Marketing Humboldt County Cannabis

Developing a cohesive “world-facing” Humboldt cannabis industry brand

Humboldt County is home to more licensed cannabis farms than any other region in North America, with over 900 licensed cannabis farms and nearly 200 supply chain partners located in the county. Over more than fifty years, Humboldt farmers and medicine-makers have built a collective cannabis knowledge, culture, and genetic library that is unique in the world. This collective heritage is held by the community as a whole and not by any single individual, business, or brand.

Recognizing this unique position, in 2018, HCGA successfully advocated for county funding for a countywide marketing program designed to collectively promote Humboldt County cannabis. In 2020, in collaboration with the County, HCGA published a Humboldt County Cannabis Marketing Assessment, seeking to inform a strategy for countywide marketing based on case studies from existing collective marketing projects in Napa, Bordeaux, Kona, and Colombia. In November 2020, Humboldt County’s Board of Supervisors endorsed the Marketing Assessment’s findings and recommendations, providing a roadmap to support hundreds of independent Humboldt cannabis businesses by developing a collective Humboldt County brand and marketing program. This program will be further developed in 2021 and implemented over the next several years.

HCGA + HCBDC + Iconic Marketing Proposal


Marketing Assessment

In May 2020, HCGA was contracted by the county to research and produce the Marketing Assessment to guide the development of a countywide marketing and branding strategy to promote Humboldt cannabis.

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