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Smoke Signals
24 You won’t BELIEVE the stuff that’s going on right now (does clickbait work in print?).
42
Women in Cannabis
Ulman’s ultimatum: Tina Ulman dishes out on changing laws, plugging cannabis into the mainstream, and always looking out for the little guy (or gal).
Heads of Industry
52 Southern comfort: Short ingredients lists, bold flavors, and a down-home ethos are putting Southern Hemp LA on the map.
HeadSpace
Weedy topics for wonks and chin-scratchers.
62
Lifted & Gifted
Last-minute magic: 12 highmargin stocking stuffers ready to turn your counter into a cash machine.
66 Yule Never Believe This Step away from the sales floor for a moment and settle in—this history lesson might change how you see the season. Long before Santa and stockings, midwinter meant mushrooms, revelry, and traditions that the church tried— and failed—to stamp out.
Puff, puff, class in session!
72 Slaying Krampus
Forget coal in your stocking— the real punishment is Green Wednesday chaos and double shifts. This guide shows you how to dodge the horns.
76 Auld Lang Sums
Tinsel fades, receipts linger. Don’t let January feel like a hangover—learn how to flip holiday foot traffic into new-year momentum.
82
With Bells of Holly, Etc. Small touches add up fast: a curated playlist, a cozy entrance, and gift-ready bundles can carry your sales through the holidays. Put another way: A little atmosphere goes a long way toward filling carts and emptying wallets.
92
Quest 4 the Best
It’s really simple: You have to buy things in order to sell things. Your distributors need to sell things in order to buy things. We’re just here to bring you together.
96
There’s no better way to learn about an industry than from the industry leaders themselves. Get the word straight from the horsie’s mouth. Industry Associations
YourObligatoryHolidayMessage
Yes, it’s October. But in retail, October is the holiday issue. While customers are still carving pumpkins, shop owners are already stringing lights and plotting promotions. The holiday rush doesn’t wait, and if you’re not ready now, you’re behind.
The industry backdrop is as hectic as ever. Hemp is once again under fire — with Texas lawmakers pushing bans and federal fights Bill. Even 7-OH is catching heat, with Florida dropping an emergency ban that could ripple across state lines. For retailers, this season is about more than sales — it’s about navigating uncertainty while keeping shelves stocked with products customers can trust.
This issue, we’re balancing that reality with stories of resilience and creativity. In Women in Cannabis, Tina Ulman lays down an ultimatum on changing laws, pulling cannabis into the mainstream, and fighting for the little guy (or gal). Our Heads of Industry spotlight takes us to Louisiana, where Southern Hemp LA is winning hearts with bold flavors, short ingredient lists, and a Southern ethos rooted in comfort. And in Headspace, we pull back the tinsel for a surprising history lesson linking midwinter revelry, mushrooms, and traditions the church couldn’t erase.
All that, plus practical tips to make this holiday rush your strongest yet.
Florida Bans 7-OH
As the WHO’s Framework Convention on Tobacco Control gears up for its 11th Conference of the Parties (COP11), the script feels all too familiar: closed doors, silenced voices, and little room for innovation. Instead of leaning on Article 1(d)—which names harm reduction as a core principle—the agenda pivots to Article 5.2(b), conveniently leaving harm reduction out of the conversation. That means the success stories of Sweden’s snus, the UK’s vaping, or Japan’s heated tobacco revolution likely won’t make it to the table. What’s worse, COP meetings remain notoriously inaccessible—journalists, independent researchers, consumer groups, and pro-harm reduction public health experts are routinely kept out. The result? A stage set for prohibitionist policy, not pragmatic solutions.
Advocates warn that unless COP11 embraces transparency and science-driven alternatives, it risks locking the world into abstinence-only policy—and leaving millions without safer options. The harm reduction community will be watching closely.
Florida just dropped a hammer on the kratom industry, issuing an emergency ban on 7-hydroxymitragynine (7-OH). The move, announced by Attorney General James Uthmeier, places 7-OH on the state’s Schedule I list and makes any product containing more than trace amounts—above four parts per million—illegal. That’s far below the naturally occurring levels found in standard kratom leaf, meaning the ban e ectively targets concentrated extracts rather than traditional products.
Even within the kratom community—as well as the pages of this publication—7-OH has been the subject of intense debate. Some see it as an innovative product that o ers consumers new options, while others worry the heightened potency gives regulators an easy target. Florida’s move now raises the stakes for everyone in the space, as other states—and possibly federal agencies—watch closely. What happens next in Florida won’t just shape the market for 7-OH, it could ripple across the broader kratom industry nationwide.
Trump Administration: Mixed Messages on Cannabis Policy
President Trump has finally spoken on cannabis rescheduling, but his stance reveals more questions than answers. On August 11, he o ered a mixed message: “Some people like it. Some people hate it,” he said, before warning that marijuana “does bad for the children; it does bad for people that are older than children.” At the same time, he acknowledged hearing “great things” about medical marijuana and promised to “seriously consider” moving cannabis from Schedule I to Schedule III.
The problem? While Trump signals openness to reform, his Justice Department is preparing to argue before the Supreme Court that cannabis users should lose their Second Amendment rights, and that federal prohibition itself must stand. This dissonance leaves the $32 billion legal industry in limbo. For operators and advocates, it’s clear: rhetoric isn’t enough. Real leadership means aligning words with action—and deciding whether cannabis belongs in the future, or the past.
Texas Senate Gives Finger to Abbott Over Hemp Regulation Directive
Texas’ legislative showdown on hemp continues: In a sharp revival of the fight, the Senate just passed Senate Bill 6—virtually identical to the vetoed SB 3—banning all consumable hemp products containing any THC, despite Gov. Abbott’s clear call for regulation over prohibition. The vote went 22-8, bypassing debate and ignoring Abbott’s directive to impose sensible rules like age-gates and potency caps. Lt. Gov. Dan Patrick and Senate conservatives are doubling down, painting THC-laced hemp as a public safety emergency, while many business leaders warn this will cripple thousands of jobs and push consumers underground.
The legislation now heads to the House—but with voters and experts calling for regulation, not prohibition, the state’s hemp future hangs in the balance. Stay with us—we’ll track every twist.
Festive Facts You Didn’t Ask For
Tripping Reindeer
In Siberia, reindeer really do seek out Amanita muscaria mushrooms, the red-and-white psychedelic toadstools so often mixed up with psilocybin mushrooms. Locals have noticed them staggering, leaping, and generally acting lit — likely inspiring the myth of “flying reindeer.”
In the 1950s, the U.S. government banned traditional Christmas tinsel because it was made with lead. Sparkle was in, but lead poisoning? Not so festive.
Santa the Colonizer? No Dessert for Me, Thanks
Santa didn’t settle in the North Pole until 1866, when political cartoonist Thomas Nast placed him there in Harper’s Weekly. The logic: no country could claim him. Neutral ground, snowy branding.
The oldest known fruitcake was baked in 1878 and still belongs to a Michigan family. It’s rock-solid, technically edible, and proof that no one likes fruitcake.
