We recently connected with Jamie Evans and have shared our conversation below.

Jamie, looking forward to hearing all of your stories today. Let’s kick things off with your mission – what is it and what’s the story behind why it’s your mission?

One of my earliest childhood memories was helping my grandparents prepare for their gourmet club. Every year, I looked forward to visiting to help with the elegant dinners they would organize for a group of their culinary-loving friends. It was during this time I fell in love with the gourmet world and the joy that cooking brings.

As I got older, I wanted to keep learning about food, flavors, and aromas, so it was a natural fit to pursue a career in the wine industry. After earning my bachelor’s degree in wine and viticulture, traveling the world to learn about wine, and earning my certified sommelier wine credential, I never thought another culinary item would fascinate me as much as wine. But a new star ingredient was beginning to emerge in San Francisco’s underground dinner pop-up scene…this ingredient was cannabis.

Since launching my culinary-meets-cannabis blog and events business in 2017, I’ve been on a mission to normalize cannabis through food and beverages. There are so many incredible ways we can work with cannabis in the kitchen (or behind the bar), which ignited my passion for teaching others about how to use the plant as an ingredient. As a cookbook author, I’ve been able to share my knowledge and all the many tips and tricks I’ve learned along the way. It’s been an honor to help guide those who want to learn more about this new era of dining.

Jamie, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

I am the founder of The Herb Somm, a culinary-meets-cannabis blog and lifestyle brand that’s focused on the gourmet side of the cannabis industry. I’m also a 4x published author, certified sommelier, entrepreneur, and writer specializing in cannabis, infused beverages, wine/spirits, and the canna-culinary world.

As a cannabis and wine personality, I am best known for my literary work and signature wine and weed experiences in California. I’ve contributed to POPSUGAR, High Times Magazine, MARY Magazine, and The Clever Root magazine, specializing in lifestyle features for the modern consumer. In addition, I’m the co-editor of GoldLeaf’s acclaimed cannabis Cooking Journal and author of the published books, The Ultimate Guide to CBD: Explore the World of Cannabidiol (Fair Winds Press, 2020), Cannabis Drinks: Secrets to Crafting CBD & THC Beverages at Home (Fair Winds Press, 2021), and High Times: Let’s Get Baked! The Official Cannabis Cookbook (Insight Editions, 2023). My fourth book, High Times Cannabis Cocktails: Seasonal Sips & High Teas For Every Occasion (Insight Editions, 2024), is expected to launch this July 2024.

Coming from a long history of working in the wine industry, I crossed over to cannabis in 2017. Since then, I’ve focused my efforts on building an educational platform to help break the stigma that surrounds cannabis. Over the past seven years, I have planned and co-hosted several events throughout the US and Canada, educating thousands of consumers on how to approach cannabis-infused food/drinks safely and responsibly.

I’ve also partnered with several travel destinations to host educational wine and cannabis pairings. The last event I co-hosted was in Anderson Valley, in the heart of Mendocino County. Guests had the opportunity to compare cannabis and wine side by side while learning about the importance of terroir and how the unique combination of soil, climate, topography, and local traditions influence the characteristics of both crops. We are just at the beginning of cannabis tourism, so keep an eye out for some exciting things ahead!

In addition to book writing, travel, and events, I am very passionate about cannabis mixology. This year, I’ve been busy hosting pop-up cannabis beverage bar experiences and will be expanding this offering to private event clients this summer. I am also looking forward to many more workshops and opportunities when my new High Times cannabis cocktail book launches in July.

Any insights you can share with us about how you built up your social media presence?

When it comes to social media, being a cannabis creator is incredibly challenging. For the most part, social media platforms are working against you and are not cannabis-friendly. However, I was very lucky early on to gain a following after hosting several infused dinner experiences from coast to coast. Events are always a great way to attract a new audience! If your guests are enjoying themselves, they’ll share the experience with their friends, which will help grow your presence. Being an author has also helped me reach new audiences around the world (or wherever my books are being sold). Above all, remember it’s not about how many followers you have but rather building and fostering an authentic community that shares the same passions as you do.

Any stories or insights that might help us understand how you’ve built such a strong reputation?

Throughout my career, I’ve been lucky to work with many incredible thought leaders, both in wine and cannabis. I’ve also had the opportunity to learn from a number of successful women who are business owners, entrepreneurs, and c-suite executives, who have taught me how to hustle and be a successful leader in industries typically dominated by men. One of the most valuable lessons that’s had an impact on my reputation/business is to never stop building meaningful relationships with those in your community. Cherish collaboration over viewing others as competition. I’ve also learned to always show gratitude to those who’ve supported me or my business. Being humble and grateful are virtues that all leaders should embody.

Contact Info:

• Website: https://www.theherbsomm.com/
• Instagram: https://www.instagram.com/theherbsomm/
• Facebook: https://www.facebook.com/theherbsomm
• Linkedin: https://www.linkedin.com/in/jamie-evans-95a4952b/
• Twitter: https://twitter.com/theherbsomm

Image Credits
Photos of me: Monica Lo Photos of High Times book: Eva Kolenko Photo of cannabis cake: Tyler Arneson Photo of 4 drinks: Colleen Eversman from my book, Cannabis Drinks Photo of wine glasses with ingredients: Colleen Eversman from my book, Cannabis Drinks Photo of table + Thursday Infused menu: Chron Vivant for Thursday Infused (my event series)