Cannabis culture spans the globe. From the iconic Emerald Triangle to Amsterdam coffeeshops and the Hindu Kush mountains, the plant is seemingly everywhere. With this in mind, many advocates and brands seek to connect with their audience worldwide as often as possible.
Josh Schmidt, vice president of business development for Natura, is one such entrepreneur. As the large-scale cannabis producer behind brands like Dee Thai and Sluggers Hit, Schmidt’s weed journey has taken him to nearly every side of the planet—and he’s just getting started.
Schmidt answered GreenState’s Fast Five questions, reminiscing on his early cannabis days, reflecting on his family-focused ethos, and why being on the international scene matters.
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GreenState: How did your journey with cannabis begin?
Josh Schmidt: Oh, man, it takes me back! I was about 12, just a kid really, hanging out with my skater buddies. We somehow convinced my friend’s older brother to let us pinch a bit of his stash. I remember we were all circled up in someone’s backyard, just passing around a pipe. When it was my turn, I had no clue what I was doing—totally botched my first inhale and ended up coughing my lungs out. Everyone had a good laugh at that! It was just pure, good green from NorCal, nothing fancy. But yeah, that was the humble beginning of it all, just a bunch of kids trying something new and having a blast together.
GS: What’s your favorite way to consume?
JS: I’m definitely a bong guy at heart. Started out with the simplest setups, like apple pipes, and even made shifts with computer paper and gravity bongs when I was feeling crafty. Post-college, I leveled up a bit, picking up from around Haight Street and getting a bit more sophisticated with my gear. These days, I’m all about a good dab, traditional style with a torch and banger. But, you know, traveling and juggling dad duties means I sometimes switch to something like a PuffCo. Keeps things simple and discreet.
GS: You’re extremely committed to the community—how do you spread that ethos at Natura?
JS: It all starts with family for me. Growing up, my mom and dad ran a restaurant—dad cooked; mom was the face everyone knew and loved. She knew everyone by name, their stories, their favorite meals. That kind of personal touch is what I bring to Natura. I kind of roam around like the unofficial mayor, as some may call it, just making sure everyone feels at home. For me, it’s all about being that friendly face, the one people can relate to and feel comfortable around.
GS: Where did the idea for Dee Thai come from?
JS: Dee Thai actually spun off from playing around with CBD. I kept saying “CBD” so much that I started playing with the words, and “Dee” means good in Thai. So, it started with this idea while I was working with a friend’s CBD gummy business. We mocked up some cool flavors, and when I joined Natura, I wanted to bring that vibe into a THC product. I wanted it to not just be about the buzz but also about celebrating Thai culture, the flavors, and the people. So, “Dee” just fit perfectly—good cannabis, good vibes, good food.
GS: You’re a fixture on the international cannabis scene. Why is it so important to have a global presence?
JS: Going global has always been about sharing what we do with as wide an audience as possible. The idea that something we’ve crafted here in California resonates with folks all over the world is pretty mind-blowing. It’s more than just selling; it’s about connecting, sharing our culture, and maybe even making it to the point where you could pick up our products from a Duty-Free shop in an airport somewhere. That’s the dream—making it a household name, synonymous with quality and a global community.
Josh Schmidt stands at the forefront of the global cannabis industry, bringing with him a rich heritage of entrepreneurial spirit from the community-centric hospitality businesses of the San Francisco Bay Area where he was raised. After college, Josh established Trichome Healing Caregivers in Van Nuys, California, pioneering one of the state’s first licensed medical cannabis dispensaries. Josh’s ambition then steered him towards exploring the global cannabis genetics market, leading to extensive travels in India, Thailand, Nepal, Morocco, Spain, Canada, and Amsterdam. Josh’s professional journey continued at Natura Life + Science in Sacramento, California, where he currently excels as the Vice President of Business Development. At Natura, he oversees the operations of a sprawling 250,000-square-foot cultivation facility. His strategic acumen is also vital in shaping the trajectory of Natura’s in-house brands, Sluggers and Dee Thai, positioning them for substantial growth and industry leadership.
The answers given by Q&A subjects do not necessarily reflect the opinions of GreenState. The subject is solely responsible for the views stated in this piece.
