

That should be funny, but it’s a genuine concern. If America’s most brazen capitalists can’t turn a profit on cannabis, it puts the industry at a disadvantage. Without investments, cannabis companies will struggle to open, grow, innovate, and influence politicians. If they can’t meet consumer expectations, belief in the industry could sag, leading to stalls (or worse, reversals) of pro-cannabis legislation. If responsible cannabis investors want to support the industry while turning a profit, they need to take a cue from Wall Street and wise up about where they put their money. Market watchers point to three problems underlying the failure of cannabis stocks to turn profitable: a misunderstanding of the industry, strict banking regulations, and oversold hype. Continued on page 84

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They overbuilt and raced each other to the bottom. They forgot about the most important thing in weed—quality. - Jeff Beverly, Kola Venture Group Executive Overreach Starting in 2018, cannabis startups flooded the market with the goal of becoming the Amazon of weed. Executives from other industries jumped in line to launch the Next Big Thing. The basic idea was to start a company that would have time to fine-tune its operations just in time for the federal government to pull the trigger on legalization. But cannabis is an agricultural product. It doesn’t follow the same rules of technology, finance, or consumer goods. The biggest players didn’t understand the fundamental truths about the business, said Jeff Beverly, an industry veteran and founding partner at Kola Venture Group. “They overbuilt and raced each other to the bottom,” he said. “They forgot about the most 86

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important thing in weed— quality. So many of the C-suite suits don’t even toke. They also thought everyone wanted a spalike dispensary or the next Apple Store of weed. Now, they all think canna-beverages will save the industry.” Chris Becker of The Honeybee Collective pointed out that Amazon spent many years as a bookstore before it built itself into a monolithic e-tailer. It also benefited from a hypercompetent CEO, who proved adept at managing the corporate sprawl that seeped into disparate and differentiated industries. It’s not an easy formula to replicate. “The West Coast tech ethos has sort of invaded the entire startup space and everybody thinks that’s how you do it across all industries, but it doesn’t really apply to this one,” Becker offered. “They’re looking for early investments to

get 10X returns, and that’s just not realistic—certainly not on a three-to-five-year timeline. It’s unrealistic to expect that of these nascent markets, that we’re building from zero.” The Honeybee Collective is a worker-owned cannabis brand specializing in sustainable cannabis. They buy eco-friendly cannabis products and package them in recyclable, compostable packing. It also gives Becker a unique perspective. He pins some of the blame of poor stock performance on cannabis companies that are trying to do too much too quickly. “How many executives are actually Jeff Bezos capable of building a massive distribution operation with a bunch of regional hubs and also cultivating a difficult-to-produce Continued on Page 86

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crop, then extracting, then making it into consumer packaged goods, then making those consumer packaged goods highly craveable by consumers?” asked Becker. “Our thesis is that specialization is what you need to be successful in the industry. We limit our operations to sales and marketing and brand development. We let growers grow, we let manufacturers manufacture and we let distributors distribute, because we know what we’re good at.”

How Bad is it? American canna stocks have been on a steep downward tear since February 2021. Even when good news—like a new state legalizing—pushes prices up, prices drop again, usually to new lows. An easy way to visualize the market is to glance at the lifetime performance of The North American Cannabis Index, a fund that includes an array of stocks from all corners of the industry—dispensaries, research outfits, cannabinoid suppliers, etc. Its performance graph is a jagged line, sloping down and to the right. Worldwide, the situation is only slightly better. The

“I got excited about some of the state legislation that was going on. I felt like it was a movement that was going somewhere,” he said. “As a result, I just did a little due diligence and came up with four or five companies I thought were players. I really fell on Canopy Growth and a few others. I bought that stock and planned to hold it. It was a long-ball play. But I lost a lot.” Rider wasn’t alone. Investment advice columns and boiler room scam artists sold the public on buying canna stocks early. In September 2018, the home-trader app Robinhood had to suspend all buys for Aurora Cannabis Inc. because it couldn’t keep up. (The stock peaked at $120 per share that year but spent most of 2023 trading for around 50 cents.)

There was this sort of mass delusion that cannabis stocks were going to be a generational wealth opportunity. And, unfortunately, they just weren’t that. -Chris Becker, Honeybee Collective Horizons Marijuana Life Sciences Index, which includes C stocks across the globe, spent much of last year only slightly above its lowest point ever (in 2021). Compared to American stocks, the world market has been steadier, but still in a modest decline most of last year.

How we Lost it All Jay Rider (not his real name) invested a healthy five figures of his money into canna stocks starting in 2018.

“There were some people who made a lot of money, but they were trading options and got out early,” Rider said. “But yeah, it did feel like a boiler room. Like, we’re all going to talk about this one stock, then it’s going to go way up, and then we’ll get out and everybody else will be left holding nothing.” It wasn’t just 2018, either. The canna stock market surged again during the Covid-19 pandemic, when groups of novice online investors used their spare time to manipulate stock markets, driving up the price of GameStop, AMC Cinemas, and a few cannabis companies. “Hype cycles have been a big problem,” Becker said. “There was this sort of mass delusion that cannabis stocks were going to be a generational wealth opportunity. And, unfortunately, they just weren’t that.” Continued on Page 88

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A Buzzkill Performance Historical Stock Performance Analysis of Leading Cannabis Companies from Initial Public Oﬀering (IPO) through October 2023 Curaleaf Holdings

Canopy Growth

Tilray Brands

Aurora Cannabis

Data sourced from Yahoo Finance.

Fixing the Problem The biggest trouble with cannabis stocks isn’t that the public might stop responding to the boy who cried stocks. It’s banking regulations that prevent big-money institutional investors—hedge funds, pension funds, endowments, etc.— to buy stocks in cannabis.

money managers, there are different levels of risk tolerance among them. So, some big insurance companies might only invest in very safe, bluechip stuff. But there’s still a lot of people with multibillion-dollar piles of money who are willing to invest in more speculative stuff. That

to new capital, just as the first cannabis businesses reach maturity, it will make investments safer for those Average Joes who got hosed the first time around.

