When Consumers Take the Judge's Seat

Cannabis competitions like the California Cannabis Awards are steeped in tradition, with products evaluated through scientific analysis and expert judging to determine which brands rise to the top. And while accolades provide ample opportunities (and plenty of bragging rights), being recognized by the community just hits different.

That’s where the Consumers Choice Awards come in. The contest puts the people in the driver's seat, giving them a chance to shout out their favorite brands. 

Every brand competing in the California Cannabis Awards has a shot to win. Even if they don’t take home a Golden Bear, they still have a shot at being crowned the people’s champ.

In 2025, Wild Leaf Farms out of Nevada County took home the custom Lavender Jones Consumers Choice trophy. For brothers Jacob and Colby, who run the farm on their own, the moment was especially meaningful.

“We’ve been doing this for the last 15 years—it's in our blood, it’s what we do every day, so this [award] shows and pays off our hard work,” Jacob said. 

All gas, no brakes

This year, embarc is powering the Consumers Choice contest—and taking it to the next level. 

The first round of voting (running now through June 30th) lets fans pick their top brands in each California Cannabis Awards category. The top three brands in each category advance to a final round of voting from July 6 through July 31, with winners announced August 1.

Stay tuned—finalists may have more than just bragging rights on the line.

Consumers are at the heart of the cannabis industry. Their support helps brands grow, thrive, and continue doing what they do best. The Consumers Choice Awards, powered by embarc, gives consumers a voice in celebrating the brands they love, adding another layer of recognition to a competition that already highlights the best of California cannabis.