By Jonathan McQuarrie
Prepare for an onset of advertisements asserting the cleanliness and quality of Canadian marijuana. As marijuana dispensaries emerge from informal networks towards formal supply chains shaped by storefronts and licensed growers, marijuana growers and retailers will increasingly have to sell their product on the basis of quality, cleanliness, and standardization. The process of formalizing the marijuana market has some intriguing parallels to the efforts of Canadian producers and manufacturers to create formal, standardized categories for tobacco at the turn of the 20th century. The tobacco precedent suggests that rigorous standards present a major threat to smaller producers who may see opportunity in the emerging legal marijuana market.
Canadian manufacturers and agricultural modernizers sought to form a tobacco industry from the precedents set by Indigenous peoples, as well as the strong tabac canadien that had been raised by French-Canadian farmers in small garden plots. Racist metrics of quality and expertise caused colonial Canadian farmers and manufacturers to largely reject Indigenous tobacco cultivation practices, beyond acknowledging them as a precedent to legitimize tobacco farming in Canada or using racist images of Indigenous peoples, such as the “Cigar store Indian,” to evoke a sense of timelessness for their products.[1]
In doing this, Canadian tobacco interests, combined with a federal interest in both regulating and promoting Canadian tobacco for tax and export purposes, gradually conformed to a rigorous classification for tobacco, based on leaf size, colouration, curing methods, and other factors. A tobacco farmer didn’t simply grow tobacco; they grew burley, flue-cured, or cigar tobacco, and even then, a wide range of varieties were selected based on flavour, germination period, resistance to pests, and so on. The tobacco farmer’s success was then judged by the manufacturer, or later, at tobacco auctions, which had complicated grading systems. By the 1960s, a farmer’s tobacco crop was adjudicated by over 60 government-regulated grades, based on colour, leaf location and damage, cure, and other factors.