Cannabis is booming in California, but the legal business is so new that no one really has had time to establish any brand recognition. So how could we differentiate NorCal Cannabis in the eyes of investors, the trade, and the public? How could we show that NorCal is bringing the best of OG weed culture and the best of Silicon Valley together to create a new kind of vertically integrated packaged goods company? We went back to their roots. In addition to extensive product testing, we did deep interviews with the C Suite about their backgrounds and the history of cannabis in California. This resulted in a story about the decades of experience Norcal brings to bear as well as a never-ending passion for growth.