I finished every one

There are a lot of ways for a new name to get a buyer’s attention at a trade show. Big booth. Loud branding. Aggressive pitch. P37 got mine with something much simpler.

They put the flower on the table.

Their Flower Expo display was built around Exotic Flower in 3.5g packages, with a lineup deep enough that I immediately started opening jars and asking questions. Qualified dispensary buyers were also able to take home 1g samples. I left with seven or eight.

And here is the part that matters. I actually finished every one.

That almost never happens after a show. By the end of an expo, buyers can leave with a ridiculous amount of product. Some gets tried once. Some gets passed around. Some never makes it out of the sample bag. When I work my way through seven or eight different flowers from the same company, that tells me something held my attention beyond the booth.

“Seven or eight samples came home with me. I finished every one. That’s probably the best review I can give the lineup.”

For P37, it was the depth of the lineup. This wasn’t one hero strain surrounded by filler. I kept finding flower I wanted to spend more time with. Different genetics. Different aroma profiles. Different expressions. More importantly, the experience made me curious about the brand as a whole, which is exactly what a company trying to enter a buyer’s radar should accomplish.

More than an Expo discovery

P37 was a new name to me at Flower Expo, but it is not a new cannabis company.

Prohibition 37 comes out of New Mexico, where the company operates cultivation and retail and describes its approach as physician-led and science-focused. The name itself references 1937, the year Congress enacted the Marihuana Tax Act, a piece of cannabis history the company has made part of its identity.

There is also a track record behind the flower. P37’s Tropical Runtz took second place in Sativa Flower at the 2023 High Times Cannabis Cup New Mexico. At the 2026 Best in Grass New Mexico Awards, Lemon Ztraws placed third in Sativa Flower.

That context made the Flower Expo experience more interesting to me. I wasn’t just looking at another company with attractive packaging and a good sales pitch. I was getting my first look at a cannabis operator with history in another market and enough product depth to make me want to understand what they were doing.

The buyer takeaway

For me, “The New Name to Know” shouldn’t mean the newest company in the building.

It should mean the name I didn’t walk into Flower Expo thinking about, but walked out wanting to investigate.

P37 did that.

— John Hirsch · @ProcureCulture

For adults 21+. Personal experience, not medical advice. Cannabis laws vary by location.