“I’m not saying that there aren’t winners amongst the current MSOs, but I don’t think it’s terribly predictable which ones will win out because so much of I would only buy stock in a cannabis their success is dependent Fortunately, there’s been a company today if I had a lot of faith in on things that are out of push to change things. The the management and what they were their control, like regulatory SAFER Banking Act would doing. -Chris Becker, Honeybee Collective changes,” Becker said. “I open cannabis investments would only buy stock in a to banks in states with cannabis company today if I legalized cannabis. But a had a lot of faith in the management better option would be federal action would bring in a new level of capital and what they were doing. Because the availability in the industry.” to make the substance legal. time to invest is right before that next “Even if we reschedule cannabis down Once institutional investors can get level of capital gets unlocked, right? But most cannabis stocks, they’re not from a 1 to a 3, that would unlock a into the game, everything changes. good investments.” new layer of investors,” said Becker. “When you think of institutional Not only will companies have access

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PUTTING THE FUN IN FUNGI A new frontier in wellness: synergizing cannabinoids and functional mushrooms.

Magazine January 2024

H C T A E IN ? M A AD EN M EAV H

s ent m i r nd xpe ’s e oids a a l co abin new eni s D cann citing ther i r e ex Ch ed es, select int at s—wh c n t e sh sly ias Sci olf iculou hroom nthus W et mus ble e l. At i hm l a wit tiona for ed ation c e s r n e i c fu ibil r re s pos lness o l we

Mushrooms & Cannabis Collide By Eva Berlin Sylvestre

ordyceps is having a moment.

Popularized by hit video game and HBO horror series, The Last Of Us, demand for the peculiar mushroom has bloomed, in spite of its reallife reputation for hijacking insects’ minds and growing cute little mushies from their exploded exoskeletons. Get in my belly, right? Jokes aside, cordyceps has a long history of use as a functional mushroom, particularly in traditional Chinese and Tibetan medicine. Its use dates back thousands of years—the earliest known record of Cordyceps as a medicinal mushroom is from the 15th century in Tibet,

where it was used for a variety of purposes, including enhancing energy and vitality. In modern times, it continues to be popular as a health supplement, often marketed for its potential benefits in boosting energy, improving athletic performance, and supporting immune function. So what happens when you take a semi-professional golfer who found a niche market in CBD chewables for dogs, and you introduce him to the strange and beguiling mushroom kingdom? You get Chris Denicola, CEO and President at Wolf Sciences LLC.

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IT’S NOT ABOUT ONE MAGIC INGREDIENT, BUT HOW THEY ALL WORK TOGETHER TO CREATE A BETTER SENSE OF WELLBEING. -Chris Denicola, Wolf Sciences

But before helping Fido alleviate skin rashes and spasms, the entrepreneur with a chemistry degree had left his work in big-name labs and headed to Colorado with his eyes on the prize— the cannabis industry. “I thought it was going to be so much fun,” Chris tells us. “Cannabis in 2014, 2015, 2016 was just crap. They would charge people a ton of money and have no consistency, no morals, no ethics.” With the notion eating away at his psyche, he created a few cannabis formulations of his own, started a business, and told himself, “I’m just going to do this for a couple of years, make some money, and get the hell out to go do my brewery.” That was 2016. Fast-forward seven years and Chris Denicola’s outlook is much sunnier. With a bustling lab and some playful, creative partners, Wolf Sciences has its cannabinoid concoctions locked in, and cooked up some cordyceps creations like a merry band of mad scientists. Meanwhile, the brewery remains on his bucket list.

Magazine January 2024

Of the former, he’s quick to reveal that their oil is derived from hemp and contains real THC, “purified using chromatography from hemp oil.” He elaborates on the unique process, noting, “It’s genuine THC, which we combine with exquisitely hand-extracted live resin from hemp.” What’s more, “it’s completely legal under hemp regulations,” he says, making it accessible for purchase in all 50 states and online. “Regarding the experience, there’s nothing significant lost compared to traditional methods,” he says, acknowledging a minor difference: “The only thing you might miss is the immediate flavor and rapid onset you get from rolling and smoking. In terms of effect, the experience is fully intact.” Continued on Page 96

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Concerning Wolf Sciences’ work in cordyceps—in particular, gummies— he prides the work they’ve done on being not only conscious of the right flavor balance to keep them palatable, but also the right amount of cannabinoids to balance the effects of the fungus. “As soon as you take them, you feel that extra energy,” he says. When asked how the compounds work synergistically, he has the perfectly scientific response: “I don’t know.” Respect.

in the magic mushroom space, who proposed a collaboration. Initially skeptical about the efficacy of natural remedies like echinacea, goldenseal, and mushroom powders, Chris’s perspective shifted dramatically upon sourcing higher quality extracts and powders. This experience led to a revelation about the potential of these natural products and the fusions therein.

A moment later, he adds: “I would have to blindly assume that if we’re getting more oxygen into the blood, your blood vessels are opening up even more, so there’s more fuel there.” Inside the process, the cannabinoids are flowing freely in expanded blood vessels, so: “Not only are you reducing inflammation and adding more fuel to everything, you’re also doubling that response of feeling better in body and mind.” Additionally, he points out the brand’s carefully crafted terpene blends for enhancing focus and clarity and a specific cannabinoid mix aimed at reducing inflammation and pain. “It’s not about one magic ingredient,” he qualifies, “but how they all work together to create a better sense of wellbeing.”

“We combine [our gummies] with a low dose of THC and our social, giggly terpene blends,” he says, then adds that this is in addition to CBDV, a non-psychoactive cannabinoid. “It’s just great for nausea and a good cannabinoid overall,” he says. “It’s a fun little ride.”

