ILGM takes cannabis seed growing education on the road | How to buy Skittles Moonrock online

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Cannabis seed retailer I Love Growing Marijuana (ILGM) is taking its business on the road this spring with a six-city U.S. tour aimed at educating new growers and strengthening community ties among cannabis cultivators.

The “Home Grow Tour,” announced Tuesday, will run from March 15 through April 20 and features a branded Airstream trailer that will stop at events in Los Angeles; Palm Springs, California; Phoenix; Boulder, Colorado; Chicago; and New York.

According to ILGM’s own research, 48% of home growers view the cultivation community as essential for both learning and finding a sense of belonging.

“We hope that a lot of people will join the tour, enjoy it, and together with us, accelerate the home-grow movement,” CEO Ernst Rustenhoven told Green Market Report in an interview. “It’s just the start of our mission to really get people to grow at home.”

Rustenhoven explained the company’s approach to community engagement.

“ILGM should be in the communities amongst the people, connecting with them and learning them how to grow and start their growing journey,” he said, “not just be online only and communicate through our chatbots and our chat programs and our customer support.”

Each stop on the tour features activities tailored to local cannabis culture and interests. The tour begins at the Rolling Loud music festival in Los Angeles with hands-on growing classes and meet-and-greets with cannabis personalities. Later stops include a women-focused event in Palm Springs, outdoor adventures in Boulder, and a culinary cannabis experience in Chicago before concluding on April 20 at Mary Fest in New York.

Rustenhoven, who joined ILGM exactly one year ago after careers in investment banking and venture capital, described how the tour idea originated.

“This retro brand identity, I mean…I can still look up the first message I sent to one of my colleagues like, it would be cool if we would go cross country with an RV and then brand it in the new brand identity because it fits so well with a retro-looking RV,” he said.

The tour represents one piece of a larger growth strategy for ILGM, which has also been working to finalize a three-way merger with European seed banks Barney’s Farm and Sensei Seeds. The consolidation, which would maintain each brand’s separate identity, is expected to position the combined company for a potential public listing.

“These are three different companies, three different brands, that will basically keep operating as three brands with their own identity; their own customer base, their own fan base,” Rustenhoven explained. “What we really like is that we believe that these brands complement each other, and we really want to make sure the reasons why people like these brands and shop with these brands, that we don’t lose that.”

Aside from the physical tour, ILGM is also expanding its educational services, including an AI-powered growing assistant on its platform and plans for personal consultations.

“We are planning on launching online grow consults with real people,” Rustenhoven said. “So, if you really want to start your own grow journey and you don’t know where to start, (and) you don’t want to communicate with our AI grow assistant, we have actual people who are on a call with you to help you start kick off your growth. I think that no other seed bank is doing that right now.”

The company will give away the tour’s Airstream trailer on April 20, with customers earning chances to win through purchases and email sign-ups.

“People want to win it. They can. They have free chance to win. So, just leave your email address and opt in on our newsletters, and you have a chance to win. But if you want to make more chance of winning the Airstream, just gotta buy more with us,” Rustenhoven explained.

If successful, the tour could become an annual event.

“Obviously we would like to make it a returning thing, doing annual home grow tour across the States, hopefully visiting even more states throughout the years that we haven’t visited year before,” Rustenhoven said.