“It’s really all about the love of the medicine,” Tyson told CNBC, insisting that his brand will focus on the pain relief side of the market (including both emotional and physical benefits). “I put a great deal of time in agriculture and discovering the right strain.”
All Tyson 2.0 products require approval from the man himself, according to the company’s CEO, Adam Wilks. Tyson will serve as the chief brand officer of Tyson 2.0.
The brand, replete with boxing imagery and Tyson’s own widely recognized face, launched in late November in Colorado as a partnership with multistate operator Columbia Care.
“Because of Mike Tyson’s passion for cannabis, and the insight he brought to this brand through his own positive outcomes, we knew we needed to bring this product line, which has such a broad appeal, to market as quickly as possible. We’re thrilled to be able to ramp up our partnership when we did,” Jesse Channon, Columbia Care’s chief growth officer, said in a public statement. “It is also perfectly fitting that we are launching in Colorado, one of our largest markets, and look forward to leveraging our experience and scale to bring it to fruition across the country.”
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The Columbia Care partnership kicks off with 1-oz. bags of flower, including Billy White, Clementine and Maui Wowie sativa strains; OG Kush and Haymaker hybrid strains; and Rocky Mountain Toad, Purple Punch and Blue Snow indica strains. Tyson also shouted out his Sour Diesel genetics in the interview with CNBC. Additional strains are on their way, as well as 3.5-gram packages.
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