Chris credits an employee who happens to be an Ayurvedic practitioner, for his interest in functional mushrooms. He was given a large, hand-drawn chart created by her teacher, detailing various herbs and their applications. He was further piqued by a friend involved 98

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As a philosophy, Chris steers away from traditional metrics. “It’s not a sale based on milligrams,” he explains, but rather “a sale based on effect or outcome.” On paper, “We are formulators and small-scale manufacturers,” he says. In the lab,

though, they’re equal parts artisan and guinea pig. “We’ve had a couple of instances where it’s like, ‘What the hell did we just take?’” he laughs. Chris has another philosophy for Wolf Sciences: A quality product should show results from the first use. “If it doesn’t work the first time you take it, it’s not for you,” he says, also admitting: “I’m a terrible salesperson.” He’s honestly confused as to how people find him when Wolf Sciences doesn’t even have a website. “We’ve got a little store, though, and we do little five-packs because people want to try something without spending a lot. Everybody’s been burned by spending $300 on things that don’t work.” He admits that he finds himself giving those packets away as often as he sells them. Continued on Page 96

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But with his five-pack freebies, he estimates that “probably 90 percent of people come back or order online.” Wolf Science has plans for the upcoming launch of his brand’s functional mushroom products, slated for release by Black Friday, and candidly admits that the production process is yet to commence, underscoring the ambitious nature of the timeline. The new line is set to feature a diverse range of products, each tailored to specific needs. For the daytime formula, Chris and his team are focusing on a product that energizes and revitalizes. For evenings, they’re developing a sleep aid, although the final choice of mushrooms—between reishi and lion’s mane—is still being fine-tuned. “We’ve got our sleep cannabinoid formula ready,” he says. “We’re just adding a mushroom to get in there and help.” Additionally, they’re working on a stress and recovery product which may include adding chaga or reishi to a cannabinoid. The goal of that blend is to have a comprehensive solution for recovery, pain relief, and stress alleviation. Reishi is believed to support immune health, exhibit anti-cancer properties, promote heart health, reduce stress and fatigue, and possess anti-inflammatory qualities. Chaga mushroom is traditionally used for boosting the immune system and reducing inflammation. “We’re getting it down to three distinct products,” he says, which aligns with his philosophy of simplicity and efficacy, intending to make wellness accessible and straightforward for consumers. Chris and his team aren’t rushing it, however, preferring to craft their goods on not only effectiveness but flavor. “The more you need to stuff in a gummy, the more unpalatable that gummy is going to be, and the less likely people are to adopt it — it has to taste good,” he says. “Our cordyceps supplier’s flavor is really coconutty, so we mix it with tropical flavors like pineapple to get a really good combination.” Well, then. Get in my belly, right?

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EdQuest

BURNING ISSUES Legalization: Where Are We Now?

By Soﬁa Noillif

The Feds continue to drag their heels on cannabis, despite an evergrowing number of states giving legal markets the green light.

rom prohibition’s inception to the seismic shifts of modern policy, America’s saga with cannabis is rife with controversy and rich with transformation. The Marijuana Tax Act of 1937 cast the first stone, initiating a regime of restriction. Yet, the real anchor was the 1970 Controlled Substances Act (CSA), which branded cannabis as a Schedule I substance—a label synonymous with “hands-off.” But California, with its 1996 Compassionate Use Act, sowed seeds of change, cultivating a movement that would eventually bear fruit nationwide. Then, in a trailblazing turn, Colorado and Washington state leaped over the legislative hedge in 2012, endorsing recreational cannabis and setting a precedent that would echo across the country. Within the last decade, the heartbeat of public consensus has quickened, racing from just over half in favor to a robust 70% green-lighting recreational legalization. This surging wave of societal endorsement has become a driving force, urging the cannabis crusade onward through the American landscape.

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EdQuest

Biggest Loser? Speculation was hot that Virginia Governor Glenn Youngkin would reverse Virginia’s cannabis progress with a GOP win in November. Luckily, Virginians had other ideas.

A Pleasant Surprise. Nancy Mace (R - SC) has introduced a federal bill to legalize cannabis, highlighting that not everone in the GOP subscribes to antiquated “Reefer Madness” fears. Take notes, Younkin.

this, cannabis retains under the Trump Administration. The Quandary: Federal Despite its Schedule I badge of dishonor Say what you will about the former federally, tagged with a stigma of President for this decision, but keep vs. State Cannabis abuse potential and snubbed for in mind that Biden has yet to take any Legislation in the US medical merit under the Controlled action to remedy the situation.

Amidst the verdant wave of state-level Substances Act. Nonetheless, the industry found cannabis legalization, the unyielding The landscape saw a glimpse of partial solace in the Rohrabacherstance of federal prohibition weaves Farr amendment. a complex web of regulations. Passed in 2014, this This schism crafts a labyrinth Ohio has emphatically planted its flag in legal bulwark fortifies of legal challenges and the cannabis field, overturning years of state-compliant medical operational conundrums for cannabis operations businesses in the space. To against the specter of conservative tradition with lgalizatin of date, 38 states, most U.S. federal indictment. As territories, and the District the battlelines between recreational marijuana. of Columbia, have welcomed state boldness and federal medical cannabis, while the harmony with the Cole Memo of 2013, caution are drawn, the evolving roster for recreational approval swells which ushered in a federal hands-off patchwork of cannabis legislation to 24, with Ohio as the latest to join policy on prosecution in legalized demands constant vigilance and the green rush after their Election states, only for the détente to be short- adaptability from those within the Day ballot victory. circuited by a 2018 policy reversal burgeoning sector. 106

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EdQuest

Progress: 6 Pro-Cannabis Bills in Congress Now Several federal bills that could align federal policy with state actions and public sentiment remain pending. This inaction underscores current federal dissonance driven by political ideology demonstrating the complexities of legislative change in the realm of cannabis legalization:

SAFE Banking Act (H.R. 2891): Federal prohibition creates banking challenges for cannabis businesses, as federally insured banks can face legal repercussions for servicing them. The SAFE Banking Act aims to resolve this by protecting banks. Veterans Equal Access Act (H.R. 2431): Veterans seeking medical cannabis are caught between state laws that may allow medical use and federal regulations that prohibit US Department of Veterans Affairs (VA) doctors from prescribing it. This bill seeks to align VA policies with state laws. Small Business Tax Equity Act (H.R. 2643): Businesses in the industry cannot deduct the same expenses as other businesses on federal tax returns, which significantly increases their tax burden. The proposed bill would level the playing field. VA Medicinal Cannabis Research Act (H.R. 1003): This bill addresses the catch-22 of cannabis research, where the federal government cites a lack of research as a reason for its prohibition status, yet the same status hampers comprehensive research. complementary products side by side. HOPE Act (H.R. 2677): Cannabis businesses are restricted from federal lands, regardless of state legalization. This bill’s proposal would open up new opportunities for businesses. State Reform Act (H.R. 5977): This bill, introduced by Rep. Nancy Mace (R-SC) and cosponsored by none other than Matt Gaetz (R-FL) among others, aims to federally legalize cannabis. 108

