On Saturday, September 10th, Maven Genetics held the opening celebration of their new flagship storefront located in Tarzana. By offering the freshest top-shelf flower and small-batch previews, the store is a way for Maven fans to have access to the very best of the brand’s line of flower as it develops.
The Maven Genetics brand has legacy ties, having been founded by growers in the San Fernando Valley during the early 2000s when OG Kush was blowing up. After years of cultivating a select strain library, the brand was formed in 2015 during the Prop 215 era, and transitioned to the recreational market in 2018.
According to co-founder and Brand Director Miguel Deviva, the new Tarzana location is an outlet for the brand’s high-end line of cannabis. It will offer the most complete selection of Maven Genetics products, as well as exclusive drops.
“The store is meant to carry the most extensive catalog of all the strains and products, phenotypes that we’re testing, small batch and microbatches, exclusives,” Deviva said.
“It’s a way to have a relationship with customers on a more personal basis so that we can make better decisions at what we go to the brand with at scale,” he said.
The Maven team has been cultivating and breeding their own genetics for years. They offer a library that is in tune with their SFV roots, with strains that have been around for generations.
“We took the genetics that we eventually phenohunted ourselves and then over time we’ve been cross-pollenating those. So if we have two that have specific qualities that we feel could be part of the evolutionary cycle of that strain, then we cross pollenate. Now we’re probably six, seven generations in on some of the genetics that we have,” Deviva said.
Although they originally were founded on OG Kush, Maven now carries a variety of strains and terpene profiles.
“We have such a wide range of strains that we really try to do our best to cater to the different families of terpenes. We tried to hit all the markers and create a pretty wide appeal of terpene families and genetics altogether,” Deviva said.
The flower is grown at nearby facilities in the Valley, so it’s local and fresh. The idea was to have the store near where the plant is cultivated.
“That way we can go straight from something that just got packaged yesterday and we can bring it as extremely fresh flower, which is a high priority for us is maintaining the absolutely freshest strains,” Deviva said.
He said the team wants the ability to get feedback as they cultivate. “Having that conversation with our fan base, being able to say hey, this is a microbatch, what do you think about this?” Deviva said.
Maven stands for being an expert or connoisseur, something that Deviva says is part of the culture of the brand from the start.
“What the original cultivators were doing was being extremely picky and doing their best to find the absolute best cannabis,” Deviva said. “That eventually evolved to expanding more of a culture and lifestyle where we try to focus on connecting with people that feel that they’re Mavens or experts in whatever their field is.”
It’s a sentiment that many in the weed community will relate to.
“Taking your craft really seriously and trying to do it as best as you possibly can. That’s the ethos for the brand,” Deviva said.