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Corporate America includes 420 as the legalization of pots increases



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9, 17:08 GMT

By Associated Press

LOS ANGELES – Marijuana users have been celebrating their love of the drug on April 20 for decades, but the once-in-a-lifetime counterculture celebration Being stoned is so big that corporate America is concerned.

No, Hallmark has no card yet for "420 But many other companies inside and outside the multi-billion dollar cannabis industry are using April 20 or April 20 to provide marketing and social media messages, which aim to connect with consumers in the booming market.

On Saturday, Lyft offers a $ 4.20 credit for a trip to Colorado and selected cities in the US and Canada. Carl's Jr. uses a restaurant in Denver to market a CBD-infused hamburger, a non-intoxicating molecule found in cannabis that many believe is beneficial to his health.

Totino's, the maker of frozen pizza snacks, tweeted a picture of a microwave and an oven with the message: "To be dull, pizza rolls are better when baked."

"I think brands that connect to cannabis get this contact high. In other words, they are considered cooler by the association, "said Kit Yarrow, consumer psychologist at Golden Gate University. "When pot becomes more legal, more talkative, more interesting to people, wider use, 420 becomes more mainstream."

The normalization of marijuana has been a snowball since 2012, when Colorado and Washington were the first states to legalize the use of recreational activities. Eight others followed, including California, Oregon and Michigan. Medical marijuana is legal in two-thirds of the states, with the conservative-oriented Utah and Oklahoma regions being the newest additions.

Meanwhile, the CBD market has exploded. CBD oil is found in sweets, coffee and other foods, beverages and supplements, as well as perfumes, lotions, creams and soaps. Proponents say that CBD helps with pain, anxiety, and inflammation, although limited scientific research supports these claims.

US. Cannabis retail sales of cannabis products rose threefold to $ 10.5 billion last year, according to the Arcview Group, a cannabis investment and market research firm. The figures do not include the retail sale of hemp CBD products.

Ben & Jerry's was one of the first major brands to connect to marijuana culture through marketing. The Vermont based ice cream company is honored with Cherry Garcia and Phish Food, who honor the late Grateful Dead member Jerry Garcia and the band Phish. Both bands are favorites of marijuana smokers.

To celebrate 420 in recent years, Ben & Jerry's debut-taco and burrito sandwiches inspired. This year, the company partnered with a cannabis dealer in the San Francisco Bay Area to give a free pint half baked, a combination of cookie dough and fudge brownie, to customers who place a delivery order on Friday and Saturday.


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