Original Post: Cannabis Aficionado: Mr Sherbinski: Creating a Cannabis Status Symbol Favored by Tastemakers
[Canniseur: Mario Guzman gets it. Quality wins, as well as being ethical wins. He’s in the long game and doing quite well. The Sherbinski brand is synonymous with quality and good business practices. Read on and learn more for his perspective on growing and selling cannabis.]
A luxury label embraced by the Hollywood A-list, celebrated by rappers and bootlegged incessantly, Mario Guzman and his cannabis lifestyle brand Sherbinskis is undoubtedly the Louis Vuitton of commercial cannabis brands. It’s also on the short list of still-relevant adult use brands with uninterrupted roots in California’s self-regulated 215 market.
Brand founder and namesake, Mario “Mr. Sherbinski” Guzman has been a cultivator since the late ’90s and was a regular supplier for San Francisco’s legendary Vapor Room in the early ‘00s — the golden age of Prop 215 cannabis in California. Nobody had heard the name Sherbinski yet, and the notion of a cannabis brand was still an abstraction back then.
AffGoo ice water hash washed from Sherbinskis bud by the man himself was a menu staple at the Vapor Room, and a crucial part of my daily routine in those days: For years, the best part of waking up was smoking a bowl of chocolate-black bubble hash with a cup of tar-black coffee on the rickety fire escape overlooking the intersection of Oak and Fillmore Streets.
My eyes refocus to 2019 and I catch myself staring dreamily out the storefront window of a greasy spoon breakfast joint in East Oakland, clutching a white ceramic cup of hot black coffee at a rickety two-top table by the door. I’m waiting for Guzman — he’s a few minutes late, I’m a few minutes early — and draining my third cup of coffee, the caffeine from the first two cups already waltzing wildly with the cannabinoids from my morning dab. I’m eagerly eavesdropping on a couple arguing a few tables down when he blows through the swinging doors like a wild west sheriff, radiating the casual swagger of resident DJ at that nightclub you aren’t cool enough to even stand in line for.
Despite a powerful too cool for school aura, Sherbinski also exudes a sincere humility that falls just short of self-deprecation when he speaks about the success of his work, particularly the way his Gelato phenotypes became a touchstone and status symbol for rappers and other tastemakers with a taste for top shelf shit.
To hear him tell it, Gelato is just one of those special strains that inspires fanatical devotion in some people, and through a convergence of geography, personal connections and work ethic, some of those people are top-selling music artists and fashion influencers.
“It just took a lot of work and white-glove service when it came to providing our products,” Guzman told me. “I never had to give a lot of product away, I was just in the right place; in the Bay a lot of musicians come through here and we’d get the call when they were in the studio and we’d be there,” he said. “It was always really natural and organic; when artists are in the studio and naturally enjoying the product they’re smoking it’s gonna organically end up in the songs.”
Although he’s entering a new stage of his career, he’s come to truly appreciate the experience of watching Gelato grow into a household name.
“For me, it was the songs. You hear one on the radio and one song becomes five and then ten becomes twenty and now it’s pretty common to hear it — just a few weeks ago Travis Scott and Future came out with a song talking about Gelato in there,” he said. “It’s nice to feel like Gelato it’s cemented into our culture and I embrace it.”
Coming across truly humble is uncommon enough for any successful businessperson, but particularly unusual given the dizzying heights of tangible success he’s reached in an industry where even the illusion of achievement is often enough to elicit flashy self-celebration. But through our whole conversation, he seems to regard his career as a beautiful blur of serendipity, largely propelled by his desire to promote cannabis access and education in the early days of San Francisco’s golden age of cannabis.
“I stuck my neck out way before people were doing it and said, hey, I’m a grower,” he said. “[But] when you have people come to you and say, your product helped me with my ailment — these flowers are my favorite, they help with my PTSD — how can you not be humbled by that? How can you not want to do that?”
With Prop 215 as we knew it all but a hazy memory now, Guzman sits at the nexus of a hectic whirlwind familiar to anyone who’s spent any time around entrepreneurs; the persistent beeping and buzzing of his cell phone provides a steady backdrop to our conversation, and he is undoubtedly ‘in demand,’ but his personal energy is almost meditative, like he’s floating above it all, soaking it in and easing gently into what’s shaping into a lucrative second act.
