Magic Hour Cannabis knows and grows good weed

With all the talk about which coast has better weed, Magic Hour Cannabis is an Oregon-based cannabis brand that came straight from the hands and hearts of East Coast residents Adriana Carlile and Will Perry.

In addition to their status as an industry power couple, Adriana and Will are responsible for the success of Magic Hour Cannabis and its up-and-coming sister company Magic Hour Consulting. They sat down with Leafly to answer a few questions about life in Oregon and the future of their dynamic brand.

What do you love about the cannabis industry?

MH: It’s the most exciting industry in the world right now because the possibilities are limitless, but at the same time there isn’t an exact template or manual for a cannabis company’s success.

One day we could smoke a 3-foot joint with Trippie Redd or Ricky Williams, the next we could mix earth with our bare hands for 10 hours.

You need to have the foresight and understand in real time where the industry is headed, all while creating amazing products and building your brand. This industry humiliates you every day and you can improve all of your skills at the same time.

What Drew You To Oregon To Start Your Cannabis Business?

MH: Oregon’s low startup costs. We had little medical growth in LA, but the cost of ownership in Los Angeles compared to Portland was astronomical. We realized we could move to Portland, get a license, and start a brand for a lot less than in LA.

For anyone out there who wants to get into the industry, you have to make sacrifices and go where the opportunities are. We’re from New York, but there weren’t any legal grow jobs or opportunities to study there. We moved across the country to gain knowledge and experience.

MH: The Oregon cannabis community is so unique – it’s made up almost entirely of craft growers and mom & pop style operators.

We saw that the organic farming methods (soil, compost teas) and the small-scale cultivation allowed people to focus more on quality than quantity and pump out a ton of middles.

Why not go bigger than a boutique?

MH: When we lived in LA we thought this was the pinnacle of cannabis quality, but when we moved to Oregon our attitude changed.

We believe cannabis is medicine and we know how many people use it to treat a whole range of diseases – including ourselves. People with Crohn’s disease, chronic pain, anxiety / depression, and asthma, to name a few, turn to it opt for this herbal medicine instead of addictive drugs. Therefore, it is our responsibility to deliver high quality flowers.

This is why we focused on the boutique grow model. We grow for those who value quality, taste and attention to detail at every level of the plant cycle, from our growing strategy to drying and curing methods.

What other cannabis growers or brands do you admire?

MH: Our favorite breeder is undoubtedly our homie Clent, the owner of Papajesus in OKC. He’s a great friend and mentor to us. Also kudos to Jesce Horton and the LOWD.

What are you most proud of as an entrepreneur?

MH: We are proud that we have implemented what we set out to do.

“We’re quitting our lazy office jobs in fashion and advertising and diving headlong into the cannabis industry. We all put our eggs in one basket and put our trust in ourselves and our vision. “

We started Magic Hour as two underfunded 27-year-olds from New York with a dream of doing something crazy.

Now we’re competing with some of the best breeders in the state and topping the list in the best stores around the world.

People love our brand because it’s authentic and we’re actually part of the culture. We’re not suits that came into the industry just to make a quick buck.

Many people have said, “You have never run a business” or “You have never owned a cannabis business”. These things were true, but we didn’t care – we knew what to do.

Magic Hour is more fun and personable than most of the boring, soulless cannabis brands out there. We’re just two people who quit our jobs and followed our dreams – anyone can strive for or relate to them. We did all of this while staying away from corporate suits to use all of our equity and staying true to our principles of growing high quality organic flowers and empowering our community.

We also did this as a team of just two people wearing all of the company’s hats, from growth to marketing to accounting. Everything we’ve done has been organic and natural, from our growth on social media to media placements to what we feed our plants.

Would you ever think of going back to the east coast?

MH: Yes, we’re in talks with investors to bring Magic Hour back to New York or New Jersey. now [that we’ve established ourselves] we actually have the leverage in our conversations.

They know it is extremely rare to find successful commercial level operators competing in the toughest grower market in the world. We also have so many ideas on how Magic Hour can become a global name, from clothing to media to events.

What does the future of Magic Hour look like?

Magic Hour will be much more than just a grower, it will be a true lifestyle brand. It’s an exciting time and we are extremely grateful for the opportunities this facility has given us.

We received so many inquiries that we were teaching others the Magic Hour Methods of Growth that we started a consulting firm called Magic Hour Consulting.

We’re a one-stop-shop teaching other licensed growers our organic growing and operating methods, as well as everything from plant design to sales strategy and brand identity.

Do you want to shout something from the rooftops?

MH: We pride ourselves primarily on being known for the quality of our products, but we also pride ourselves on being one of the only licensed POC / women owned and operated growers in the world.

We want to use our business as a catalyst to empower our community, be it through education or direct employment opportunities with our company. We preach that cannabis is a lifelong career, not just a job – and there are endless opportunities for our employees to thrive in this industry.

We have also released a new line of clothing made with super high quality materials and unique designs.

Follow us on Instagram @magichourcannabis! We have fun with it!

Janessa Bailey

Janessa was born and raised in the Midwest and is currently the arts editor for Leafly. She has a background in content, activism, and African American studies.

View article by Janessa Bailey

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