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Humble & Fume Inks Exclusive Sales and Distribution Deal with Berner’s Cookies

Humble & Fume’s distribution and marketing expertise will help Cookies products scale throughout California.




The Cookies’ store in Kalamazoo, MI, is seen in March 2001. The high-profile cannabis lifestyle brand, led by musician and cannabis entrepreneur Berner has partnered with NFL star Adam Jones to create a “Pacman” hybrid focused on wellness for the athlete. PHOTO COOKIES

Toronto-based Humble & Fume Inc. (CSE: HMBL) ( OTCQX: HUMBF) announced an exclusive distribution deal in the state of California with the industry’s leading cannabis brand Cookies — led by rapper and cannabis entrepreneur Berner. The deal between Humble, a leading North American distributor and marketer of cannabis and cannabis accessories, will help scale Cookies products throughout California.

“We are proud to be associated with Cookies, the most recognized cannabis brand in California,” said Joel Toguri, Chief Executive Officer of Humble. “Our focus is on growth and expansion, and to succeed you must seek out and build relationships with best-in-class brands. Cookies is without a doubt best-in-class in the world of cannabis and is always top of mind with consumers.”

Growing an already storied brand

Humble will distribute all products marketed and sold under the Cookies brand name in California along with any future consumer-branded cannabis products. Cookies portfolio currently includes a collection of over 70 proprietary cannabis cultivars and more than 2,000 products. Humble’s sales and marketing support will include multi-channel advertising, promotional activities and the stewardship of a focused brand ambassador team.

Cookies co-founder and CEO, Berner. PHOTO MG MAGAZINE

Humble represents a  diversified portfolio of over 10,000 products, serving 3,000 cannabis retail clients spanning smoke shops, private retailers, government subsidiaries and dispensaries across North America.

The California-based lifestyle and cannabis brand Cookies was named one of AdAge’s “Hottest Brands of 2021.” Its co-founder and CEO, Berner, has been the focus of numerous feature articles including the August/September 2022 issue of Forbes, where he was the first cannabis executive to be featured on the magazine’s cover.


“We’re excited to partner with Humble & Fume as we look to broaden the reach of our Cookies brand,” said Parker Berling, president of Cookies. “Their deep expertise in distribution makes them the ideal partner to support Cookies’ home state.”



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