Enjoy this interview series recorded live on the show floor of Hall of Flowers Ventura 2026. Canna Brand Solutions partnered with Respect My Region to spotlight the cultivators, processors, and cannabis brands shaping the market.
In this episode, Respect My Region sits down with Dustin of High 90s to discuss cultivation, product development, single-strain infused pre-rolls, live resin, familiar flavor profiles, and the brand’s move into new vape hardware.
Watch the full episode here:
Who Is High 90s?
High 90s is a California cannabis brand with cultivation at the center of its product strategy.
The company operates two large cultivation facilities and develops multiple product formats around the same cultivars. Rather than treating flower, pre-rolls, concentrates, and vapes as separate ideas, High 90s builds them along a connected product roadmap.
That gives consumers several ways to experience the same genetics while allowing the production team to plan how each harvest should be allocated.
For cannabis processors, this approach offers an important lesson: a strong product lineup begins with coordinated decisions between cultivation, extraction, manufacturing, and sales.
One Strain, Multiple Formats
High 90s follows a structured release strategy.
A cultivar may begin as flower in eighth-ounce and quarter-ounce jars. The same strain can then move into non-infused pre-rolls, infused pre-rolls, live resin concentrates, and vape products.
This creates a more connected brand experience.
A customer who enjoys a flower strain can later explore that same cultivar in another format. Retail teams also gain a clearer story to present at the counter.
Instead of launching unrelated products, High 90s creates a family of products around the same genetics.
Hand-Packed Pre-Rolls Without Shake or Trim
High 90s’ non-infused pre-rolls are presented as 1.5-gram joints with glass tips.
Dustin explains that the pre-rolls are hand packed and do not use shake or trim. The goal is to produce something closer to the experience of a carefully rolled flower joint.
That distinction matters in a crowded pre-roll category.
Consumers increasingly look beyond potency and packaging. They also pay attention to burn quality, airflow, flower consistency, and whether the product feels intentionally made.
For brands, pre-roll construction is not a minor production detail. It directly affects repeat purchase.
A Single-Strain Approach to Bubble Hash Infusion
High 90s also produces bubble hash-infused pre-rolls using a cultivar-specific method.
In the interview, Dustin highlights Midnight Runs as an example. The pre-roll combines Midnight Runs flower with bubble hash produced from the same strain and batch.
This creates a more unified flavor profile than combining unrelated flower and concentrate inputs.
The production team also uses material from the cultivation process to create bubble hash, which is then infused back into flower from the same cultivar.
For processors, this approach can support:
- Better flavor continuity
- Clearer strain storytelling
- More efficient use of plant material
- Stronger differentiation within the infused pre-roll category
It also gives budtenders a simple message: the flower and hash come from the same strain.
Turning Fresh-Frozen Cannabis Into Live Resin
Because High 90s controls cultivation, the company can reserve selected batches for fresh-frozen processing.
That allows the brand to extend its cultivar roadmap into live resin.
Dustin explains that strains such as Midnight Runs can appear in both live resin vape and concentrate formats. The concentrate lineup focuses on products such as high-potency crystalline material paired with terpene-rich sauce.
This cultivation-to-extraction control gives High 90s more flexibility over timing, quality, and strain selection.
For cannabis oil processors, access to reliable fresh-frozen material can be the difference between a strong live resin program and an inconsistent one.
Nostalgic Flavors With Familiar Reference Points
High 90s also develops vape flavors inspired by familiar drinks, candy, and convenience-store experiences.
The brand’s flavor strategy draws from recognizable references such as citrus sodas, frozen drinks, and popular fountain beverages.
Examples discussed in the interview include:
- Cactus Cooler-inspired flavor profiles
- Baja Burst, designed around a familiar tropical-citrus soda experience
Dustin explains that the formulation team works to create an immediate recognition moment. The goal is for consumers to taste the product and understand the reference quickly.
Baja Burst has reportedly remained one of the brand’s strongest sellers for nearly two years.
That success demonstrates the commercial value of familiarity.
