California is synonymous with cannabis culture, and the southern part of the state bears witness to the industry’s history. From the earliest pushback against so-called “loco weed” grown by Mexican Americans in Downtown Los Angeles (DTLA) to the quasi-legal green cross collectives of the Proposition 215 era, the region’s dankness is notorious the world over.
Among the companies that have weathered the industry’s shifts since SoCal dispensary registers first started ringing, Coast to Coast Cannabis (3C) stands out. The operation is led by co-founder and head cultivator Bryan Schwartz, who cemented the Los Angeles-based brand’s legacy status with his renowned portfolio of OG genetics derived from the original OG Kush he received as a gift in the late 1990s.
Since Schwartz’s first harvest of Northern Lights in 1994, he has scaled operations from his Woodlands Hills, California, basement to an enormous 58,300-square-foot cultivation, manufacturing, extraction, distribution, and retail space. Today, 3C products are top-shelf staples at dispensaries and retail shops across the region.
“From our inception, we’ve always been a cultivation house known for our OGs and our proprietary genetics,” said Roxanne Dennant Mograbi, 3C’s director of marketing. “We have a really strong portfolio of thirty-three in-house strains that are unique to us and can’t be found anywhere else.”
Laying claim to being L.A.’s oldest licensed OG indica house, 3C’s flower portfolio includes eighths, five-pack pre-rolls, single-gram pre-rolls, and gram bags in classic strains like Original OG, Triangle Kush, Pure Kush, and SFV. While the brand is known for its legacy strains, it recently extended the collection to include “hype exotics that are generating intense demand.”
“We love our OG crosses, but as the world changes we’re changing with it and starting to explore more exotic strains too, like the Pies, Yogurts, Cookies, and Thin Mints which were only introduced to our line recently,” said Mograbi. “Now you’re getting these dessert notes with our super gassy, earthy OGs, and it’s a beautiful combination.”
3C is known for its flower, but the brand is finalizing a cold room that will allow it to explore concentrates like solventless hash, rosin, and live resin from its marquee grows. Perhaps the most telling new addition to its product line is the Liquid Joint, the first nano-infused micro-dose beverage on the market. The Liquid Joint is housed in a pre-roll tube and is available in 10mg and 30mg servings in six different flavors.
“It’s a very versatile product,” said Mograbi. “You can just shake and shoot and enjoy it on the spot. Or, because it’s 100-percent water-soluble, you can mix and mingle and enjoy it in your favorite cocktail or sparkling beverage.”
The Liquid Joint is 3C’s first entry into the burgeoning beverage category—a savvy attempt to capture impulse purchases at check out. “The Liquid Joint is priced so fairly that a store is going to be able to put it out up front for around $5 out the door,” said Mograbi. “It’s a really discreet alternative to a joint.”
Beyond the company’s storied history as a trusted flower vendor for dispensaries, 3C also boasts a retail component under the name Coast to Coast. The company’s flagship store is located in Canoga Park, California, and a forthcoming location in the DTLA Arts District is poised to be a showstopper in an area overflowing with high-volume recreational stores.
According to Mograbi, a foot planted firmly in retail has made 3C Farms an exemplary partner for stores when it comes to sell-through. “We know very well that you can’t just sell to the dispensary and expect them to sell the product,” she said. “You have to be coming forward with marketing support and sales initiatives to help raise awareness about your products. Given our experience running a dispensary, we know what it takes to be a successful partner.
“We love this industry and understand the unique needs of the companies that participate in it because we’ve been through all of this ourselves,” Mograbi continued. “We’re so knowledgeable about the difficulties and challenges of being a retailer because we are retailers. We’re here in the thick of it with you guys, and we respect that.”