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Ohio’s Green Light: Setting a Precedent in the Midwest Ohio has emphatically planted its flag in the cannabis field, overturning years of conservative tradition with the legalization of recreational marijuana. The Buckeye State’s nod through Issue 2, securing a 56.79% affirming vote, not only underscores a seismic policy shift in the Midwest but also forges a path for a burgeoning industry with high economic stakes. In the wake of this decisive move, Ohio’s near 12 million-strong populace— majority at the ready-to-consume age— teases the promise of a robust market. Geographically fortunate, Ohio’s border with states devoid of such legislation position it as a potential cannabis cornerstone, ready to fuel a regional green rush. The legislative blueprint via Issue 2 sketches out a 10% excise tax on marijuana sales on top of the existing 5.75% sales tax, earmarking a slice of the pie for community reinvestment and equity ventures—a game-changer on the societal front. The green light for adults over 21 to hold 2.5 ounces and grow six personal plants, coupled with strict market and cultivation regulation, ensures a controlled yet progressive framework. Yet, the road ahead is not without its hurdles. The General Assembly, with a Republican tilt, hints at impending amendments targeting the law’s finer points, like revenue streams, THC caps, and regulatory specifics. Even with no full-scale repeal in sight, leaders like Senate President Matt Huffman are telegraphing some legislative tailoring. The corporate tilt of the new law also draws skepticism, igniting debates over whether it unduly favors largescale cannabis enterprises. The calls for amending this perspective are loud, alongside the notable silence on automatic expungements for decriminalized acts—a critical oversight for advocacy groups. Continued on Page 108

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Ohio’s stride into legalized cannabis, thus, is not a sprint to the finish but the beginning of a longer, nuanced debate—a blend of voter mandate and legislative scrutiny, setting a precedent not just for a state, but potentially for a region at a crossroads.

Virginia: Recreational Market on the Horizon?

commercialization, a shift that tests his previously cautious stance. The robust endorsement for Democratic proposals by Virginians may well corner the Governor into aligning with public opinion on legal sales. This green wave carries more than just a promise of commerce; it resonates with calls for social

In a pivotal electoral twist, Virginia’s political tides have turned, signaling a possible victory for its yet-to-be-developed cannabis market. The Democratic Party’s clinch on both the Senate and the House of Delegates, by slim yet decisive margins, heralds a new chapter in the commonwealth’s legislative annals. The backdrop is 2021’s landmark move, which saw Virginia sanction adult-use cannabis, albeit leaving retail aspects in a legislative stalemate. The previously Republicananchored House had stymied commercial endeavors, despite the Senate’s affirmative stance on a market rollout.

The Evolving Dialogue

More Good News: The legalization movement saw big wins in both Ohio (state capital above) and Virginia (state capital below) this past November.

The electoral verdict has since recalibrated the scales. Democratic dominance signals green lights for a bill that could usher in regulated retail cannabis sales—a hopeful horizon for an industry keen on clarity and progress. The vote delivered a palpable boost to pro-cannabis advocates who had long championed a Democratic-led advance. Governor Glenn Youngkin now confronts a legislature attuned to the drumbeat of cannabis 110

The election’s aftermath has banished fears of a regressive rollback had the GOP prevailed. Instead, it has laid the groundwork for a potentially ground-breaking Democratic-led cannabis policy. As stakeholders look on, the anticipation is palpable. The industry awaits Governor Youngkin’s move towards embracing cannabis legislation that echoes the voters’ will and taps into the economic promise of a well-regulated market. Virginia’s electoral outcome isn’t merely a political power exchange—it’s a beacon for a nationwide dialogue on thoughtful drug policy reform.

Magazine January 2024

justice and redress from cannabis prohibition’s historical scars. The Democratic sweep is seen as a gateway to more equitable cannabis laws, emphasizing reparative measures like expungements and industry inclusivity—an agenda for which Marijuana Justice and similar bodies have vigorously campaigned.

The American cannabis narrative is one of dynamic tension between risk and reward. Legalization is not a panacea; it brings a labyrinth of regulation and public health considerations, juxtaposed with the lure of economic gain and medicinal promise. Each election ushers in new chapters of challenges and triumphs, sculpting the national cannabis landscape. The latest outcomes signal a potent mix of potential, a transformative era for cannabis that hinges on judicious regulation and broad societal benefits.

As the U.S. treads this green path, the tale of cannabis continues to unfold, driven by an unwavering march towards a future where the industry thrives responsibly and inclusively under the watchful eye of evolving legislation.

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THE GIFT OF THE RED CAP

Amanita Muscaria: A Retailer’s Quick Guide We’ve covered the “what” and the “why” of amanita muscaria. Now it’s time to discuss the “how.”

f you read November’s feature, entitled “Tripping the Bright Red Fantastic,” you’re already well acquainted with the amanita muscaria mushroom and the massive industry buzz surrounding it. This iconic fungal species, known for its psychedelic properties, is emerging as a potential star on retail shelves. Yet, despite its allure and largely unrestricted status, selling amanita muscaria products comes with its own set of challenges. Retailers must navigate the balance between the mushroom’s growing popularity and potential benefits, and the need for cautious consideration of health risks and regulatory nuances.

Legal, but with a Catch So why does amanita muscaria enjoy a unique legal position? It’s because,

gray area has led to a marketplace that thrives but requires careful navigation.

Ensuring Product Legitimacy Entering this market isn’t without its challenges. Retailers need to prioritize the safety and legitimacy of the amanita muscaria products they stock. This involves conducting diligent research on suppliers, ensuring transparency in sourcing practices, and guaranteeing that the products adhere to legal and industry standards.

Unraveling the Amanita Mystique

The Role of ThirdParty Lab Inspections

The amanita muscaria, affectionately called the “Fly Agaric,” is no stranger to popular culture. Its whimsical appearance in everything from Super Mario Bros to Harry Potter has made it a recognizable figure. Beyond the screen, its “legal” status has led to a burgeoning marketplace, often dubbed the “wild west,” where opportunities seem as vast as the uncertainties.

For retailers diving into the amanita muscaria market, it’s not just about riding the wave of a trend; safety is paramount. Third-party lab tests are the linchpin in this safety net. These results provide an important layer of trust for customers by confirming that the products are safe to consume and free from unwanted compounds.

