Cooking is chemistry for your tongue. There are countless flavors, foods and ways to cook that sometimes you almost feel like a scientist with bottles of spices, flavors, and raw materials. For centuries, chefs have been cooking with alcohol to bring out new flavors in dishes; hunching over hot pots and pans, they get the temperature just so in order to impart that boozy flavor or to add a special kick to a cake.
Naturally, with the proliferation of pot in the United States, it was only a matter of time until someone made cannabis culinary. If you are a cannabis enthusiast, at some point in your life you likely cooked up some gnarly version of a pot brownie and choked it down to get a buzz. The odds are also pretty good that you probably used way too much cannabis, got too high, and excluding the munchies, you stopped experimenting with cannabis and food.
Now that recreational cannabis is legal in two US states, more entrepreneurs are trying to combine the dining and cannabis experiences. Enter herbal entrepreneur Jane West. Not content to have the regular wine and cheese dinner party, West decided to turn the whole scene on its head by ditching wine for weed with her company Edible Events in Colorado.
Mixing fine dining with midnight munchies, Edible Events offers high-end meals served in peculiar ways, like chicken parmesan “lollipops.” While Edible Events does not directly provide cannabis for its customers (all events are BYOC), it does provide suitable smoking environments as well offering special VIP Budtender sessions to help perfectly pair your bud selection with your taste buds.
“We’re really breaking down the stereotype that the traditional stoner group is people who light a joint in a back alley,” West told AdWeek. West hopes that by providing high-end smoking environments, people will stop associating cannabis with bearded college students and start associating cannabis with upscale dinner parties. West has the right idea; marketing to wealthy consumers is a much easier way to make money than marketing to struggling college students.
West may be the one of the first catering companies to incorporate cannabis, but do not expect her to be one of the last. While the focus of the cannabis industry at the moment is geared towards dispensaries and growing, expect attention to be redirected in the coming future. Once more people accept cannabis, look for more companies incorporating cannabis into the dining experience.
If you are want to invest in cannabis, give cannabis catering a good long look. Right now, there are minimal players and it is an open field that is going to get much bigger in the future. In 15 years, cannabis catering will be a staple of the industry; do you want to be the person who jumped on the bandwagon or the person that’s driving it?