Herb (company)
| File:Herb Updated Logo Dark Version.png | |
| Company type | Private |
|---|---|
| Industry |
|
| Predecessor | The Stoner's Cookbook |
| Founded | 2006 in |
| Headquarters | , |
Key people | Matt Gray (CEO) |
Number of employees | 15 (2019) |
| Website | herb |
Herb operates as a media and commerce enterprise focused on cannabis, advocating for its medical and therapeutic benefits alongside cultural aspects. It maintains a website dedicated to publishing cannabis-related information.
History
Originating in 2006 under the name The Stoner’s Cookbook in New Zealand, founded by Lucas Young and Daniel Crothers, the venture initially served as an online repository of cannabis recipes fueled by contributions from its users. By 2009, it had become the leading destination for cannabis culinary content.
Matt Gray joined the company as CEO in 2014 with the goal of expanding its reach. Gray, who co-founded Bitmaker—a technology education accelerator later acquired by General Assembly—broadened the platform’s offerings to include cannabis news, strain catalogs, and video content. In 2015, Herb released a comprehensive 200-page cookbook titled “Herb; Mastering The Art Of Cooking With Cannabis,” designed to elevate cannabis cuisine. Following this publication, the company rebranded itself as Herb. Later that year, Gray acquired full ownership and continued to develop the brand further.
In August 2017, Herb raised $4.1 million in seed capital from investors such as Lerer Hippeau Ventures, Slow Ventures, Bullpen Capital, Joe Montana's Liquid 2 Ventures, along with Shopify executives Tobi Lutke and Harley Finkelstein. The company launched a redesigned website in January 2018.
That same year, Herb extended its footprint by opening offices in New York City and Los Angeles while retaining its headquarters in Toronto to leverage Canada’s anticipated cannabis legalization set for October 2018. By early 2020, the team had grown to over 40 employees.
On April 20, 2020, Herb introduced Herb Pickup: "Cannabis For You, Near You," a service designed to connect consumers with local retailers offering cannabis products nearby.
Reception
Shopify COO Harley Finkelstein likened Herb’s market disruption to that of Rolling Stone magazine, emphasizing its influential presence. Eric Hippeau, former Huffington Post CEO, recognized Herb as "the definitive source for consumers, brands, and anyone interested in cannabis industry insights," highlighting its robust brand identity and business expansion.
Video Content
Beginning in 2017, Herb ventured into video production to broaden its audience engagement. By January 2018, it was attracting approximately 300 million video views monthly, reflecting substantial growth in market share and successful content execution.
Game Changers
Herb produces the video series Game Changers, which showcases both retired and active professional athletes who endorse cannabis use, aligning the product with high-performing individuals. Featured athletes include former NFL players Marvin Washington, Eben Britton, Grant Mattos, Jim McMahon, and Leonard Marshall, strengthening Herb’s competitive edge through athlete partnerships.
Cannabis Longley
Ryan Longley’s comedy sketch series, Cannabis Longley, connects with cannabis fans through humor that resonates, boosting both audience interaction and brand loyalty.
Strain Stories
Strain Stories delves into the background of well-known cannabis varieties such as Charlotte’s Web and Lamb’s Bread, providing informative content that strengthens consumer engagement with Herb’s offerings.
Wake and Break
Previously known as Just Being Blunt, the digital video series Wake and Break delivers current updates on the cannabis sector. The addition of Damian Abraham—formerly affiliated with Vice Media and Much Music—as producer has elevated the series’ content quality and expanded its influence in the market.
Sessions
Herb’s video series Sessions, once called Smoke Sessions, brings together cannabis users to share how the plant affects their lives, fostering stronger brand interaction and increasing market visibility.