The poinsettia traces back to a Mexican legend: a poor girl o ered weeds at a church altar, which miraculously bloomed into vivid red flowers. Today it’s the season’s signature plant. Poinsettas? Call ICE
WHO Tobacco Summit: Harm Reduction Left Out
Toxic, Toxic Tinsel
Berry Tasty
Looking for holiday cheer without the hangover?
Slightly Elevated is back with Slightly Berry, a hemp-infused spritzer that mixes cannabinoids, functional mushrooms, and L-theanine into one crisp can. It’s fizzy, refreshing, and designed for chill clarity. Flip ahead to page 93 to see why this one’s a no-regrets pour.
A Very Funky Festivus
Last year, we cut through the tinsel and gave you a holiday playlist without the sugar rush of “Jingle Bell Rock” on repeat. Turns out, the season’s short but the grooves stick. So we’re back with the “Holiday Slaylist” on Spotify—funky, weird, and way less basic than anything blasting from department store speakers. Scan here, crank it up, and let your aisles stay merry.
Scan Here!
into the woods
High Forest Releaf: Where Nature Meets Nurture
Confession: I’m turning 35 this month, and for many reasons, it’s shaping up to be a monumental birthday filled with joints, drinks, and back pain. I’ve noticed the older I get, the more things ache. Taking two Tylenol and a shot of vodka doesn’t do it anymore.
Thankfully, companies like High Forest Relief help me feel good in my body, mind, and soul again. Shawn Thibeault, the CEO of High Forest Relief, is a true connoisseur of cannabis, and he puts that passion into everything he does. I spoke with Shawn about how they’re expanding their wholesale business and inviting more people to become part of the High Forest Relief family.
Tell us about yourself and how High Forest Relief got started.
My name is Shawn Thibeault, and I’m the CEO of High Forest Relief, which was developed in April of 2019. The market in Tennessee had just started to expose hemp as an option for cannabis, and I began seeing it in a lot of gas stations and vape shops. They offered such disappointing products. It really felt like a race to the bottom, so I started growing hemp products indoors, hydroponically. I did the same thing I would for medical-grade cannabis, and focused on making a superior product.
We first launched as a bath bomb company in Holden Wall, Tennessee, and then quickly introduced other options like muscle creams, body butters, and soaps. We launched over 400 different SKUs over the next three years and opened a brick-and-mortar store. Now we sell a wide variety of CBD and hemp-derived products like gummies, vapes, and flower. We’ve since added eight more stores across five years, bringing us to a total of nine locations.
What makes your products stand out from others in the industry?
It’s really the quality and the education. We pay for all of our staff’s education programs, where they receive ten different certifications.
The right option isn’t always just about THC and
Continued on Page 26
Trade Show Roundup
Las Vegas, NV
Las Vegas Convention Center
The BIG Industry Show Begins: 10/14/25 Ends: 10/15/25
Las Vegas, NV
MJ Biz Conference Begins: 12/2/25 Ends: 12/5/25
Mana Wynwood Convention Center
Las Vegas Convention Center Alternative Product Expo Begins: 3/12/26 Ends: 3/14/26 Miami, FL
About Us:
Whether you’re an entrepreneur looking to scale, a retailer sourcing the next big product, or an investor searching for emerging trends, MJBizCon is the definitive B2B cannabis conference and expo. With 1,000+ exhibitors, 100+ industry speakers, and 20,000+ cannabis professionals in attendance, this is where innovation meets opportunity — all under one roof in Las Vegas.
CBD. We focus on personal ailments, such as neurological or physical disorders. We want to provide people with educated answers to their questions. We select specific strains that help bring problem areas back into balance.
We spend about 30 to 45 minutes with each customer to understand their needs instead of upselling. The product sells itself.
Let’s talk about your flower specifically. What makes it different?
We try to gear toward landrace strains. Landrace strains are your typical strains that you would find in Africa, Asia, and European countries. That allows us to produce strains for specific ailments. Every one of them should be unique, like a snowflake. It has its own individual look and smell, and something special about it.
Do you have any personal or customer success stories?
One of my proudest moments is being in Walmart and running into a customer who was regularly purchasing for his grandfather, who was passing away with stage four cancer. For them to praise me and my business and my products, and how much it’s helped them, is always the most rewarding feeling.
Ultimately, man, I have cystic fibrosis. Most individuals with my lung disease have already had a double lung transplant or passed away before their 30th birthday. I’m 37 now, and I can’t help but give credit to the balance of cannabinoids in my system that helped me fight the diseases I was born with.
How can companies work with High Forest Relief?
You can contact us through our website at highforestreleaf.com. We want to build real relationships with the people who are purchasing from us. It’s not about cutting corners or chasing the lowest price.
If someone’s dealing with individuals with cancer or neuropathy, I want them to be able to call me and say, “What would you recommend for these types of customers?” That way, we can treat our wholesale customers the same way we would if it were a personalized retail customer.
Anything else you want people to know?
We have our own goat milk farm where we infuse all of our goat’s milk and CBD into our skincare products. Everything is organic and all-natural. We use responsibly sourced essential oils. We have over 47 years of experience making skincare products between my team and me. Every product has that same quality. No cutting corners. We put a lot of pride behind everything we do.
LIFE ON ISLAND TIME.
WITH KAVALY, EVERY SIP IS A GENTLE ESCAPE TO WHERE THE SUN LINGERS, THE BREEZE IS WARM, AND THE PACE IS YOURS TO SET. CRAFTED FROM PREMIUM KAVA, OUR BEVERAGES INVITE YOU TO SLOW DOWN, UNWIND, AND SAVOR THE MOMENT. WHETHER IT’S A SUNSET WITH FRIENDS OR A QUIET NIGHT UNDER THE STARS, KAVALY IS YOUR PASSPORT TO A CALMER, MORE VIBRANT STATE OF MIND.
NO AIRPLANE TICKET REQUIRED.
THE CO-OP
CRUSADER
Tina Ulman: Smashing Barriers, Building Futures, & Championing the Little Guy (or Girl)
By Emily Long
Tina Ulman first discovered cannabis 20 years ago when she needed some help sleeping, and she’s been a devoted consumer and advocate ever since. After working in sales and marketing for Wyndham Hotels and Resorts, she moved back to Nevada after recreational cannabis was legalized in the state in 2017. While she was launching Old Pal in Las Vegas, Tina decided she wanted to also get involved on the policy side of things to change some antiquated drug laws.
This led her to start the Chamber of Cannabis in 2020, a professional business association focused on equitable commercial expansion and restorative justice while they “put the grass in grassroots.” Over the course of her role at the Chamber of Cannabis, Tina and her team ended up changing four state laws in as many years, and they raised over $100,000. Tina says her time there was “the most fulfilling and most challenging of my career,” especially since it was all volunteer time.
Her passion for drug policy reform began close to home. “I have family members
convicted of nonviolent drug charges currently serving time,” she says. “Failed drug policy really affected me personally.”
