Yakima County is not only of the largest producers of hops in the state but the entire world and contains a vital agricultural ecosystem for beer and wine. This area has a rich horticultural history and steeped in farming tradition. Another crop is deeply rooted in Yakima according to longtime resident Victor Davila, head of marketing and sales for Yakima Weed Company, one of the region’s most profitable dispensaries.
Yakima Smokes, Bro
Long before cannabis became Yakima’s latest agricultural export, the plant has been enjoyed by its residence for the simple reason of boredom. There isn’t a lot to do here,” Davila said with a chuckle. Even though Yakima is one of the ten largest cities in our state, there isn’t a lot of extra circular activities to keep the youth occupied.
Underground cannabis parties 30-40 heads strong occurred all the time. People would bring their blunts and dab rigs into a quiet corner of the city to blaze up. Cannabis legalization gave birth to the recreational market and this hidden culture rejoiced along with the majority of the state, but not without some staunch resistance.
Inside Resistance
Yakima County officials say their ban is the will of the people, as reported by The News Tribune. Yakima County residents voted to keep the three-year ban in place back in 2017. A whopping 60 percent of county registered voters kept the ban in place. Cannabis business owners say the result is deceiving because it was held during an off year with confusing ballot language. The county is suing cannabis businesses that violate zoning laws restricting them from unincorporated county areas.
Yakima Weed Co. hasn’t had to deal with the county crackdown but has dealt with the Washington State Liquor and Cannabis Board. The WSLCB caught them in a sting selling cannabis to a minor. It cost them 15 days of business and forced them to beef up their security in some respects. They recaptured their regular sales numbers within a week of reopening after adjustments.
Despite Yakima County’s efforts to keep prohibition alive, Yakima Weed Co.’s sales are flourishing. It’s consistently a top-two earner in their immediate area and in the top 20 percent of earners across the entire state, according to Top Shelf Data. “Fucking Yakima bro, sometimes I don’t believe it,” Davila said in quiet disbelief. The store’s rise has been quick since opening less than two years ago in June 2017.
Numero Uno
Yakima Weed Co.’s numero uno reason for success is the team surrounding Davila and their talented squad of budtenders. Zackary Fleet is a license holder and owns his own law firm here in Seattle. Jose Ulloa oversees the entire onsite operation and helps with buying. Taylor Wharton the “ninja” in the background finessing procedures and policy.
Davila believes Yakima Weed Co is the home for the dabbers, terp chasers, flower connoisseurs, and the “I just want a pre-roll” people. Their training that allows customers to get in and out with well-executed customer service in a short amount of time. “Real shit, credit to the budtenders,” Davila said.
Ice Cream Cannabis, Refine, Kush Family Originals, and other coveted brands fill shelves at competitive price points with nothing marked higher than three-times wholesale price. Davila wants multiple brands competing at the $34-$40 eighth-ounce price range to move units quickly and keep his blue-collar customers happy. $50-$60 eighths have their place, but most people can’t afford canna-clout.
Yakima Weed Co.’s brand loyalty depends on its willingness to compete on the shelf. Davila’s only has one concern once the shelves are stocked with fire product and employee-customer relationships are maintained and strengthened… “I don’t give a fuck about profit margins, I’m trying to move units.”
