EXCLUSIVE: How This California Cannabis Co. Became A Celebrity Favorite With Migos And Travis Scott

In the latest episode of Benzinga’s Cannabis Insider podcast, co-hosts Patricio Liddle and Abbey Higginbotham welcomed Caleb Counts, CEO and co-founder of Connected Cannabis Co. This episode offers an in-depth look into how Counts' personal journey has shaped one of the most recognized brands in the cannabis industry, celebrated for its premium strains and significant connections with the music world.

From Humble Beginnings To Leading Connected

Starting from modest beginnings, Counts shared his evolution from selling his first bag of weed at an early age. His disappointment with a Sacramento dispensary’s poor quality and customer service was the catalyst for launching his own venture. “I opened up my first spot six months later,” Counts said, making a rapid entry into a burgeoning industry that lacked sophisticated operations at the time.

Celebrity Endorsements Boosting Strains

Under Counts’ leadership, Connected has developed popular strains like Biscotti and Gelato, which have become favorites among prominent artists such as ASAP Rocky and Travis Scott. Counts detailed a strategy of collaborating with influential figures in the music industry, which helped propel their strains into the limelight. “It was a little bit of luck, right place, right time and TMZ,” he told Benzinga, recalling how a TMZ report featuring their product unexpectedly boosted their profile.

Commitment To Sustainable Practices

Counts also touched on sustainability, a core component of Connected’s operational philosophy. The company has implemented significant sustainable practices, from optimizing cultivation processes to reducing plastic use. “We’ve found a local company…willing to take all of our used grow medium,” he shared.

Expanding Beyond California

Counts also talked about the company’s expansion into markets beyond California, including Arizona and Florida, and the unique challenges and opportunities each state presents. The regulatory environment and cultural differences make each new market a distinct project, but Counts notes that Connected has consistently proven its adaptability. In Florida, particularly, the partnership with Trulieve Cannabis TCNNF has been instrumental in navigating the state’s medical-only regulatory framework and establishing a market presence.

Read Also: California’s First Cannabis-Friendly State Fair With On-Site Sales And Consumption

As regulatory landscapes shift, Counts remains optimistic yet realistic about the challenges that pervasive taxation and inconsistent enforcement pose to the industry. His forward-looking approach continues to drive Connected towards further growth and expansion, particularly into states like Michigan and potentially New York. “Michigan, get ready,” he said, hinting at imminent plans to introduce Connected and Alien Labs products to the state.

To dive deeper into more trends and challenges in the industry, from regulatory hurdles to the importance of authentic brand-building, watch the full interview on Benzinga Cannabis' YouTube channel.

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