Parallels between the wine and cannabis industry with COO of Fumé, Elissa Hambrecht. Founded in 2017, Fumé Brands is a vertically integrated cannabis company, operating four businesses from cultivation through retail. With active cultivation, manufacturing, and distribution channels, Fumé Brands recently launched its first consumer brand LAKEGRADE, and plans to launch other thoughtfully crafted cannabis products and experiences in the future. Nestled in the side of the mountains, Fumé's plants are grown by a Master cannabis cultivator with three decades of experience. The land has active hot springs on-site that we’re all jealous they get to soak in after a long day on the farm. Elissa was previously in the wine industry which a lot of folks say share a lot of parallels to the cannabis industry. Especially with her being located in the Napa Valley which is very much known for great wine, we discuss what wisdom Eillsa is bringing from the wine industry that can be applied to the cannabis industry, as well the similarities between those industries and how they work. The science behind cannabis over the years has been great as we unravel the facts of cannabinoids and terpenes and how they impact us. We here at NCIA like to envision a world where we can reverse engineer exactly what we want. We want to relax but don’t want to fall asleep, we want anti-inflammatory properties but don’t want the munchies. We talk about Elissa's thoughts on that being the future of cannabis innovation and more.