How it All Started: The Growth of the Budding Cannabis Industry
As the 20th of April approaches each year, cannabis enthusiasts around the world prepare to celebrate a holiday that has become a cornerstone of modern cannabis culture. It's a day when people come together to celebrate the plant, advocate for legalization and simply enjoy its potential benefits.
But have you ever wondered how this day became synonymous with the industry? The origins of this cannabis holiday are rooted in a story that spans decades and tells tales of a country enraptured by the possibilities of a different, more potent plant.
Read on – as the first dispensary franchise, Unity Rd., will take you on a journey through the history of 420, exploring how this once little-known term has evolved to symbolize a global celebration of all things cannabis.
How it Started and How it's Going
420 has become an iconic day ingrained in the lore of the cannabis community. While the exact origins of this holiday remain a mystery, theories abound as to the day’s historical origins.
One often-told backstory is that 420 originated from a group of high school students in California during the 1970s. Apparently, this bunch would gather to partake every day at 4:20 p.m., and the ritual spread far and wide. In time, the term "420" became synonymous with smoking cannabis, and eventually, the date itself became a symbol of the cannabis culture.
Another commonly spouted theory suggests that 420 was originally the California police or penal code for cannabis offenses, but there is no evidence to suggest this is so.
Yet another explanation connects the number 420 to the active compounds in cannabis. While not far off, this is not quite accurate, as there are over 500 known chemicals in the plant.
Another lesser-known but viable theory links 420 to a short story called "In the Walls of Eryx," written by H.P. Lovecraft and Kenneth Sterling in 1939. In the story, the narrator describes getting high from "curious mirage plants" at around 4:20 every morning, providing the earlier links between cannabis and the numbers.
Regardless, for most of its history, 420 was a countercultural touchstone – in the 1970s, cannabis was deeply intertwined with the protest movements of the era and those that embraced it often stood against broader systemic problems in the United States, like overseas wars and the power of corporations in America. “Marijuana was the way you said you weren’t a suit,” Keith Humphreys, a drug policy expert at Stanford University, told Vox.
“Marijuana was the way you said you weren’t a suit.”
Despite its uncertain origins, 420 has become an important day of celebration for cannabis enthusiasts around the world. Although many approach the day through different lenses: activists and advocates use it to mobilize and promote more widespread legalization, while others simply celebrate with big events like the annual Cannabis Cup.
Indeed, 420 is taking shape as a national holiday with the staying power and commercial viability of Valentine’s Day or Halloween. Brands and businesses in the industry appreciate the opportunity for the plant to take center stage, leveraging the moment to promote the positively growing culture.
And why shouldn’t they? The industry has grown momentously over the past ten years, currently generating $28 billion – and poised to nearly double in size in the next three years. And while some lament the commercialization of 420, others recognize that as legalization and acceptance of cannabis rises, so too will the community surrounding it.
Unity Rd. is celebrating this growth and the national movement underpinning it right alongside everyone else this 420.
“As the first national cannabis dispensary franchise in the U.S., we are champions of the small business owner, clearing a path to opportunity in one of the most complex industries to date. ”
As the first national cannabis dispensary franchise in the U.S., we are champions of the small business owner, clearing a path to opportunity in one of the most complex industries to date.
Though people have turned to cannabis for its beneficial properties for centuries, and celebrated 420 for decades, the legal cannabis industry is still very young – clocking in at less than 30 years old. And while some are just now realizing the power of cannabis, we’ve been hard at work redefining what it takes to be successful and compliant in the industry.
It’s no secret that the opportunity in legal cannabis is beneficial and has long attracted large multi-state operators to invest, but we believe small business owners bring even more to the table. That’s why we’ve saved them a seat. Between building strong cultures, hiring local talent and generating crucial, localized revenue, everyday entrepreneurs are the heart and soul of the cannabis industry – and we aim to keep it that way.
Since day one, our team has set out on a mission to keep dispensary ownership local. It’s this vision for the industry that has motivated us for years while we developed a franchise business model strong enough to grow across the country. Now, entrepreneurs can invest in peace of mind, leaning on our time-tested systems to navigate an industry that changes by the day, freeing up our franchise partners to focus on what matters most – their communities.
Our team’s combined 250-plus years of experience in legal cannabis and franchising allows us to help hardworking, passionate leaders operate their dispensary, all while giving that money back into the community that generated it in the first place.
Community-driven and community-run. That is Unity Rd.
Happy 420, everyone! We’ll be celebrating right alongside you all.