It comes as no surprise that since January 1st of this year, California has seen a significant rise in cannabis sales. Within the state, the current $2.7 billion industry is predicted to nearly double by 2020.
Part of this has to do with the number of people trying to make a buck off the new market. Within the first six months alone, California saw an increase from 1,272 licenses to 6,421. Yet, the more important factor is the evolving perspective of cannabis happening across the country. Just two decades ago, only 31 percent of Americans felt the plant should be legalized. In 2018, that number doubled—making the support for recreational weed at an all-time high.
Businesses are taking note of this new wave of opinion. Although many are in favor of legal cannabis, not everyone knows how cannabis really works.
San Francisco’s dispensary the Apothecarium is a prime location for newcomers to discover these answers. As Elliot Dobris, Chief Marketing Officer, informed us, “We’re working every day to change people’s impressions of what a dispensary could be and we hope others will do the same.”
These efforts are to create a one-on-one service which seeks out exactly what the customer is looking for in their cannabis. Instead of having a display of cannabis and oils, the Apothecarium offers what looks like a restaurant menu which gives as much information about their products as possible. Furthermore, they offer free educational classes to the public about how cannabis can be used for the sake of medicinal purposes.
With that in mind, we can begin to see that the industry isn’t growing simply because there were a bunch of potheads waiting to legally get high. Rather, there was a market hidden beneath the stereotypes previously attached to marijuana. A market which Dobris says, “we’ve only scratched the surface of.”