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Everything You Need to Know About 420 in Cannabis Culture

Understanding the importance and story behind 420 or 4/20 or April 20th for cannabis enthusiast.

11/04/2019

For Cannabis advocates or enthusiasts 420 or 4/20 or April 20 holds significant importance. April 20 (or 4/20) is celebrated by cannabis smokers around the world as motivation to toke up with companions and huge groups every year.

Cannabis Day at Montreal

(People gather at Montreal for publicly cannabis smoking as part of 420 celebrations)

Major rallies are organized all over the world in countries like US, Canada, Australia, Spain, Uruguay, Georgia etc. People flock on to either support marijuana legalization or to smoke in public. Marijuana Businesses, hence are looking to leverage the holiday to find more ways to sell and market their products.

How did it all start?

Statue of Louis Pasteur

The 420 Movement got its name from waldos from California. It all started in 1971, when five high school students named Steve Capper, Dave Reddix, Jeffrey Noel, Larry Schwartz, and Mark Gravich from San Rafael, California used the term 420. They called themselves the Waldos because "their chosen hang-out spot was a wall outside the school". They created a plan to search for an abandoned cannabis crop that, they had learned about, based on a treasure map made by the grower. The Waldos decided that the Louis Pasteur statue on the grounds of San Rafael High School will be their meeting place, and to meet at 4:20 p.m. The Waldos named this mission "4:20 Louis". After failing several times in an attempt to find the crop, the group eventually shortened their phrase to simply "4:20", which ultimately evolved into a code-word that the teens used to mean consuming cannabis.

What do 420 stands for now?

The values of 420 are different for different person. For some, it’s just about getting high and having fun but for others, it is a day to push for legalization and to celebrate legalization. In recent years, marijuana legalization activists have tried to bring a more formal aspect to the celebration, framing it as a moment to push their political agenda.

The pot industry has also gotten directly involved in 4/20 events. The Cannabis Cup, for example, has become a major event at a select city’s 4/20 rally, where hundreds of vendors show off their finest marijuana products to tens of thousands of attendees. The event has steadily grown over the years, featuring big concerts from notable musicians like Snoop Dogg, Soja, and 2 Chainz, as well as a wide collection of marijuana businesses as sponsors.

Some people instead of attending the public festivities, choose to stay home and enjoy a joint with their friends. For them, 4/20 likely remains a more casual affair void of big sponsorships and marketing. The shift in 4/20 from a counterculture holiday to a more corporate one shows how legalization is changing marijuana. Today, 4/20 is an example of this shift in action — showing cannabis’s evolution from a counterculture symbol to just another commodity that big companies can make a lot of money from.

According to Headset, 4/20 is the biggest day for cannabis sales, driving at least 2x the revenue of an average day.  420 is even deemed as St. Patrick`s Day for Cannabis citing the bumper sale on that day. Too many events are organized on this date across united states. For more information click here