california-makes-marijuana-wellness-industry

“By the time recreational marijuana usage became legal in California, on New Year’s Day, the government’s official permission seemed, for many Californians, like a belated, nearly irrelevant formality. Twenty-two years of ready access to medical marijuana had made casual consumption—a pull off a vape pen on the walk to dinner, post-prandial pot chocolates circulating in the living room, a THC strip tucked under the tongue—no more remarkable than an aperitif. Actually, less remarkable than a drink, because everyone knows that alcohol is bad for you (kills your stem cells, gives you cancer, makes you grouchy, paunchy, gray), whereas, increasingly, the industry is equating conscious marijuana use with sublime good health.

At the edibles brand Lord Jones—the brain child of a marketing executive who popularized Lärabar, the nutrition-bar company, with the goal of “making good nutrition relevant and chic”—small-batch, high-potency confections are presented in luxurious boxes lined with golden foil and stamped with a heraldic crest. Think gold-tipped pastel-colored cocktail cigarettes, fancy candies, and, in the case of these CBD-heavy gummies, a “body high” that doesn’t affect cognition.”

The New Yorker
January 31, 2018