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unlike the Schedule 1 psychedelic psilocybin found in “magic” mushrooms, amanita muscaria contains muscimol, ibotenic acid, and muscarine, compounds not classified as controlled substances. While it is legal to cultivate and possess in 49 out of 50 states, Louisiana being the exception, there is a caveat: the FDA hasn’t approved Amanita muscaria for use in food or medicines. This

For instance, labs such as ACS Laboratory, one of the largest hemp and cannabis testing facilities in the Eastern U.S., meticulously Continued on Page 112

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test Amanita products to ensure they contain only the psychoactive compound muscimol, and are free from dangerous levels of ibotenic acid and muscarine. Ibotenic acid is a psychoactive amino acid that, in high quantities, can cause neurotoxicity, leading to symptoms such as confusion, agitation, and euphoria. Muscarine, meanwhile, is a potentially toxic alkaloid that can cause symptoms like sweating and blurred vision when consumed in large amounts. By seeking products that come with a Certificate of Analysis (COA) from respected labs, retailers can ensure they are providing products that are not only of high quality but also safe from harmful substances like ibotenic acid and muscarine.

Educating the Consumer

careful path similar to that of the CBD industry.

Equally important is the retailer’s responsibility to educate the consumer. Given the potential side effects and lack of extensive research on amanita muscaria, clear and comprehensive information about the product is crucial. Retailers can position themselves as trustworthy sources by being upfront about the benefits, risks, and applications of amanita muscaria.

Given the evolving legal framework and lack of FDA approval, healthrelated claims can be seen as misleading. Retailers must avoid suggesting that amanita muscaria can cure or treat illnesses and should also refrain from making claims about its effectiveness. Remember, you are not a pharmacist or doctor, and each person will have a different experience because everyone’s system is unique.

Amanita muscaria has a traditional background in treating ailments such as fever and insomnia, and contemporary research suggests its potential as an anti-inflammatory and cancer-fighting agent. However, when marketing amanita muscaria products, retailers must navigate a

Instead, retailers could maybe highlight that amanita muscaria has the potential to ease stress and enhance wellness without being too specific. It is crucial to balance communicating potential benefits with adherence to regulatory guidelines.

Third-party lab tests are the linchpin in this safety net, providing an important layer of trust for customers by confirming that the products are safe to consume and Continued on Page 114 free from unwanted compounds.

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Weighing Opportunities Against Challenges The amanita muscaria market presents a unique dichotomy. While it’s an opportunity for retailers to cater to a demographic seeking new wellness experiences, it’s also a landscape that demands caution, adherence to regulations, and a commitment to consumer safety. While the amanita Muscaria range boasts a variety of products, including dried caps, tinctures, extract powders, and even trendy beverage shots, it’s the gummies that are capturing significant attention. These gummies provide a range of

experiences from gentle relaxation to immersive sensory journeys, all determined by dosage. With recognized dosing tiers - light (0.5 to 1 gummy), moderate (1 to 3 gummies), and high (3 to 5 gummies) - consumers can easily customize their experience. One of the standout features of these gummies is the consistent dosing. This standardized approach counters the often unpredictable potency of raw mushrooms, assuring users of a reliable experience. This, coupled with considerations for personal factors such as weight, age, and metabolism, ensures a calibrated experience for all. Additionally, the user-friendly gummy form broadens its appeal, inviting both newcomers and aficionados. For

vendors, the focus should be on championing product quality a n d

safety by being transparent about sourcing. This positions them favorably in the rapidly growing psychedelic market. Simply put, amanita muscaria gummies blend relative safety, predictability, and universal appeal, making them a compelling choice for the marketplace.

Why Retailers Should Pay Attention Retailers stand to gain immensely by stocking these gummies. They offer a relatively safe, controlled, and approachable way to experience amanita muscaria. Plus, their familiar form makes them appealing to a wide audience. For retailers, this is an opportunity to tap into a growing market with a product that is accessible, enjoyable, and consistently dosed. Whatever amanita muscaria product you choose, it’s essential to prioritize customer safety and satisfaction. By being vigilant in sourcing and ensuring quality, retailers can establish themselves as trustworthy and reliable, fostering customer loyalty and driving repeat business. Emphasizing responsible selling and consumer education, retailers can seamlessly integrate amanita muscaria into their offerings, ensuring they stand out in the competitive wellness market.

Amanita muscaria has a traditional background in treating ailments such as fever and insomnia, and contemporary research suggests its potential as an anti-inflammatory and cancer-fighting agent.

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By Darin Burt

EYE OF THE BEHOLDER

(V2.0)

In Plain Sight: Harnessing Strategic Product Placement

nlocking the full potential of your smoke shop starts with understanding the nuances of strategic product placement. This invaluable technique goes beyond merely stocking shelves—it’s about thoughtfully positioning products in a way that naturally draws customers in and encourages them to make a purchase. Mastering the art and science of strategic product placement can turn a casual browser into a loyal buyer, significantly boosting your bottom line. By aligning your products with your customers’ desires and making your offerings irresistibly accessible, you’re set to transform your store into a hub of elevated sales and satisfied customers.

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Ashes Smoke Shop - Denton, TX

First Impressions Matter The entrance of a store sets the tone for the entire shopping journey. Even if premium items like delicate glass pieces are placed toward the back for safety, highlighting a standout piece or a replica near the entrance can capture attention. After all, research has shown that products placed at eye level can account for over 50% of the total sales for that item.

Guide Your Guests Think of setting up your smoke shop like you’re telling a great story: each product is a stepping stone leading customers further in. Start by grabbing their attention with cool, affordable items or accessories right at the door, making them want to see more. As they wander through the shop, guide them along a path of related products, creating a smooth flow from one section to the next and building up their excitement.

Lifted Hemp Boutique - Penticton, BC Canada

At the back, hit them with your highend showcase. After being drawn in by everything they’ve seen so far, customers are ready to truly appreciate the quality and craftsmanship of your top-tier products. This guided journey from the front door to the premium goods ensures that by the time customers lay eyes on your best stuff, they’re ready to make a purchase. It’s worth noting that a study from the Wharton School showed that just tweaking how you place products can boost sales by up to 15%. On the flip side, if your shop’s a jumbled mess, you might be watching a lot of sales walk right out the door.

