Melissa Etheridge is getting into the weeds of California’s recreational pot marketplace.
The Oscar- and Grammy-winning singer and songwriter is a co-founder of Santa Cruz County-based cannabis company Etheridge Farms. From vape pens to tinctures, ointments and boutique flower, the company plans to produce a range of high-end products infused with cannabis and other herbs.
Etheridge said Thursday she is targeting the brand at first-time cannabis users, especially middle-aged women.
“Everyone else is taken care of,” she said. “Snoop Dogg’s got it, you know, B-Real — all those great people are doing a great job in whom they’re marketing to, but I’ve got a keen direction toward middle aged women who are discovering, ‘Hey, I don’t want to take an Ambien every night. I don’t want to have to drink wine every night to relax, because I know those things aren’t good for my body.’”