Cheech Reveals Rigorous Testing Methods for His New Pot Brand

Hours and hours of toking up. Hey, somebody's gotta do it

While Cheech’s solo career has ranged from children’s books to voiceovers for Disney movies, his name has always been synonymous with weed. Cheech's Private Stash

Being a successful brand requires extensive research and development. Richard Anthony Marin knows it—even if his approach to R&D is, well, a bit informal. “We get a bunch of strains, then we go out on my patio and look at the ocean—and then light it up!” he says. “It’s a very hands-on policy.”

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@UpperEastRob Robert Klara is a senior editor, brands at Adweek, where he specializes in covering the evolution and impact of brands.