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TBI:
Cheech’s Private Stash is your en-
dorsement so far of three strains of mari-
juana (an indica, a sativa and a blend) and a
loose-leaf vape pen.What influence do you
want to have on the marijuana movement
with your celebrity-endorsed products?
Cheech:
Now that it’s more mainstream,
I’d like to see more quality control so you
know what you’re getting on a quasi-strict
basis. Marijuana is going through a transi-
tion from outlaw growers to a much more
controlled environment and I am person-
ally involved in this movement. [As celeb-
rity endorsers], we’re just branders, we’re
not growers or
distributors.Weoversee the
process and give it our seal of approval and
keep it as consistent as possible.
Of course we recognize it’s going to be
different in every single state—every state
grows its own weed, sometimes even coun-
ties grow differently. But within that state,
we make it the best we can, and as consis-
tent as we can.
TBI:
Moving forward, do you envision
cannabis to be sold commonly in the to-
bacco shop channel?
Cheech:
Absolutely, and in liquor stores
and other channels, too. I can go right now
to a tire store and buy a dozen dough-
nuts
—
it’s going to be like that. It’s a con-
sumable.
TBI:
As we see the acceleration of the
cannabis movement, will it lose some of
its allure to your generation?
Cheech:
In other words, if it’s easier to get
it and smoke it, then nobody will do it? In
a word, no.
TBI:
What mark would you like to leave
on the cannabis industry?
Cheech:
We are in the presence of it right
now. Our national intoxicant is changing
from liquor to marijuana and I think it’s
so much better health-wise, and the effect
it has on society vis-a-vis marital relations,
child relations, the insurance industry, etc.
[is better, too]. If I could only choose be-
tween a beer and a joint for the rest of my
life, I would choose a joint. And the Mil-
lennials, like my kids, are a part of it.They
grew up with their parents doing it, it’s just
a matter of course.
TBI
“[As celebrity endors-
ers],
we’re just brand-
ers,
we’re not growers
or distributors.
We
oversee the process
and give it
our seal
of approval
and
keep it as consistent
as possible.”
50
TOBACCO BUSINESS INTERNATIONAL
SEPTEMBER/OCTOBER 2016