Just in time for the annual 4/20 celebrations, Green Growth Brands Inc. (CSE: GGB; OTCQB: GGBXF) announced the launch of cannabis brand CAMP and an associated new product lineup.   

CAMP is a brand designed to combine an active lifestyle with cannabis usage as licensed producers in North America move beyond old stereotypes and tropes of the couch-bound stoner. 

Attempts to break into the mainstream population for recreational users and highlighting the benefits of medical usage have both been strongly highlighted on the national stage recently with advertising blitzes from cannabis companies in the U.S.  

Most notably, MedMen Enterprises Inc. (CSE: MMEN; OTCQX: MMNFF) released a video segment last month directed by Spike Jonze declaring cannabis usage to be “the new normal,” while Acreage Holdings (CSE: ACGR.U; OTC: ACRGF) made headlines in sports and business circles by having a medical cannabis ad rejected for airing during the 2019 Super Bowl. 

While CAMP will have its own specific dispensary opening later this year, products from the CAMP lineup are also slated to be sold at Green Growth’s other Nevada locations, starting with the release of the Happy Camper strain at existing The Source retail stores in both Henderson and Las Vegas.  

Green Growth’s Chief Executive Officer Peter Horvath commented on the development: 

At the heart of what we do is creating products and experiences that people love. One of our differentiators is the ability to develop new brands that will grow into substantial businesses. We are so proud to officially launch CAMP, and are excited to bring more CAMP products to our loyal customers in Nevada and beyond.

In other recent company news, earlier this week Green Growth announced an acceleration to the expiration time table for the previously announced Aphria buyout attempt, with the offer to expire on April 25 instead of the original May 9 date.  

Horvath stated the companies were ending the offer on good terms, with Green Growth to focus on opening new CBD personal care stores rather than continuing attempts to acquire Aphria. 

On that front, Green Growth is currently racing to open 100 Seventh Sense branded CBD stores across the U.S. by the end of 2019, with a retail site recently opening at the Mayfair Mall to serve the Greater Milwaukee area.