Evercannabis October 2021

OCTOBER 2021

VOLUMNE 6, ISSUE 10

EVERCANNABIS.COM

DON’T FEAR THE REEFER HALLOWEEN LETS US EMBRACE MARIJUANA MYTHS, THE MUNCHIES AND THE RASTA IMPOSTA

By Kate A. Miner

EVERCANNABIS CORRESPONDENT

It’s almost Halloween. The weather is getting cooler, pumpkins are arriving by the truckload, and the stores are full of candy, skeletons, and spooky stuff.

Halloween (or All Hallows Eve) derived from the ancient Celtic festival called Samhain, when people would light bonfires and wear costumes to ward off ghosts, and over time it has evolved into activities in America like trick-ortreating, carving pumpkins, and eating treats. It’s a time when we celebrate darkness and fear and enjoy being scared. Which is why every myth or freaky anecdote that has ever been told resurfaces in October – including everything scary about cannabis.

Bottom line, we like being scared. When humans feel threatened or frightened, a hormonal reaction occurs, making us feel more powerful physically and more intuitive emotionally.

Humans seem to drawn to this adrenal rush, whether it’s a roller coaster or a scary story. It’s why urban legends continue to spread over time and throughout cultures.

Like claims that children’s candy might be poisoned, a rumor that started during the Industrial Revolution (17601840), when food production moved out of the home and began being produced by strangers using unknown ingredients and unfamiliar processes.

The cautionary myths gained momentum during the 1960s, a time of social upheaval when the all-American family model began to shift, and distrust took hold.

In fact, there are only five instances of children dying from stranger-related-poisoning around Halloween, all prior to 1975, and none of the claims were substantiated. Yet the razor blade apples, Tylenol laced Pixie Stix, and more recently, pot-laced candy myths, still circulate every year.

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That said, here are the facts you need to know about the pot-laced candy myths:

• There is no evidence that cannabis edibles have ever been given out to children for Halloween candy.

• The Halloween THC candy myth seems to have arrived locally around 2012, the same year that cannabis was legalized for recreational use in both Washington and Colorado.

• Edibles with THC don’t resemble candy, particularly here in Washington. There are laws banning any edibles shaped like animals, fruits, or anything else that would entice a child to eat one.

• THC-infused and CBD-infused edibles don’t come in common candy bar-style wrappers but are sold 10 or more in sealed containers. THC-infused edibles are clearlyy

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T2 • Friday • October 1, 2021

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Cannabis Social Equity Task Force continues its efforts at state level Group hopes to help future applicants with grants, training

By Linda Ball

EVERCANNABIS CORRESPONDENT

In 2020, Washington lawmakers created a Cannabis Social Equity Task Force, with the goal of better listening to and responding to residents who feel they’ve been negatively impacted by cannabis laws.

The group was tasked to “make recommendations to promote business ownership among individuals who have been disproportionately impacted by the war on drugs, in order to remedy the harms resulting from the enforcement of cannabis related

laws.”

Its 21 members includes legislators, state employees, advocacy groups and members of the cannabis industry. Its overall goal is to “center the voices of black, indigenous and people of color communities that have been most impacted by enforcement of cannabis-related laws.”

State Rep. Melanie Morgan, who represents the 29th District that includes much of Tacoma, is the task force’s chair.

“Black/African Americans were left out of the original effort to legalize cannabis, and continue to be left out of today’s

cannabis economy. You can see that trend clearly through the lack of Black/African Americans in the state with a cannabis license,” she said. “Cannabis was historically demonized, and many Black/African Americans were disproportionately arrested and over-sentenced because of the racism embedded in the war on drugs.”

Now that cannabis is legal, she said the industry can create an especially promising small businesses opportunity for Black/ African Americans to leverage historical wrongs by creating small businesses that boost their local communities’ economy.

“My hope is that this will help the task force ensure that the cannabis industry is equitable,” Morgan said.

The task force ties into the state’s Cannabis Social Equity Program, designed to develop programs that can build up communities which have been disproportionately harmed by the war on drugs.

This year, with the passage of HB 1443, which expanded the marijuana social equity program, Washington is following the path that other legal states have taken to correct historical wrongs and encourage interest by social equity applicants. Applicants are defined as businesses that have majority ownership and control by at least one person in a disproportionately impacted area; a majority owner convicted of a misdemeanor marijuana offense; See EQUITY, 4

COURTESY PHOTO

State Rep. Melanie Morgan, D-29th, is chair of Cannabis Social Equity Task Force.

Author offers advice to cannabis industry David A. Paleschuck says more consumer ed needed

By Dan Webster

EVERCANNABIS CORRESPONDENT

“Branding Bud” by David A. Paleschuck

For as long as most of us can remember, cannabis has been represented by a few easily recognizable images. A marijuana leaf, for example. Or the drawing of a bearded Zouave smoker on the packages of Zig-Zag papers.

