The High End


Entrepreneur Travis Howard wants to reform America’s marijuana laws by growing and selling the best, most expensive pot in the country. His argument? If pot is a luxury good, then the wealthy will buy it—and if the wealthy are buying it, the government won’t prosecute it.

Driving northeast on Diagonal Highway out of Boulder, Colo., corporate offices give way to scrubby foothills and barley fields beginning to go fallow after the late summer harvest. About eight miles out of town, you’ll pass, probably without really noticing it, a small, generic office park along a stretch of state highway known as Gunbarrel. Inside is the headquarters of Shift Cannabis, one of two cannabis-related businesses cofounded by one of the leading entrepreneurs in the burgeoning business of marijuana, a 37-year-old former lawyer named Travis Howard.

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