I Love Growing Marijuana (ILGM) has transitioned from being an online cannabis seed retailer to a comprehensive consumer brand with its new U.S. Home Grow Tour. This initiative, which took place during the spring, aimed to connect novice and intermediate cannabis cultivators through practical lessons and community-building activities.
The tour spanned six cities: Los Angeles, Palm Springs, Phoenix, Boulder, Chicago, and New York, featuring a mix of expert-led growth classes, wellness workshops, cooking demonstrations, influencer appearances, and nature hikes. Participants received starter seeds to kick off their home-growing experiences. The tour’s mission was to normalize cannabis cultivation and increase accessibility for potential home growers.
An eye-catching Airstream trailer adorned with a large cannabis flower graphic served as the mobile hub for the tour. The exterior featured a map of the tour stops and a QR code linked to a sweepstakes, effectively promoting the brand. The tour commenced in March at the Rolling Loud music festival in Los Angeles and concluded on April 20, also known as 4/20, at Mary Fest in New York City.
ILGM’s CEO, Ernst Rustenhoven, emphasized the importance of hands-on education for beginners. He stated, “Many beginner growers want to cultivate healthy plants but lack the knowledge to start. Our goal is to guide them through the germination process, which is the foundation of growing.”
The tour generated considerable engagement, with ILGM and its partner Leafly achieving 29 million impressions and collecting 10,000 email signups through the sweepstakes for the Airstream trailer.
Home growers are a niche market, but ILGM’s survey revealed that 48% of these individuals value community for learning and belonging. The tour incorporated community-building activities, such as a consumption-friendly hike in Boulder, to foster connections among participants. Rustenhoven noted that attendees appreciated the opportunity to learn from one another, with some traveling over four hours to participate in the Palm Springs grow class.
Each tour stop was customized to reflect the local culture. In Chicago, attendees enjoyed a cannabis cooking demonstration by a local chef, along with tastings of terpene-infused food and beverages. In Palm Springs, an influencer-led yoga class catered to the wellness-oriented crowd.
Creators and influencers played a vital role in promoting the tour. Popular figures like Koala Puffs, Deisha Dabs, and Jungle Cae appeared at various stops, amplifying ILGM’s reach and credibility in the cannabis sector. As a result, ILGM’s social media presence grew by over 2,000 Instagram followers during the event.
The Home Grow Tour effectively blended education and entertainment, making the learning process engaging and accessible. Rustenhoven expressed satisfaction with the tour’s impact, highlighting the joy of connecting people and promoting the cultivation of cannabis as a rewarding experience. This inaugural live event marks a promising start for ILGM as it expands its presence in the cannabis community.
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