Hall of Flowers points to a California cannabis rebound 🌼

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CALIFORNIA DREAMIN’
Hall of Flowers points to a California cannabis rebound 🌼

What a difference six months makes.

The energy was high, optimism was up and business conditions are improving in the world’s largest cannabis market.

That was the overwhelming, and somewhat surprising, consensus from dozens of brands, retailers and other industry insiders interviewed last week by Cultivated at Hall of Flowers’ signature event at the Ventura County Fairgrounds in Southern California.

The takeaways were a stark contrast to perceptions at their last California show in September at the Sonoma County Fairgrounds, where survivability dominated chatter. The B2B trade show, which links brands with retailers, is one of the few in the nation sanctioned by a local municipality and state regulators to sell product samples and consume on-site, a longheld hope in nearly every other state-legal market.    

Though deep challenges persist in California, including declining annual sales and a robust unlicensed market the state’s Department of Cannabis Control pegs at nearly $6 billion, the vibes were high in the sunny, coastal town.

Some other insights: Established and leading brands seem to be diminishing their booth presence at Hall of Flowers, with several opting for reps and executives walking the floor and networking. That shift has led to an increase in newer and unestablished brands showcasing and launching products.

Hall of Flowers CEO and co-founder Dani Diamond told Cultivated he was pleased with this year’s turnout, and teased a new venue in the Fall.

Hundreds of brands and retailers attended the show primarily to ink deals while others came to increase brand exposure and awareness. 

“Women represent a good portion of customers and buyers recognize that,” Krystal Kitahara, CEO and co-founder of Yummi Karma and High Gorgeous, told Cultivated. 

“They realize when you have a brand that speaks to women that’s pretty important. They control the purse these days.”

"There was one thing down in the Grand Canyon years and years later that was a complicated story. By the way I legalized it in California. I did my initiative. It's the great irony, I was the worst spokesperson,” California Gov. Gavin Newsom said to Jonathan Martin of Politico.

Newsom was ham-handedly responding to whether or not he had ever smoked cannabis. Prior to the comments above, Newsom said that he was "scared straight" by his foster brother who he caught smoking from a "peace pipe" that Newsom was one of his prized possessions.

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Glass House Brands reported a $15.5 million loss on $38.9 million in revenue for the fourth quarter of 2025. The results were similar to that of the third quarter of the year, but the year end results showed a drop in revenue from $200.9 in 2024 to $182 in 2025, with a $16.5 million loss, compared to $5.7 million profit in 2024. $GLASF ( ▲ 6.79% )

Jushi Holdings settled the first case in its Pennsylvania lawsuit against unlicensed operators selling illegal hemp-derived THC products outside the state's regulated market, with Revelry Supply agreeing to terms Feb. 11. The company says it will continue pursuing remaining defendants. $JUSHF ( ▼ 4.86% ) Read more.

Jay and Jeremy talked to Clint Kellum, the new Director of the California Department of Cannabis Control on Cultivated Live.

Have a watch 👇

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