Cannabis is now legally on sale in 85 shops throughout Italy and online. Twenty thousand jars of “Easy Joint” have already been sold since it went on the market less than a month ago after being launched at a Bologna fair. But before booking the next flight to Italy, potheads should know that this is “cannabis light”: the only highs produced by this legal variety are in the sales figures. The website selling the product was receiving an order every 30 seconds and had to be suspended. Shops reported being besieged by a thousand customers and hour, and one outlet had to put up barriers to control the crowds.
Generally, today’s cannabis is much stronger than it was during the Summer of Love, with some strains approaching 25% tetrahydrocannabinol, or THC, the chemical compound that produces the high. But the new growth market is for mild products. Demand in Italy is so high that Easy Joint has had to start a new company and take on extra staff. This autumn, the company is planning to extend its range with several new varieties.