But eager retailers are running into an unexpected obstacle: Americans who are still shocked that they can legally buy cannabis — any cannabis — aren't yet willing to pay extra for higher quality, in many cases because they don’t realize there’s a difference.
"When we all grew up it was all Wonderbread and cheap eggs. I never asked if something was grass-fed and cage free," said Maka Kalai, a Colorado marijuana dispensary worker. "There's still people out there who think weed is weed."
Step inside a legal dispensary, however, and you'll find a massive range of marijuana for sale. Different strains can have different tastes and effects, in the same way that wine and tequila both contain alcohol but can produce a very different kind of evening.