In her work with the Chamber of Cannabis, Tina wanted to change laws and policies that affected so many people negatively and unfairly. One of the laws she focused on and eventually changed was a law prohibiting former drug offenders from getting jobs. “We worked hard to change the hearts and minds of numerous Republican congresspeople to get these changes passed,” she says.
In 2022, along with her advocacy through the Chamber of Cannabis, Tina returned to her sales and marketing roots by founding the Grow Up Co-Op. “The cannabis market was compressing and pushing out small businesses, especially women, minority, and veteran-owned businesses,” Tina says. “I always wanted to fight for the little guy.” The cooperative model allows people to share in both costs and benefits. “It gives small brands a chance to stay alive and gives them more resources,” she says. To further cooperation, the Grow Up Co-Op works with one client per category in the broader cannabis space, allowing their businesses to be complementary instead of competing with each other.
One of the brands Tina worked with through Grow Up was Palmos, a hempderived THC beverage company that she recently helped launch at Total Wine &
Continued on Page 44
THE CANNABIS MARKET WAS COMPRESSING AND PUSHING OUT SMALL BUSINESSES, ESPECIALLY WOMEN, MINORITY, AND VETERANOWNED BUSINESSES.
I ALWAYS WANTED TO FIGHT FOR THE LITTLE GUY.
-Tina Ulman
Do you know a powerhouse woman making waves in the cannabis industry? Whether she’s leading, innovating, advocating, or inspiring, we want to hear her story!
Our Women in Cannabis spotlight celebrates the trailblazers, changemakers, and unsung heroes shaping the future of the industry. Nominate someone who deserves the recognition—because their work deserves to be seen!
Submit your nomination now! Scan the QR code to share their story.
More throughout Arizona. “I was able to speak with so many folks who would have never considered using the plant if their only access to it was at the dispensary,” says Tina. “Many seniors are uncomfortable going to dispensaries, so this opened up a new consumer demographic. It brings new people to the plant and grows the consumer base to include more people who aren’t in the ‘smokers’ circle.’”
When asked about some of her favorite cannabis products currently, Tina raves about the Palmos 750ml spirit. “It’s by far one of the most innovative and approachable products that consumers can use in their own home, or bars and restaurants can offer it for their clientele,” she says. Cannabis spirits allow people to make creative cocktails and to make them more affordable, offering an alternative to alcoholic spirits. While there are many options on the market when it comes to canned cannabis beverages, there aren’t a lot of canna spirits on the market yet. “I love some of the canned beverages,” Tina says, “but the price can still be a bit high for the average consumer on a budget.”
This story isn’t over.
Tina Ulman is pushing cannabis culture into new territory—low-dose beverages in Vegas casinos, fairer industry access, and bold challenges to state regulators. Continue reading for a story of high-stakes advocacy, hard-won victories, and the vision driving her cannabis co-op forward.
Glitter Bomb
Mendo Breath
Purple Tesla Orange Creamsicle Guavanade
Tropicana Cherries
“I wasn’t exactly a social butterfly, but THC helped me spread my wings. It eased my mind in those spaces, just made things more fun. It allowed me to attend social events without being so hyper aware of my existence.”
BAYOU
BORN ON THE BAYOU Going Deep in the South With Southern Hemp LA
By Matt Weeks
Short ingredients. Clean packaging. Delicious products. That’s how they do it in Louisiana. And that’s how Southern Hemp LA rolls.
It’s what Kegan Marcelle, CEO of Southern Hemp LA (that’s LA for Louisiana), is most proud of. In a market that’s getting increasingly complex by the day, Kegan’s less-is-more ethos is driving his company’s success in a cluttered cannabis market.
How did they do it? It starts with friends.
Blazin’ Cajuns
Raised by the marshy waters of Marksville, LA, Kegan embraces his multigeneration Cajun roots to inform his business with a relaxed, down-home style. He also grew up as a proud stoner and feels like the plant brought only good things into his life.
Continued on page 54
“Weed was a big part of my social upbringing,” says Kegan. “I wasn’t exactly a social butterfly, but THC helped me spread my wings. It eased my mind in those spaces, just made things more fun. It allowed me to attend social events without being so hyper aware of my existence.”
He was inspired—and made a life out of it.
Kegan brought that spirit to Baton Rouge and by 2018 was deep in the CBD space, experimenting with making his own products and working in and building smoke shops.
“I operated smoke shops. Then, me and three of my guys started building the smoke shops and outfitting them–and then we’d move onto the next one. We’d employ some people, then pop ‘em up pretty quick.”
I operated smoke shops. Then, me and three of my guys started building the smoke shops and outfitting them–and then we’d move onto the next one. We’d employ some people, then pop ‘em up pretty quick.
Those three guys were Preston, Ransom, and Trent. In 2022, they all decided to do a hemp project to see if they could push their interest further. They started with gummies, and it took off from there. This is when Southern Hemp LA (SHLA) was born.
Each of them had a specialty. Trent became the lead product developer. He has a culinary background, and exploring recipes for hemp gave him a chance to excel. He made it his mission to always find a way to keep the ingredients list short.
“‘How do we make these recipes less?’” he always asked, according to Kegan. “For
example, maybe he wants to use pectin, not gelatin. Maybe this product wants to be a jelly, not a gummy. Trent’s always trying this, trying that, exploring new angles on flavor and texture to give customers a novel experience.”
Then there’s Ransom, the production manager. He makes sure the machines work—and there are a lot of them. SHLA’s wholesale multi-state business has taken off. “We now have this fully automated factory. It’s crazy to see how far it’s come. It’s been pretty wild!” Kegan beams with pride, sharing how Ransom keeps their expanding business tight.
Preston is the organizational manager, cracking the whip. SHLA has a lot of moving parts, from manufacturing to marketing to shipping and compliance. Louisiana’s laws are not very forgiving, but among his many responsibilities, staying on the right side of them is his priority.
This ain’t over.
Gummies lit the spark, but something unexpected gave Southern Hemp LA its real momentum. What started as a side experiment is now their biggest draw — and it’s changing how people see the brand.
Add in a few surprising twists about compliance, white-labeling, and the drink that locals can’t stop talking about, and you’ve got the rest of the story waiting online.
Scan the QR code for the full story.
Your Holiday
GIFT GUIDE
12 Stock Stu er Ideas to Make Your Holiday Shelf Sizzle
Your Secret Santa Gold!
Yes, socks. The wonderfully fuzzy on the inside, freaky on the outside. To make them giftable, we recommend high-quality material, funky designs, and stoneri c features like stash pouches.
Stock interesting designs like rasta designs or tie-dye alien drip. Stash socks are a great gifting idea for younger buyers, college students, and budget-conscious shoppers.Create a great upsell at the counter by bundling them with a one-hitter and cone tube. Label it “Couchlocked Kit” or “Secret Santa Savior” with a fun tag like “Everything but the herb.” This will not only move socks but also help crosssell underperforming small items.
Relaxing Elixers to Set the Mood
Kratom and kava continue to trend upward, especially among wellnesscurious and alternative consumers. As stress peaks and wallets tighten during the holiday season, these functional shots become a powerful, profitable crosscategory item for headshops.
