LOS ANGELES — Redefining what it means to produce the highest quality cannabis, Monterey’s POSIBL today announces the launch of its new cannabis brand HUMO centered on the culture and representation of the Latino community. The products will roll out initially across California, with plans in the works for national U.S. expansion across legal cannabis states.
“Latinos are driving so much of today’s economic growth, especially in one of the country’s fastest growing industries – cannabis,” says Jesus Burrola, CEO of POSIBL. “We’re excited to bring our community a brand through which they can identify — and our broader cannabis community — the highest quality, sustainably grown flower at an affordable price.”
A comprehensive line of HUMO Cannabis products will begin to rollout across California dispensaries statewide February 1st.
A Spanish word for smoke, “humo” is the unmistakable result of cannabis when ignited. HUMO is on a mission to eliminate the stigma surrounding cannabis in the Latino community by celebrating the community’s rich cultural history with the plant and normalizing its daily use.
“Despite stigma, Latinos have had a long relationship with cannabis,” says Susie Plascencia, Brand Partner for HUMO. An entrepreneur and cannabis advocate, Plascencia oversees brand development, social media, marketing, and sales at HUMO. “I’m extremely proud to be part of a team that’s helping the community normalize their relationship with the plant.”
As a Mexican-American owned company, HUMO aims to provide meaningful representation in an industry that for decades has caused disproportionate harm to Latino communities. From growers, to budtenders, and business professionals, Latinos are present in every facet of the industry yet rarely receive recognition, let alone profits. Until now.
HUMO’s craft cannabis is sustainably grown in Smart Greenhouses powered by its parent company, POSIBL in Monterey County, California. The companies proudly provide year-round career opportunities to the Latino community, one hit hardest by the war on drugs.
HUMO is a supporting member of the Monterey County Cannabis Association and is committed to empowering underserved communities by meaningfully contributing to the transformative mission of The Social Impact Center in Los Angeles. HUMO also plans to sponsor expungement clinics to assist people with past cannabis convictions.
About HUMO
HUMO is by la raza, pa’ la raza. A Spanish word for smoke, humo is the unmistakable result of cannabis when ignited. HUMO is on a mission to eliminate the stigma surrounding cannabis in the Latino community by celebrating its rich cultural history with the plant and normalizing its daily use. As a Mexican-American owned company, HUMO aims to provide meaningful representation in an industry that for decades has caused disproportionate harm to Latino communities. HUMO’s craft cannabis is sustainably grown in Smart Greenhouses powered by its parent company, POSIBL in Monterey County California. The companies proudly provide year-round career opportunities to those hit hardest by the war on drugs – our Latino community. From growers, to budtenders, and business professionals, Latinos are present in every facet of the industry yet rarely receive recognition, let alone profits. Until now. For more information, please visit: www.getHUMO.com
About POSIBL
POSIBL is the cannabis farm of the future. Already the engine for several of California’s leading brands, and over 1,000,0000 units of packaged product to date, POSIBL is redefining what it means to produce the highest quality cannabis. Leveraging a state-of-art system that uses less to do more, POSIBL brings the best greenhouse technology and expertise from traditional agriculture into cannabis, and pairs it with the best possible genetics to produce the perfect flower — grown in an ethical, sustainable, free of pesticide and cost efficient way, year round. POSIBL’s Smart Greenhouses use best in class climate control, requiring less water per pound of flower, and are three times more energy efficient than indoor growers. Combining pesticide-free agro-technology and committed human talent, POSIBL comprises a dedicated and gifted team who understand these state of the art systems to perfection — believing in them to help improve production and value with every harvest. With Good Will and Great Work, Anything is POSIBL. For more information, please visit: www.POSIBLproject.com.
