How Medical Science Turned Over A New Leaf

Forget the stoner stereotypes. One by one, other countries have legalised cannabis and the industry’s already gone pro

- Alex Godfrey

‘I LOVE BRINGING POLITICIANS into our labs,’ says Chris Driessen, president of Organa Brands, North America’s leading legal distributor of cannabis. ‘It blows their minds when they see what’s behind the door. It’s not a ragtag bunch of stoners trying to figure out a business in a smoky room. These are people with advanced degrees, highly skilled professionals who have already been really successful in business. Our office looks more like Google than a drug den.’

Since American states began legalising cannabis – especially for recreational use, starting in 2012 – the industry has been threatening to rival traditional big businesses. Leading the charge are shrewd, savvy operators touting joints, vapes, drinks, gummies and sprays. In the US, the industry counted $9 billion in sales last year, with 2018 predicted to see $12b; by 2030, this is projected to reach $75bn, higher than last years wine revenue. Companies are racing to become national brands, from humble startups to megamonied playboys such as Dan Bilzerian, who announced that he wants his upcoming brand ‘to be the Coca-Cola of the weed industry’.