GOT ANY "GREEN GOBLIN"? Hemp and CBD retailers across the Chippewa Valley are no strangers to sharing insights on the descriptive, sensory-eliciting naming conventions of their products available for purchase. The naming of hemp product belongs to generations of cultivators across the nation, a practice which stems back decades.

In the storefronts of the Chippewa Valley’s hemp retailers, you might have found yourself stuck between picking up a container of “Green Runtz,” “Maui Wowie” or “Blue Cheese.” 

Each of these very real cultivars of hemp share a deeper story – the one of growers and producers who seek to continue their livelihoods, as they face both the positives of legalization and imminent corporate consolidation of the hemp industry.

Chris Buske, owner and operator of Wonders of Nature (416 S. Barstow St.) in Eau Claire, recalls the days prior to legalization – or even the early days following select states passing hemp and cannabis laws nationwide – where naming conventions could be traced back to individuals and cultural happenings.

A notable illustration of those conventions can be seen in products titled “Chemdog.” This name pays an homage to a cannabis exchange that took place in the early 1990s at a Grateful Dead concert. Grower Greg Krzanowski, who acquired the now-famous strain, later earned his nickname (“Chemdog”) and the strain's title from those very moments.

“Our product names are meant to be honest, approachable and a reflection of who we are as a brand. We try to keep them straightforward, a little fun and easy to understand without overcomplicating or making wild claims.” –Steve Hampton, owner of Steve's Hemp

Before even discussing the sensory-eliciting names of his products, Buske clarifies: Hemp is technically not a strain, but a cultivar.

“Strains are types of bacteria, typically,” Buske said. “You (might) have different strains of bacteria, but you don’t have different strains of plants. At some point, the industry just started using that term.”

Different hemp products – which are cultivars within the cannabis plant family – ultimately receive their unique names, or hybrid of names, based on their genetic makeup and profiles developed during the growing process.

The privilege of naming a hemp product belongs to generations of cultivators, Buske said. This practice stems back decades, and today, the relationship between growers and retailers allow for them to see their plant lineages enjoyed by consumers near and far.

“A lot of the namings that we see are actually coming from the growers and the men and women that are developing these different cultivars,” Buske said. “Cultivators take a lot of pride in their genetics and that’s been going on for decades; people being proud of the genetics that they are creating and then being able to attach a name to that.”

Steve's Hemp exotic flower THCA products (pictured) have titles including "Pink Gelato" and "Cherry Pot Pie," among others. These titles can be linked to sensory aspects of the plant.

More often than not, throughout history, there have been specific reasons for names, Buske said. Growers might name a product based on unique characteristics – known as phenotypes – found within a genetic line.

For example, if a plant from a “Runtz” lineage – a common cultivar originating in the later 2010s – visually shows a strong pink hue, it might be named “Pink Runtz.”

Product titles can also be linked to the smell or sensory aspects of the plant; the terpenes, which give plants their aroma, are one factor that influences naming, Buske added.

“You might have (a name) like ‘Pineapple Express’ (that) is going to have a lot of terpenes that are going to be very fruity and citrusy that people (associate) with pineapple,” Buske said. 

Case in point: if a hemp product has a strong diesel-like or gassy smell, it’s likely to be named accordingly.

Steve Hampton, owner and operator of Steve’s Hemp (127 N. Barstow St., Eau Claire), believes product titles serve as education tools – which reference lineage, dominant terpene profiles, cultivation styles and more.

When paired with brief descriptions – either written by the retailer or grower – customers have the opportunity to better understand where a product comes from and what kind of experience to expect during consumption.

“Our product names are meant to be honest, approachable and a reflection of who we are as a brand,” Hampton said. “We try to keep them straightforward, a little fun and easy to understand without overcomplicating or making wild claims.”

Hampton said product names often lead to increased – and sometimes humorous – conversations with regular and new customers. Steve’s Hemp “BFG Gummies,” for example, often lead to questions of what “BFG” means. 

Sometimes naming conventions are straightforward, Hampton noted. “They are just big f****** gummies. It usually gets a laugh and helps set expectations right away.”

“Our names help customers feel confident in what they’re choosing and make the experience feel personal and relatable,” he continued.

"Animal Mints," "Creamsicle Kush" and "Maui Wowie" (pictured from right to left) are just a few of the product titles for Steve's Hemp THCA live resin rechargeable cartridges.

With increased legalization of cannabis products and the interest of larger corporations pointed toward the hemp industry, large marketing companies might also determine product names with pop culture-oriented or eye-catching phrases – even if they don't relate to the plant's lineage, Buske said.

Cultivars and names such as “Blue Cheese” or “Grape Ape” – developed over decades – have either been sold to the highest bidder or stolen, if smaller growers lack the means to secure a patent.

“Cannabis (is) being taken over by corporate interests and the billionaires and multi-millionaires out there,” Buske said. “As a result, a lot of these coveted genetics that people (take) pride in developing have found their hands (tied) into these corporations, who have now taken those genetics and patented them.”

Amidst corporate consolidation or the advocacy efforts on behalf of smaller, independent producers, a product name can be a direct invitation for consumers to explore the full impact and origins of the hemp products they try.

Perhaps through sharing a laugh or two over a specific cultivar, retailers and all impacted by the industry will spread a message of education and compassion – ensuring it is communicated regardless of the actions of the corporate world.

“Whether it’s for gummies, vapes, or drinks, a memorable name can be the conversation starter that allows us to explain the flavor, strength, or effects,” Hampton said. “Our goal: to keep hemp accessible, transparent and focused on the customer.”

Customers at Wonders of Nature are able to see what products are available through its educational menu (pictured), which offers individualized breakdowns of each type of cultivar, its flavor profile and effects. Descriptions at Wonders of Nature are curated by trusted sources who specialize in cultivar identification, Buske said.

Educational resources and more information on hemp product names can be found in-store or online at Wonders of Nature (416 S Barstow St.) and Steve’s Hemp (127 N Barstow St.) in downtown Eau Claire. Visit each of the business’ respective webpages for hours of operation and ongoing updates in the hemp industry.