Wilfred co-creator Jason Gann on his Delta-8 cannabis brand and mental health

The last time I caught up with Jason Gann, cannabis star turned Wilfred, was in January 2021, he was navigating the ups and downs of startup cannabis ownership.

Today he survives, learns and continues to grow his Wilfred CBD and Hemp brand and entrepreneurial acumen. In doing so, he gets the usual entrepreneurial smack. In addition to leading his brand, Gann continues to make efforts to grow the brand while giving back to his fans and the cannabis community.

Wilfried Hanf

Launched in December 2020, the Wilfred Cannabis brand hit the market in California, highlighted by THC pre-roll smokes in cigarette form. A few months later, similarly rolled CBD smoothies hit the market. The THC brand gradually began to make profits in the California market. The Australian and US versions of Wilfred, which Gann helped create, quickly attracted a loyal following of fans. The recognition led to book meetings, performances, and sales.

Supported by marketing efforts such as in-store demonstrations – where Gann worked half shifts as himself and half as Wilfred for meet and greets – he reported strong growth potential for the THC brand. He noted that there are plans to potentially expand into Oregon, Washington State, Michigan and Pennsylvania.

But a double whammy from the pandemic, mixed with product and partner issues, dealt Wilfred a significant setback. The growth plans came to a standstill in good time. Instead of continuing, the THC brand was discontinued in 2021.

Like many burgeoning cannabis operators, Gann turned around to remain operational. With the THC effort on pause, he’s focused on the CBD line and Delta-8, a sometimes controversial product offering he stands behind.

Delta-8-THC, a naturally occurring chemical cannabinoid found in small doses in hemp and marijuana plants, certainly has its proponents and operators like Gann. Many like him support its use for a less intense high. Many others have championed Delta-8 for its ability to circumvent prohibition laws against Delta-9 THC and be sold legally.

Most of the concerns about the Delta-8 revolve around flower quality and the possible spraying of solvents during production. Delta 8 proponents dismiss the claim, often suggesting that few bad actors are involved in such practices. Still, many states have banned or partially banned its sale and production as the debate rages on. As of January 2023, 14 states have passed anti-Delta-8 legislation.

Gann said he became a fan of Delta-8 after being introduced to it during the pandemic.

“I’m a big, big spokesman for Delta-8,” Gann said. He added, “It gets a really bad rap, but … I’m more productive, my focus is better, and I don’t get scared.”

On the CBD side, Wilfred Cannabis continues to source its flower from an unnamed Tennessee hemp producer. Each CBD cigarette contains between 80 and 100 mg of CBD. Meanwhile, the THC brand is exploring new ways to enter various US markets. Licensing deals in several territories including California, Illinois, New York and Australia are under discussion.

Gann addressed several positives he sees in licensing, including “Partnering with a licensed partner who sees the value of the brand and wants exclusive rights in that state.”

Gann, who now resides in Galicia, Spain with his wife and children, splits time between his wife’s home country and the US to meet with brands, manufacturing partners and other businesses.

Double podcast plans

Podcast plans are also in the works for the Wilfred brand, with one focused on the show and another on the cannabis plant.

It has been 21 years since Wilfred first appeared in an Australian short film. The short film aired on Australian television for two seasons in 2007 and 2010. A US version premiered in 2011, spanning four seasons and 49 episodes, ending in 2014. Over time, the show gained a dedicated fan base that remains active on Gann’s private and branded Instagram accounts.

After seeing the surge of success of other nostalgia watchalongs podcasts, Gann decided to start one for Wilfred fans. Plans are now in the works for Wilfred Dissected, where he, co-stars and production members will watch episodes and days on set and reminisce. He also hopes the podcast can help unlock components of mental health that are often discussed on the show.

“With Wilfred Dissected, there’s something of a behind-the-scenes reunion,” he said. “But there’s also this aspect of mental health that people keep coming to me about.”

Over the years, Gann has received numerous messages and personally met with fans who have spoken about how the show has helped with their mental health experiences. To address that aspect, he hopes to have mental health experts on the show as well.

Gann is now refining production measures for the show. Pre-production planning is reportedly nearing completion. The booking of the guests is also almost complete. Gann reports that most principals and select production members have signed on. He has yet to secure US co-star Elijah Wood citing work schedules, but he remains optimistic it will happen.

Gann also said talks could be in the works for a third Australian series to celebrate the 20th anniversary. However, nothing is currently planned.

“I’m not announcing it, but we’re talking about it,” he said. “It would be kind of cool to just put a button on the end and bring it back to where it started.”

The Cannabis Code

Gann’s second planned podcast project is The Cannabis Code. Billed as Cosmos meets Ancient Aliens meets The Da Vinci Code, each episode Gann plans to take listeners on a journey connecting cannabis with humanity and beyond. Gann’s personal experiences with the plant, mental health, and alcoholism over the years have inspired the show.

Six years sober in 2013, Gann gave up cannabis until Season 4 of Wilfred was about to start filming. The decision came from insights he had gathered earlier in life as well as the help of a doctor. For Gann, the decision to use cannabis was more than a medicinal one.

“I just felt like I had a spiritual relationship with cannabis that was important to my soul journey,” he said.

The sentiment inspired him to explore the spiritual connection cannabis has with some of the earliest groups of humanity and beyond. In The Cannabis Code, he hopes to analyze these connections and what they mean.

“I believe that cannabis contains another healing elemental component that science and medicine cannot yet define,” he said.

Gann was particularly interested in the Dogon of Mali. Ancient Dogon tales and prophecies believe that cannabis originated from the brightest star in the winter sky, the Two Dog Star. The plant known to the Dogon as the two-dog plant was gifted to humans by a visiting species. The story has been passed on for thousands of years. As such, many believe the Dogon have a connection to extraterrestrial species, one that Gann supports.

“I don’t think these people told this story with the intention of playing a 20,000-year-old prank … on future generations,” he said.

Gann not only believes that cannabis came from another planet to expand and evolve our thinking. He claims to have first hand experience with beings off this planet.

“When I was about 27 years old, I had an interaction with a conglomerate of extraterrestrial beings,” he said.

Since that experience 23 years ago, Gann has explored aliens, histories, and ancient civilizations to learn more. He thinks The Cannabis Code helps answer some of these questions.

“I’ve recently called myself a cann piracy theorist because I believe there is so much truth to this plant,” he said.

Gann hasn’t given official release dates for either podcast, but hopes to provide some updates soon.