Of Buds and Beans

Takeaways from cannabis & coffee trends.

Friday, June 7, 2024
Time to read: About 6 minutes. Contains 1,302 words. 

I believe humans, as a species, are cosmically bound to consume cannabis for medicinal and mind-expanding purposes. The existence of our endocannabinoid systems and the way it connects to so many vital bodily systems, the range of positive effects the plant can have on and in our bodies, plus its accommodating ability to grow nearly everywhere we inhabit and the long, long history of our harmonious relationship with it—it all leads me to believe it’s meant to be. I feel the same way about coffea arabica, a plant whose equally aromatic and antioxidant-rich beans we’ve called on for energy and concentration for centuries. 

The stimulating, creative, clear-yet-fuzzy joy of combining the two? Proof in itself of our botanical destiny being fulfilled. 

In our industry, this iconic duo is inspiring much more than just infused coffee grounds (or espresso grounds, in the case of this amusing and scientifically contested Reddit thread started by a guy who added ground flower to his press for an ”infused Americano” at home). There are so many cultural parallels that align the two in similar ways: both represent a special ritual in people’s day-to-day lives; baristas and budtenders hold distinct roles in the retail landscape, and just like everyone has their signature coffee drink, everyone has a preferred method of consumption and product type. What works marketing coffee can inform how we market cannabis (and perhaps vice versa?). From social media content to supply chain education and broadly appealing in-person experiences, mary jane can take many notes from joe.

Today’s newsletter is an all-encompassing look at how this complementary pair is being reflected across the cannabis industry in different ways, exploring opportunities for coffee to inform savvy marketing, education, and activations.

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Masao Saito, 1988