The new legal weed industry is currently dominated by white men. It’s easy to see why that’s bad news in terms of injustice and inequality—but what about in terms of vibes? Will all these middle-aged rich white businessmen force cannabis culture to put on a suit and declare itself socially liberal but fiscally conservative?
Case in point: Michael Bourque. He had never smoked pot in his life. Then, in his 40s, he started suffering from anxiety. He didn’t like the side effects of the meds his doctors prescribed, and medical marijuana was not yet on sale in Massachusetts. So he went out and “the next thing you know I’m doing a deal in a parking lot.”
Bourque “hated” smoking a joint. So he teemed up with Dave Manly, a longtime vice president at Keurig Green Mountain, to create the Keurig of cannabis. Together, they founded KannaCorp. Doesn’t sound quite as chill as Red Dragon.
The KannaCorp vaporizer is expected to debut early next year, a few months after Massachusetts votes on whether to legalize recreational marijuana. It involves small, single-use “pods” of weed. Just like a Keurig coffee machine, the vaporizer heats up the contents of the pod, releasing ready-to-inhale vapor.
Keurig has faced criticism for the environmental waste produced by its single-serving pods, and it seems likely that KannaCorp pods, in addition to their sinister-sounding name, would be similarly sinful. Not to mention boringly corporate.