The Rise of Craft: What the Latest consumer Trends Mean for Legacy cannabis Farmers

In the shadow of Mt. Shasta, we've always known what makes our cannabis special - the dedication of multi-generational farmers, our unique North State terroir, and a commitment to quality over quantity.

And now, a recent national survey by the Sanctuary Wellness Institute confirms what we've been saying all along: craft cannabis is having its moment.

An overwhelming 77% of Americans recognize that cannabis is experiencing a revolution similar to craft beer, with an explosion in strain diversity, consumption methods, and retail experiences. This shift represents a significant opportunity for the legacy farmers we partner with at Goldenhour.

Most notably, for our community, roughly 1/4 of consumers explicitly prefer craft cannabis over large brands. This emerging preference for small-batch products directly supports our mission to preserve Northern California's rich cannabis heritage through partnerships with local, family-owned farms.

Today's consumers are increasingly educated about cannabis - 61% of users understand terpenes, and 73% are familiar with delta variants. This growing sophistication aligns perfectly with our educational approach to conscious consumption.

For the discerning cannabis enthusiast, strain selection matters more than brand loyalty, with 77% prioritizing a strain they enjoy over a preferred brand. This preference for quality and specific effects over marketing is exactly what our legacy farmers deliver through their carefully cultivated strains.

Nearly one-third of consumers (29%) report feeling overwhelmed by dispensary selections. At Goldenhour, we view this as an opportunity to guide seasoned enthusiasts and curious newcomers on their cannabis journey through our knowledgeable, approachable service.

These findings validate our commitment to legacy farmers and our approach to cannabis retail. As the market evolves, the unique qualities that set North State cannabis apart - volcanic soil, high-altitude growing conditions, and generations of agricultural knowledge - position our community to thrive in this craft cannabis revolution.

By supporting Goldenhour, you're not just purchasing premium cannabis - you're preserving a heritage, supporting sustainable practices, and participating in a movement that values quality, authenticity, and connection to the land.