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Press release from the Humboldt County Growers Alliance:

Humboldt County, Calif. — September 7, 2026 — Ten years ago, the Humboldt County Growers Alliance (HCGA) was founded to give the Humboldt County’s cannabis industry a unified voice. Today, as the organization marks its 10th anniversary, HCGA is building on that foundation and stepping eagerly into its next era: market development.

HCGA has adopted a new strategic plan that builds on a decade of advocacy, industry leadership and community organizing while working to expand its capacity to create opportunity for Humboldt cannabis businesses.

The plan, adopted by HCGA’s Board of Directors following a strategic retreat in Southern Humboldt in June, establishes a new mission, vision, values and three strategic priorities that will guide the organization’s expanded direction.

“For 10 years, HCGA has fought to protect and establish a regulatory space for Humboldt cannabis businesses. The next 10 years are about making sure Humboldt wins in the long term,” said HCGA Board Chair Hannah Whyte. “We are proud of what this organization has accomplished, and we are ready to build on it. Market development is the next era of cannabis association work for our members, and HCGA is ready to lean into it.”

From Advocacy into Market Development

HCGA is increasing its organizational capacity and expanding its work beyond traditional trade association advocacy to actively build markets, and demand recognition for Humboldt cannabis.

The expanded program will include developing a unified Humboldt cannabis brand, promoting the 12 Jays of Xmas, and bringing Humboldt cannabis businesses into high-profile markets and events both inside and outside the county. The organization is already looking toward major opportunities in the year ahead, including MaryJane Berlin and the California State Fair where market momentum is already showing results. Humboldt County cannabis businesses put on a commanding showing at the 2026 California Fair Cannabis Awards, headlined by Ridgeline Farms taking home one of the coveted Golden Bears for Best in California.

Collectively, Humboldt cannabis businesses also claimed 25 medals overall (6 Gold, 9 Silver, 10 Bronze) across eight of the ten award categories. Humboldt’s strength was most pronounced in Sun Grown flower, with eight medals.

MOCA Humboldt and Huckleberry Hill Farms each medaled four times, with MOCA Humboldt taking Gold in Flower Indoor Terpinolene and Huckleberry Hill Farms placing across pre-rolls, concentrates, and beverages. Additional Gold medalists included Canna Country Farms, Humboldt Redwood Healing, Vesuvio Gardens, and the Solful & Briceland Forest Farm collaboration, reflecting the county’s continued leadership in both legacy sun-grown cultivation and next-generation extraction and product categories.

These efforts reflect a larger ambition: to turn Humboldt’s globally recognized cannabis legacy into lasting economic opportunity for the businesses and communities that built it.

“Humboldt does not need to convince the world that we grow exceptional cannabis. The work now is making sure that reputation translates into opportunity,” said Whyte. “That takes investment, creativity and the courage to think beyond right now in this restricted market. So that is what we’re doing.”

Cannabis and Humboldt’s Visitor Economy

HCGA is also energized by the Humboldt County Board of Supervisors’ adoption of a new tourism strategy in May and looks forward to supporting its successful implementation into the future.

The organization applauds the County for recognizing cannabis as an important part of Humboldt’s broader visitor economy and sees significant potential for cannabis, agriculture, culture and outdoor recreation to work together to strengthen the county’s destination identity.

“This is an important moment for Humboldt,” said Whyte. “We have an opportunity to tell a bigger story about this place and the people who make it extraordinary. Cannabis belongs in that story and we are excited to have a seat at the table.”

HCGA Opens Executive Director Search

To support this next phase of growth, HCGA is opening a search for its Executive Director, transitioning from a primarily board run organization for the last year into professional leadership.

The Executive Director will be responsible for implementing HCGA’s strategic plan and leading the organization’s expanded work in market development, brand strategy, membership development and industry engagement.

“The Board has spent the past year looking honestly at what HCGA has accomplished, where the industry is headed and what this organization can become,” said Whyte. “We believe the next chapter calls for greater ambition and greater impact. Humboldt has spent decades building a cannabis legacy that is recognized around the world. Our job now is to build the organization and the markets that can carry that legacy forward.”

HCGA is accepting applications until 5:00 PM on September 20, 2026. Full position details and application instructions are available at https://hcga.co/updates/

About Humboldt County Growers Alliance

The Humboldt County Growers Alliance is a member based trade association representing Humboldt County’s cannabis industry. Founded in 2016, HCGA works to strengthen the local cannabis economy, advocate for its members and advance Humboldt County as a leading cannabis region.