Rocky Road
Bananaghani, Blood Orange, Cereal Milk, Cherry Hills, Durban Kush #8, Granola Funk, Gusherz, Koko Puffs, Lava Breath, Layer Cake, Peach Kush, Purple Marmalade, Sherb Crasher, Sour Melon, Strawberry Shortcake, Sueno, Tart Pops, The Sauce, White 99
Roots RX
Cherry Hills, Tart Pops, Triangle Og
Roots Rx
Apple Fritter, Big Bubba Diesel, Blood Orange, Cherry Hills, Electric Lemonade, Funyunz, GG #4, Grape Oz, Gusherz, Ice Milk, Lucky Charms, Miracle Alien Cookies, Papaya Cake, Peach Crescendo, Peach Kush, Strawberry Shortcake, Sueno, Veritas Cookies, Wedding Crasher
Simply Pure
Durban Kush #8, Fubar, Funyunz, Georgia Pie, Gusherz, Miracle Alien Cookies, Peach Pie, Raspberry Beret, Sueno, Yuk Mouth
Solace Meds
Apple Fritter, Bananaghani, Biker Oz, Cake Pop, Cherry Hills, Forbidden Melonz, Fubar, Funyunz, GG #4, Garlic Breath, Georgia Pie, Gusherz, Ice Milk, Layer Cake, Papaya Cake, Peach Crescendo, Peach Kush, Purple Papaya Punch, Raspberry Beret, Sueno, Tart Pops, Triangle Og, White Runtz, Wookie Fruit, Yuk Mouth
Spark
Apple Fritter, Forza Sans Souci, Funyunz, Gas Tanker, Grape Oz, Island Sweetz, Item #9, Lava Breath, Layer Cake, Pad Thai, Peach Crescendo, Peach Kush, Sueno, Sundae Float, Tart Pops, Wookie Fruit
Star Buds
Apple Fritter, Gelato #41, Infinity N Beyond, Layer Cake, Meow Meow, Sherb Crasher, Slurricane, Sueno, Toxic Boo, White 99
Steel City Meds
Cherry Hills, Garlic Breath, Garlic Cookies, Papaya Cake, Peach Pie, Sage N Sour, Slurricane, Strawberries N Cream, Sueno, Sunset Drive, Tart Pops
The 404 Dispensary
Durban Kush #8, Papaya Cake, Peach Crescendo, Peach Kush, Purple Marmalade, Purple Papaya Punch, Tart Pops
The 64 Store
Cherry Hills, Forza Sans Souci
The Dispo
Bananaghani, Biker Oz, Koko Puffs, Papaya Cake, Peach Kush, Triangle Og, White Runtz, Wookie Fruit
The Farmers Market
Gusherz, Layer Cake, White 99
The Green Solution
Big Bubba Diesel, Biker Oz, Blue Sherbert, Bubba Berry, Cake Pop, Cherry Hills, Durban Kush #8, Granola Funk, Grape Oz, Koko Puffs, Lava Breath, Layer Cake, Lucky Charms, Milky Weigh, Muffinz Breath, Papaya Cake, Purple Papaya Punch, Sage N Sour, Sour Orange Zkittlez, Strawberry Shortcake, Sueno, Tart Pops, The Sauce, Wedding Crasher, White 99, Wookie Fruit
The Happy Camper Cannabis Company
Apple Fritter, Biker Oz, Cherry Hills, Forbidden Melonz, Forza Sans Souci, Fubar, Georgia Pie, Gusherz, Ice Milk, Milky Weigh, Peach Kush, Purple Marmalade, Sour Rado, Strawberry Shortcake, Tart Pops, White Runtz
The Joint Denver
Gusherz, Milky Weigh, Tart Pops
The Underground Station
Durban Kush #8, Headband Kush, Layer Cake, Peach Crescendo, Purple Marmalade
Third Day Apothecary
Bubba Berry, Cherry Punch, Gas Tanker, Lava Breath, Milky Weigh, Miracle Alien Cookies, Papaya Cake, Purple Marmalade, Sage N Sour, Slurricane, Sueno
Tumbleweed
Apple Fritter, Bananaghani, Biker Oz, Blood Orange, Bubba Berry, Cherry Hills, Durban Kush #8, Forbidden Melonz, Forza Sans Souci, Fubar, Funyunz, Garlic Breath, Gary Payton, Georgia Pie, Granola Funk, Grape Oz, Gusherz, Ice Milk, Item #9, Koko Puffs, Lava Breath, Layer Cake, Milky Weigh, Miracle Alien Cookies, Pad Thai, Papaya Cake, Peach Pie, Purple Marmalade, Purple Papaya Punch, Raspberry Beret, Sherb Crasher, Strawberry Shortcake, Sueno, Sundae Float, Tart Pops, Ting, Wedding Crasher
