In states that legalize recreational marijuana, one of the first and most important tasks a cannabis business faces is choosing an exciting, interesting name that attracts the customer’s eye and drives sales. In states where only medical marijuana is legal, the opposite is true. Dispensaries often chose responsible sounding names that evoke health and professionalism, avoiding any stoner associations lest they be accused of not serving their medical purposes. Often any associations with cannabis or marijuana are absent in the name altogether.
In Massachusetts, where recreational cannabis was legalized this November, after having been a medical marijuana only state since 2014, many cannabis businesses are getting creative with the names they choose while staying within state regulations to avoid directly or colloquially referring to the product they sell. Often the names also play to the local audience, by making connections with the culture or history of the state itself.
One company, Beantown Greentown was inspired by a slogan coined by a former Boston mayor as a rallying cry for the city’s new parks plan, “Turning Beantown into greentown.”
“It’s perfect for us. [Mayor Thomas] Menino was such a great guy, and I love the name because Boston’s a unique place,” Keith Laham of Beantown Greentown told the Boston Globe. “We’re a group of growers from Dorchester, Mattapan, Hyde Park, Dedham, Roslindale.”
Other new Massachusetts marijuana businesses include The Green Lady and The Verb is Herb. There’s also Baked Bean, Mayflower Medicine, Green Line (named after the Metro Boston Transit Authority line of the same name), and Revolutionary Clinics. The last one is an homage to the revolutionary founding fathers of the United States.
“The people that have led this charge [of legalizing weed] are inherently revolutionaries, and I love the connectivity with the Founding Fathers,” Ryan Ansin of Revolutionary Clinics said. “Here in Massachusetts, of course, we have a special connection to that.”