PHOTO | Sherbinksi
A Different Breed
Part of what sets Sherbinski apart from most other growers and breeders I’ve spoken to is his laissez-faire approach to phenotype selection. Where most breeders are hunting a single white whale, he’s curating a menagerie of sensations and flavors — variations on a shared theme — like the four first-gen Gelato phenos that made the final cut; Acaiberry Gelato (49), Mochi Gelato (47), Bacio Gelato (41) and Gello Gelato.
“The Gelato has gotten so famous, and what I did — which I didn’t see a lot of people do before — I didn’t just pick the best pheno; I was like ‘no, all these phenos are awesome and they all do different things,’” he said. “It’s not that different from two models having kids — each kid is probably going to be fire, so how do you pick out of that? That’s kind of how I look at selection.”
That inclusive approach to pheno hunting is still a central thrust of Sherbinski’s latest genetic quest, but these days he has more space to work with and more data to draw on when making selections.
“In my newest breeding project, I dialed down to a final bloom room of about 100 plants, then dialed that down to like 30 and ran all that for a full terpene and potency profile — the way I’m breeding now is all based on that,” he said. “I can just be like, ‘that’s so frosty and has big nugs and tastes good, I want that,’ and then it’s pulling 16 percent [THC] consistently. Sometimes something isn’t looking that good, but it’s testing 27 percent first-round test, or there’s some terpene in there that’s just like oh my god.”
Gelato is about to go global through Guzman’s collaboration with Dinafem, a seed bank based in Barcelona, Spain, that’s partnered with him to release first-generation Gelato seeds to more than 50 countries. The Sherbinski legacy has deep roots in San Francisco’s Sunset District but he’s making moves wherever he sees a smart one. It’s a philosophy that’s spreading his work worldwide, but it’s also led him just a few hours north, to the world-famous Emerald Triangle, where his partners at the Humboldt Seed Organization are based.
Because, in addition to releasing females from the first generation of Gelato phenos, he’s going to be producing new generations using HSO genetics, a process that’s already produced promising results. At press time, I haven’t yet tried the next generation of official Gelato crosses but given the wide scope of the pheno hunt that produced them — roughly 3,000 seeds — and the prestigious lineage of the new genetic material used, I’m eagerly awaiting the opportunity to taste the new flavors.
“I took a Mandlebrot OG clone that HSO provided and that male went back to all of my original genetics, and I selected about five new phenos from a roughly 3,000-seed pheno hunt,” he said, adding that he’s never used so many precise metrics to select winners. “I boiled it down to about 40 keepers out of the new generation and tested them all for terpene profile and potency, then took portraits to look at the bag appeal… it’s the first time I’ve used all those data points to select.”
The HSO collaboration is truly exciting for Guzman, who sees it as a way to share his genetics so people can actually grow from them, albeit on a release schedule that allows him the first crack at his own work.
“All the other people who have used Gelato, that’s either a bag seed or cuts I never really used, like the 33 and the 45, which were basically just throwaways for me,” he said. “I’ve never done any projects with anyone — they might have bag seed: It was either stolen or a bag seed.”
In addition to people bootlegging his genetics through stray seeds and stolen cuts, there’s also the time-honored cannabis industry tradition of tacking a trendy prefix and/or suffix on some last years, as in ‘sherb’ or ‘lato,’ as in Orangelato, Tangelato, Sherbtane, SherbWreck or, of course, Sherblato — they’re all fugazi; Sherbinski didn’t collab on any of them, despite numerous false claims to the contrary.
Read the rest of the story at:
Original Post: Cannabis Aficionado: Mr Sherbinski: Creating a Cannabis Status Symbol Favored by Tastemakers
[Editor’s Note: Actually, diamonds have only had value since the DeBeers made their brilliant marketing moves in the 1950s. But this story isn’t about DeBeers and their marketing prowess. It’s about a diamond that is nearer and closer to our hearts. A THCA diamond! These are beautiful photos.]
Seattle photographer Steinfarm captures the glory of the THCA diamond, a beautiful and potent extract that might not survive in legal cannabis markets.
Diamonds have been considered the quintessential precious gems since the age of antiquity —unadulterated expressions of the crystal form, prized both for their luminous clarity and all-but-unbreakable strength. This innate fascination with carbon diamonds is partially behind the rise of THCA “diamonds,” the latest craze in cannabis extraction and the reason your dispensary’s concentrate shelf looks like a jewelry store display case.
Steinfarm, a Seattle-based photographer who specializes in photographing THCA diamonds, says that the similarities between the two types of diamonds was central to his transition into professional cannabis photography. Before becoming a cannabis photographer, he spent eight years working as a commercial product photographer and the majority of his clientele were in the jewelry business. The most common item he was paid to photograph? Diamond rings.
