Sonoma County’s premier cannabis event in September has blossomed into a public gathering, with the “Hall of Flowers” Cannabis Market & Festival ushering in a new era of food pairing for consumers.
The industry event at the Sonoma County Fairgrounds in Santa Rosa will open up its second day to the general public. The event, named after the fairground’s building, has held cannabis markets for industry representatives every year, except in 2020.
This year, the business-to-business day is set for Sept. 20 from 10 a.m. to 5 p.m. for an event that traditionally draws about 3,500 cannabis industry professionals. Sept. 21 from noon to 10 p.m., organizers expect another 5,000 people visiting to sample or buy from 300-plus various cannabis brands scattered across seven buildings.
“For the first time, we’re going to have consumers. The idea is to build a farmers market, not a flea market,” founder, organizer and marketer Rama Mayo said. “The brands have been asking for it. This year, they can get real data and feedback from consumers.”
Among them, Santa Rosa’s largest producer, CannaCraft, along with Sonoma Hills Farms located in the ag-rich Petaluma Gap. Both are coming off California State Fair cannabis competition wins over the last few years, with the Farmer & the Felon strain of cannabis from the former and Pink Jesus from the latter.
Visitors stopping by the Sonoma Hills Farm space in the Sara Lee Building will be treated to a chef experience. Considered Sonoma Hills Farms’ chief grower, Aaron Keefer, is a French Laundry transplant once in charge of the famed Yountville restaurant’s produce.
“Our demo stage will have chefs from all over the country and Mexico, coming to do demos and discuss how we bring cannabis into hospitality service and rituals,” Sonoma Hills Farm CEO and founder Michael Harden told the Business Journal.
The prospect of blending food and cannabis is one that’s near-and-dear to Sonoma Hills Farms managers’ hearts. The farm is setting much of its future goals on the ability to host cannabis-infused food events. It has the start of an outdoor kitchen on the property, awaiting the development of the cannabis appellation program legalizing the practice.
Keefer did not mince words in anticipation of the event.
“We’re excited. This is the classiest cannabis show,” he said, adding “because of the quality of attendees.”
For a touch of celebrity sightings, Seth Rogan will host a record-breaking attempt to light the most joints at an event.
Also, music lovers will get a taste of the event from rapper Wiz Khalifa, who’s hosting “Khalifa Kush Smoke Out.”
With its heritage cannabis farming roots, Sonoma County has a long history of groundbreaking cannabis culture. In August, it hosted the Emerald Cup, named after the famed Emerald Triangle due north of the North Bay cannabis-legal county. A few decades ago, a group of Mendocino County farmers gathered near Laytonville to compare notes.
Susan Wood covers agriculture, law, cannabis, production, transportation as well as banking and finance. She can be reached at 530-545-8662 or susan.wood@busjrnl.com
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