Consumers may be more willing to try a new product when the flavor concept feels recognizable, easy to understand, and clearly communicated.
Nostalgia as a Branding Tool
The nostalgic strategy extends beyond flavor.
High 90s uses visual references connected to gaming, streetwear, California culture, and familiar consumer products. The Midnight Runs artwork, for example, is designed to trigger recognition among consumers who grew up with racing games and similar entertainment.
The result is branding that feels modern but familiar.
For buyers and brand teams, nostalgia can be effective when it supports the product rather than distracting from it.
The strongest nostalgic packaging does three things:
- Creates immediate recognition
- Gives budtenders an easy story
- Helps the product stand out without confusing the category
Why High 90s Is Updating Its Vape Hardware
One of the main announcements in the interview is High 90s’ transition to new vape hardware.
The company had used the same hardware platform since its 2019 launch. Dustin explains that the team decided it was time to update the device based on changing consumer expectations and product needs.
The new hardware is described as:
- Smaller and more compact
- Easier to hold and conceal
- Branded for stronger product recognition
- Built with a wickless and postless internal structure
- Designed to reduce oil left behind inside the device
The new format is launching first with High 90s’ live resin products. The company plans to expand it into its distillate line later.
Why Hardware Changes Matter
Changing vape hardware is not simply a packaging decision.
A new device can affect:
- Oil flow
- Heating performance
- Flavor consistency
- Oil utilization
- Device size
- Consumer comfort
- Brand recognition
- Production procedures
For an established brand, moving away from a long-used device requires careful testing.
The hardware must work with the oil, fit existing production capabilities, and deliver a better consumer experience without creating new failure points.
High 90s’ decision to launch the device with live resin first suggests that the brand is using a premium extract category to introduce the updated format.
Compact Hardware Is Becoming a Bigger Priority
Dustin repeatedly emphasizes the new device’s smaller size.
That reflects a broader shift in all-in-one vape design.
Consumers increasingly expect devices to be:
- Comfortable in the hand
- Easy to carry
- Visually distinctive
- Discreet without feeling disposable
- Efficient with the oil inside
For brands, compact hardware can also improve retail presentation and packaging flexibility.
However, smaller hardware still needs enough battery performance, airflow, and thermal control to support the oil formulation.
Compact design only works when the internal engineering keeps pace.
What Cannabis Processors Can Learn From High 90s
The High 90s interview offers several useful lessons for brands, processors, and product development teams.
Build a product roadmap around the cultivar
Flower, pre-rolls, concentrates, and vapes can reinforce one another when they share the same genetic story.
Use the whole harvest strategically
Plant material can be allocated across flower, fresh frozen, bubble hash, and infused formats based on quality and market demand.
Keep strain identity intact
Using flower and hash from the same cultivar can create stronger flavor continuity and a clearer consumer story.
Make flavors easy to understand
Familiar flavor references can reduce the learning curve and help consumers choose quickly.
Treat hardware changes as product development
New vape hardware must be validated with the actual oil, not selected based only on appearance or price.
Balance performance with portability
Consumers may want smaller devices, but processors still need dependable heating, oil flow, and production compatibility.
About Hall of Flowers Ventura
Hall of Flowers is a business-to-business cannabis event connecting licensed brands, retailers, buyers, cultivators, manufacturers, and service providers.
The Ventura event gives California operators a place to introduce new products, meet buyers, and gather direct feedback from the market.
Respect My Region’s interview series captures those discussions directly from the show floor.
Watch More Respect My Region Interviews
Respect My Region is publishing additional Hall of Flowers Ventura interviews featuring cultivators, extractors, retailers, processors, and cannabis brand leaders.
Follow Respect My Region on YouTube to watch the full interview series.
Sponsorship Note
This interview is part of Respect My Region’s Hall of Flowers Ventura 2026 coverage. Canna Brand Solutions supported the broader series as a sponsor.
Canna Brand Solutions works with licensed cannabis processors and brands on vape hardware, custom packaging, product development, and production support.
To discuss vape hardware compatibility, samples, packaging, or your next product program, contact:
