Having it a little mellow backstage is nice.”, About an hour before his set, his biggest concern was the smoke out on the club’s main floor. The brainchild of Bay Area recording artist and entrepreneur Berner (Gilbert Milam), Cookies SF was first featured in Berner’s 2011 “Yoko” music video, featuring Chris Brown, Wiz Khalifa and Big Krit. Cookies is the Bordeaux of the cannabis world, appreciated by newbies and aficionados alike. It’s hard to say whether that was a joke. “We just want to make sure we can hunt and find new stuff and keep our menu evolving,” he explained. Established in 2008. If there were something still lingering in the air, a young Berner must have picked up on it. Social media is a key part of most cannabis companies’ marketing strategies, but with Berner running the show, Cookies has an ace in the hole. “I worked my way up to where people enjoy my music, and I was the underdog in the cannabis game and came from the bottom and worked myself up to be someone people respect. I mix the business and have phone calls all day long, strategizing, meetings, rolling out marketing, this, that, boom, boom, boom. Cookies began with two visionary founders: grow expert Jai, and entrepreneur Berner, whose Girl Scout Cookies (GSC) remains one of the most sought-after cannabis strains in the world. Guests include Baldhead Rick, Big Tone, June Summers, Ralph Davis, Lucky Lucian About Cookies Cookies began with two visionary founders: grow expert Jai, and entrepreneur Berner, whose Girl Scout Cookies (GSC) remains one of the most sought-after cannabis strains in the world. “My parents always supported what I did, even though they didn’t maybe understand it when I was younger,” he said. “I want to be in Hawaii smoking bomb-ass weed I grew in my garage and chillin’ with the fam. From the earliest days in a San Francisco garage to global growth, our goal has remained the same: authenticity and innovative genetics. Then he worked his way around the room to greet a growing collection of business partners and friends. Cookies SF is an inspirational clothing and accessory brand destined to spark fire within the budding fashion industry. Further adding to the confusion is the fact that in San Francisco, there are two dispensaries using the name “cookies.” About 20 blocks away up Mission Street towards downtown, you can buy Sherbet, OG Thin Mints, and other similarly-named cookie-themed cannabis flowers at The Cookie Co. 415. John Russo, who shot mg’s April 2020 cover, is a celebrity and fashion photographer based Los Angeles. He exhibits an uncommon devotion to the intricacies of all aspects of his empire. Wrapped in Cookies blue, which is a dead ringer for a Blue Raspberry Slurpee, the bus looks like something that just rolled out of Willie Wonka’s factory. Cookies SF has become one of the most recognized lifestyle and merchandise brands in the world, and an expanding chain of dispensaries bearing the Cookies name is marching across California and other states. Berner: Cookies Culture. Young California Recommended for you. As a teenager in San Francisco in the 1990s, Berner had access to some of the best indoor and outdoor weed in the world and didn’t waste time becoming familiar with as many strains as he could get his hands on. One of the most innovative aspects of the Cookies business strategy is that it identifies talented growers in both new and existing markets and offers partnership deals that can lead to win-win scenarios. We’re going in focusing on straight indoor [-grown plants] and want to give the Canadians the best quality possible, so we’ve been identifying some good breeders and cultivators out there and have some cool projects in Canada.”. So, we obviously did something to the game that made us a staple player, and we’re going to keep evolving as things change. Born in 1981, Berner (Gilbert Milam Jr) is a rap artist from San Francisco, California. The Girl Scout Cookies strain first showed up in the Bay Area around 2010, and Cookies co-founder Jigga is credited with breeding and stabilizing the varietal. His work has graced the covers of Vanity Fair, Elle, Esquire, Vogue, Harper’s Bazaar, Marie Claire, and mg Magazine, among other publications, and his book, 100 Making a Difference, brims with portraits of humanitarians and founders of charitable foundations. Discography Solo albums Join the Cookies fam as they celebrate the grand opening of Cookies Modesto, the first Cookies dispensary and clothing store in the Central Valley. Weed unites people, brings people together, and it’s done nothing but help the world. Early on, he realized genetics and branding would be key components of the industry moving forward, though most farmers and companies didn’t see the writing on the wall. Cookies genetics are always a work in progress, and the company has built key partnerships with other flower and genetics brands including Lemonnade and PowerzzzUp in the Bay Area and larger companies like Harvest and Gage in other states. Yet he also sees himself on a loftier mission: to make kind bud available to everyone on the planet, one Cookies shop at a time. “When people are smoking and listening to music they are celebrating, and it’s a moment that affects their day,” he said. Follow your dreams.’ So they supported me with everything I did.”. From the earliest days in a San Francisco garage to global growth, our goal has remained the same: authenticity and innovative genetics. Meanwhile, there isn’t an alcoholic beverage in sight, either backstage or on the main floor, which is a giant hotbox at this point. He is open to the idea of selling the business at some point, but not before Cookies is in grow rooms and retail shops around the world. LRG, Stance Socks, Staple Clothing and Phat Farm are among the countless clothing companies that have benefited from Wilson’s sales and executive management expertise. Weed-happy bands like Sly and the Family Stone, the Grateful Dead, and Santana performed at the Fillmore, and jazz and blues musicians played in smaller clubs down the block. The apparent King Midas of the cannabis industry, Berner turns weed into gold almost like magic. It’s a crazy roller coaster right now.”. Berner contact information (name, email address, phone number). (Berner also refers to his team as the Cookies Fam.). On the business side, he noted, “Breeders are like producers, and brands are like artists.” When he’s in the studio developing songs, Berner likes to have twenty to thirty different strains on hand to create an all-you-can-smoke buffet that helps guide his creative process. By the time he turned 18, he was a pioneer in the legal medical cannabis industry as a budtender in a San Francisco dispensary, where he learned the business from the ground up. “The only problem we have is that it gets too smoky, and it’s hard to rap,” he said. “It’ll be interesting, because a lot of the big companies are based out of Canada. Cookies began with two visionary founders: grow expert Jai, and entrepreneur Berner, whose Girl Scout Cookies (GSC) remains one of the most sought-after cannabis strains in the world. Sign up now for mg's email products! If one thing helps explain the rapid success of the Cookies operation, it’s the dedication to strong and exotic genetics that keep customers coming back and eagerly awaiting the next great Cookies strain to drop. At 38 years old, he can handle the pace for now, he said, but he has no illusions he can keep it up forever. Cookies SF is an inspirational clothing and accessory brand destined to spark fire within the budding fashion industry. The only risk is to make sure we stay relevant, and that’s what you see me doing right now, out on the road working my ass off to stay relevant.”. He passed and later raised $10 million in a friends-and-family investment round so Cookies could invest in infrastructure. SAN FRANCISCO – Just a few miles from the Golden Gate Bridge in San Francisco’s Haight-Ashbury District, the cannabis liberation movement that started in the ’60s continues this month with tested, licensed, equitable cannabis retail for all adults 21 and over.. I learned the consumer more than anything working in that spot.”. Berner opened a clothing and lifestyle store in San Francisco called "Cookies", selling items such as lunch bags, duffle bags and "smell proof" backpacks. San Francisco rapper and marijuana mogul Berner arrived for a pricey steak dinner at Hillstone near Fisherman’s Wharf with deep, dark circles under his eyes. Stop by today and catch a vibe on Haight. This week, the company announced it's partnering with Cookies, the famed brand by rapper Berner, to finally open a cannabis shop in San Francisco's Haight Ashbury later this month. Strains that have Cookies or Sherbert or Gelato or Cherry Pie in them. Living the best life possible and always striving to grow. In an interview in 2019, Berner said a Canadian company offered to buy the Cookies brand for $800 million, although he noted the deal would have been mostly in stock. But some of my friends in the music industry supported us, so [the brand grew] naturally and organically and grassroots. The brainchild of Bay Area recording artist and entrepreneur Berner (Gilbert Milam), Cookies SF was first featured in Berner’s 2011 “Yoko” music video, featuring Chris Brown, Wiz Khalifa and Big Krit. Berner said Cookies recently opened a San Francisco facility dedicated to breeding and pheno hunting, which will allow the company to keep pushing the boundaries of cannabis genetics. I just hella appreciate people talking to me and think good energy is needed in the world. Cookies has always represented a lifestyle of excellence, quality, and taste. Specialties: You'll find the highest quality medicinal and recreational flower available. “I see some businessman looking hella old and tired, and I don’t wanna be doing that,” he said. EST 2011. As he builds his Cookies empire, he’s taking the same approach to expanding his business, always improvising and looking for creative ways to beat his competition to the punch. “Everyone was against it. The only risk is to make sure we stay relevant. “When I see someone who’s bought my brand or supported me, I want to give them the best experience. Cookies SF is an inspirational clothing and accessory brand destined to spark fire within the budding fashion industry. ), key chains and a variety of innovative smell proof / odorless bags (e.g., backpacks, duffel bags, laptop bags, lunch bags, etc.). “In the video ‘Yoko,’ I wanted to do something special and wear my own inspirational clothing line,” explains Berner. We’re finding good operators that just need a good brand to compete in the market, and we’re giving them the juice and finding cultivation partners to fuel that business. San Francisco has a rich history with weed and music, and Berner has credibility in both worlds. Cookies on Melrose, located in the heart of Los Angeles County, is designed with the singular vision to produce world class cannabis and cannabis products. Berner sees similarities in the way his twin business obsessions, music and weed, impact lives. 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