Twin Peaks Dispensary
Banana Kush, Bananaghani, Cherry Diesel, Forza Sans Souci, Granola Funk, Ice Milk, Lava Breath, Layer Cake, Oz Kush, Purple Papaya Punch, Sherb Crasher, Sundae Driver, Tart Pops, White Runtz
Unity Rd
Big Bubba Diesel, Electric Lemonade, Forbidden Melonz, GG #4, Gary Payton, Gusherz, Koko Puffs, Peach Crescendo, Slap N Tickle, Sour Melon, Tart Pops, Unicorn Poop, White Runtz, Wookie Fruit
1136 Yuma
Cherry Punch, Electric Lemonade, Koko Puffs, Lava Breath, Peach Crescendo, Tart Pops, Yuk Mouth
A Cut Above
Apple Fritter, Banana Kush, Cookies N Cream, Gusherz, Headband Kush, Ice Milk, Lava Breath, Layer Cake, Papaya Cake, Peach Kush, Purple Marmalade, Slap N Tickle, Super Sour Lemon, Tart Pops, The Sauce, White Runtz
A Cut Above Dispensary
Cherry Hills, Forbidden Melonz, Grape Oz, Papaya Cake, Pineapple Blast, Sage N Sour, Sueno, Sunset Drive
Backcountry Cannabis Co.
Electric Lemonade, Fubar, Layer Cake
Berkeley Disensary
Granola Funk, Lava Breath, Layer Cake, Tart Pops
Blue Heron Dispensary
Layer Cake, Milky Weigh, Snickerz
Breckenridge Organic Therapy
Forza Sans Souci, Koko Puffs, Strawberry Guava
Canna Cabinet
Apple Fritter, Apples And Bananas, Banana Kush, Bananaghani, Biker Oz, Blood Orange, Bubba Berry, Cereal Milk, Cherry Hills, Cherry Punch, Electric Lemonade, Forbidden Melonz, Forza Sans Souci, Fubar, Funyunz, Granola Funk, Grape Oz, Gusherz, Headband Kush, Ice Milk, Island Sweetz, Koko Puffs, Lava Breath, Layer Cake, Meow Meow, Milky Weigh, Muffinz Breath, Oreoz, Oz Kush, Pad Thai, Papaya Cake, Peach Crescendo, Peach Kush, Peach Pie, Pruno, Purple Marmalade, Purple Papaya Punch, Rain Dance, Raspberry Beret, Runtz, Sherb Crasher, Slap N Tickle, Slurricane, Snickerz, Sour Rado, Strawberry Guava, Strawberry Milk, Strawberry Shortcake, Sueno, Sundae Driver, Sunset Drive, Tart Pops, Ting, Triangle Og, Wedding Crasher, White 99, White Runtz, Wookie Fruit, Yuk Mouth, Zookies
Canna City
Biker Oz, Gelato #41, Layer Cake, Papaya Cake, Peach Crescendo, Tart Pops, Wookie Fruit
Cherry Peak Dispensary
Apple Fritter, Banana Kush, Cherry Hills, Durban Kush #8, Electric Lemonade, Granola Funk, Gusherz, Milky Weigh, Miracle Alien Cookies, Purple Marmalade, Purple Papaya Punch, Runtz, Strawberry Shortcake, Tart Pops, Unicorn Poop, White 99
Chronic Therapy
Muffinz Breath
Colorado Harvest Company
Durban Kush #8, Ice Milk, Peach Crescendo, Purple Papaya Punch, Ting, Triangle Og, Wookie Fruit
Denvers Kush Club
Apple Fritter, Georgia Pie, Gusherz, Layer Cake, Purple Papaya Punch, Raspberry Beret, Sour Rado, Super Sour Lemon
Doctors Orders
Apple Fritter, Bananaghani, Forza Sans Souci, Layer Cake, Purple Papaya Punch, Tart Pops, Ting
Eclipse Cannabis
Forbidden Melonz, Ice Milk, Purple Papaya Punch
Elements
Apples And Bananas, Item #9, Papaya Cake, Triangle Og
Elevated
Cherry Hills, Forbidden Melonz, Grape Oz, Purple Papaya Punch, Tart Pops
EmJ's
Apple Fritter, Blood Orange, Cake Pop, Cereal Milk, Cherry Hills, Forbidden Melonz, Forza Sans Souci, Garlic Breath, Grape Oz, Headband Kush, Ice Cream Cake, Ice Milk, La Kush Cake, Layer Cake, Milky Weigh, Miracle Alien Cookies, Papaya Cake, Peach Crescendo, Peach Kush, Purple Marmalade, Slap N Tickle, Snickerz, Sour Diesel, Sour Orange Zkittlez, Sour Rado, Strawberry Milk, Strawberry Shortcake, Sueno, Sunset Drive, Super Sour Lemon, Tart Pops, The Sauce, Unicorn Poop, Veritas Cookies, White Runtz, Yuk Mouth