GET INSPIRED! To fuel your imagination for effective product placement, we reached into our vault and curated a collection of shop images from across North America, showcasing the transformative power of visual merchandising to elevate customer experience and sales.

Above: Herb N Legend - Phoenix, AZ Below (top to bottom): Aﬁcionados Augusta, GA | Vapors - San Fransisco, CA

Capitalizing on Checkouts and End Caps The checkout counter is prime real estate. Strategically placing small, enticing products here can spur last-minute purchases. Meanwhile, end caps – those displays at aisle ends – are golden spots for visibility. The Point of Purchase Advertising Institute has found that products on end caps can see a sales boost of up to 30%. That’s the power of strategic positioning.

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The Power of Pairings Grouping products by theme or purpose can simplify the shopping process and increase sales. For instance, clustering related products together — say, grinders and flavor drops next to rolling papers and cones — creates a “one-stop-shop” effect, making it convenient for the customer. When consumers find complementary products side by side, they’re more likely to make multiple purchases. Think of it as crafting mini-stories within the store, where each group tells a story that speaks directly to the customer’s needs or interests.

A study from the Wharton School showed that just tweaking how you place products can

Spotlighting Products boost sales by up to 15%. for Maximum Impact When it comes to strategic product placement, the spotlight is your secret weapon. Illumination takes center stage in making your products not just visible, but virtually irresistible. Picture a beautifully lit glass piece behind the counter: it doesn’t just sit there, it beckons, becoming a centerpiece of desire. The combination of strategic lighting and optimal placement creates a symphony that significantly boosts an item’s visibility. Top Right: Chill Room - W. Palm Beach,FL Center left & Bottom: Lifted Hemp Boutique - Penticton, BC Canada

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But lighting isn’t the only tool at your disposal. Enter “shelf talkers”— those small descriptive tags that give your product a voice. By seamlessly integrating these into your placement strategy, you’re not just presenting a product; you’re making a compelling case for why customers should take notice. Believe it or not, these seemingly minor additions can catapult sales of a product by up to 20%. Continued on page 120

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Fantasy -Newport News, VA

Quick Hit: Proven Tips for Perfect Product Placement

Height Matters: The “Bullseye Zone,” typically between eye and chest level, is where customers naturally look first and is prime retail space. Products placed here tend to have a higher purchase rate. customer relationships. Decoy Effect: Offer three versions of a product – basic, premium, and mid-range. By pricing the premium only slightly higher than the mid-range, customers perceive more value, often opting for the pricier item. Nitecap Megastore - Staten Island, NY

Path of Purchase: Most shoppers naturally veer to the right upon entering a store. By recognizing this, you can place key products in their initial line of sight to capitalize on the browsing behavior. Zoning: Group related products together. This not only simplifies the shopping experience but can encourage add-on sales when customers see complementary products side by side.

Ashes Smoke Shop - Denton, TX

Adding a personal touch can further elevate your spotlighting game. Imagine integrating “Staff Recommendation” cards amidst your stunning displays. This gesture provides customers with trusted insider insights and can feel like a friendly nudge towards making a purchase. And it’s not just a hunch; the Point of Purchase Advertising Institute notes that such personalized endorsements can lead to an impressive 18% uptick in sales.

Wrapping It Up In essence, smart product placement is a combination of psychology, design, and strategy. By understanding how customers move, what catches their eye, and tapping into these insights, smoke shops can enhance the shopping experience and watch their sales soar.

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Unraveling the complexity of terpenes, from aromatics to therapeutics

SCENTS OF WONDER

Green Notes: The Role of Terpenes in the Cannabis Experience

he experience of cannabis isn’t one that can be reduced simply to THC and CBD. The plant contains myriad compounds that make it unique. Even when you add in all of the phytocannabinoids like Delta 8, Delta 10, HHC, THCV, CBDV, etc., you still haven’t captured the whole picture. Take the scent of cannabis, for example. To untrained nostrils, all cannabis smells the same. But in reality, it doesn’t. There’s a world of nuance waiting to be discovered that will blow the mind of the most obnoxious of wine snobs—and it’s all thanks to the terpenes. If you’ve been in this space for more than a minute, you’ve heard the term and are no doubt familiar, let’s dig in––expand that familiarity into a working knowledge.

By Dario Sabaghi

Trichomes are tiny, glistening crystalline glands that emit fragrance, act as a deterrent and offer protection. These resinous glands on cannabis flowers house the plant’s cannabinoids, terpenes, and other compounds. Strains heavily coated with trichomes tend to contain higher levels of cannabinoids and terpenes.

Terpenes are chemical compounds that naturally occur in plants, as well as some animals, and are responsible for the smell associated with various types of vegetation.

It’s not clear how many cannabis terpenes are there. More than 100 terpenes and terpenoids (which are terpenes that have been altered to include extra functional groups, typically those containing oxygen) have been identified in cannabis so far, each with distinct characteristics and potential therapeutic uses.

In the context of cannabis, terpenes are responsible for the distinct aromas and flavors that set specific strains apart from one another. Like other cannabis compounds, terpenes can be found in trichomes. Virtually invisible to the naked eye, trichomes can be photographed with a macro lens.

Cannabinoids may be the primary engine that drives the therapeutic effects of the plant, but terpenes are believed to steer the experience, as well as have their own therapeutic properties.. It’s also worth noting that these terpenes can also be found in plants outside the cannabis genus.

