Herb false
Founded 2006 Β· 133 employees on LinkedIn Β· 9 known investors
Herb is an online cannabis community and content platform that curates cannabis products, strains information, how-to guides, and local experiences for its members. It targets Millennial and Gen Z audiences and partners with cannabis brands to help users discover products and culture.
Also known as Herb Β· HERB Β· herb.co Β· Herb.co Β· The Stoner's Cookbook
Investors Β· 9
Also in the syndicate Β· 7
Company profile
researched Aug 2026Herb (herb.co) is an online cannabis publication and product discovery platform. Its site is organized around editorial sections including News, How-Tos, Dispensaries, Deals, Products and Guides, covering topics such as cannabis legalization developments, hemp-derived THC regulation, product reviews and consumption education. Recurring formats include "City Guides" explaining how to buy cannabis in particular cities, states and countries, "Road To Legalization" coverage tracking U.S. states moving toward legalization, and "Learn" explainers on product categories such as disposable vapes and THCA flower.
Alongside editorial, Herb operates a product shop organized by category β accessories, beverages, capsules, cultivation, edibles, flower, oils, powders, pre-rolls, topicals, vape pens and wholesale β featuring branded items from third-party cannabis and hemp companies. The site discloses that its product pages contain sponsored content and that featured brands and products are part of paid partnerships. Herb also markets an in-house services arm, Herb Agency, positioned to help cannabis brands with growth and marketing, and offers advertising placements and an email newsletter for readers.
Business model
Herb combines advertising, sponsored content and paid brand partnerships with a product discovery shop, and separately offers marketing services to cannabis brands through Herb Agency. Product listings on the site are disclosed as sponsored placements.
Site-disclosed revenue sources include advertising ("advertise with Herb"), paid brand partnerships and sponsored product features, plus agency services sold to cannabis brands.
Latest developments
Herb's 2026 coverage focuses on U.S. federal hemp restrictions signed into law in late 2025 that are expected to ban most intoxicating hemp products by November 2026, state-by-state legalization movement in 2026, and reviews of large-format disposable vape products and THCA flower quality.
βΈFull profile β technology, go-to-market, geography
Technology
The company operates a JavaScript-based web publication with categorized content sections, a product catalog browsable by category, deals listings and an email subscription capture flow.
Go-to-market
Herb reaches consumers through search- and interest-oriented editorial content β city and state buying guides, legalization news, product reviews and how-to articles β and converts that audience via an email newsletter, product listing pages and deals. It sells advertising and partnership placements to cannabis and hemp brands and pitches agency services directly to brands via inbound contact forms.
Two sides: cannabis consumers seeking product recommendations, dispensary and city-level purchasing information, and legal/regulatory news; and cannabis and hemp brands buying advertising, sponsored placements and marketing services.
Geography
Editorial coverage is primarily U.S.-focused, including state-level legalization tracking and city guides such as Lexington, Kentucky, with additional international buying guides covering locations such as Edinburgh, Scotland and Cyprus.
Compiled by commissioned research from 12 cited public sources β announcements, filings, and press listed under research sources below.
Key figures
latest reportedCompany-reported or press-reported figures, each dated to when it was claimed β not independently audited.
Timeline Β· 8
launches, deals, and filingsA platform helping users find cannabis products and check their availability at nearby stores.
Herb announced $4.1 million in seed funding to launch a new technology platform, grow its video studios, make key hires and open offices in Los Angeles and New York.
$4.1M source β
Herb launched a weekly video series mixing personal stories and educational cannabis content; it received over six million views within 48 hours of launch.
Herb opened two new office locations and expanded its video studio operations.
After the success of the 2015 cookbook 'Herb: Mastering the Art of Cooking with Cannabis,' the company rebranded from The Stoner's Cookbook to Herb, and Matt Gray acquired the business later that year.
The company released a 200-plus page cookbook written by Laurie Wolf and photographed by Bruce Wolf.
Matt Gray, previously co-founder of Toronto technology skills accelerator Bitmaker, joined as CEO to scale the company.
Dated company events from announcements, filings, and press; legal rows summarize public dockets and regulator releases.
βΈResearch sources Β· 12
primary sources listed
- Herb falseherb.co Β· web
- Cannabis website Herb raises $4.1M | TechCrunchtechcrunch.com Β· web
12 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does Herb false do?
- Herb is a cannabis media and commerce site publishing news, how-to guides, dispensary and city guides, and product listings.
- Who are Herb false's investors?
- Herb false's investors include Bullpen Capital, Great Oaks Venture Capital.