These representations follow a long-standing advertising dictum: make your product recognizable and it will attract buyers more easily. The practice is called branding.

And, according to most credible

@EvercannaNews on social media and at evercannabis.com Evercannabis@spokesman.com 509-459-5095

industry sources, branding is an all-important function of marketing.

As brand consultant and author David A. Paleschuck explained over the Paleschuck phone, “Branding is the road map to help people better understand what it is they’re buying and/or consuming. Branding is what consumers live by.”

And as Paleschuck makes clear in his book, “Branding Bud: The Commercialization of Cannabis,” the whole notion of branding is changing – especially as it applies to the cannabis industry.

“People used to be sold on the benefits or features of a product,” Paleschuck said. “Then people were sold on how a brand made them feel. Today, people buy brands to express what they believe and perhaps who they associate with.”

A former vice president of licensing and brand partnerships at Dope Magazine, Paleschuck believes that old tropes aren’t necessarily the best way to market today’s cannabis products. As he told Forbes.com, the future of cannabis branding should be “embedded or tied to the consumer’s needs.”

Paleschuck listed four important criteria that the most successful brands must consider: a customer’s lifestyle, consumption rituals See BRANDING, 4

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Evercannabis, The Spokesman-Review and the Cowles Company don’t promote or endorse the use of cannabis products. We acknowledge that marijuana products remain illegal under federal laws. If adults age 21 or older choose to purchase or use them, we encourage them to consume sensibly and at their own risk in legal jurisdictions, in accordance with state and local laws. Some cannabis products have intoxicating effects and may be habit-forming. Consumption of marijuana also may be associated with health risks and impaired concentration, coordination, and judgment. Keep away from children. To learn more, visit the Washington State Liquor and Cannabis Board at www.liq.wa.gov.

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EVERCANNABIS

TO BE BLUNT

Sharing your pot preferences can be tricky Non-users may have valid reasons for refusing

By Chelsea Cebara

EVERCANNABIS CORRESPONDENT

Dear BLUNT, My sister is always complaining about aches and pains: sore shoulders, stiffness from a wrist surgery she got years ago, stuff like that. She’s also pretty anxious by

nature. I think cannabis could really help her. I deal with similar issues (though not exactly the same stuff ) and it helps me a lot so I keep suggesting it to her, but she never seems to try it. Should I just leave it alone at this point even though I feel like I’m sitting on the perfect solution to her problems? I don’t want to be “the weed guy” or pressure her. – Bro Hey, Bro! If you’ve mentioned it to her several times she’s gotten the message by now. She knows this is something that

works for you, but she’s got her own reasons to be hesitant, and she hasn’t felt comfortable sharing them.

But she also keeps complaining to you.

Consider that she might be sharing her woes as a way to connect with you, rather than presenting you with a problem to solve. Start by listening and offering her empathy. I know how hard it can be to listen patiently when you feel like you’ve already got the solution. Maddening!

But try mirroring what your sister says in your own See BLUNT, 4

Meet the MOUTHPIECE

MOOSE LABS PHOTO

COVID concerns lead to more hygienic social smoking practices

By Tracy Damon

EVERCANNABIS CORRESPONDENT

In the age of COVID, the time-honored tradition of sharing your stash – maybe in the form of a hit off a joint or bong – can now bring potential health risks.

No one wants to end up with a cold, the flu, or coronavirus as a result of being generous with their ganja. So what’s the best way to safely socialize when it comes to smoking? Some say the answer is a sanitary mouthpiece.

Mouthpieces are flexible silicone pieces that come in several shapes and sizes, depending on your tool of choice for smoking. Mouthpieces are slipped over the item before taking a hit, then removed before passing the pipe, bong, joint or vape pen to the next person.

The Spokane Regional Health District couldn’t comment directly on the effectiveness of mouthpieces, but Public Information Officer Kelli Hawkins acknowledges that anything you put your mouth on can transfer germs.

“Smoking cannabis or even tobacco involves a lot of sharing, and now is definitely not the best time to be passing around a joint or a cigarette or a vape pen,” she said. “COVID can spread even through that indirect contact. The same can go for a lighter or anything else you pass around.”

So it makes sense that mouthpieces could help reduce the spread of germs by creating a physical barrier between the mouth and the smoking device to prevent cross-contamination, and without harshing your buzz or ruining the long-held “puff puff pass” practice.

But even if you are using a removable mouthpiece, be aware that germs can spread in other ways when getting high.

“Smoking is a maskless activity so you’re literally blowing the virus (COVID-19) into a shared space,” said Hawkins.

