SURFER Magazine, Humboldt Family Farms, and cannabis retailer embarc have teamed up to introduce a new cannabis and surf collection, marking a historic collaboration that intertwines two key aspects of California culture. This is the first time in the magazine’s 65-year history that it has featured cannabis advertising, showcasing the state’s sungrown cannabis through an exclusive product drop.
The campaign kicks off with the release of 5 grams of Maui Waui, a strain cultivated by Humboldt Family Farms, a collective known for its multi-generational cannabis farmers in Northern California. The product will be available starting June 20 at embarc retail dispensaries across California.
Courtney Zalewski, Chief Marketing Officer of embarc, emphasized the collaboration’s goal of changing outdated stereotypes about cannabis users. “We want to celebrate the active lifestyle of California surfers and show how cannabis complements exploration and appreciation of nature,” Zalewski stated.
Scott Vasterling, CEO and Founder of Humboldt Family Farms, expressed the personal significance of this partnership. “As a surfer, farmer, and sungrown advocate, I see this collaboration as a way to unite two communities that respect nature and independence, and to normalize cannabis use within that vibrant lifestyle,” he said.
In addition to the cannabis product, embarc has created a special limited-release bundle as part of its Getaway Bag program. This bundle includes a SURFER x Humboldt Family Farms x embarc tote, 5 grams of Maui Waui flower, three 0.5g Hawaiian Fanta pre-rolls, a copy of SURFER Magazine, and products from other California-based sungrown brands. Furthermore, customers enrolled in embarc’s loyalty program will have a chance to win a custom surfboard designed by surfer and board shaper Kolton Sullivan.
Jake Howard, Editor-in-Chief of SURFER Magazine, noted that the collaboration feels like a natural fit. “Surf culture is all about freedom and connection to nature, and this partnership tells a modern California story,” said Howard.
The SURFER x Humboldt Family Farms x embarc collection will be exclusively available at all embarc locations while supplies last.
Embarc, established in 2019, is rapidly growing within California’s cannabis market, currently operating 16 licensed dispensaries and expanding further. The retailer is committed to local communities, allocating 1% of its sales to neighborhood programs. Embarc also participates in cannabis concessions at music festivals and large public events across California.
Humboldt Family Farms is dedicated to providing high-quality cannabis cultivated in Humboldt County, California. The cooperative of farmers focuses on sustainable, artisanal practices to deliver premium products directly to consumers.
SURFER Magazine, founded in 1960, is recognized as the authoritative source on surf culture, offering engaging content that highlights various aspects of surfing, from competitive events to environmental issues and travel destinations.
As cannabis continues to gain acceptance in mainstream culture, this collaboration between SURFER, Humboldt Family Farms, and embarc represents a unique intersection of lifestyle, sport, and cannabis, promoting a shared appreciation for California’s natural beauty.
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