Cannabis has grown in the spectacular natural surroundings of Humboldt County, in northern California, for decades, with farms propagating top-shelf stuff here despite prohibition. The Emerald Cup originated in the county, and home-grown buds often sweep the competition.
Yet, in the face of the legalization of cannabis, which has brought many challenges to Humboldt County, including high fees and taxes, as well as competition from well-funded corporate players, local civic leaders have decided the county must diversify. In 2018, the Southern Humboldt Business and Visitors Bureau launched a marketing campaign branding Humboldt as “America’s Cannabis Heartland.” Polished videos and magazine spreads depict Humboldt as a place of natural beauty, laden with family-run marijuana farms.
“We are already known for growing the best, simply the best craft cannabis, and part of what we are doing is helping get the word out,” Laura Lasseter, Director of the SHBVB, told Weedmaps.
“We are the first destination marketing agency in the state of California inclusive of the cannabis industry,” Lasseter said. The county government is even getting behind it, with a “small but important” amount of funding going toward the campaign.
Published: June 07, 2019
Founder & Interim Editor of L.A. Cannabis News