very good so how do you feel now after that? very conscious right now of the animals. like, very in tune with the animals. and i may have stepped like, quickly. into? into... two stoned. jessica roake is a mother of two from the suburbs of washington d.c. in college she used to smoke pot but gave it up when she became a mom.
now, with legalization happening in states across america making the consumption of cannabis more socially acceptable, jessica is interested in picking it up again as a safe recreational drug she can use when her kids go to bed. cool story right? but here's why jessica's story matters way more than you might think. she is the kind of consumer the industry needs more of. the new legitimate business of marijuana is at a crossroads. legalisation in the state of colorado and the possibility that more states might follow suit,
has set off what some observers have dubbed a "green avalanche". i'm troy daton. i'm ceo and co-founder of the arcview group. we're an investment and market research firm for the cannabis industry. in 2013, we estimated the market at 1.4 billion dollars and we are predicting that it grows 64 percent to 2.34 billion dollars in 2014
which makes it the fastest growing industry in america. over a 5 year horizon the total market potiential is 10.2 billion dollars. i think you're gonna see a variety of different companies emerge and a lot of different approaches. i have never in my life seen such an explosion of entrepreneurial energy. entrepreneurs may be lining up but who's actually buying legal weed?
according to a study by the colorado department of revenue, nearly 70 percent of the demand for weed comes from heavy marijuana users. people who smoke everyday. - that's all you need! marjiuana, and some donuts. even though people who smoke less than once a month are more numerous than their heavy smokingcohorts, they account for less than one percent of the demand, leaving part-timestoners a relatively untapped market. the math it seems is simple formarijuana to truly be the economic
juggernaut that many in the industryhope it will. people who don't smoke that much, need to start smoking more. people, like jessica. peter johnson is an entrepreneur who runs a weed tourcompany among other marijuana businesses he agreed to show jessica whatcolorado's weed industry has to offer. when i bought the pot that ibought in dc when i first opened it was, it was so pungent that i was terrifieddriving back to my house even after i got it out of my car, the nextday when i pick my kids up i was like, what if the kids couldsmell it? what if the kids got high
in the back seat just from the smell of the weed?i mean it was really this is like a whole new level ofpungency and i had not remembered from decades ago - yes here we are. loading docks and the facility is rightnext door to an innocent building. for our first stop peter took us tocolorado's best, a commercial grow house so jessica could see the scale of wheatproduction in denver. hohoho! at first there's like that feeling that you aredoing something, like, deeply illegal
it was a real surreal break there for me my adult self i can't believe i'm takingsuch a respectable kind of tour of this... kind of place. it's all on the up-and-up, it's totallyrespectable, it's all legal. and in my 20 year old self it's like i'm surrounded by these hugh lushmarijuana plants that are incredibly potent and everypart of me just wants to like, grab them! ooh. - some pretty stuff isn't it?
- yeah, it's fantastic. this is the clone room. each one of the littlecuttings is called a clone. there's a lot of them aren't there? - haha it's crazy! i'm really curious about the kong tang stomper. sour d? sour d? - sour diesel.- sour diesel? - yeah. there's a jedi d star? - dust star. - dust star? - jedi dust star. really? but the death star is not... it'snot... for the jedi's. i think it's the dust star because it'sso fuckin powerful. it'll just blow your brain out. i mean i would say that if you're kind of wading in
it's hard to imagine like you go to thewine store and you get like a... you know, pinot grigio, right? -sure. -it's hard toimagine getting comfortably high. like i'm just gonna smoke a little bitof the death star. the trick is to have a little, and see how itaffects you. have a little, and see how it affects you. it's just about taking a puffer to it, it'sabout moderation, about your dosage. - so i should not be intimidated by the names?- you're not going to pound a bottle of pinot grigio? - i kinda do pound a bottle of pinot grigio. peter took us upstairs to the mothers,the master plants for each string. so this is the mother room up here, so wecan go up and take a look.
