Organic milk. Organic beef. Organic... weed?

As marijuana legalization drives down the price of pot, cannabis companies are increasingly marketing premium products with the same kinds of language used by Whole Foods or winemakers, invoking sunny fields of plants tended by smiling famers.

But eager retailers are running into an unexpected obstacle: Americans who are still shocked that they can legally buy cannabis — any cannabis — aren't yet willing to pay extra for higher quality, in many cases because they don’t realize there’s a difference.

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Trevor Hughes ~ USA Today ~