The flower behind Ayr Wellness’s LIT Flower Lemon Cherry Gelato strain. This wasn't popular with anybody else, but it worked for me.” “And then the initial is a symbol of where I got it. “Each seed has a number and each plant has a number,” he explained to me. His approach has always been distinctly un-kaleidoscopic in its simplicity. Rosenthal, who, at 79, has been has been cultivating cannabis as long as anyone on the planet, who is so OG that he had a hand in creating High Times magazine back in ’74, who is so revered he had a strain named after him ( Ed Rosenthal Super Bud), is himself not a whimsical namer. If you thought, for even two seconds, that the cannabis business, with its counter-culture, middle-finger-to-the-system ethos would have a single method by which all new strains receive their name, you must be high. As amusingly goofy as cannabis names often are, a lot of thought can go into selecting a name. And with the average dispensary customer now dropping $52 a month, retailers are feverishly looking to fill their cases with more SKUs, which means more-and more eye-catching-names. There are no stats on hippie consumers, or on my mom, but in just the last four years, the percentage of women-buyers bumped from 38 to 49 percent. That’s because as more people stream into the legalized market, the customer base is shape-shifting: We’re no longer talking about old hippies or young hip-hoppers but, well, everyone, from connoisseurs who focus on trichomes, terpenes, and terroir to juice-cleansed “I’ll have the tincture, please” wellness types to, well, my mom. “It’s a really complex time for naming,” one longtime farmer told me. And what I learned from talking to folks up and down the weed chain-rock-star breeders and farmers, boutique retailers and publically traded cannabis corporations, a marketing exec who moved from Coca-Cola to cannabis-is not only who concocts these catchy names and how that concoction happens, but that legalization is quickly changing much about how naming will look in the future. And every time I walk out, small glass jar cupped in my hand. Truth is, I still wonder about this every time I walk into a dispensary.
I never wondered about who grew my weed or even how it made its way to Danny’s older brother.
GORILLA COOKIES STRAIN FULL
I’d managed to score a small bag of Maui Waui, and as a friend and I passed an anorexic doobie back and forth behind the Texaco tires, we ended up repeating the words Maui Waui Maui Waui-a name full of rhyme and promise -again and again until they became nothing more than strange sounds in our mouths. The question of who names my weed has actually been banging around in my head since sometime late in 1978, when I was on the far side of 13 and my bar mitzvah money was burning a hole in my OP shorts. Who comes up with this stuff … and how? Stoners trying to out-clever each other with inside stoner jokes about oblique stoner references? Advertising creatives at boutique firms working long hours in Stance socks? Gen Z focus groups run by blue-chip marketing firms with execs staring through one-way mirrors, scribbling notes? Weed names have always added to the fun and intrigue (as a teen, even the relatively straightforward Thai Stick sounded entrancingly exotic), but today, as the power dynamic shifts from seller to buyer, and as growers and retailers find themselves strategizing to make their products stand out on increasingly crowded shelves, the names are taking on even more importance. As it turns out, there may be no better gauge of the changes rippling through cannabis culture than the humble menu at your local dispensary. Kandid Kushīut that was then and this is now, and the cannabis space has entered a fascinating, fast-flowing moment where legalization-which begat commercialization, which begat corporatization, which begat commodification-has created today’s modern dispensary where the choices for consumers can be dizzying. These flowers are used for the Humboldt Seed Company’s Nutter Budder strain, sold by Burr’s Place. Cannabis plants are, in a word, beautiful.
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