SURFER, Humboldt Family Farms, and embarc Launch New Cannabis and Surf Collection

Limited-Edition Drop and Historic Partnership Spotlight California Culture as Magazine Opens to Cannabis for First Time in 65 Years

SURFER Magazine, cannabis cultivator Humboldt Family Farms, and retailer embarc have partnered to launch the first cannabis and surf collaboration of its kind, connecting two iconic pieces of California culture with a limited-release product drop.

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The campaign marks the first time in its 65-year history that SURFER Magazine has featured cannabis advertising. The legacy publication, long regarded as the leading voice of surfing, is showcasing California’s sungrown cannabis through the exclusive product collaboration.

“We want to break the outdated stereotype of couch-locked stoners and celebrate all of the reasons to explore nature with cannabis—California surfers are some of the fittest and active athletes out there,” said Courtney Zalewski, Chief Marketing Officer of embarc. “This collaboration is a love letter to California culture and a step in showing the world how cannabis fits into a vibrant, adventurous lifestyle.”

Starting Friday, June 20, and available at embarc retail dispensaries across California, the surf and sungrown product collection kicks off with a 5-gram drop of Maui Waui by Humboldt Family Farms—a collective of multi-generational cannabis farmers in Northern California.

“As a long-term surfer, farmer, and sungrown activist, this collaboration is deeply meaningful,” said Scott Vasterling, CEO & Founder of Humboldt Family Farms. “It’s a chance to unite two communities that have always shared a respect for nature, independence, and living life on your own terms—and to help normalize cannabis by showing how naturally it fits into that lifestyle.”

To amp up this new collaboration, embarc has created a special limited-release bundle for its Getaway Bag program that includes: a unique SURFER x Humboldt Family Farms x embarc tote, 5 grams of Humboldt Family Farms’ Maui Waui flower, three 0.5g Hawaiian Fanta pre-rolls, a copy of SURFER Magazine, and additional products from California sungrown brands. embarc’s loyalty program customers will also be able to enter a giveaway for a custom surfboard designed by surfer and board shaper Kolton Sullivan.

“Surf culture has always been about freedom and connection to nature,” said Jake Howard, Editor-in-Chief of SURFER Magazine. “This collaboration with Humboldt Family Farms and embarc felt like a natural way to tell a modern California story.”

The SURFER x Humboldt Family Farms x embarc collection will be available exclusively at all embarc locations while supplies last.

About embarc

Embarc is one of California’s fastest-growing cannabis retailers, with 16 licensed dispensaries and more in development. Founded in 2019, embarc focuses on local communities, contributing 1% of all sales to neighborhood programs. Embarc also operates cannabis concessions at music festivals and large public events across California. For more information, visit goembarc.com.

About Humboldt Family Farms

Humboldt Family Farms offers the world's best Cannabis and Brands from the legendary Humboldt County, Calif. – hand-curated and grown in sunshine by legacy farmers to provide optimum effect. Humboldt County's best farmers have come together to deliver the best sustainably grown, artisanal, and hand-crafted Cannabis directly to your door. For more information, visit HumboldtFamilyFarms.com.

About SURFER Magazine

The original since 1960. Known as “the bible of the sport,” SURFER has been the foremost authority on surf culture since its founding, delivering unrivaled content and captivating stories that inspire, inform, and celebrate the world of wave riding.

Our seasoned writers and photographers are dedicated to capturing the essence of surfing through immersive storytelling, provocative interviews, and breathtaking imagery. We cover every aspect of the sport, from the exhilarating pursuit of big waves and the competitive world of professional surfing to the latest gear, environmental concerns, and travel features highlighting the world’s most exotic surf locales. Join our community and share your experiences with us by visiting SURFER.

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