The 2-oz shots are impulse-friendly, cash-friendly (under $10), and perfect for holiday anxiety shoppers. Most shots now come sweetened, flavored, and branded for retail appeal. Stock fun flavors like tropical fruit, mango chill, or berry zen.
A marketing idea to try would be to position them as self-care and gifting: “One for you, one for the stocking.
Keychain Containers
By Karen Maina
The average consumer spends 25% more when they make last-minute gift purchases. Those final 3 feet of your store are where eyeballs meet impulse, and clever displays meet chaotic holiday shopping energy. That is your prime real estate.
To take advantage of this, stock affordable, themed, high-margin giftables that are easy to grab, wrap, and delight with.
Fun, fast-moving, high-margin. This guide is your cash wrap artillery that will bring the jingle to your holiday sales.
Stocking-Sized Secret Keepers
These are the perfect gift for the everyday cannabis or wellness user who values smell control and convenience. They are tiny, discreet, and if you purchase with discretion, odor-proof. For lifestyle appeal, stock anodized aluminum or silicone with carabiners.
Give them that extra magic with laser-engraved branding for your store, holiday-themed colors, or glow-in-the-dark or UV-reactive silicone.
Stocking Stu ers That Spark . . . Joy
Get one-hitters and dugouts that are stylish and designed to hit hard while looking good. One-hitters shaped like lipsticks, pens, markers, or bullets attract both styleconscious and discreet consumers.
You can also stock etched, engraved, or branded designs that allow your store to create exclusive drops or collabs with local artists for a unique and collectable feel.
Pair them with a smell-proof dugout to increase average order value and encourage bundling. They’re a perfect fit for holiday gifting: compact, functional, and priced to move.
Festive Flights for the Cannacurious
This is the cannabis lover’s holiday tasting menu. Who doesn’t like to try out something new a ordably? Curate your best-selling edibles (or pre-rolls) into themed mini bundles. The best part of this gift is that it could unlock more sales for you in the new year. Here are some fun bundles we made up that you could try–or, if you’re feeling creative, just pull some inspiration:
• Mellow Mornings (CBD + THCV)
• Santa’s Chill Pack (Delta-8 + CBN)
• New Year’s Flight (your top 3 cannabinoid categories)
Holiday Mystery Bags
Stoner Surprises From Santa’s Sack
If you like simple, this is the perfect gift idea for the holidays. Throw together $10 mystery bags with fun odds and ends (stickers, cones, pins, and rolling tips). Create a label: “Naughty or Nice? Only the Bag Knows.” Simple, fun, and easy like a Sunday morning.
Stoner socks
kratom & kava shots
Minor Cannabinoid Samplers
Designer One-Hitters & Dugouts
Mushrooms, Reindeer & Revelry: The Real Story
Behind Our Yuletide Cheer
CHRISTMAS CHRISTMAS Story A
By Matt Weeks
There’s no holiday more prone to mythmaking than Christmas. Across our TVs, stories enshrine ridiculous origins to modern traditions, cartoon characters regularly save the holiday from the forces of grinchdom, and modern love flourishes for career women stuck in small towns. But these yuletide concoctions aren’t merely dessert; they’re flavoring added to medicine. Our stories cover up an uncomfortable truth: many of our holiday traditions stem from pagan revelry that included everything from psychedelics to orgies.
Not that this is new. Since Christmas was first celebrated, people have told others they’re doing it wrong. Puritan communities cast out neighbors who trimmed trees or hung wreaths. Early American settlers saw the holiday as Catholic excess, more informed by idol worship than the Bible. George Washington may have cut down a cherry tree, but he stopped short of felling a Douglas fir up to stand
beside the fireplace at Mount Vernon. Even in Europe, many Protestants preferred not to celebrate Christ’s Mass at all. For them, the beauty of religion was self-denial; the hedonistic feasting and general joie de vivre of Christmas was as repellent as women showing their ankles or owning property.
There was no problem with Christianity; paganism’s winter celebrations were just more fun.
It wasn’t until the fourth century that Christians began celebrating their savior’s birth at all. It didn’t rise to the status of Easter or Epiphany until a papal committee selected December 25 as the official birth date of the messiah. The date just happened to coincide with popular pagan celebrations, such as the Saturnalia and Yule, which have provided us with some of our most cherished Christmas traditions.
The Spores of Santa
As early Catholics realized, there has always been a bit of tension between religion and Christmas traditions. Many parents struggle to explain how Santa fits into the story of Jesus. The concepts don’t quite work together because they began as different stories that served different purposes.
The Santa story took root in ancient Siberian and Norse practices, where important religious or cultural rituals happened in the depths of midwinter. Shamans would follow herds of caribou on long treks through the frostbitten tundra until they stopped to eat red-and-white capped mushrooms. After scaring off the deer and pocketing the fungi, they would return to the smoky halls to deliver the goodies. In return, shamans received prime seats at the feasting table and special baked goods.
When travelers visited these communities, they returned with stories to share. Over time, observer accounts morphed into tales that resemble modern Christmas fables: Shamans appear out of the smoke (now chimneys), dressed in the red and white colors of shrooms, bringing special gifts for families. These magical beings came from cold climates (the North Pole) and were always preceded by reindeer, who led them toward the houses of the deserving. Instead of providing them with grain and salted meat, however, we leave them the goodies of more modern culture: milk and cookies.
But Santa Claus, the Shroom Shaman, never sat well with Christians. And as Christmas continued to pick up detritus left over from pagan converts, the Puritanical impulse twinged. Nineteenth-century Christians needed a figure that could explain away all the pagan rituals while still instilling a holy reason for the season. In the poem that begins “‘Twas the night before Christmas,” they found their man.
The Santa story took root in ancient Siberian and Norse practices, where important religious or cultural rituals happened in the depths of midwinter.
The work was based on a sleigh-driven shopping trip the author took to buy gifts for his family. He lived in New York, where Dutch immigrants celebrated the tradition of giving gifts on Saint Nicholas Day. The real Saint Nicholas was a fluffily bearded Greek bishop whose storied acts of charity (especially gift-giving) made him a regular feature in children’s stories. Seeing a chance to insert a Catholic icon into pagan-coded traditions, the poem’s author turned the ancient shaman into St. Nick, the jolly old elf, and the modern Santa Claus was born.
The Rise of Revelry
The festivals that merged into Christmas started as a way for ancient peoples to deal with the idle days of chilly weather. It served as a reminder of good times, often depicted by boughs of evergreen trees that symbolized rebirth, the return of the sun, or eternal life, depending on where you were.
It’s a seductively intuitive hypothesis that explains the central metaphor of Santa Claus. And while many scholars are quick to puncture holes in the theory (most take issue with the red-and-white clothing), serious holiday historians don’t fully discount the theory. Several books trace the exact origins to tribes both in Siberia and in Scandinavia, where tribes like the Sámi people have long used magic mushrooms and traveled by horse-pulled sleighs.
