By David Bienenstock
Every year on April 20th (4/20), cannabis lovers celebrate their favorite plant with festivals, protests, marches, and smoke-outs great and small. The tradition has even gone corporate, with brands like Ben & Jerry’s, Burger King and Denny’s latching on to the marketing potential of a day when more people get more high than any other. Two years ago on 4/20, Chipotle tweeted the single word “dank,” along with a photo of a taco bowl captioned: “Sometimes you need a huge bowl to get you through the day.”
But what are the origins of this high holiday? What does it mean? And where is it heading?
Our surprisingly well documented story begins in the fall of 1971 in San Rafael, California, when a group of wisecracking, weed-smoking students known as the Waldos got ahold of a treasure map.
Read more at Leafly