The Road to RAW

RAW was a project I had been working on for many years. It began when friends of mine were smoking a brand of “natural” cigarettes. They told me how they preferred these cigarettes because they were additive free without all the chemicals of a regular cigarette. As I was listening to this, I would be staring at the bright bleached white paper thinking to myself “if they can make an additive free natural tobacco, why can’t I make a natural unbleached unrefined paper to wrap it in?” And thus, the RAW project began. Getting RAW to market was, without a doubt, the most difficult project I have ever undertaken. Everywhere I went the material suppliers would try to discourage me. I even approached a materials supplier that was owned by our competitors in Barcelona. They said in Spanish (while laughing at me), “Josh, nobody will want to smoke a paper bag”. Time and again, I would try to explain my idea, how the paper would be super thin and translucent, how the plant materials I blended would yield the perfect burn, how its’ beautiful brown hue would be nothing like anyone had ever seen before for rolling papers, but to no avail. I was at the point of giving up, but I just couldn’t get the mental picture of what I imagined for RAW out of my head, and somehow I became even more determined than ever to launch RAW. In the end, I invested all the knowledge and most of the money we had made with Juicy Jays and Elements into RAW and brought it to market. Smokers everywhere agreed with my dream, and RAW has been my biggest success. It turns out, the same factories that negated and poked fun at me are now producing RAWplicas. How classic is that.

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s