B Eazybuds has made a splash in places like New York, New Jersey, and Texas thanks to Cali-grown strains like Duck Sauce and Terpz and Caicos. Now the brand is set to make their products available in California dispensaries.
Bobby, co-founder of the indie weed brand B Eazybuds, moved to LA from Boston two years ago on a whim. After decades selling in the streets, he came to California to build a brand that Bobby plans to take to the recreational market.
The brand, named after the common Boston send-off “be easy,” was built with the help of social media marketing.
“B Eazybuds is really a street brand built from the followers up,” Bobby said. He says the reception has been phenomenal. “It’s just from the followers all in literally one year.”
Duck Sauce, Bobby said, is blowing up. It’s technically a collaboration between B Easybuds and two New York brands, Fumi, and High Volume.
“In New York it’s the biggest strain there is. In Texas, same thing. In New Jersey, Philly up and down the eastern seaboard, Duck Sauce is the one. It’s just the one,” Bobby said.
The other strain that’s blowing up is Terpz and Caicos, which he says has been on the menu almost a year.
“This is the other strain that we’re known for. That’s the brand staple right there,” Bobby said.
The fact that both have been running for a while and are still getting hype is fortunate, he admits.
“Those two are longevity strains, and you don’t get a lot of those in the game. So, luckily, to have a strain that’s been popping for a year is pretty cool.”
B Easybuds strains are essentially Lemon Cherry, Runtz, Zkittlez, and OG crosses.
“People are like it is just Lemon Cherries and Runtz. Yeah, it’s true but they’re all from different facilities, different phenos, different cuts, they all smell, look, taste different,” Bobby said. “But a lot of them are based around what I call candy,” he said.
He recognizes that focusing on candy terps is a little too trendy in California and therefore looked down on.
But, Bobby said, they’re also the most popular and most in demand terps.
“Candy strains right now are dominating the market,” he said. He’s unapologetic about focusing on what’s in demand.
“I’m really genuinely only focused on the candy strains in the candy market. I feel in my head that’s about 90% of the market base right now is candy base, and what 10% is leftover, so whether right or wrong, this is my belief. So, I’m going to target the 90%. And I’m not really worried about the other 10%.”
“There are people who don’t want to understand the candy game. There’s a stigma around it,” Bobby said.
Bobby is all in on the candy game.
He’s determined to be the best in that lane, alongside Cali brands like Don Merfos Exotics.
“I hope that we’re known for the best candy terps. But the people will decide that. But I’d like to think that we are,” he said.
He said his magic as a brand is in creating partnerships and selecting the best weed that’s available to him through his network.
“You don’t have to know how to grow, you just pick out the best packs. You have the best relationship with the best growers,” he said.
“I don’t know how to grow. I don’t know any of that stuff. But I know what good product is and what isn’t a good product. I have the eye. I have the nose. I know how to QC,” Bobby said.
For brands like his that source rather than growing in-house, there’s an extra element of proving yourself. Bobby said that being a broker of weed is the “other half” of the process of selling weed.
“I know some growers don’t like to hear that. They don’t like people like myself that do that. But it’s just the reality of the game,” Bobby said.
“You need both, one needs the other and that’s how it is. I don’t grow but they don’t market it themselves. So, we need each other,” he said.
Social Media has been crucial to marketing B Easybuds, and Bobby credits his online presence for the brand’s rapid growth.
“One of my strengths is social media. And I relate to the people,” Bobby said. He uses platforms like Instagram, Snapchat, and Telegram to talk directly to the community.
“I’m very accessible. It’s not forced, I’m very passionate about the product, the industry, my brand,” Bobby said.
Moving out to LA has proven a win for the former Bostonian.
“I’m on a different level than I was when I lived back home two years ago, the brand is exponentially bigger than it was, it is ridiculously much bigger.”
The California weed scene doesn’t compare. He feels now like he’s made it.
“Once you’re out here, you live out here and you’re amongst your peers and you start to have success, you know you’re in the club,” he said.
Bobby and his partners are ambitious about riding this current wave to greater success.
“I want to be the best brand in the world. When people say candy brands, I want B Eazybuds to be synonymous with the word candy. Until that is, there’s more work to do,” he said.
Still, he said, he’s staying true to his roots.
“Even when I’m in the dispensary, it’s still going to be street brand,” Bobby said.
“We just got to keep it going and stay ahead of the curve and stay ahead of whatever is the next big thing. We got to create it or be ready when it hits.”