Stacked diamonds on a dab tool of the strain Middlefork from DabX
As it turns out, there aren’t that many aesthetic differences between carbon diamonds and cannabis diamonds, and as soon as he started photographing them, Steinfarm realized he already knew what he was doing.
“I was shooting diamond rings, and I started seeing these [crystalized] concentrates come out,” he says. “I was looking for an edge into the industry and the diamonds are kind of where it hit off, cause honestly, they’re really similar to earth diamonds.”
That similarity explains the appeal of cannabis diamonds, but what are they, and why does it seem like they’re everywhere lately?
Mandarin Headband from DabX
The diamonds are made from THCA, which is the acidic compound in the plant that becomes THC when it is exposed to heat. Crystalline THCA has been widely available for several years, but even at purity levels as high as 97 percent, it tends to have a powdery appearance to the naked eye. Then, Guild Extracts in California pioneered the use of molecular isolation and became famous for their large THCA crystals with purity levels over 99 percent. Some other companies managed to more or less reproduce Guild’s results with lower potency isolation, but the large crystal refinement wasn’t ever consistently replicated by anyone else, largely because of how technically involved the process is.
Then, as the tastes of dabbers turned from shatter to sauce, which is basically just a semi-separated mixture of viscous high-terpene extract and small THCA crystals, extractors found a simple, low-tech method for encouraging larger crystal formations. These “sauce diamonds” have become an object of obsession for many concentrate connoisseurs and are a favorite on social media, where their striking aesthetics make for some dazzling imagery, whether it’s a casual snap from a bragging dabber or a studio portrait of a massive crystal.
Legend of Nigeria from Phat Panda
How THCA Diamonds Are Mined
Cannabis extraction, in general, is all about removing inert plant matter and isolating the primary cannabis compounds desired by humans, which break down into two main groups: terpenes and cannabinoids. Terpenes, which give cannabis its unique spectrum of scents and flavors and play a crucial role in the entourage effect (the idea that cannabinoids work best in harmony with one another) are liquid at room temperature and regular pressure. On the other hand, cannabinoids — compounds which directly interact with your body’s endocannabinoid system to produce the physiological impacts of cannabis consumption — take solid form under typical conditions.
Almost all cannabis concentrates contain both terpenes and cannabinoids, making them susceptible to a process called nucleation, which ultimately causes them to separate. If you’ve ever seen what happens to an old envelope of shatter, then you’ve witnessed the result of nucleation, which is fundamentally the same physical process that creates sauce diamonds. The difference is that when shatter nucleates, it generally doesn’t form crystalline structures, at least not ones that you can see. But using a simple process sometimes called “jar tech” or “diamond mining,” you can create large crystal formations using little more than time.
Sour Tangie from Dab Lab
As I noted in my book with cannabis legend Ed Rosenthal, “Beyond Buds: Next Generation,” most large sauce diamonds start as BHO live resin, which is created by running fresh or flash frozen cannabis (instead of cured buds) through a closed loop extractor. The resulting oil receives a light purge without a vacuum to offgas most of the oil’s residual solvents. The liquid that remains is poured into jars and left alone for two or three weeks, at which point there should be substantial crystal growth. The process is based on separation, so you’ll also get a viscous, high-terpene extract with cannabinoid crystals.
Some extractors will boost crystal formation by adding other solvents, but not Josh Zeise, lead extractor at DabX, an extraction company based out of Oak Harbor, Washington that specializes in sauce diamonds.
“We do a live butane or propane extraction. We don’t use pentane — that’s called cheating,” he said. “We’ll use natural-derived, steam-distilled terpenes. All we use to make the diamonds is live resin for our live diamonds or fresh/cured material for our regular diamonds.”
Topical OG from DabX
Steinfarm says DabX diamonds are some of his favorite to photograph, and a glance at these images explains why. But he stressed that the quality can be both seen and tasted, and that he’s yet to find anything else quite like it in the Pacific Northwest.
“It’s crazy flavorful,” he said. “I haven’t found anything that tastes quite like it up here.”
Zeise said it’s fun to watch the crystals form in the jar, and that for a certain kind of cannabis consumer, dabbing a big THCA diamond is the ultimate experience. However, he said he also makes sauces with smaller crystals for those seeking a more even-handed potency.