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Cannabis strains contain both primary and secondary terpenes, where primary terpenes wield significant influence over the plant’s flavor and fragrance. Secondary terpenes contribute depth to these attributes. Beyond the ‘traditional’ classification of cannabis strains between Indica or Sativa, a categorization based on hybrid traits, including terpenes, plays a role in determining their effects. In fact, the assortment of terpenes serves as a crucial factor in defining each strain’s distinctive qualities, giving rise to a wide range of aromas, flavors, and effects. In the human body, cannabis terpenes indirectly interact with the endocannabinoid system (ECS) through what is known as the entourage effect. When we talk about the “entourage effect,” we’re referring to the concept that various compounds in cannabis can work together

harmoniously to modify the plant’s psychoactive strength and enhance its therapeutic advantages. Bear in mind that the study of the entourage effect is still ongoing, and more research is needed to validate this theory. Thus far studies have been contradictory. The interaction of cannabinoids, terpenes, and flavonoids leads to distinct effects based on their specific combinations. This interaction allows them to modulate the effects of cannabinoids, enhance therapeutic benefits, and even influence mood and emotions. While terpenes don’t directly bind to ECS receptors, they can interact with other receptors in the body, affecting neurotransmitter levels and neural signaling. When you consume cannabis, terpenes enter your bloodstream alongside cannabinoids and may influence the endocannabinoid system by modulating other receptors and cellular pathways. As the ECS is a complex network that regulates functions such as mood, sleep, appetite, and pain perception, terpenes can influence these receptors, either enhancing or inhibiting their activity to produce therapeutic outcomes. The interaction between terpenes and the endocannabinoid system requires further investigation to uncover their full therapeutic potential, as it is not yet fully understood. However, ongoing research is striving to gain a deeper understanding of these interactions and their specific mechanisms. Cannabis consumers are already well-acquainted with CBD and THC and for many, that knowledge extends to CBN, CBG, THCV, etc. Continued on Page 130

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ORE THAN 100 TERPENES & TERPENOIDS HAVE BEEN IDENTIFIED IN CANNABIS SO FAR...

...EACH WITH DISTINCT CHARACTERISTICS AND POTENTIAL THERAPEUTIC USES.

For example, Myrcene, the most prevalent terpene in cannabis, is recognized for its calming and muscle-relaxing properties. It’s also present in hops, contributing to the aromatic profile of beer. Limonene, a citrusy terpene, exhibits antidepressant and anxiety-reducing effects and is found in citrus fruit rinds like lemons and oranges. Pinene, a pine-scented terpene present in various plants, including cannabis, possesses anti-inflammatory and bronchodilatory properties. Linalool, a floral terpene found in lavender, offers sedative and anxiety-reducing effects, while Caryophyllene, a spicy terpene found in black pepper, demonstrates antiinflammatory qualities.

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Scents

Sensibilities PROFILING THE PLANT’S BEST KNOWN TERPENES

Myrcene

They typically view CBD as the safer, non-psychoactive component and THC as the psychoactive element, often subject to legal restrictions. However, as the cannabis consumer base becomes more discerning, the spotlight is turning to terpenes as a factor of product choice.

•

Smell: Earthy, musky notes similar to cloves, with a hint of fruity, grape-like aroma.

•

One of the most abundant terpenes in cannabis.

Limonene •

Smell: Citrusy, resembling lemon or orange peel.

•

Known for its uplifting effects and is also found in the rinds of various citrus fruits.

Caryophyllene

These terpenes are recognized as influencing product choice, and different strains can be matched to various lifestyle needs, impacting both recreational and medical cannabis use as they are considered vital to the entourage effect, which enhances the effects of cannabis.

•

Smell: Spicy, woody, and peppery aroma.

•

Unique because it may also interact with the endocannabinoid system like cannabinoids.

•

Smell: Pine, as the name suggests, with a sharp and sweet resinous aroma.

As terpenes grow in importance, they are being prominently featured on cannabis product packaging, offering crucial information to consumers.

•

The most common terpene in the plant world and is found in pine needles, rosemary, basil, and parsley.

Cannabinoids may be the primary engine that drives the therapeutic effects of the plant, but terpenes are believed to steer the experience, as well as have their own therapeutic properties.

Pinene

Linalool •

Smell: Floral with a hint of spice, often associated with lavender.

•

Linalool is known for its calming effects.

Ocimene

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•

Smell: Sweet, herbaceous, and woody, sometimes with a citrusy undertone.

•

This terpene is known for its antifungal and antibacterial properties.

With the industry’s expansion, terpenes may become a decisive factor in customer purchasing decisions. To some extent, this is already and always has been the case, at least in modern times. It’s why most of us would smell cannabis before purchase, even in the illicit market. Many cannabis enthusiasts and dispensary attendants argue that consumers often place excessive importance on THC levels when selecting a strain. Instead, they suggest that consumers

Terpenes, the aromatic architects of cannabis, are pivotal to its effects and therapeutic value.

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should focus more on specific terpene profiles to achieve their desired effects. Terpenes, the aromatic architects of cannabis, are pivotal to its effects and therapeutic value. As research sheds light on how they enhance the entourage effect, the cannabis narrative evolves, recognizing terpenes as essential, not peripheral. Their understanding promises a richer, more personalized cannabis journey for enthusiasts and patients alike in this burgeoning green renaissance.

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Quest 4 The Best

Football Trophy Water Pipe by BioHazard Glass It would be nice if you could pick which teams were going, but since you can’t, at least you get to pick which super bowl comes to your Super Bowl party! At sixteen inches, this glass water pipe will make a lovely centerpiece to your tv room table, while being sturdy enough to pass around with your rowdy friends and family– while sticking to the theme that brought you all together on this holiest of days. And it’s not exactly like it stops working in the offseason. You can use it year-round to remind yourself of the C-note you won from your college roommate or that awkward moment that your weird nephew fell into the bean dip reaching for that jello shot he clearly didn’t need. Not to mention, it is color customizable, so you can inject some of your own team spirit into this one of a kind piece featuring borosilicate glass and a standard 14mm stem.

1150 Protector Case by Pelican While most of us won’t be hauling our favorite glassware off to research outposts in subarctic environments, nor off to the battlefields of the most recent global conflict hotspots, it sure would be nice to know that if we did, they would get there safe and sound. The 1150 Protector Case was constructed in the USA for exactly these types of dangerous and destructive environments. So wherever you decide to transport your most beloved accessories, you can rest assured these Pelican-made cases will get them there in pristine condition. Constructed from stainless steel and other top of the line materials, they offer peace of mind protection from pressure, fluids, cold, heat and just about any other compromising condition you could throw at them—all in a compact design about the size of your favorite childhood lunchbox. Thermos and an encouraging note from your mom not included.

