Cotton Candy, Corndogs and Cannabis: California State Fair Adds First-Time Weed Contest

Past winners in the California State Fair’s food and drink categories have included Granny’s Famous Applesauce, Bohemian Viking homemade brew and Tomatillo Goddess jam. But when the doors open this Friday for the first time since 2019, the popular event will feature consumables of a different kind, with names like Laughing Gas, Lemon OG, Buddha’s Hand and Grape Cookies. In 2022 on the West Coast, weed goes to the fair. For the first time ever, cannabis has its own competition at the family-friendly festival in Sacramento, which drew more than 600,000 people when it was last held three years ago. The program does not include on-site sales or consumption. Even so, it puts cannabis side by side with California’s lauded wines, cheeses and olive oils as a key agricultural product. It also means that weed is under the same umbrella with classic crowd-pleasing activities like rock concerts, cornhole championships, rollercoaster rides and pygmy goat shows. Ganja Americana As with many weed trends, California leads the way in becoming the first to launch a state-sanctioned cannabis contest, opening the door for others that will likely follow. “It shows what’s coming for the rest of the country,” Susie Plascencia, brand partner at Humo Cannabis, told Adweek. “It’s a window into what’s next, and it’s a byproduct of continued normalization.” In another first on the opposite coast, the New York State Fair will allow cannabis consumption—in designated areas only, and with no on-site sales—during its upcoming 13-day run in Syracuse. Both state-backed efforts—along with recent groundbreaking partnerships between cannabis companies and record releases, food fests, art fairs and other entertainment—continue to plant the industry’s flag further into mainstream American institutions. Organizers at the California State Fair made it clear in creating the new competition that they wanted to “highlight the role of the cannabis industry as a vital contributor” to the state’s economy and take “another step toward normalization and destigmatization,” according to its social media. Hemp plants and CBD slushies Ahead of opening day, California fair officials announced 60 cannabis winners from a pool of some 300 entries, chosen through a science-based evaluation process handled by a lab. That's a marked departure from the in-person judging that’s typical in the space via private events like the Emerald Cup. The brands that took the coveted “Golden Bear” trophies and medals will be showcased in an exhibit running throughout the fair’s 17 days. The 7,500-square-foot area, accessible to consumers 21 and over, includes infographics and immersive education about cannabis history, social justice issues, legalization and cultivation, with special touches like living hemp plants in grow chambers and a presentation stage for speakers and documentaries. The exhibit's producer, Cultivar Brands, partnered with Kolas dispensaries for an on-site lounge where visitors can talk to budtenders and learn about weed retail. And another sponsor, Lehua Brands, has created a terpene bar that will serve hemp CBD slushies and tonic waters. Marketing mileage Plascencia—whose Mexican-owned, women-led Humo brand snagged two gold trophies for Limonada and Arroz Con Leche—said she’s already using the designation as a marketing hook and will soon add it to her packaging. And she saw an immediate sales bump at a dispensary activation this week after including the award logo on her digital and physical promo materials. “From the moment we won, we’ve been able to bask in the benefits, which is invaluable for a young brand like ours,” Plascencia said. “People are more interested in trying it because it’s an award-winner.” She will be among the throngs of fairgoers checking out the cannabis exhibit in the coming days, where she will gather video and other content to use on Humo’s social channels. “It’s not just about celebrating our win,” Plascencia said. “It’s about educating the community and showing that cannabis is part of California culture, not separate from it.” Star-Spangled Surge: July Fourth Weed Sales Hit Record High