Emerald Fields
Cherry Punch, Forbidden Melonz, Forza Sans Souci, Fubar, Muffinz Breath, Purple Papaya Punch, Tart Pops
Euflora
Cake Pop, Garlic Breath, Peking Duck, Slurricane, Strawberry Guava, Tart Pops, Wookie Fruit
Freedom Road
Cherry Punch
Golden Meds
Big Bubba Diesel, Bubba Berry, Cake Pop, Cherry Diesel, Cherry Hills, Forbidden Melonz, Forza Sans Souci, Granola Funk, Grape Oz, Gusherz, Headband Kush, Ice Cream Cake, Ice Milk, Koko Puffs, Lava Breath, Layer Cake, Milky Weigh, Muffinz Breath, Peach Crescendo, Purple Marmalade, Sage N Sour, Sour Orange Zkittlez, Sour Rado, Strawberry Milk, Sueno, Tart Pops, The Sauce, White Runtz
Good Weed
Sueno
Green Dragon
Layer Cake, Peach Kush, Sour Orange Zkittlez
Green Dream
Ice Milk, Tart Pops
Green Pharm 2
Cherry Punch, Colorado Cool Aid, Electric Lemonade, Grape Oz, Ice Milk, Item #9, Sour Diesel, Sour Orange Zkittlez, Strawberry Milk, Tart Pops
Greenfields
Cherry Diesel, Papaya Cake, Slap N Tickle, Strawberries N Cream
Herbal Healing
Apple Fritter, Forbidden Melonz, Forza Sans Souci, Koko Puffs, Layer Cake, Papaya Cake, Sage N Sour, Tart Pops
Herbs 4 You
Cherry Punch, Gas Tanker, Peach Crescendo, Purple Marmalade, Sour Diesel, Super Sour Lemon, Unicorn Poop, Veritas Cookies, Yuk Mouth
High Octane Dispensary
La Kush Cake, Peach Crescendo
High Plains Strains
Granola Funk, Lava Breath, Milky Weigh, Peach Crescendo, Wookie Fruit
High Plainz Strains
Apple Fritter, Biker Oz, Cherry Hills, Forbidden Melonz, Forza Sans Souci, Funyunz, Georgia Pie, Granola Funk, Gusherz, Ice Milk, Lava Breath, Layer Cake, Milky Weigh, Peach Crescendo, Peach Pie, Raspberry Beret, Sage N Sour, Slurricane, Tart Pops, Toxic Boo, White Runtz, Wookie Fruit
Higher Grade
Bubba Berry, Cherry Diesel, Veritas Cookies
Kanopya Springs
Item #9, Sueno, Tart Pops
Kind Care Of Colorado
Granola Funk, Ice Cream Cake, Lava Breath, Peach Crescendo
Kind Meds
Purple Marmalade, Zookies
Kinfolk Farms
Banana Kush, Durban Kush #8, Fubar, Gas Tanker, Headband Kush, Layer Cake, Milky Weigh, Muffinz Breath, Papaya Cake, Peach Kush, Peking Duck, Slap N Tickle, Toxic Boo, White Runtz, Yuk Mouth
LOVA co
Cherry Punch, Forza Sans Souci, Garlic Breath, Gary Payton, Granola Funk, Grape Oz, Muffinz Breath, Slurricane, Strawberry Milk
LaConte's Denver
Biker Oz, Gary Payton, Sour Orange Zkittlez
Lakeshore Cannabis
Apple Fritter, Banana Kush, Biker Oz, Blood Orange, Bubba Berry, Cherry Hills, Cherry Punch, Durban Kush #8, Electric Lemonade, Forbidden Melonz, GG #4, Gary Payton, Granola Funk, Gusherz, Headband Kush, Ice Cream Cake, Ice Milk, Island Sweetz, Koko Puffs, Muffinz Breath, Purple Marmalade, Slurricane, Strawberry Flame, Strawberry Shortcake, Sueno, Tart Pops, Unicorn Poop, Veritas Cookies, Wedding Crasher
Lightshade
Apple Fritter, Apples And Bananas, Cake Pop, Electric Lemonade, Forza Sans Souci, Georgia Pie, Granola Funk, Gusherz, Headband Kush, Koko Puffs, Lava Breath, Layer Cake, Miracle Alien Cookies, Papaya Cake, Peach Crescendo, Raspberry Beret, Sage N Sour, Slurricane, Sour Rado, Sueno, Tart Pops, The Sauce, White Runtz