Licensed Design Infyniti Scales Since 2012 Infyniti Scales have been producing and selling reliable, quality digital measurement accessories at an affordable price. Their products come in a variety of specifications to meet your precise needs, whether you are portioning out single servings of tobacco and/or herbs, or you are moving pounds (legally, of course). Now, they are offering their same high-quality line of scales in a variety of licensed designs that will add a touch of style to your quest for accuracy. The currently available themes include Cheech & Chong, Notorious BIG, Wu Tang Clan, The Tragically Hip and commemorative Woodstock Festival motifs to remind you that peace, love and music are still on the agenda for a groovy trip through life. All of this at a price that weighs in at like, totally affordable, man.

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BoroBuddy Magnetic Cleaner How do magnets even work? Is it an omnipresent, omnipotent natural force acting on all matter? Is it because of a complex intersubjective narrative construct compiled by all of the beings who have ever lived? Is it the will of aliens running some kind of simulation? Mother f--kin’ miracles? Who even knows, but you can ponder these and other existential dilemmas after you take a few relaxing puffs from your clean and pristine water pipe. And why is it clean and pristine, you might ask, given how difficult it is to scrub the damn thing? Well that is because you have just purchased the BoroBuddy magnetic cleaning kit, which uses the mysterious (or not) power of magnets to allow you to put some elbow grease into your favorite glass piece. Just place the scrubbing brush inside, and then connect it to the magnetically attracted handle on the other side of the glass, and in no time at all you will be a convert to the glory of BoroBuddy.

NeJ Grabba Roller by EZJ After speaking with the inventor of this amazing work of engineering and craftsmanship, I came away astounded at how many considerations had been put into his invention. First of all, there is the sturdy-yet-elegant design inspired by in-depth research of nineteenth century cigar rolling machine patents. By combining old world aesthetics and quality with modern purpose and tastes, EZJ has crafted a machine worthy of newcomers and connoisseurs alike. Not only is it easy to use and maintain, and built to last a lifetime, it produces rolled goodies designed specifically to prevent tar retention and heat buildup, making these cigarillo-sized rollies easier on your tastebuds and respiratory system than those made using either cones or traditional rollers. Whether you prefer traditional rolling papers, tobacco wraps or some other cover, there is nothing better to fill it with than an NeJ Grabba Roller—and certainly no other gadget from your collection you’re more likely to leave in plain sight so that you can show it off to your friends.

Quick Kick Kratom Someday in the near future, we will cease the messy and archaic habit of ingesting solids and fluids altogether, and all of your daily requirements will come packaged in a single vape cartridge–or at least, that’s what the machine elves told me. But since scientists are still a bit busy launching billionaires into space, that day will have to wait. In the meantime, you can at least switch up your kratom regimen from powders, capsules and liquids to the Quick Kick Kratom vaping system from our pals at Sig Distro. Not only will you be pioneering the ways of the future, you will be able to take advantage of the far more precise delivery system this product has to offer. Where ingestion makes it easy to go above or below your desired intake level, vaping allows a more nuanced dosage that acts fast, so you can get your increments just right without any fuss. The mesh coil filter system utilizes auto draw and comes in five delicious flavors (Red Berry Love, Blue Razz Ice, Mint Ice, Tropical Fruit, Pure Kratom) at 2ml/2gr per unit. Whether you are mitigating discomfort or tickling your brain, you will love the precision and simplicity of Sig Distro’s Quick Kick Kratom vaping system.

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Industry Associations

THE TEEN VAPING ‘EPIDEMIC’ IS DEAD Youth e-cigarette use in the US has never been lower than it is today— and it’s rapidly approaching zero. According to the National Youth Tobacco Use Survey (NYTS), released in early November by the CDC and FDA, just 2.5 percent of American teenagers vape daily, a decline of more than 60 percent since 2019. In more concrete terms, that means 1.8 million fewer teens are vaping today than four years ago. This massive decline in youth nicotine use has put activist groups like the Campaign for Tobacco Free Kids (CTFK) in an awkward position. They want to take credit for plummeting youth nicotine use while maintaining that teen vaping is a “crisis” that can only be solved if the FDA bans even more vaping products. The agency has already outlawed 99.9 percent of vaping products, including all flavors.

FDA: less teen use, fewer vaping regulations

The idea that FDA should authorize more vaping products as youth use declines comes straight from—the FDA itself. “As we continue to see that decline among youth ... the bar [for authorization] is going to get lower in terms of documenting the net benefit to adults,” Brian King, director of FDA’s Center for Tobacco

The FDA’s own research also shows that most smokers prefer flavored e-cigarettes to the few tobacco-only options currently available. Adults who utilize flavored products are also more likely to quit smoking, the FDA has likewise acknowledged. This undermines a key point in the case against nicotine vaping. Flavors don’t uniquely appeal to children, but they do help adults quit combustible cigarettes.

Time for a change According to the FDA’s self-imposed standards, it’s time to liberalize the nicotine vaping market. Youth e-cig use has hit record lows while legions of adults have saved their lives by switching to vaping. If the FDA really believes it is “responsible for protecting the public health,” it will quickly reverse course and recognize vaping for what it is: a life-saving technology.

According to the FDA’s self-imposed standards, it’s time to liberalize the nicotine vaping market. Youth e-cig use has hit record lows while legions of adults have saved their lives by switching to vaping.

Instead of twisting themselves in knots to keep their political crusade on life support, CTFK and its allies should embrace the conclusion that obviously follows from the NYTS results: the youth vaping “epidemic” doesn’t exist. It’s time to allow additional vaping products back onto the market to encourage more adults to quit smoking.

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Products (CTP), told me in February. Put simply, King says CTP will authorize vaping products that help adult smokers quit as long as teen use is declining. With teen vaping in freefall, it’s easy to demonstrate that e-cigs benefit adults. A recent review of more than 300 studies found that vaping is the most effective smoking-cessation tool in existence; it outperforms all FDAapproved pharmaceutical drugs and nicotine replacement therapies, and it’s substantially better than quitting cold turkey. An estimated 17 million adult smokers have switched to vaping since 2011.

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24-25

Kashmir Rolling Papers

129

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OPMS Orange Chronic Partynuts

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Payless Distro / Vape in the Box

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Piece Water

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131

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6-7

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100-101

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58-59

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113

TPE

107

Uplift CBD

1, 79, 115

Vapor Tech

50-51

West Coast Gifts

121

White Diamond Kratom

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16-17

Zone Wholesale

143

Zydot

137

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