House of Kush: CEO Reggie Harris on bridging legacy and innovation in cannabis

House of Kush is a brand deeply rooted in the legacy of cannabis and still forward-thinking enough to embrace innovation, to reach a wider audience.

For CEO Reggie Harris, the mission has always been clear — create a brand that is both inviting to new consumers and true to the plant’s cultural history.

“We wanted to create a brand that was inviting to the masses but also aligned with the legacy of the industry,” Harris said.

“I was introduced to cannabis because of my sports background through a legacy cultivator that was looking to reach the sports market. We needed to craft a brand that stayed true to its roots while being attractive to the new consumer in the space.”

Operating in Missouri, Maryland, Michigan, and Ohio, House of Kush takes a licensing approach to its business model. “Each looks a little different, but our business model is a licensing deal where we provide genetics on the front end along with SOPs and formulation to get the best results for the product,” Harris explained.

“We then handle branding, sales, and marketing support. With us being a Missouri company, we are more hands-on here than in other states for now.”

House of Kush distinguishes itself by integrating legacy cannabis genetics with strong storytelling. “The cannabis industry is built on stories,” Harris said.

“In the legacy market, you had to ‘know a guy’ to find quality product, so the reputation and the backstory were critical. Building a cannabis brand today should still start with the quality of the plant and how it can positively impact your life, telling the story of why we’re the brand to trust.”

Pheno hunting plays a crucial role in House of Kush’s cultivation strategy, ensuring high-quality selections from its OG Kush and Bubba Kush lineage. “We start with what characteristics we’re looking for first—terps, bud structure, nose, and yield are priorities,” Harris explained. “Market demands higher THC levels, but our approach is to place importance on the overall plant quality and its effectiveness, which is typically more based on terps.”

In a market filled with competition, House of Kush maintains its edge through a combination of strong branding and a commitment to quality. “We are both a strong marketing/branding

company as well as passionate about the quality of the genetics,” Harris said. However, balancing the nostalgia of classic cannabis cultivars with the demands of an evolving market presents challenges.

“For the OG cannabis consumer, this is difficult. Classic cannabis cultivars are nostalgic for a segment of the population, but the new consumer in the legal market doesn’t necessarily relate to that,” he said. “We have to educate on where we come from in order to understand where we are and where we’re going. New form factors are a must because discretion is a concern for consumers.”

Education is a key component of House of Kush’s brand ethos. “There is still so much to share about the plant and breaking down the misinformation that is out there is a responsibility,” Harris said.

“How to properly select products that work for the individual and proper use are critical. It is not a one-size-fits-all. Consumers need to know how to find the right fit for their lifestyle.”

The company has also made a name for itself by working with retired athletes and veterans to influence policy and advocate for cannabis normalization. “We have partners for the legacy market that are also influencing policies,” Harris said.

“These include retired athletes and military vets. We are working with folks that have been part of legislative efforts in New Jersey, New York, and Maryland that are actively involved in lobbying efforts. Because they come from the legacy market as well, they have experience with cultivation and product development over the decades that is respected.”

House of Kush continues to expand its offerings, with flower products in Missouri chosen for their premium structure, terpene profiles, and flavor. “We look for THC levels that appeal to the consumer after we can check the boxes off on overall quality first,” Harris said.

With the launch of House of Kush in Missouri, Harris and team are also bringing a unique product to the Missouri market.

   

“We are introducing an infused coffee product in March that is microdose but great for that daytime pick-me-up with a bit of chill to be the calm in the middle of chaos.”

These THC-infused coffee pods combine the best of both premium coffee and precision-infused cannabis.Each pod contains a perfectly balanced 5mg dose of THC, offering an entry point for new cannabis consumers or a well-moderated dose for any cannabis consumer.

From market research to grassroots feedback, House of Kush remains attuned to consumer needs. “We have some things in development and that are being released because of listening to our customers and community,” Harris said.

“We did market research when we were first launching the company to see what products appealed and what was lacking. We’re constantly watching the trends and products out there, while at the same time listening to grassroots feedback.”

Harris, who previously served as a professional football general manager, sees parallels between sports management and the cannabis industry. “I was considered a players’ GM, so I approached the game with players’ well-being as a big part of decision-making,” he said.

“New ways to keep them healthy and on the field were important, making them feel valued was critical. The growers are the players in our industry and need to be treated with value to get the best production out of them.”

A key focus for House of Kush is breaking down the stigma around cannabis, especially in professional sports. “Telling the story as often and as loud as possible,” Harris said.

“I had prejudice against the plant myself until I did the research and spoke with players that I respected. The cannabis consumer doesn’t like the stereotypes; we have to normalize and show people it’s OK. The stories of why and the outcomes are important. Getting guys off opioids for athletes and veterans has an impact that people will listen to.”

Regulatory hurdles remain a challenge for the industry, and House of Kush is no exception. “We’ve had multiple banks like everyone else in the industry, but the biggest challenge is moving genetics around. Each state has a different regulation we need to follow and we have to be on top of compliance to operate in those states,” Harris said.

“Our packaging is another pain point. It is hard to build a consistent brand when your packaging looks different in every state. It causes a lot of design conversations so that when you see us in another market, we look like the same brand.”

Looking forward, House of Kush aims to continue its push into mainstream acceptance while maintaining its legacy roots. “Our brand has been developed with an eye on being accepted in the mainstream,” Harris said.

“We like to take a Harley-Davidson approach—business professional and cannabis consumer are not mutually exclusive. You can do both not only responsibly but also with the intention to enhance your performance.”

For aspiring entrepreneurs, Harris offers a straightforward piece of advice. “Stay true to your vision. This industry will have a lot of ups and downs because it’s so new,” he said.

“Being authentic and having staying power is critical to keep going. If you don’t stay true to yourself, you will burn out. It takes too much energy to be all things—be you.”

With a foundation built on legacy genetics, innovation, and cultural authenticity, House of Kush continues to influence the industry by staying true to its mission and adapting to the evolving cannabis landscape.

To learn more about House of Kush and Reggie Harris visit houseofkush.co.