Living Rose Wellness
Forbidden Melonz, Granola Funk, Grape Oz, Item #9, Layer Cake, Milky Weigh
Lova co
Cherry Punch, Durban Kush #8, Forza Sans Souci, Garlic Breath, Granola Funk, Ice Milk, Layer Cake, Milky Weigh, Muffinz Breath, Sage N Sour, Slap N Tickle, Sueno, Sunset Drive, Super Sour Lemon, Veritas Cookies
Magnolia Rd.
INFVSED Tart Pops #3
Magnolia Rd.
Forbidden Melonz, Forza Sans Souci, Granola Funk, Grape Oz, INFVSED Forbidden Melonz #6, INFVSED Miracle Alien Cookies, Ice Milk, Koko Puffs, Lava Breath, Layer Cake, Milky Weigh, Papaya Cake, Peach Crescendo, Peach Pie, Purple Marmalade, Purple Papaya Punch, Sherb Crasher, Tart Pops
Magnolia Road Cannabis Co
Cherry Hills, Layer Cake, Peach Crescendo, Peach Kush, Purple Marmalade, Tart Pops, White Runtz
Magnolia Road Cannabis Co.
Apple Fritter, Cherry Diesel, Grape Oz, Super Sour Lemon
Mana Supply Company
Sueno
Medicine Man
Big Bubba Diesel, Durban Kush #8, Forza Sans Souci, Georgia Pie, Granola Funk, Grape Oz, Layer Cake, Peach Crescendo, Purple Marmalade, Raspberry Beret, Tart Pops, Wedding Crasher
Native Roots
Apple Fritter, Banana Kush, Bananaghani, Biker Oz, Bubba Berry, Cake Pop, Cherry Hills, Cherry Punch, Durban Kush #8, Electric Lemonade, Forbidden Melonz, Fubar, Funyunz, GG #4, Georgia Pie, Granola Funk, Grape Oz, Gusherz, Headband Kush, Ice Milk, Koko Puffs, Lava Breath, Layer Cake, Lucky Charms, Miracle Alien Cookies, Muffinz Breath, Oreoz, Oz Kush, Papaya Cake, Peach Crescendo, Peach Kush, Purple Papaya Punch, Raspberry Beret, Sage N Sour, Sour Orange Zkittlez, Sour Rado, Strawberry Flame, Strawberry Shortcake, Sueno, Super Sour Lemon, Tart Pops, Ting, Triangle Og, White 99, White Runtz, Wookie Fruit, Yuk Mouth
Native Roots Vail
Cherry Hills, Electric Lemonade, GG #4, Gusherz, Headband Kush, Sage N Sour, Sour Rado, Super Sour Lemon, Tart Pops
Natural Alternatives for Health
Blood Orange, Forza Sans Souci, Ice Milk, Sherb Crasher
Nature's Herbs & Wellness
Apple Fritter, Biker Oz, Cherry Hills, Forbidden Melonz, Forza Sans Souci, Georgia Pie, Granola Funk, Ice Milk, Layer Cake, Milky Weigh, Peach Crescendo, Raspberry Beret, Sherb Crasher, Tart Pops, Wookie Fruit
Nature's Kiss
INFVSED Papaya Cake, INFVSED Purple Marmalade
Natures Herbs & Wellness Center
Apple Fritter, Funyunz, Georgia Pie, Granola Funk, Ice Milk, Peach Crescendo, Purple Marmalade, Raspberry Beret, Sherb Crasher
Natures Kiss
Purple Marmalade, White 99
Natures Medicine
Fubar, Georgia Pie, Lava Breath, Layer Cake, Milky Weigh, Peach Crescendo, Sour Diesel, Wookie Fruit
Oasis Cannabis Superstore
Apple Fritter, Banana Kush, Bananaghani, Big Bubba Diesel, Cherry Hills, Granola Funk, Ice Cream Cake, Layer Cake, Purple Papaya Punch, Raspberry Beret, Strawberry Shortcake, Tart Pops
Peak Dispensary
Cherry Hills, Wedding Cake
Peak MJ
Apples And Bananas, Bananaghani, Wookie Fruit
Pig N' Whistle
Veritas Cookies
Rocky Mountain Blaze
Apple Fritter, Biker Oz, Funyunz, Georgia Pie, Lava Breath, Purple Marmalade, Raspberry Beret, Slap N Tickle, Strawberry Shortcake, Ting, White Runtz, Yuk Mouth
Rocky Mountain Cannabis
Biker Oz, Cherry Hills, Forbidden Melonz, Granola Funk, Grape Oz, Gusherz, Ice Milk, Koko Puffs, Peach Crescendo, Purple Papaya Punch, Snickerz, Triangle Og, White Runtz, Wookie Fruit

