Josh Schmidt: Cultivating Community and Culture in the Cannabis Industry

Embarking on a Global Cannabis Journey

The fascinating realm of cannabis has touched nearly every part of the globe, from the lush landscapes of the Emerald Triangle to the culturally rich streets of Amsterdam. Amidst this expansive backdrop, innovators and thought leaders like Josh Schmidt, vice president of business development for Natura, play a central role in weaving the narrative of cannabis into the fabric of global culture. With brands such as Dee Thai and Sluggers Hit under his belt, Schmidt’s journey with cannabis is a testament to the plant’s ubiquitous appeal and the unifying thread it provides across diverse cultures.

From Humble Beginnings to a Global Presence

Reflecting on his early days, Schmidt recalls the innocent thrill of experimenting with cannabis among friends, a shared experience that many can relate to. His evolution from makeshift apple pipes to sophisticated consumption methods mirrors the industry’s own growth, suggesting a deep alignment with consumer needs and preferences. However, Schmidt’s vision extends far beyond product development; it’s about fostering a sense of community and belonging, much like the family-run restaurant of his childhood.

Celebrating Culture Through Cannabis

Natura’s brand, Dee Thai, illustrates how cannabis products can serve as a bridge to cultural celebration and appreciation. The creative genesis of Dee Thai, rooted in playful wordplay and genuine respect for Thai culture, showcases the potential for cannabis brands to contribute meaningfully to the cultural tapestry. Schmidt’s approach underscores the importance of authenticity and connection in an industry often criticized for commodification.

The Dream of Global Cannabis Connection

For Schmidt, the ultimate ambition is to see cannabis embraced on a global scale, transcending legal and cultural barriers to become a universally recognized emblem of quality and community. This vision of borderless connection and shared culture is especially poignant in today’s world, where cannabis has the potential to unite people across disparate geographies and walks of life. Schmidt’s journey and aspirations remind us that at the heart of the cannabis movement is a deeply human desire for community, understanding, and shared experiences.