Burb, Green Label and Coffee & Kush: Partnership over Competition
Written by on October 13, 2021
Everyone involved in the legal industry in California has seen, while being green with envy, the moves happening up in Canada. Our neighboring country to the north legalized cannabis seemingly ages ago at this point (almost four years?), though their roll-out hasn’t been without its challenges.
While I believe we all celebrate the increased access to the plant we care for so dearly, silly federal restrictions aimed at “protecting the kids” have certainly dampened the celebrations. Though they may have more access on paper, it’s actually been more restrictive to build a brand that resonates up there.
Down here in California, however, despite still facing a federal prohibition that requires all its THC wares to remain within the state, it’s clear that the sky’s the limit when building a brand name here. With many of our elite, commanding, top-dollar the world over, even the government can’t contain the hype that’s built off of what most consider to be the best bud in the world. In fact, many don’t even have to have thorough brand identities to pop—just the right goods.
So what would happen if Canada and California combined forces? Could the prolific BC bud make the same kind of waves down here that it has up north for so long? Could the California market make a Canadian brand pop in a way that resonates internationally? Could a brand that finds success down here ride the wave across the provinces? A new amalgamation of brands is betting on it.
Founded in early 2018, Burb is a British Columbia-based, culture-minded cannabis retailer and merchandiser of quality goods. Led by John Kaye, who serves as the brand’s CEO and Creative Director, the brand was initially founded to support artists and creative movements.
As John tells me, “In a time of corporate cannabis takeover, we set out to build a brand that kept the bridge between cannabis and the arts alive, so we built weed stores that gave us plenty of cash flows to put back into the community.”
Originally born in Minsk, Russia, and having lived in Israel, Vancouver, and Los Angeles, Mr. Kaye is something of an artist himself. Having toured across North America playing in a four-piece rock ‘n’ roll band in his youth, it was the business side of things that interested him the most.
After going back to school and getting his diploma, and after a brief gig in finance left him creatively starved, he called his BCIT classmate, Clayton Chessa, with the idea of building a cannabis testing lab.
After a successful exit with their lab, Northern Vine, Kaye saw an opportunity to get back to his roots while supporting a community that was losing its grip in the face of legalization. With Clayton by his side, and with the help of another childhood friend, Steve Dowsley, who had just sold his previous company, the trio started Burb.
“For me, a great brand is defined as a real community. It’s not the logo. It’s not the packaging. It’s on-the-ground relationships—late nights and being in the fucking trenches. You say you’re a ‘lifestyle’ brand? Show me,” John explained.
What started as a Canadian pipe dream, a lifestyle shop and dispensary to lead, as opposed to follow, the culture, evolved into a full-fledged lifestyle brand. Now with five shop licenses, three of which are already operating Burb-branded dispensaries in Vancouver, with three more on the way—including the upcoming first-ever dispensary on a college campus at the University of British Columbia, Burb has rapidly established itself as a formidable player in the legal market up north.
Alongside their cannabis retail business, the team established a media arm to produce content from industry-leading creators like Paper Magazine founder David Hershkovits, and a merchandise line that includes apparel and smoking equipment you’ll actually want to have around.
What’s better, each store aims to provide a unique experience compared to other cannabis retailers. The team is hard at work building their evolution of the retail experience, a creative exploration site, which, while providing retail and merchandise sales on the first two floors, will have two more above, built exclusively for artists, by artists. Featuring specific cultural cornerstones, like music studios, and even potentially basketball courts in the future, it’s clear that pushing things forward was always part of the game plan.
“At Burb, we’re honoring the legacy and designing the future of cannabis culture” Kaye stated matter of factly.
“Creating My Own Destiny”
Although things have been moving quite well up north, the team at Burb couldn’t help thinking there was more room to flex, both creatively and culturally. In an effort to skirt some of the restrictions plaguing them back home, the gang started working towards establishing roots south of their border down here in California.
Having been connected with Los Angeles artist and producer Problem for his ‘4 the Low’ music video shoot, it seemed like the stars had started to align.
“For us, there’s a big crossover to the music space. We were already doing it. When Problem’s team approached us to be in his video with Wiz, we started to consider the bigger opportunity, especially after learning about the cannabis business he was building in Cali.” John continued.
What started as a conversation around product placement in a music video quickly snowballed. Burb was looking to make a play down here, Problem was looking to further dip his feet into the space, and it just so happened that Problem’s wife Daphne knew a woman named Chanel, who had an opp set up with her friend Kelly and her husband, Jason McKnight, who he had already heard was a real OG. The pieces were falling into place on their own.
In that vein, let’s zoom out a second and take a look at the other players here.
Coffee & Kush
Problem, born Jason Martin, had already lived several lives himself by this point. Raised in Compton, he surprisingly never planned to be a rapper, or a cannabis entrepreneur. Problem actually grew up wanting to play basketball. In fact, that’s where his name comes from.