September 12, 2022

Grasslands CMO Jesse Burns on Building Meaningful Cannabis Cultures

And why marketers in the space need to see restrictions as opportunities

Profile picture for user Tim Nudd

By Tim Nudd on Sep 08 2022 - 9:30am

Jesse Burns | Photo illustration by Ashley Epping

Jesse Burns | Photo illustration by Ashley Epping

Jesse Burns is a cannabis marketing veteran who served as the longtime marketing director for Sweet Grass—Colorado's leading edible in the baked goods category—before joining Grasslands, the cannabis marketing and public relations agency, as CMO in 2020.

Jesse believes product design and a deep understanding of the customer journey are the driving forces for exceptional brands, and that marketers must strive to understand what emotions customers experience in order to craft a meaningful brand narrative and build lasting relationships. 

Selected as a Clio Cannabis Awards juror in 2022, Jesse has received multiple accolades for marketing and product design, including Colorado's THC Classic and a Gold Clio. He also has served as a mentor for the CanopyBoulder cannabis startup incubator.

We spoke with Jesse for our Higher Calling series, where we chat with leaders in the cannabis space.


Jesse, tell us...

Where you grew up, and where you live now.

When you ask someone from West Virginia where they are from, they will often raise their left fist and extend their middle finger and thumb, which makes the shape of the state. They then point to the place on the back of their hand and that is technically "where they are from." I'm from outside the bottom knuckle of the thumb. Nowadays I live in Denver by way of a few other states, countries and Humboldt County.

Your current role in the cannabis industry.

I'm the chief marketing officer for Grasslands, a cannabis marketing and public relations agency based in Denver, Colorado. I work with our team on all of the agency's marketing, as well as the marketing products we offer our clients. We're a journalism-minded agency specializing in complicated business languages, and we work primarily with cannabis businesses. My favorite client work is when we create brand messaging and position brands to achieve their business goals. 

Your earliest cannabis memory.

My earliest cannabis memory is the "This Is Your Brain on Drugs"—egg in the frying pan—commercial that played during Saturday morning cartoons in the early '90s. While it never specifically addressed cannabis, I was taught that "weed" was a drug, and the commercial  haunted me for years, even after I started consuming cannabis. Years later I would find out that while my friends and I were sitting through D.A.R.E. lessons in public school learning how everyone who smoked weed was a dangerous drug dealer, many of my friends' parents were quietly growing cannabis at home.

A story about the positive impact cannabis has had on your life.

When Coloradans voted on Amendment 64 in 2012, I was living up in the hills of Humboldt County, California. I received my absentee ballot via general delivery at a small rural post office, where I checked the "yes" box and sent it back to Colorado before heading back up the hill. 