In Rome, a weeklong celebration of Saturnalia provided an otherwise boring late December with the mother of all holidays. People feasted, danced, gambled, and indulged in carnal recreation with abandon. There was little order, and less judgment. Roman society inverted itself: masters waited on slaves, citizens shrugged off formal togas in favor of colorful clothing, and the rich gave away money instead of hoarding it.
The tribes of pre-Christianized Europe celebrated Yule, which marked the late December solstice. Germanic peoples celebrated with wine, drink, the slaughtering
Continued on Page 68
of a boar, a ghostly night hunt, and burning a giant felled tree known as the yule log. In fact, contemporary Germans clung to these traditions so tightly that it was only their mass arrival in the New World that destigmatized Christmas decorations in America. None other than Martin Luther first added candle decorations to evergreen trees to symbolize the light of Christ, allowing the pagan tradition a welcome role in Protestant Christianity.
Those people weren’t alone. From ancient Babylon to early tribes of Pakistan and Peru, cultures across the globe have long marked deep winter with celebrations. And the stories we tell ourselves about why we celebrate continue to develop. As church attendance dwindles and society moves away from the monoculture, holiday stories have become both less religious and less unifying. The last time a genuine Christmas
As church attendance dwindles and society moves away from the monoculture, holiday stories have become both less religious and less unifying. The last time a genuine Christmas movie led the box office on Christmas Day was 2003’s “Elf.”
movie led the box office on Christmas Day was 2003’s “Elf.” Modern filmgoers prefer superheroes, Star Wars, and cartoons over Santa. Today’s Christmas tales aren’t targeted at mass audiences with ideals of living a wonderful life or dealing with kooky family members. They exist in niche form, celebrated through genres like horror, comedy, horrorcomedy, LGBT, and straightup religious. Even at home, made-for-TV movies don’t deal in Claymation reindeer; they center on romantic love in small-town America.
But that’s how it goes. Humanity’s greatest Christmas tradition isn’t trimming the tree or decking the halls; it’s changing the celebration to suit our needs. As our conception of family changes, so must our way of surviving the dark months without seasonal affective disorder. Thinking differently would just be telling yourself a convenient story.
KRAMPUS Taming Sta
By Joe Reefer
ng, Sales, & Sanity for the Season
It’s the most wonderful time of the year—unless you’re working a double during BOGO vape sales on Christmas Eve. The holidays are a stressful time for anyone in retail, and this industry is no exception. While it’s all too easy to sit back and let Krampus take over, the most successful retailers know what it takes to survive, and even thrive, during the holiday rush.
Supervising the Elves: Holiday Sta ng 101
Everybody knows the holiday rush is coming, but it’s still important to communicate with your employees during this time. This is especially true when it comes to scheduling, PTO, and last-minute call-ins. Letting your staff know exactly what is expected of them, including any opportunities for overtime, restrictions on PTO, or potential repercussions for no-shows during the busy season, can eliminate a lot of confusion (and excuses) ahead of time.
If you think you might need some extra hands for the holiday, don’t wait until the last minute to start hiring. This time of year is difficult enough without having to train and onboard new employees, so it’s a good idea to try and finish these processes in the days and weeks leading up to the big holiday rush.
Your Holiday Employee Survival Kit
Make sure to stock some goodies in the breakroom to reward your hardworking employees during the holiday season, including:
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Dealing With Grinches: Customer Service
“There is a spiritual aspect to our lives — when we give, we receive — when a business does something good for somebody, that somebody feels good about them!” ― Ben Cohen, Ben & Jerry’s co-founder
Although they might not be as frightening as Krampus himself, grinches can still ruin your holiday just the same. The key here is to remain calm at all times; even when your customers are not. Shoppers are stressed out during the holidays, too, and sometimes all it takes is a smile, kind gesture, or positive retail experience to turn their day (or season) around.
Since a lot of your shoppers will likely be looking for gifts, it’s a good idea to create a cheat sheet with some default ideas and go-to answers for common questions. Cover product recommendations for first-timers, daily users, and others. Not only does it make the whole transaction quicker, but it can be genuinely helpful to someone who is new to toking and the culture around it.
Now is a good time to celebrate your regular shoppers, too. Make it a point to remember names and, if possible, offer loyalty perks, handwritten notes, or even personal gifts as a way to reward their loyalty.
The Naughty List of Retail Mistakes
Shopping during the holidays can be a trying time for everyone involved, but you should do your best to avoid these retail mistakes when working in the head shop space:
Being stoned while dealing with holiday shoppers
Arguing over store policies, especially with a line full of customers
Trying to rush customers through their purchases (this is when most mistakes happen)
Ghosting customers in the middle of a transaction
Dressing in holiday attire if you’re not going to give off festive vibes
This article continues online.
Want to keep Krampus out of your store this season? Read the full guide online for inventory hacks, burnout busters, and post-holiday recovery tips to help you finish the rush strong— and start the new year ahead.
Scan here to continue!
The holidays can be a dopamine rush. Foot traffic spikes. Gift shoppers finally discover your store exists. Your POS hums. The shelves buzz with movement. But come January? It’s crickets and clearance. Unless you play your cards right. Holiday sales aren’t just about ending the year strong, they’re about setting up next year to win. It’s long-term chess, not short-term checkers.
Stacking momentum through the end of the year is one of the best ways to guarantee smart money made in January. The right promotions, product planning, and customer touchpoints throughout Q4 can keep
registers ringing long after the tinsel is packed away.
So how do you make your holiday sales strategy future-proof? Here’s your Q4to-Q1 playbook; equal parts practical and tactical.
The Long Game: Turning One-Time Shoppers into Regulars
The holidays bring in everyone from your loyal locals to the “my cousin really likes this stuff” crowd. Every one of them is a chance to plant the seed for Q1 business and turn occasional and one-time shoppers into
regulars. Loyalty programs, gift cards, and bounce-back offers (discounts or perks redeemable in January) are simple ways to get them back through the door.
One easy example: spend $50 in December, get a $10 credit valid in the first 30 days of the new year. It’s enough to motivate a return trip, but short enough to keep momentum rolling.
Gift Cards Are the Silent MVP
Gift cards are a retailer’s version of a time machine: you get the money now,
the customer comes back later, and they almost always spend more than the card’s value. It’s time-released foot traffic when you need it most.
Market them as stocking stuffers, “panic-proof” lastminute gifts, or as part of a bundled set with an accessory like a stash jar or lighter. Every unredeemed card is pure margin, but the real win is when that redemption bridges your post-holiday sales gap. Every gift card you sell in Q4 is a guaranteed visit in January or February. But here’s the thing:
don’t just leave a plastic rack by the register and hope for the best. Merch it like a product. Highlight it in bundles. And then pay your rent in February as a result of all your hard work.
Bundle Without Butchering Margins
Done right, bundles increase perceived value without wrecking your markup. The sweet spot? Pair a fast mover with a slow seller and present it as an “upgrade” set, not a clearance bin special. Customers feel like they scored
Coninuted on Page 78
NEW YEAR: NEW
Holiday Sales Strategies That Set You Up for Q1 Success
By Sofia Noillif
By Ryan Mills
Stacking momentum through the end of the year is one of the best ways to guarantee smart money made in January.
a deal, you clear stale inventory, and your January shelves are ready for fresh products.