When it comes to spreading germs through smoking tools, just how dirty are pipes, bongs, and vape pens? A 2019 study by Moose Labs shows that smoking tools carry a disturbing amount of bacteria. So much so that it was difficult to find a common everyday item to compare the amount of germs to.

(Disclaimer: Moose Labs produces mouthpieces for cannabis consumption tools.)

Its study claims that the average pipe has almost 1 1/2 times more bacteria than a public toilet seat.

Water pipes and bongs can reportedly carry even more germs, as water left in them for long periods of time can foster the growth of bacteria and mold.

The study also looked at smallgroup smoking situations. In a 10-minute smoke session involving four people, a smoking piece carried 600 times the germs it had before the session. Some of the most common germs found on marijuana paraphernalia include those that cause colds, flu, COVID, strep throat, and e. Coli.

Hawkins says you can lessen your chances of picking up those germs through common-sense practices.

“Washing your hands, sanitizing, and really using your own tools is the best-case scenario, and not being in See SMOKING, 4

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T4 • Friday • October 1, 2021

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EQUITY

Continued from 2 or who meets criteria defined in a rule by the LCB after consultation with the Commission of African American Affairs and other commissions.

A business that is at least 51 percent minority- or woman-owned is eligible.

Task force and industry member Micah Sherman, owner of Ravengrass in Olympia, said virtual meetings of the task force started in earnest around April this year.

Sherman said the group

has met virtually, and its meetings have been well attended by the public.

Jim Makoso, another task force member, is the CEO of Flowe. He’s also chair of the scientific advisory committee for the National Cannabis Industry Association and on the task force’s training and mentorship sub-group.

He said tax revenue from retail cannabis sales funds the task force. Private contributions could also support the grant program. The group is setting up work groups to allocate funds appropriately.

Makoso said the grants

MYTHS

Always examine their treats before letting them indulge.

Continued from 1 marked with warning and safety labels that indicate they are only for adults 21 and older, and to keep out of reach of children.

• They are expensive. To pass them out to neighborhood children trick or treating would require some significant cash output.

• Halloween Trick-or-Treat protocol: For mainly hygiene reasons, children are now discouraged from taking fruits, baked goods, or anything that isn’t in its original wrapping. Beware of choking risks to small children from hard candies and toys. Stay with your children while they are trick-ortreating (regardless of their age).

BRANDING Continued from 2

and states of need, product-type selection (edibles, say, or tinctures) and pairing the correct “brand archetype” to the respective product.

“If somebody is looking for an aspirational brand that makes them feel something, that’s one kind of brand,” Paleschuck told Forbes.com. “But if someone is looking for something benefit-specific, that’s the future.”

Formerly employed by Microsoft, Paleschuck left in 2012 following the passage of Initiative 502, which legalized recreational use for adults 21 and over in Washington. “I thought it was an opportunity I couldn’t pass up,” he said.

Concurrent with the growth of Washington’s cannabis sales and use, Paleschuck notes two

are expected to be awarded to social equity applicants for mentorship and training rather than just writing a check. He hopes to have the mentorship and training program up and running by the middle of next year.

Next year’s legislative session is expected to be short, but task force members hope to receive funding for the grant program.

All minorities, or any underrepresented group interested in cannabis, are welcome to apply. No applications have been accepted as of mid-September, said Morgan.

The munchies

If you are an adult over the age of 21 and you enjoy cannabis, and Halloween is your favorite time of year, you might enjoy these fun suggestions for making your Halloween extra special.

• Consider adding cannabis to your favorite fall treats when entertaining your adult friends. Try roasted pumpkin seeds with cannabis-infused coconut oil, caramel apples with cannabis-infused chocolate, or sweet and salty cannabis popcorn balls.

• Make a Pumpkin Bong (a fun spin on the jack-o-lantern). Your pumpkin will need three holes.

One for the bowl, one for your

prime issues that still need to be addressed: education and standardization.

Regarding education, he said, “We are missing data and information that will help us better understand the positive and negative aspects of cannabis. This is crucial and critical for so many things moving forward.”

As for standardization, he said, “Today every state has different dosing rules and regulations.” The lack of standards, he added, is “most certainly an issue” that needs to be resolved.

Despite its title, “Branding Bud: The Commercialization of Cannabis” is more than just a primer of product branding.

Paleschuck also covers such topics as why some cannabis companies are excelling, what are the marketing techniques they use, and what marketing plans work best overall.

As for endorsements of

She said the group meets regularly to discuss how to define, prioritize and implement the current social equity program, with final recommendations due in December 2022.

Morgan said the task force isn’t expected to be permanent: it will likely come in, make recommendations, and then allow the appropriate authorities to act. It is established through 2023, but it’s possible that its existence could be extended, or another group could continue any unfinished projects.

“Creating an equitable

mouth, and a small ‘breather’ hole in the side. Get creative.

