Humo operates from Salinas, California, where their craft cannabis is sustainably grown in Smart Greenhouses powered by parent company POSIBL. Their cutting-edge greenhouse technology utilizes best-in-class climate control, requiring significantly less water per pound of flower and proving three times more efficient than traditional indoor grows.The brand focuses on just over a dozen signature strains, each meticulously crafted with culturally-inspired names like Horchata, Cabrona, Mazapán, Pulque, and Arroz Con Leche. Their premium THC flower typically contains around 25% THC and upwards of 37% in select strains, rich in terpenes for flavorful, well-rounded experiences.Humo takes a craft approach, never cutting corners when it comes to sustainably growing premium, pesticide-free flower. Products are available throughout California dispensaries in eighths, ounces, and pre-rolls. The company plans for national expansion across legal cannabis states, extending their mission beyond California's borders.

Humo launched in February 2022 as a groundbreaking response to a glaring gap in California's cannabis market. Despite California being a major center for both cannabis and Chicano culture, Latino-owned brands were virtually nonexistent. Founded through a collaboration between Jesus Burrola, CEO of cultivation powerhouse POSIBL, and cannabis advocate Susie Plascencia, Humo emerged with a clear mission: to provide authentic representation for the Latino community in an industry where they've historically lacked ownership despite widespread participation.Since its launch, Humo has achieved remarkable recognition, winning Gold awards at the 2023 California State Fair for two strains — a testament to their quality-first approach. The brand quickly gained traction with consumers and dispensaries across California, proving that authentic cultural representation paired with premium cannabis resonates powerfully in the market.The brand's name, "humo" (Spanish for smoke), represents the unmistakable result of cannabis when ignited, symbolizing both the product and the cultural movement they've ignited in the industry.

Humo's core mission is to eliminate the stigma surrounding cannabis in the Latino community by celebrating their rich cultural history with the plant and normalizing its daily use. Operating under the motto "By la raza, pa' la raza" (by the people, for the people), they're committed to providing meaningful representation in an industry that has historically caused disproportionate harm to Latino communities.The brand proudly provides year-round career opportunities to those hit hardest by the War on Drugs – the Latino community. Humo sponsors expungement efforts with The Social Impact Center of Los Angeles, helping those with prior cannabis-related convictions regain dignity through stable employment.Their values center on quality, affordability, and cultural authenticity, ensuring that Latino consumers have a brand that genuinely represents their heritage while delivering premium cannabis experiences.

At Calm Effect, we're impressed by Humo's authentic approach to cultural representation in cannabis. This isn't just marketing – they've won Gold at the California State Fair, proving their flower quality matches their compelling story. What sets them apart is their genuine commitment to the Latino community through year-round employment opportunities and expungement support.Their sustainable cultivation methods using POSIBL's Smart Greenhouse technology delivers indoor-quality flower at more accessible prices – perfect for deal-seeking customers. The culturally-inspired strain names aren't gimmicky; they reflect genuine heritage and create meaningful connections with consumers.As Susie Plascencia noted, "Just because you're Latino, it doesn't mean you're low-quality" – and Humo proves this daily. For customers seeking premium cannabis that supports authentic Latino-owned businesses, Humo delivers both quality and purpose in every purchase.