Structure your bundles to build future use, such as:
A glass pipe + a lighter + a small stash jar + a coupon for 20 percent off cleaning supplies in January.
Rolling tray set + grinder + RAW papers + a bounce-back for a premium hemp wrap or accessory.
You’re not just selling a box of goods, you’re creating return behavior. It’s about telling a story the customer wants to finish, and giving them a reason to come back and do it.
Stock “Future-Proof” Products
Seasonal displays are fun, but relying on them too heavily can make January feel like a ghost town. This is the time to upsell the evergreen –gear, accessories, cleaning supplies, smell-proof bags, glass maintenance kits, rechargeable batteries. If you want a customer to spend in Q1, they need a reason to come back, and the easiest way to do that is to sell them something now that needs a refill, replacement, or upgrade later.
Holiday season is prime time to move vaporizers, reusable glass, and storage systems that require future purchases. Customers who buy disposables? They might not be back. Customers who buy gear they love? They’re locked in.
These aren’t necessarily sexy gifts, but they are sticky. They build habits. They encourage customers to invest in what they already bought. And most importantly, they drive repeat business. You don’t build a solid Q1 with glitter and gimmicks, you build it on products that actually matter to people once the holidays fade.
Think of every December sale as the start of a mini-subscription. You’re not just moving units, you’re building a cycle.
Quietly Retire the Dead Weight
Yes, you’ve got dead weight. We all do. If a product hasn’t moved in months, the holidays are your chance to exit it gracefully. The instinct is to slash prices and dump them, but that’s not always the smartest play because if you’re not careful, clearance can become a crutch.
If you want a customer to spend in Q1, they need a reason to come back, and the easiest way to do that is to sell them something now that needs a refill, replacement, or upgrade later.
Try these instead:
Gift with purchase: Buy a premium item, get the slow mover as a bonus.
Mystery bags: Mix slow sellers with solid stuff in a blind bag format. Price it right and make it fun.
Tiered clearance: 10 percent off week one, 20 percent week two, 30 percent after Christmas –move volume without slashing up front.
By January, you’ll have shelf space (and capital) for lines that actually pull their weight.
Don’t Let January Happen To You
Here’s the cold truth: if you’re not planning now for what your floor looks like on January 5, it may already be too late.
Think about:
What promos will be running post-holiday?
What signage stays up, and what shifts?
What vendors do you need to follow up with on buy-backs or Q1 programs?
What does your January staff schedule look like when traffic dips?
Holiday sales aren’t a one-shot cash grab. They’re a positioning move. Every discount, every bundle, every marketing push should be aimed at keeping the customer engaged past New Year’s Eve and to keep your store from feeling like a retail wasteland.
Don’t let January hit you like a hangover. Make it feel intentional instead of waiting for Valentine’s Day to save you. Walk in like it’s Day 1 of something big. Play it right, and you’ll start the new year not just with higher sales, but with stronger customer loyalty, cleaner shelves, and a momentum that carries you into the months ahead. Because when everyone else is dragging into the new year, you want to be the shop that already has its next move locked.
The
SEASONAL SPARK
Decking the Halls: Jingle bells, Ganja Smells, Step Up Your Displays!
By Emily Long
Engage customersyourwith multi-sensory shopping experiences, in- store events, and seasonal specials to help them shop for everyone on their list.
Deck the halls! For retailers everywhere, the holiday season is holly, jolly, and busy. To make the most of the most wonderful time of the year, go beyond garland. Engage your customers with multi-sensory shopping experiences, instore events, and seasonal specials to help them shop for everyone on their list. From easy-to-rotate displays to creative ways to engage all five senses, here are some elements to keep in mind to set the ambiance for a festive and successful holiday season.
A simple, reliable way to set the vibe is with music, but you don’t have to go with the same four songs playing in every department store. Instead, play songs from artists or playlists that align with your brand and your
customer base. If you want a chill auditory experience rather than the typical Christmas pop, consider some acoustic covers of holiday songs. Singersongwriter Katie Pruitt even wrote a song called Merry Christmas Mary Jane and created a playlist with the same name if you need a place to start.
Speaking of places to start, make sure your entryway is warm and inviting. We all know the importance of first impressions, and the appearance of your entrance area is a critical first step to attracting customers and drawing them in. Make sure the entrance to your space is clean, uncluttered, visually appealing, and welcoming. If it makes sense in your location, retail experts recommend
encouraging people to move counterclockwise around the store. Regardless of direction, be sure to place bestsellers, high-value items, and special seasonal bundles at the front of the store, early in the customer flow.
Lighting is also important to set the mood, and it’s especially important in windowless dispensaries. Capitalize on the absence of natural light with accessories like white or multi-colored twinkle lights on your seasonal displays to draw the eye in. Lots of LED and battery-powered options are available, too, for the eco-conscious business owners.
A well-decorated, festive dispensary will help customers get in the holiday shopping spirit.
Pair warm-toned and festive lighting with tactile elements for a more complete sensory experience. By combining clear, informative signage on displays with decorative elements like fake snow, velvet ribbons, and twinkly lights, you can create an engaging and memorable store environment. While many of us love the natural smell of a dispensary, you can infuse your space with subtle scents like cinnamon and pine to set an extra festive mood. As a bonus, inventive displays make for great marketing photos for your website and social media, too. To promote especially cute and festive displays, you can have different photo ops and offer a small discount when a customer tags you on social media.
Continued on Page 86
Gift bundles are also a great way to get creative with your holiday marketing and target more demographics.specific
Eye-catching displays are crucial for engaging your customers, but you don’t need to rearrange your whole store to make compelling seasonal displays. Use what you already have, and flexible features like movable shelves and display racks can be updated easily as product moves and inventory changes. These versatile features allow you to quickly refresh your displays and switch them out as needed to highlight special discounts or promotions.
Looking for ideas for holiday specials? Stocking stuffer bundles are a great grab by the register and can sell well as point-of-purchase (POP) displays. If you have holiday-inspired strains, you could bundle some flower or pre-rolls with a THC chocolate bar for an awesome, easy stocking stuffer.
Gift bundles are also a great way to get creative with your holiday marketing and target more specific demographics. You can play off different themes to make curated displays or bundle items for a discount. For example, you could put some CBD products, lotions, and topicals together for an at-home spa day and relaxation kit. For the person who’s always on the go, consider bundling portable and pocket-sized products and accessories. A bundled “Holiday Survival Kit” can be a fun way to sell different products together, and even if it’s a little kitschy, they make a great gift, either for someone on your list or for yourself. Encourage your customers to treat themselves, too!
To make holiday shopping even easier, you can also make a simple holiday catalogue or giftbuying guide to highlight special promotions and simplify the shopping experience. These can be physical guides or online, prompting customers to scan QR codes throughout the store. Advertise these gift guides and bundles on your website and social media to encourage people to stop by and let them know if they’re feeling overwhelmed, you’ve got them covered. You can also highlight
staff favorites to showcase the expertise of your employees and encourage customers to ask them for personalized recommendations.