see you know these are much much bigger. if you look closely, you can seethere's a couple of branches that have been snipped off. and that's where they take them and they put them in the conga room so we can have some moreyou keep this another like healthy absolutely you just keep her keep herreproducing that's right exactly she just has to keep reproducing foreverthat's right haha dad and you can see each one as is namedlg stomper that's right that is an impressivemother name i bet that is probably part of your content content stompers rightog stomper
and see but like green crack that's areal branding problem you want to try to be able to thisstigma for tom green crack is not going to help i'll see the black sugar rose that'slike totally like a shark named that's accessible you know you like just come over i waslooking for my party you would totally like just get a little black sugar road yeah yeah so just go one thing it seemedto give you positive these wizards still the names of these strings
yeah you always you already have thekind of like young people who want to like do that kind of scary sounding namebut when you get older and if you like kind of waiting back into marijuana likeback in the pot there is that branding issue right like you need to thinkthat's accessible that's like not going to scare you like that it's not greencrack another booming market for weed is edibles chocolates candies andconfections loaded with marijuana oil our next stop was the biggestmanufacturer of marijuana chocolates in colorado a company called incredibles all right
honestly my last experience vegetableswas over a decade ago we're talking homemade brownies thatwere not you too stoned and then the cycle where you're like to stone andthen you're hungry and you're to stone and then you're like yeah things havedefinitely changed since the last time i you've tried an edible then we made thedecision early on to test all of oil and that allowed us to perfect these recipesmake sure that we've got consistent product so you don't over medicationsour ultimate goal is for you to have a good time yes right if you do not have a good timedown the way i'm not doing marine doubt
yeah one thing that makes me nervous aboutedible doesn't have to get so like having chocolate in the house it freaksme out all part of the things that were workingon here in colorado you know that it doesn't leave a dispensary unless it isin a child proof container we've got everything labeled like itssupposed to all the warnings are on there but just like anything else youneed to keep it out of the reach of children a lot of the stigma is disappearing youknow in your perfect example that you
can come here now and legally consumecannabis a large portion of of the market is people just like us for the most part it's just the averageamerican who wants to come in and consume cannabis and that's okay spell anything yes now that jessica had seen cannabiscultivated and even turned into chocolate it was time to buy some legal weed
jerry road yet boston maryland's yes how much cash you i get out i'm going towithdraw some cash to buy some weed which is something i've not done in a long time hi i'm good how are you good you know i don't really know the deathstar ok so i'm wondering does it in fact likeexplode your mind no actually it's going to be more oflike a cdata var it doesn't have a
little bit of a mix its ncstar haveacross with sour diesel it is more of a stony not you out by yourecommend this for someone who needs the maximum along ok said this isn't very strong and seehow they got it arranged her again because over here hybrids in the middleand steve is over here yeah so think of it as like a big spectrum soif i wanted something that was kind of a mellow hi not like a deep in my couch totallystone like can't talk but not like super anxious
high-energy kind of thing what would youi would recommend probably the juicy fruit and that i mean this juicy fruitis a perfect 50:50 hybrid between a half-game cushion tight hayes is a super high and tipsy so itdoes give it a little bit of cycle act on this really nice uplifting positive aspect but the indicaand there is going to mellow it out a little bit about it and i think i'mgoing to get some of the gc jessica decided on a pre-rolled joints since shewas only in town for the day here you go you take this and you bringit up to the counter danger
your old story the car great maybe no so what you got in the bag they're justthis is my first legally purchase marijuana ever the pre-rolled jointsdefinitely good marketing strategies are you a little afraid maybe smoke thewhole thing a little intimidating yes peter had a special place in mind tospark up jessica's join so where we headed now we're headin upinto the mountains to be some private property that i have access to
we're going to see an outdoor greenhousegrow or we more we plant more so how long have you been here how longhave you been doing this how long have you had this business welli started growing oh for myself about four years ago andi've decided to make it my full time job i'm not currently a caregiver for fiveother patients so i'm growing a variety of strains andwelcome to my girls so these are a variety of plants there's 25 in here by the time they'realmost ready to harvest help you bending them over but they've all beenorganically grown going to grow them as
