How Sluggers Became A Heavy Hitter In Pre-Roll Joints

Ina 12-acre industrial campus in Sacramento across the street from a U.S. Navy recruiting center, Natura grows 80,000 pounds of weed a year inside 18 glass-ceilinged hot houses. Most of the cannabis will eventually be ground up and made into pre-rolled joints, which are infused with hash and dusted with an extra punch of THC, the compound that gets people high.  Every day, Natura produces 40,000 of its pre-rolls for its in-house brand Sluggers Hit, or about 1.2 million joints a month, generating around $60 million in revenue last year and is on track to hit $85 million by the end of 2026. Leaning into sports tropes, Sluggers’ best-selling product is its five-pack of pre-rolls in a tin wrapped in a metallic mylar bag like the kind collectible sports cards come in. Sluggers’ branding is eye-catching and riffs off sports teams—its New York Diesel pack is emblazoned with a logo reminiscent of the Knicks’ orange and blue and its Green Monster five-pack is an ode to Fenway Park. Sluggers even has a collaboration with actor Chauncey Leopardi, who played Squints in the classic 1993 baseball movie The Sandlot, and just released a limited edition run with rapper Xzibit. By Will Yakowicz, Forbes Staff Learn more about your ad choices. Visit megaphone.fm/adchoices