Another great way to drive foot traffic is to host special pop-ups and events in your store. At these events, you can run giveaways, raffles, and contests to drum up excitement and incentivize purchases, especially high-spend purchases or repeat purchases. Your most frequent customers throughout the year are often your biggest spenders at the holidays, too, so don’t forget to reward customer loyalty with discounts, freebies, and incentives to keep coming back.
To provide additional help and value to your customers, offer gift wrapping services (you can charge a bit extra for it, too). Gift-wrapping is always popular, and in the cannabis space, it’s especially helpful to offer discreet and convenient packaging options. Bonus points if it’s festive and pretty, too!
Farmers, business owners, and consumers have built this industry from the ground up. We have followed the rules, invested in safe, compliant products, and created jobs in communities across the country. Now we must defend it.
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DEC. 2-5, 2025 | MJBizCon | Las Vegas
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Meet the Uber Grinder, the no-nonsense workhorse your stash deserves. CNC-machined from solid aluminum and finished in slick matte colors, it chews through flower with ease and drops a roll-ready grind every time. The fourpiece design includes a kief screen to catch the good stuff, and newer versions add twists like rubberized exteriors for extra grip or clear-window lids so you can watch the grind in action. Anodized builds keep things moving smoothly without the lock-ups you get from cheaper tins, while the rubberized models bring a soft, tactile feel that’s easy on the hands. Fans praise Uber for its consistency, durability, and price point, making it a grinder that actually earns its spot in the kit. Tough, smart, and versatile—this one’s built to keep up.
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Burn, Unlock & Enjoy
Not Ya Son’s Weed Mini Prerolls pack premium THCA flower into a perfectly sized 0.5g smoke—convenient, portable, and ideal for when you want just enough without the waste. Each preroll is crafted for flavor and smoothness, delivering a quick, satisfying session that fits any setting. Available in a full lineup of bold strains— London Purpz (pictured), Purple Octane, Strawberry Lemonade, Black Truffle, Watermelon Mimosa, and Apple Fritter—these minis cover the spectrum from fruity and uplifting to earthy and relaxing. Every strain highlights its unique terpene profile, with THCA converting to THC once lit, unlocking the euphoric, creative, and calming effects users love. Whether you’re after a solo vibe check or a shareable spark, Not Ya Son’s Weed Minis prove that big experiences can come in small, expertly rolled packages.
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The Inspector
A 510 Cart Vape for the Distinguisted Gentleman (or Lady)
Cartisan’s Inspector is where old-school style meets modern precision. Shaped like a classic Sherlock pipe but built around a concealed 510 cartridge slot, it delivers sessions that are as discreet as they are stylish. The woodgrain finishes—Burl, Espresso, Mahogany, and Walnut—give it a timeless look, while inside, a 650 mAh battery powers adjustable voltage from 1.8 V to 4.2 V. A sharp LED screen keeps track of everything—voltage, battery
life, puff count, even pre-heat status— so you’re never guessing. Users can choose between auto-draw or button activation, with haptic feedback, smart shutoff, and overcharge protection baked in for peace of mind. Compact, reliable, and smooth with every pull, The Inspector proves that function doesn’t have to sacrifice form. It’s a pipe for today’s sessions, dressed in yesterday’s charm.
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Peak THCA Flower delivers premium potency in a clean, displayready package. Each 3.5-gram glass jar is packed with indoorgrown flower that highlights the full spectrum of flavor, aroma, and effects consumers expect from top-shelf cannabis. Available in a rotating lineup of Indica, Sativa, and Hybrid strains— including standouts like Baked Cake Mix, Big Mac, GSC, Neon Gas, Bananaconda, Churro, Drippin, and GMO Cookies—Peak offers variety to match any preference. The jars come retailready in six-count POP displays, designed to catch eyes while keeping flower fresh. As THCA flower, effects are activated by heat, unlocking powerful psychoactive THC with each session. Reliable, aromatic, and crafted for a premium experience, Peak THCA Flower jars bring a professional finish to any counter while delivering real fire inside.
The Pica Bar Tuning 30K pushes disposable vapes into serious hardware territory. Offering 30,000 puffs in Normal Mode or 15,000 in Boost Mode, it delivers both staying power and punch. The magnetic pod-and-battery system snaps together cleanly, while dual mesh coils keep vapor smooth and flavorful. A sharp OLED screen displays puff count, battery life, juice level, and settings at a glance, giving full control without guesswork. Users can adjust “sourness” and “coolness” levels to tweak intensity, and the USB-C port supports reverse charging, letting the device double as a backup power source. With sturdy construction and flavors ranging from Berry Party to Miami Mint and Sour Apple Soda, the Pica Bar 30K is built for vapers who want performance, customization, and longevity in one sleek package.
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Slightly Berry Infused Spritz
A Refreshing Zero-Alcohol Elixir Infused with Hemp, Mushrooms & More!
If we’ve said it once, we’ve said it a thousand times: non-alcoholic adult beverages are the elixirs of the future—and no one approaches the category with more nuance than Slightly Elevated, the scrappy gummy and beverage outfit that claimed the number one slot on our Top 25 list last year with their hemp-infused liquor substitute. Now they’re back with Slightly Berry, a refreshing, lightly carbonated spritzer that, like their gummies and liquor
before it, showcases a carefully crafted mix of cannabinoids, functional mushrooms, and L-theanine for a chilled-out experience without the hangover. Each can delivers 5mg of hemp-derived Delta 9 THC, 2.5mg of CBG, 125mg each of Lion’s Mane and Cordyceps, and 50mg of L-Theanine. The formula is designed for relaxation, clarity, and a subtle lift, making Slightly Berry the kind of drink you’ll want to reach for again—with zero regrets.
ALL CANNABIS PROHIBITED FOR ACTIVE US MILITARY
One Nation, Two Standards: Why Medical Cannabis & Cannabinoids Are Not an Option For Our Troops
For the millions of Americans who serve or have served in the armed forces, the discipline and sacrifice of military life come with strict rules. One of the most unyielding is the blanket prohibition on cannabis use for active-duty service members — even when that use is legal under state law and medically recommended by a doctor.
This isn’t just about recreational use. It means that service members with chronic pain, PTSD, traumatic brain injuries, or other service-related medical conditions are barred from using medical cannabis, even if it is the most effective treatment available to them.
The Law: Article 112a of the Uniform Code of Military Justice
Federal law — specifically Article 112a of the Uniform Code of Military Justice (UCMJ) — makes it a criminal offense for active-duty personnel to knowingly use, possess, or distribute marijuana or marijuana-derived products, including CBD.
Article 112a, UCMJ:
“The knowing use, possession, or distribution of marijuana and marijuana-derived products, including CBD, is prohibited at all times and in all locations. Violations are punishable under Article 92 of the UCMJ.” 10 U.S.C. § 912a
Penalties for violations “Article 92: Failure to Obey Order or Regulations” can
range from reprimands and forfeitures of pay to confinement, discharge, and loss of benefits, depending on the severity of the offense and the court-martial findings.
