Magazine article ADWEEK

Fine Dining Goes to Pot: Chefs and Marijuana Advocates Use Culinary Experiences to Help Normalize Weed

Magazine article ADWEEK

Fine Dining Goes to Pot: Chefs and Marijuana Advocates Use Culinary Experiences to Help Normalize Weed

Article excerpt

Put down that pot brownie. In a bid to join the mainstreaming of marijuana, chefs and caterers are pairing cannabis with cuisine--not just to keep up with the times, but to create a high-end dining experience.

"We're really breaking down the stereotype that the traditional stoner group is people who light a joint in a back alley," said Jane West, whose Denver catering company Edible Events hopes a few tokes taken at its dinner parties will accentuate the complex flavors of its sweet corn chowder garnished with a chipotle-rubbed bacon stick. "We're trying to make it socially acceptable to do that while having a glass of wine."

Billing itself as one of "the first marijuana experience dedicated to fine dining," New York underground supper club Sinsemil.la serves dishes like a local rib eye steak topped with a dollop of Maui Waui pot butter and a cold-smoked Peconic Bay scallop crudo seasoned with chorizo and OG Kush weed oil. "We went public because we wanted to normalize marijuana," explained a source associated with the supper club. "If you take something seriously, it makes a difference."

A culinary difference--and a fiscal one, too. While seats at these events can run $200 a person, there are plenty of partakers. Dave Bienenstock, a contributor to Vice's food vertical Munchies, said the food industry is more than willing to welcome weed. Not only does marijuana open up a revenue stream similar to premium alcohol, but weed users also tend to be better behaved than drinkers--and they're more likely to order a ton of food. …

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