I deeply appreciate the medicinal and therapeutic relationship many people have with cannabis. I also deeply appreciate the recreational relationship consumers have with the plant. Yet, for me personally, the impact is different. 

I have always had a deep passion for the culture, or counterculture, that cannabis has influenced and often defined. The ability to vote to legalize an industry that has enabled me to channel my focus and passion into the business world; to be on the forefront of this brand-new industry; and to be a marketer who is shaping the future of the industry—it's truly the cumulative opportunity of a lifetime. My career mission and throughline is to empower people to create their own cannabis cultures, and to make meaningful culture in ways they want to experience it. 

A favorite flower, edible, product, or brand.

For six years I was the director of marketing for Sweet Grass (acquired by LivWell Enlightened Health in 2020), a legacy Colorado edibles brand that specialized in cannabutter baked goods. The cannabutter we made is how cannabis is supposed to be eaten. There's no "nano" or "fast-acting" or "innovative" extraction technology out there that can give you the full-body effect you can get from a full-flower cannabutter product. While I was at Sweet Grass, we designed an actual stick of butter to sell in dispensaries—a product that ended up winning a Gold Clio in the inaugural year of the Clio Cannabis Awards. There is nothing better than a dosed stick of butter sitting on your kitchen counter. 

The biggest challenge cannabis marketers face today.

I honestly believe that the biggest challenges cannabis marketers face today are self-manifested. So often we hear about shutdowns and restrictive regulations, and how they get in the way of marketing. Yet I am a firm believer that by flipping the lens, we can use these regulations, challenges and hardships to spur creativity and create truly groundbreaking work. I encourage all cannabis marketers to color outside the lines and set the textbooks on fire; to go out there and use these perceived handcuffs as a source of inspiration and power. 

A cannabis trade/social justice organization that you support.

Business is the most significant force for change in our current world; it's the power we as entrepreneurs and employees have to create and move towards the world we want to live in.

Cannabis Doing Good helps businesses understand and guide that, and I am a big fan of their work. Here at Grasslands, our Diversity-In-Marketing Internship Program helps diversify our own perspectives on public relations and marketing, and it is one way we are contributing to the world and industry we want to see.

A recent project you're proud of.

Every year Grasslands designs and prints a physical, poster-size annual calendar as a part of a direct mail campaign. We work with local artists, designers and an in-house writing team to make one of the coolest pieces of swag out there. I have a passion for the analog, and breathing new life into a medium that is often regarded as outdated and turning that into art is a truly gratifying exercise. And then to see our friends and clients hang the calendar on their walls is remarkably rewarding.

Someone else's project you admired recently.

I always admire brands that are good at building community—especially anytime a brand focuses on building a community around their products, their values, and the way they see the world. Some examples in cannabis include Cookies—the way people tattoo themselves and are so proud to associate themselves with Berner—and Veritas Fine Cannabis—the way they host events at Red Rocks and partner with lifestyle brands like Icelantic and Oskar Blues. My absolute favorite, non-cannabis brand: Liquid Death. It's bold, audacious, unbelievably over-the-top, yet accessible. A heavy metal water brand in a can—it doesn't get much better than that. 

Someone you admire in cannabis who's doing great things.

Ben Walters at Pioneer Index is doing really great work around measuring the performance of cannabis brands' marketing programs. His group is expanding access to marketing metrics that goes so far beyond the more readily available point-of-sale data. I am thrilled to see how the Pioneer Index continues to establish itself as a gold standard for understanding cannabis brand salience. 

A movie, TV show, music or food you most enjoy pairing with cannabis.

Without a doubt, it has to be Friendsgiving. Having friends and the community come together while eating delicious food is something I love. One of the reasons behind my love for Friendsgiving is the THC pumpkin pie we made at Sweet Grass. Pro tip—eat the pie before dinner to encourage the munchies, so you and your guests don't fall asleep immediately after dessert.

What you'd be doing if you weren't in the cannabis industry.

Cannabis marketing is a passion of mine, and I have always been fortunate enough to find a place for myself in industries that are interesting and that I'm passionate about. If I wasn't in the cannabis industry, I would be working in marketing for another industry that I love, likely outdoors or fashion, telling folks why that's the best industry to work in. That said, if the job and lifestyle were sustainable—and less disappointing to my mother—I would go back to whitewater raft guiding without hesitation.

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