In practice, this means there are no exceptions — not for a doctor’s recommendation, not for state-legal medical cannabis use, and not for service members stationed in jurisdictions where cannabis is fully legal.
Branch-Specifi c Enforcement Policies
While the UCMJ sets the foundation, each branch issues its own regulations reinforcing the prohibition:
Army (AR 600-85)
The Army’s Substance Abuse Program explicitly bans cannabis and all cannabinoid products:
“Soldiers are prohibited from using hemp or products containing hemp oil … [and] synthetic cannabis, including synthetic blends using CBD oil.” AR 60085 — Army Substance Abuse Program
Air Force (DAFMAN 44-197, § 1.2.2.1)
“The ingestion of products containing or derived from hemp, including … cannabidiol (CBD), is prohibited. Failure by military personnel to comply … constitutes a violation of Article 92(1), UCMJ, and may also constitute a violation of Article 112a, UCMJ.”
DAFMAN 44-197 (Sept. 5, 2023)
For Trusted Resources, see the ad on Page 56
By Steph Sherer Founder & Executive Director Americans for Safe Access
Navy & Marine Corps (ALNAV 057/19)
“Sailors and Marines are prohibited from knowingly using products made or derived from hemp … including cannabidiol (CBD), regardless of the product’s THC concentration … or whether such product may lawfully be bought, sold, and used under the law applicable to civilians.” ALNAV 057/19
Coast Guard (ALCOAST 308/20)
“Coast Guard members are prohibited from knowingly using products made or derived from hemp, including cannabidiol (CBD), regardless of the product’s THC concentration … or whether the product may be lawfully bought, sold, and used under the law applicable to civilians.” ALCOAST 308/20
The Human Impact
This policy leaves service members facing an impossible choice: endure ongoing pain or symptoms without the medicine that works best for them, or risk career-ending disciplinary action and potential court-martial.
• A Navy corpsman with combatrelated PTSD may find that traditional pharmaceuticals are ineffective or cause harmful side effects — yet cannot try medical cannabis without ending their career.
• An Air Force mechanic suffering from chronic pain after an injury
For over 20 years, Steph Sherer has been at the forefront of medical cannabis advocacy, transforming grassroots activism into policy change. As the founder and Executive Director of Americans for Safe Access (ASA), she has trained over 100,000 advocates, built powerful coalitions, and worked with lawmakers to ensure patient access to cannabis-based medicines. Under her leadership, ASA has secured critical protections for patients, medical professionals, and cannabis programs nationwide. Sherer has also been instrumental in setting cannabis product safety standards, guiding international cannabis rescheduling, and shaping regulatory frameworks that prioritize patients. After years of advancing global medical cannabis policies, she has returned to ASA to lead its “second act,” working to fully integrate cannabis into U.S. healthcare and ensure that patient needs remain at the center of policy discussions.
may be stationed in a state with legal medical cannabis but still be barred from using it.
• Even non-psychoactive CBD oil is banned, despite its legality under federal law for civilians after the 2018 Farm Bill.
• The result is a two-tier system: civilians and veterans in many states can use medical cannabis, but active-duty members — even those in severe medical distress — are left without access.
Why Only Federal Legislation Can Fix This
Military regulations are rooted in federal law. The UCMJ and each branch’s rules all flow from cannabis’s classification as a Schedule I controlled substance under the Controlled Substances Act (21 U.S.C. § 812).
Even if a state passes military-specific protections, they cannot override
federal military law. The Department of Defense takes its orders from Congress.
That’s why only federal legislation — like the Medical Cannabis and Cannabinoid Act (MCCA) — can:
1. Authorize the Department of Defense to create a medical cannabis access program for active-duty personnel under medical supervision.
2. Remove medical cannabis use from the definition of “unlawful drug use” for the military.
3. Protect service members from adverse action solely for using medical cannabis consistent with state and federal guidelines.
Take action now!
What’s written into the UCMJ is only part of the story.
The deeper impact is felt by service members living with pain, trauma, or injury who are denied access to treatments that could help them most.
In the online continuation, we explore what’s truly at stake for military health and readiness — and why passing the MCCA is the only path forward.
Scan here to continue reading!
DEBUNKING THE MYTH
Vaping
(Still)
Doesn’t Cause Cancer
In recent years, alarmist headlines have fueled fears that nicotine vaping might cause cancer. While scientists will continue to study the health effects of vaping, the claim that it “might” lead to cancer exaggerates risks, ignoring nuanced evidence. The bottom line is simple: comprehensive reviews and studies show no causal link between vaping and cancer in humans, with risks far lower than traditional smoking. Let’s examine the facts to once again refute this overblown assertion.
First, understand what vaping involves: e-cigarettes heat a liquid (e-liquid) containing nicotine, flavorings, and solvents like propylene glycol, producing an aerosol rather than smoke from burned tobacco. Unlike cigarettes, which release thousands of harmful chemicals including 70 known carcinogens from combustion, vaping generates far fewer toxins. Organizations like Cancer Research UK emphasize that chemical levels in nicotine vapes are “generally far lower” than in tobacco smoke, and there’s “no good evidence” vaping causes cancer.
By Alli Boughner Vice President American Vapor Manufacturers
The Latest Evidence
A 2025 systematic review from Tobacco Induced Diseases analyzed studies from 2021–2023 and found no conclusive human evidence. “None of the included human studies reported any significant incident risk or prevalent risk of lung cancer or other type of cancer in never smokers current vapers,” the researchers concluded.
Critics often cite chemicals like acrolein or metals in vape aerosol as cancer risks. However, a 2025 Harm Reduction Journal model
In other words, there is a dearth of evidence implicating vaping as a cause of cancer. Moreover, the two decades of research we do have indicates that vaping significantly reduces cancer risk by offering smokers a much cleaner source of nicotine. The opponents of vaping are really hoping against hope, overlooking mountains of research in the process, in their belief that, someday, we will find evidence that vaping is carcinogenic.
Conclusion
Organizations like Cancer Research UK emphasize that chemical levels in nicotine vapes are “generally far lower” than in tobacco smoke, and there’s “no good evidence” vaping causes cancer.
estimated lung cancer risk from e-cigarettes is “much lower” than from smoking, based on biomarkers.
Moreover, vaping aids smoking cessation—drastically reducing overall cancer risk from tobacco use. A 2023 review of the clinical research on the effects of vaping reported that “The overall results of the trials indicated that vaping was effective in helping smokers to quit. It was also associated with a lower risk of adverse events than combustible cigarettes.”
Here’s where things stand. The only human study to link vaping and cancer was retracted almost two years ago, as I’ve reported in these pages previously. Meanwhile, realworld evidence continues to refute any meaningful association. This claim persists because it makes for a scandalous headline and a profitable fundraising campaign for antinicotine groups—even though it’s devoid of any supporting science. It’s time for the vaping-causescancer myth to die, because it’s killing real people who continue to smoke.
