RAW, the well-known rolling paper brand, is expanding beyond smoking accessories and entering the cannabis market with a new lineup of marijuana flower, pre-rolls and solventless concentrates under its RAW Genetics business.
The company announced its entry into the market on September 29, following a soft launch at dispensaries in New Mexico earlier that month. Founder Josh Kesselman said the expansion reflects his concerns about the quality of pre-rolled cannabis products currently available to consumers.
Kesselman, who also publishes the long-running cannabis magazine High Times, said many pre-rolls fail to meet his expectations because of inconsistent packing, poorly constructed cones and the use of lower-quality plant material.
Through its new product offerings, RAW aims to establish a higher standard for pre-roll manufacturing and cannabis quality.
RAW Genetics itself is an established cannabis brand. Founded approximately 12 years ago by California-based cultivators Bradly Van Gundy and Mason Yerger, the company has developed strains including Stuffed French Toast, Z Pie, Zlushiez, Kami Kush and Pineapple Pi-Chew. Kesselman’s holding company, HBI Innovations, announced its acquisition of the brand in July.
The new product portfolio is divided into two primary lines. RAWthentic focuses on premium flower products, including half-gram and one-gram pre-rolls, as well as a larger single pre-roll featuring a reusable glass tip.
The second line, RAWsin, centers on rosin-infused products. Its offerings include solventless concentrate vape cartridges, infused pre-roll multipacks and larger single pre-rolls combining cannabis flower with rosin. The vape devices feature USB-C charging and design elements intended to reduce clogging and burnt oil.
As of October 2, RAW Genetics products were available exclusively through dispensaries in Arizona, California and New Mexico. Kesselman said testing was underway for potential launches in New York and Oklahoma.
The company also plans to expand into additional markets, including Michigan, Florida, Nevada, New Jersey, Colorado, Rhode Island and Montana.
RAW’s entry into cannabis production represents a strategic shift for a brand historically associated with rolling papers. Its expansion could help the company leverage its existing consumer recognition while competing in an increasingly diverse legal cannabis marketplace.
Read the original article from MiamiHerald Here.
