Brand PARTNER Highlight
Image credit: Humo

A Spanish word for smoke, humo (oo-moh) is the unmistakable result of cannabis when ignited. Hailing from Salinas, California, Humo is on a mission to eliminate the stigma surrounding cannabis in the Latino community by celebrating our rich cultural history with the plant and normalizing its daily use.

In 3 words, describe your organization.

Authentic, Community, Quality

What has been your biggest challenge and how your team has
overcome it?

Breaking the 200 door milestone in California our first year took a lot of grit and determination. It all comes down to our passionate team—from our cultivation and production people to our sales professionals. It’s the collective family living and breathing this vision together that continues to motivate us to keep going.

What are some upcoming innovations/projects you are most excited for?

September marks a very important time for us as a Raza-owned and operated brand with Latino Heritage Month, which is an opportunity to highlight the important contribution Latinos make to the cannabis industry. We are excited to continue to bring new and exclusive strains through the work we do with the breeder community, both in our standard lineup and our limited-release Reserva de la Familia. We pride ourselves in working with legacy breeders to bring unique strains to market that highlight many of the traditional elements of the Latino culture.

Any future predictions/trends you foresee in your product category?

There is still a lot of education that needs to be focused on regarding the mixed-light cultivation method. We believe that it’s the future of sustainable cannabis cultivation in that it produces the highest quality output for the fairest price. Indoor growing methods, although controlled, have a very high cost of production and put stress on our electrical grids. Mixed-light cultivation uses the power of the sun to bring out the best of the plant while leaning into high-tech LED lighting to maintain a high quality, consistent product all year round.