Veritas, Native Roots Partner on Pheno Hunt Boxes

Consumers are able to pheno hunt three phenotypes of Veritas' Muffinz Breath cultivar, with product available at select Native Roots locations.

SUBSCRIBE March 24, 2022 Zach Mentz State by State: ColoradoNews

Veritas Fine Cannabis launched its first pheno hunt of 2022 as part of a partnership with Native Roots Cannabis Co.

Veritas is allowing consumers to pheno hunt its Muffinz Breath cultivar through a limited number of boxes available exclusively at select Native Roots locations in Colorado. Each box contains three phenotypes of Muffinz Breath, which Veritas says is a hybrid cultivar featuring pine and citrus flavors with notes of fruit, as well as a custom gold four-chamber grinder, lighter and rice rolling papers.

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This marks the second collaboration between Veritas and Native Roots this year.

“Veritas and Native Roots share a similar mindset and approach to cannabis,” said Jordan Plunkett, marketing director for Veritas Fine Cannabis. “We share a belief that cannabis brings communities together wile elevating experiences. We made the decision to partner with Native Roots on this year’s pheno hunt following the success of the recent live resin cartridge release, and we know this partnership will continue to be fruitful.”

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Veritas initiated its pheno-hunt program in 2020 to give customers a voice in product selection by voting for the best phenotype of a specific cultivar, with the winning phenotype earning a permanent spot in Veritas’ genetic library featuring more than 90 cultivars, according to the company.