tall as they'll get before they start toflower and they just choose what to do that when the when the time is right this is a new addition this is the firsttime i'm doing outdoor grow and they seem to love it out here these are a lot of sativas here sothat's me i must the tv girl yeah i don't want to sit on the couch iwant to clean my house it looks like we might be getting somerain so if you like we can carry things inside and have a little party inside ofif you did you see the turkeys are baby turkeys
this feels a lot different we're not in like grow centralcapitalist kind of you know trying to turn out customers sort of write neatexperience feels much more personal right less commodified former feelingyeah after moving inside we settled on to thecouch peter walk us through some of this preferred methods of getting blazeddincluding his favorite vaping this is really one of the hottesttechnologies that people are using it's just it's incredibly convenient
it's much healthier because you're notsmoking and it's what a lot of people are moving towards i can tell you when ido a lot of tumors people will sample these and they become converse very veryquickly because it's just so so easy now does this come in the the cartridgescome in all the different strains they do gendron never general in because andgeneral sativas and general hybrid so and which one is that's a sativa is itwell i make you have to give with you i would like to smoke a joint all right i think that seems soundsgreat ok
yeah we get your juices through here ido you can be popping champion squeezing just under the weather like juicy veryown a cat all right keep trying to think let's split delicious it is drake conscious right now the animalshuh like you're in tune with the animals so how do you feel now after that i mayhave stepped like quickly into into to
stone feeling right now just like a little like was very sad himand then my entire body just kind of went i don't know if i can have thisconversation right now yeah i hear you sorry i just i can'tlike talking about at this moment do i guess it didn't figure it out yes yeah first domino has fallen and youknow there's a whole bunch more that that are ready and i think we're goingto be there when they fall as well
when's the next illicit substance goingto be legalized that has never killed anybody i mean answer i don't i don't know whenthat's going to happen if it ever will oh my god hi all the camels in the world all started from a single ancestor innebraska and then that one across the land bridge and down into asian girlsthere so i think they do they look like there's out of labyrinth
i feel like i connect to them becausethey're like living fantastic baby beings on this earth and it's amazing toconnect to any of feel like i really do and you're all of you that connect withall of you you feel connected to everyone here isreally like the present on a deeper level because i'm a mom and i know whatit's about deep lab the it's a special place the mountains there's just somekind of different energy air is much much sweet right so much demand for cannabis from theaccommodations are looking to expand the supply and look at pieces of propertysuch as this to build some cannabis
friendly accommodations so people cancome on enjoy because it's just so cool buildingover here i don't buy years but state you're in could we never become sort of like aglass of wine for you where it's like you can use it to get to it reliablycomfortable state state adopted thank you have you to the president ofyour foot but yes no it totally was i could belike you'll be like wine if if i figured out it's all about likethe dosages right if for whatever reason i got this highoff of like three hits
that is something i could not do ittakes a lot from me in a good way it's like but it's an experience so iwould need to figure out the right amount to have the right kind of likeintensity and mhm this would definitely be an awesomeplace to come with friends and hang out for a weekend would be great sort of like going to vegas much bettermuch better much better but just remember what happens incolorado stays in your system for 30 days if federal prohibition has ever appealedand more states make weed legal pot
could become as mainstream as wine butonly if marijuana marketers can figure out how to pitch their product and it feels like there's still a lot ofwork to be done we look at the market from an aggregatestandpoint and we also segment the market college students spring breakers youngprofessionals newlyweds women and mothers in particular make a lot ofbuying decisions and we want them to decide for the next vacation to come tocolorado and there's an awful lot of cannabis friendly moms
this is a country club atmosphere butthey can't do it openly their country club so we want to give them a placewhere they can come into it i really would not want to be in acountry club atmosphere that that's gross what made this special was that youcould not packaged it you couldn't control you can't just put on a cd of like astoner music and my spa package or throw out a couple things that are going to bethe same for everybody and give them an experience
this is going to work for an entiredemographic it's like hugely personal it should be
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