California cannabis industry strives for geographic branding, just like wine
“Appellations of origin generate a higher price in the market. This is the road map for what will be 10 to 15 years from now”
Saturday, July 11, 2020
California’s legal cannabis industry, not yet 4 years old, yearns for the same system of tying plants to the soil perfected by the French over centuries and a key to the marketing success of the state’s premium wine grape growers. The cornerstone of France’s appellation system is terroir — a word with no English equivalent but loosely translated as “sense of place” — based on the premise that soil, climate and topography endow grapes with unique characteristics.To qualify for an appellation of origin, basically a geographic identity, cannabis products would have to be made exclusively from plants grown in the ground, in open air and under nothing but sunshine until harvest. (See also: New California law gives regional title for marijuana branding)