• Make cannabis-infused cocktails. Pinterest is full of ideas for Halloween drinks (dry ice optional).

• Go for a ghost walk. Pack a few joints and go for a walk in the woods or on the beach with friends, filling the air with spectral smoke. Even better, tell scary stories around a campfire while passing a bowl.

• Really give yourself a scare (or a good laugh) and do a search for “Scary Cannabis Propaganda.”

Was it a baby or a turkey in the microwave?

• Try spooky strains, like Ghost OG, Frankenberry, Jack Skellington (aka Jack Herer), Black Widow, or Hell Cat (by

the book, Noemi Green wrote this for Green Market Report: “The book has serious intel for any entrepreneur/business owner that is looking to ride the green wave and understand the strategies that the successful are leveraging.”

And Warren Bobrow, writing for Skunk magazine, added this: “Certainly, this is only one opinion, but the depth of the cannabis research is an easy read and jam-packed full of great advice for the cannabis pro or even a beginner.”

One final note: Paleschuck’s book was released, not coincidentally, on April 20. And as anyone cannabis-savvy knows, 4/20 (or 420) bears a well-known association with marijuana smoking (it reportedly dates back to after-school smoking parties).

In any event, that’s as smart a marketing ploy as you’re apt to find. Smarter even than a marijuana leaf.

SMOKING

system takes time,” Morgan said. “It’s worth the delay to do this thoughtfully so we can overcome past harm and accomplish our shared goals. The task force is looking at recommendations to restructure the application process and scoring rubric, among other issues.

The Black/African American communities have been waiting hundreds of years for equity, so please do not expect that we will right the wrongs overnight. We want to be thoughtful and meaningful – do this right in order to lead to true inclusion.”

Continued from 3

a close space,” she said.

“Being outside is better and spreading out outside is even better.”

Other smoking best practices include carrying alcohol wipes to clean mouthpieces during shared smoke sessions, cleaning bongs with boiling water after each use, and cleaning smoking tools weekly with rubbing alcohol.

Hawkins also recommends attending to your overall well-being by eating well, staying hydrated, and exercising so that any harmful effects of smoking won’t have as big of an impact on your immune system.

Using a sanitary mouthpiece can’t hurt.

They are available online through multiple vendors for around $10 for a two-pack.

Ultimately, Hawkins says, if smoking of any kind is impacting your health, it may be time to make a change.

“Now is a good time, when people are more physically distanced and support systems are more available with people working from home: it makes now a good time to quit.”

Freddy’s Fuego).

Make a cannabis themed Halloween costume!

Remember the ancient Celtic festival, when people would light bonfires and wear costumes to ward off ghosts? Not much has changed, although we’ve come a long way in the costume department. For those who are creative, head to Pinterest or Etsy for great DIY ideas. For everyone else, there’s Rasta Imposta. A goofy costume shop for the lighthearted.

Look in the “adult” section to find the cannabis-themed costumes – warning, there are a few items alongside that you may have a difficult time ‘un-seeing.’ In which case, stick to a local costume shop or Amazon for a wider selection.

BLUNT

Continued from 3 words and saying how you imagine she’s feeling, such as “Your wrist is acting up again? That must be so frustrating after all the PT you did.” This allows her to feel heard and understood which, in time, will likely reduce the number of times you have to hear about the same issue.

The most likely way that you will convince her to give cannabis a try is by sharing your own experience with it. You’ve got a head start here since you already deal with related issues. You can talk about how much a bowl helped you relax after a tough day – but resist the urge to proselytize.

Just talk about how your day went and the role cannabis played in it.

Normalize cannabis for

her as medicine and recreation. Chances are her resistance has to do with the long-standing social and legal stigma against cannabis, or the associated belief that being high makes you feel anxious and out of control. By sharing your positive experiences, you become a living testament against Reefer Madness.

Her hesitance could also stem from unfamiliarity with pot shops and/or cannabis culture, and if that’s the case, you have a perfect brothering opportunity! You can be her guide for her first visit and help her talk to the budtenders and choose appropriate products.

Speaking of appropriate products, it wouldn’t be my column if I missed an opportunity to plug topicals, especially since they could be perfect for your sister. Topical

cannabis can provide her with significant relief for her wrist or muscle pain without intoxication.

Balms and lotions are the friendliest of cannabis consumption methods.

Often, once folks try a non-intoxicating product and see that it’s not so scary, they are more open to systemic cannabis.

Topicals: the gateway drug of cannabis!

Anyway..

After all this, she may just not want to try it, and that’s her prerogative. If you build up enough trust with her that she tells you why she is cannabis-hesitant, and you talk her through her concerns and she still says no, you have to drop it. No mentioning it casually, no linking to articles, nothing. As her brother it’s your job to support her choices for her own health, even if that means a little more listening to her complain.

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