“You get those THC chasers, so it’s always nice to offer the big diamonds just for them,” he said, adding that his deep stash of in-house genetics lets him dial in strains for both crystal size and terpene intensity. “The Orange Kush is what you need for big crystals, the Dutch Treat brings the terps.”
When it comes to Zeise’s favorite form of cannabis? It’s the same answer you hear from about 80 percent of extractors and hash makers.
“I actually smoke flower,” he said. “I just dabbed so much it gets me lifted for like fifteen minutes, but I love dripping the terps on the flower.”
Kiwi Skunk from DabX
Diamonds Aren’t Forever
The science behind “jar tech” is relatively uncomplicated, but as with many facets of the emerging legal cannabis industry — particularly in California — the regulations concerning extraction are dense and sometimes a bit arbitrary.
Rodney Galgiani is the head of extraction at Apex Solutions in Oakland, California and is responsible for their top-shelf products, including those from leading NorCal brands like Terp Boys. He says regulatory restrictions make “jar tech” as it’s practiced illegal.
At issue are the glass jars used to store the crystallizing hash oil. These containers don’t comply with the stringent process requirements for extractors under California’s regulatory framework, and while Galgiani has experimented with other containers and workarounds, he says it’s proven to be more trouble than it’s worth. He said the profit margins are already so slim that creating compliant procedures is hardly worth it.
Mandarin Headband from DabX
Unfortunately, he says he doesn’t see big sauce diamonds featuring in the legal market moving forward. During a visit to the Apex laboratory, he pointed to a 2-ounce jar filled with big, glimmering crystals sitting inside a vacuum oven.
“Those are the last big diamonds that’ll ever come out of this lab,” he said. “It’s all about applesauce [with smaller crystals] moving forward… when it comes down to it, you need the terps, and if you just have a couple of huge crystals in the jar, it’s not getting distributed evenly.”
Of course, the regulatory hurdles that seem poised to slap the lid on jar tech won’t affect producers like Guild, who create crystalline THCA diamonds using other proprietary methods, but if it becomes a little easier to distinguish your cannabis social media feed from a boutique in Antwerp in the coming months, you’ll know why.
Chem Brulee from Dank Czar
Behind the Hype for THCA Diamonds
Industrial applications notwithstanding, carbon diamonds are predominantly valued for their dramatic appearance in jewelry, and it’s really no different where THCA “diamonds” are concerned.
From a practical standpoint, it doesn’t make sense to chase large THCA diamonds. Most obviously, smaller crystal formations more evenly distributed throughout a terpene-rich base allow for more uniform potency. But also, the smaller crystals in terp sauce are quicker to produce, there are fewer testing and regulatory headaches for the extractor, and on balance, it’s a more useful product for the consumer.
Killa Gorilla from DabX
Still… I find myself gazing into the glimmering asymmetry of a 2.5-karat THCA diamond, regarding its luminescent clarity with a dreamy smile I’ve never given to a half-gram of hash before. I gingerly clutch the shimmering crystal with a pair of tweezers and raise it into a sunbeam that’s captured and refracted into prismatic flashes of sparkling rainbow light. These become more intense and frequent as I subtly tilt the diamond in the light, and for a moment I’m mesmerized, lost inside its jagged natural facets.
My hypnotic trance is broken by the insistent electric screeching of a timer I’ve set for my dab. With just the slightest pang of regret, I drop the gem into a warm banger. It melts into a bubbling puddle and vanishes into a wisp of mist and rides the light once more, as I exhale upward and that same sunbeam illuminates an angular blade of vapor, framing the turbulent trajectory of whirling spectral serpents on their first and final flight.
Diamond Mining: A Photographer’s Journey Inside the Super-Shiny World of THCA Diamonds was posted on Cannabis Now.
From the cosmic aspirations of ancient pyramids to the light-bending power of a simple prism, the triangle has served as both a sacred symbol and a source of engineering sturdiness throughout human history.
For Jason Pinsky, the man who currently serves as chief cannabis evangelist at Eaze and cannabis producer for Viceland’s “Bong Appétit,” the triangle he has constructed is both structural and symbolic, representing his personal and professional ethos.
I had the opportunity to speak at length with Pinsky about his unique path to the top of the emerging cannabis industry — and it all started with a delayed flight.
After three days of MJBizCon, where I networked furiously, partied excessively and slept only briefly, I found myself in the bustling lobby bar of the Cosmopolitan, nursing a neat double scotch and puffing voraciously on some promo vape pen.
It was already nearing midnight, but my flight wouldn’t leave for another couple hours due to delays from high desert winds howling just outside the hermetically sealed walls of the Cosmo. That’s when I got a surprise text informing me Pinsky was available for an interview upstairs.