“They used to call me a ‘Problem’ on the court!” he told me.
After realizing that basketball might not go according to plan, music—which at first was purely for fun, and impressing women, of course—became something that took more and more of his time. Eventually, it became the focus.
Now, this isn’t a piece on his storied career as an independent artist, but it’s worth noting that after being monetized by other brands throughout his career, Problem saw an opportunity with his last contracted album to utilize all his efforts to build something for himself and for his community.
Originally conceptualized as a merchandise line, Coffee & Kush has always been more of a lifestyle brand—despite how overused that term has become, this one’s it. The thing is, this wasn’t always his lifestyle, so just how much of a difference that equation makes is all the clearer for him.
You see, Problem didn’t start to consume until he was having his first child. While he has memories of the plant dating back to childhood, having grown up with a mother who was growing and smoking as long as he could remember, he didn’t see the allure when he was young, especially with an eye on the NBA. However, it was ironically his mother who eventually got him to give it a shot.
“My mom was the one who was like, ‘You need to smoke. You’re taking on a whole lot at a very young age.” He explained, “So I tried it, and it became part of my lifestyle, in my day to day. All that shit I’ve seen since the early 80s, so to me, weed has never been wrong, I just didn’t want to do the shit my mom did,” he continued. “But the system was running me through it … Then it all happened at the same time. I’m smoking, doin’ music. Smoking, doing music.”
“Let Me Pimp Me For A Second”
Having found success with his music career, Problem began to set new sights for himself. Understanding how his creative content could be used to propel products, the rapper set his sights on diversifying his offering.
“It just came to me: Coffee & Kush. This is what I’m rapping about all day, because this is what I’m doing all day. What I’m using to finish this album.” Problem explained.
“It was really just a unique way to brand the music. Then I figured, so many companies have used me to sell their products, if I’m going to start talking about Coffee & Kush all the time, I need to have my own products. I use my own content to push my own products, not the other way around.”
Before even exploring the cannabis route, Problem had two products almost immediately ready to launch alongside the project: Coffee & Kush mugs (with a bowl fashioned into the mug so you can smoke while you drink), and Green Hour Coffee (sold exclusively through Harun Coffee in LA).
It wasn’t until his friend Mike Asseraf suggested a preroll line that things really started to take off. After putting the pieces together for the Burb video, Problem remembered a story his wife had told him about Kelly’s husband …
Green Label Rx Founder Jason McKnight
Becoming A Pharmacist
Of all the players in this new squad, likely the most deserving of his spot is legacy operator Jason McKnight. Born in Los Angeles, and having moved to Northern California at a young age, Jason has been proliferating the plant since 1996—long before the glamorous industry we all hear about today.
Although he didn’t begin to build his own cultivations until 2001, much like Problem, Jason became familiar with the plant at a very young age. Living with family members who dealt as their primary source of income, cannabis was originally just a way for him to make ends meet.
“It was a survival tool.” Jason explains. “I wanted to make some money. It was a hustle, I didn’t even smoke weed at first. I didn’t want to do drugs. I had seen drugs destroy lives. I was going to play football.”
“But it became something that I loved,” he continues. “I remember the day I smoked … Football doesn’t always pan out. So I was stressed out; I was by myself, and I smoked some weed. My life changed, instantly. It was the medicine I needed in life to really calm me down. And then that became something that I loved.”
His love, plus his fortunate position of being in the right place at the right time, lit the fire.
“I was someone that was from Northern California at a time when there wasn’t good weed in LA. I already knew everybody from Football, but then I became the plug!” Jason recounted excitedly. “I was always wanting to try to advance myself in life, whether through cannabis or hard work. Whatever it is, I’m gonna work hard at it, but I just felt like cannabis was the thing, the future.”
A feeling that he doubled down on when a friend approached him with a $6,400 pound of OG, and he realized that the need for indoor cultivation would skyrocket.
“2001 is when I got my first plants … I was self-taught at that point because indoor cultivation, that wasn’t information that people shared. It was very hush-hush. I perfected it, learning the hard way, going through the ups and downs. It wasn’t always a success.”
“But back then, if you had five, or man, 10 pounds of [indoor] product, buyers would go crazy. There was not enough flower.”
It was at a High Times Cannabis Cup in San Bernardino, ironically the event where Problem performed, that Jason realized he needed to begin branding his work, and Green Label RX was born.
The Dues Paid for Green Label
Despite following the rules set forth by the state at that time, scaling up proved to be a devastating blow for McKnight. After obtaining a delivery license with his wife Kelly, he was raided by the LA County Sheriff Narcos on January 19, 2016.
