Collective Marketing of Humboldt County Cannabis
Ask for Humboldt
Ask for Humboldt is a dynamic campaign dedicated to celebrating the rich heritage and exceptional quality of Humboldt County’s cannabis. Our mission is to elevate local brands and connect consumers with the finest cannabis products that Humboldt has to offer. Through community-driven efforts, we aim to enhance the visibility and reputation of our region’s unique, mostly, sun-grown cannabis. AskForHumboldt.com.
At the core of Ask for Humboldt are the people who choose Humboldt cannabis. From connoisseurs and canna-curious newcomers to medical patients seeking natural relief and budtenders guiding customers at dispensaries, our community is diverse and vibrant. By choosing Humboldt cannabis, you are not just selecting a product; you are joining a community that values quality, sustainability, and authenticity. Together, we celebrate Humboldt’s rich culture and the people who make it thrive.
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, boasting several hundred licensed farms and supply chain partners. Over the past fifty years, Humboldt’s farmers and medicine-makers have built a unique collective knowledge, culture, and genetic library, held by the community as a whole rather than any individual, business, or brand.
Since its inception in 2017, HCGA has been dedicated to preserving, protecting, and enhancing the world-renowned reputation of Humboldt County cannabis. Recognizing this unique position, in 2018, HCGA successfully advocated for county funding to collectively promote Humboldt County cannabis. In 2020, HCGA, in collaboration with the County, published the Humboldt County Cannabis Marketing Assessment. This assessment informed a strategy for countywide marketing based on successful collective marketing projects in Napa, Bordeaux, Kona, and Colombia. The Humboldt County Board of Supervisors endorsed these findings, providing a roadmap to support hundreds of independent Humboldt cannabis businesses through a collective branding and marketing program.
The alliance has achieved notable successes, including the passage of SB 67: the Cannabis Terroir and Appellation Program in 2020, which ensures County of Origin protections are embedded in state law. Despite challenges such as the dissolution of Project Trellis’ Collective Cannabis Marketing efforts and the collapse of the cannabis market in late 2021, HCGA has remained committed to developing a collective marketing strategy.
In 2023, HCGA took a significant step by establishing an elected and representative body of licensed Humboldt cannabis operators. The inaugural Marketing Committee, democratically elected by HCGA members and comprising farmers, manufacturers, distributors, and retailers, developed and launched the “Ask for Humboldt” campaign. This initiative aims to promote Humboldt’s exceptional cannabis products, driven internally without financial support from the county.
Through these efforts, HCGA continues to support and advocate for Humboldt’s cannabis community, ensuring that its rich heritage and reputation thrive in the evolving market.
HCGA + HCBDC + Iconic Marketing Proposal
The attached marketing proposal was submitted in response to the County of Humboldt’s Request for Proposal for a collective marketing strategy in November 2021. Ultimately, the County retracted the Request for Proposal in January 2022. We are posting the marketing proposal for posterity’s sake, to showcase our efforts and vision for promoting Humboldt County cannabis.
POLICY MILESTONES
Marketing Assessment Adopted by Supervisors
On 11/17/2020, the Humboldt County Board of Superviros unanimously approved the adoption of the Humboldt County Cannabis Marketing Assessment.
Ross Gordon of HCGA interviews with The Humboldt Chronicles About Marketing Assessment
For October 21, 2020 episode, Chuck Rogers and Larry Trask of The Lounge 94.1 radio station spoke with Ross Gordon of the Humboldt County Growers
Last week the Humboldt County Dept. of Economic Development hosted two Town Halls for the Humboldt County Cannabis Marketing Assessment.
Submit comments to the Humboldt County Dept of Econonmic Development on the Cannabis Marketing Assessment.
Presentation of Humboldt County Cannabis Marketing Assessment
In the below video, HCGA Policy Director Ross Gordon hosts a presentation on the Humboldt County Cannabis Marketing Assessment. The presentation covers the contents of
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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