Pinsky opened his hotel suite door and welcomed me in with a grand sweeping gesture of his hand. He cut a bohemian figure in a black sweater, a flowing white scarf adorned with colorful plaid strips and his signature “Pinsky shades” — thick, black, rectangular frames with lazy rounded corners and over-sized, tinted lenses that sprawl almost to the bottom of his nose; if you’ve seen the final shot of Martin Scorsese’s “Casino,” you’ve seen Robert De Niro wearing the prescription version, a fact Pinksy points out.
“Same frames as De Niro, but my custom tints and prescription,” he says. “They were also worn by Darryl Mac from Run DMC and also Lou Wasserman, who started a small company called Universal.”
Pinsky’s suite bar is decorated with various vape pens and cartridges, as well as a few jars of top-shelf cannabis, which we roll and smoke during our interview. He’s squeezing the conversation in right before he ascends into the night sky on a helicopter. This seems absolutely suicidal given the aggressive winds, but if he’s nervous it doesn’t show.
As we talk about his career and his future projects, Pinsky radiates self-assured chill through near-ceaseless technical complexity. Emerging from nearly everything we discuss is the unifying concept of the Pinsky Triangle.
“You’ll hear me use the term ‘The Pinsky Triangle,’ which started as the culmination of three points in my life. One point was my career, it was technology and was how I made my living — that was at the apex of the triangle, with music and weed forming the other points,” Pinsky says. “The music culture for me was the Grateful Dead, man. And through that I started meeting people that grew weed; there were legendary strains that came from that whole scene.”
His tech career started early, as he and his brother wrote software for their father’s leather belt manufacturing business. By 1994, they were running a company that handled tech solutions for the fashion industry.
“So by day, I crushed it in the software business and by night and I went and saw a few friends — you had to be a friend to get my weed because I wasn’t trying to sell weed. I was trying to just get enough weed to pay for my weed and hook up my friends,” says Pinsky. “My crew brought Chem Dawg into existence in ’91, Sour Diesel in ’95.”
For years, cannabis remained a lesser priority for Pinsky, with music and technology driving most of his professional momentum during this part of his career, as he served as chief technology officer for multiple tech and music firms. But Pinsky says he grew disillusioned and bored with the tech industry by the early ’00s.
“In 2010, the tech industry was not what it was years earlier and I kind of lost the passion for it,” he says. “When weed became legal in Colorado and Washington in 2012, that was when I decided I needed to rotate the Pinsky Triangle and put weed on top.”
Photo Johnpaul Douglas
Part of this decision stemmed from an serious spine injury in late 2000, when Pinsky was prescribed Oxycontin. For the next 13 years, he says he was trapped in what he called a “prison” of opioid dependency. Cannabis would prove to be a crucial tool in his escape.
His early interest and aptitude with concentrates led to judging them in every High Times Cannabis Cup held in 2014 — he says he earned a reputation as the “Simon Cowell” of concentrates — but the opportunity also served his recovery.
“Judging every cup while I was tapering off the pain meds gave me access to medication, which was important,” he says.
Pinsky also took an active role in bringing medical cannabis laws to New York, and spent 2014 heavily involved in ultimately successful lobbying efforts.
At this point in Pinsky’s journey, cannabis cuisine became a new aspect to his career.
“In 2016, I was hosting some underground dinner parties in NYC — these infused, invite-only dinners,” he says. “The Vice guys came and one of their producers was trying to do a story on the industry in NY. And I was like, ‘Let me help you out.’”
Pinsky ended up becoming the cannabis producer for Viceland’s “Bong Appétit,” where he sees it as his role to push cannabis further into the mainstream. “We’re the only show on TV that actually uses real weed,” he says.
Pinsky pulled this same trick — carving out his own lane — at Eaze, where he created the position of cannabis advisor.
“Eaze called me up asking to help them buy weed and my response was, ‘I’d love to help you buy weed, but really you guys need a chief cannabis evangelist who’s leading the vision, strategy and relationships,” he says. “So I came in for my first meeting at three in the afternoon I left at three in the morning. I basically came and never left.”
For now, it appears that Pinksy is content with his current career path. But if another evolution lies in his near future, his triangle’s logic will mostly likely remain the overarching philosophy: balance, strength and a large dose of versatility.
Originally published in Issue 31 of Cannabis Now.
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The Pinsky Triangle was posted on Cannabis Now.