Having seized his products and property, the state even took his three children. It was clear, despite being only months from adult-use legalization in the state, that the government was trying to make an example out of the trailblazers of this burgeoning industry. However, despite the setbacks, the McKnights didn’t quit.
Though it took four-and-a-half years, the McKnights fought the case tirelessly. After 11 months, their children were returned—which they were told was a fast turn around. (As an aside, it’s worth noting that their now four children are all flourishing in their home, with both of their parents).
That was only the beginning of the battle, though. Upon the return of their children, prosecutors charged Jason and his wife with 30-plus felonies and used a swath of low brow tactics to try and break up their family and make an example out of them. While this also isn’t a piece on the disturbing realities of the criminal justice system in America, it’s worth looking up for yourself.
Again, though, the McKnights didn’t quit. Since Proposition 64 had passed during this process, Jason and his wife began to apply for licenses to become legal cannabis operators while on trial. Although it certainly seems like the whole case should have been thrown out after the state legalized the very products they were selling, that didn’t happen, and the McKnights ended up losing their case.
It was while he was in jail, waiting for sentencing, that Jason found out he was awarded his license—ironically because of the case he had just faced. Jason, with the help of his wife Kelly, built the foundation for his new legal business while locked up for participating in the legacy industry.
Flash forward to today, and it’s a much different picture for the McKnights. Jason is now running multiple facilities, growing some of the best cannabis in the state, and is partnered with some of the most amazing brands and breeders in the world. In his eyes, he went from his absolute rock bottom, to as high as he could imagine, in just a few years. He had already been whitelabelling for others when some Canadians, and Problem approached him to talk, so the deal just made sense.
“You Gotta Become the Avengers to Go Against the World”
“When you know somebody has been through something, you can kind of talk to them in a different kind of way, so I just said I think we can do something really special,” Problem recalled of his first conversation with Jason.
With Burb understanding retail logistics and branding in a way their new partners couldn’t fathom, Green Label’s legacy cultivation skills earned on the back of trial and error, and the creative and marketing engine that is Problem and his team, the synergy between the three groups was almost instantaneously realized.
Although they’re quick to point out that there isn’t one parent company running the whole show, this partnership represents their collective understanding that there’s room for everyone to eat, and everyone to grow.
“It’d be impossible to push that through one brand, in one bag, the way I was thinking about it,” Problem noted.
“And that’s kind of the social equity thing, like you have two groups that come together. You have one person that, obviously he’s gone through the system, whether it’s a conviction or whatever, an arrest that’s cannabis related, and then you have another group that’s supposed to bring the financing, or someone that knows how to run a business. That’s the main thing they’re trying to add. We already got that,” Jason explained.
“This right here is a different crew of guys. I see what everybody else is doing. I get excited just watching how things get rolled out. But this—this is not built in fluff. This is built in a very very true story, and that, that’s what’s going to attract people to us. And then when you get here, the weed is so fucking fire that you’re going to stay,” Problem joked.
“We are not growers ourselves; we always come from the consumer mindset, and we know what we like. We partner with the best—we’re curators first and foremost. When I came down here, and I saw what was happening, I was convinced. This is an incredible team,” John noted.
“We’re basically bringing the future here. These guys, Burb—they’re living in the future. So you’ve got to exchange information. It’s not about who gets what, it’s about the minds melding,“ Problem continued.
“I’m looking at this like, if Martin Holdings is Interscope Records. I know what it’s like when you get a Kendrick Lamar. You can leverage everything. So what if you get a Kendrick AND Drake? Oh wow, they (consumers) are going to buy everything.”
Teamwork Makes the Dream Work
So what did this new crew claiming Compton, NorCal, and BC turn out? So far this alliance of brands has seen a handful of their ideations enter the market, and thanks to Jason’s cultivation skill, they’re all smoking proper.
First, there was the California launch of Burb’s cannabis products at Hall of Flowers, including cultivars Butter Tarts and Beaver Tail. Then there was Green Label’s own branded eighths, as well as their new hemp blunt line, which also powers Burb’s Beaver Tail Blunts (which include a plastic beaver tail mouthpiece).
This was followed by Problem’s Coffee and Kush cannabis line, which was released exclusively through Wonderbrett in Black, and Cappuccino, and Mocha varietals. It’s clear the squad has hit the ground running in just a few short months working together.
With plenty of other projects on the horizon, including Benny’s prerolls, Roots Genetics (which will serve as Jason’s breeding and development company), as well as Burb retail stores within California’s state limits, I expect we’ll all be seeing and hearing more from the weed avengers soon.
“I’m pinching myself because, this is it. This is the dream.” Jason concludes. “I’m so excited for these next few years in the cannabis space, just to grow, and to try and achieve even higher goals. Whatever it is, I just want to always have a blunt in my hand like this.”
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