Joe Montana

USA Today

Grow Montana

Grow Montana is putting his money into the green rush.

January 25, 2019 - 10:14 am

The iconic face of a franchise named after the California Gold Rush—is now the biggest name, to date, to join in on the California green rush. Former San Francisco 49ers quarterback and four-time Super Bowl champ—Joe Montana—is now officially growMontana.

Yesterday, it was announced that Joe Montana’s venture capital firm took part in a 75 million dollar investment into the legal tree business. Specifically—a San Jose-based company called Caliva.

According to Caliva’s website—the Nor-Cal operation specializes in growing, distributing, and selling. And Montana’s investment will be used to scale the company’s business by growing the farm, launching a delivery service, and opening at least one more retail store.

This is extremely interesting on a number of levels. The first being that it’s freaking Joe Montana. The Comeback Kid. Arguably the best to ever do it. We’re talking about one of the all-time faces of the NFL. A guy who played the most important position in the most popular sport. And now his handle and his check book are tightly rolled up—cone style—with stickiest of the ickiest.  

And I don’t have an issue with it. At all. Dude’s been a savvy business man and entrepreneur: arguably as successful off the field as he was on it. In short, he knows what the hell he is doing. If the Diaz Brothers, and Ricky Williams, and Iron Mike Tyson can get in on the game—why not Joe, too?

The thing that makes this different, though, is how much it legitimizes the business of chron. When the same dude selling you Sketchers is now selling you dabs—it changes the game. 

It makes it normal for a lot of people who grew up watching Reefer Madness. 

That was then. This is now. And now—Grow Montana is putting his money into the green rush. But here’s where things get even more interesting. Joe isn’t just looking for some R.O.I.--Joe is looking to be part of changing the landscape with alternative medicine for pain.

In quote published by the New York Post, Montana said he believes the marijuana industry, “can provide relief too many people and can make a serious impact on opioid use or addiction.” 

That’s not the first time we’ve heard that. And it won’t be the last. But it’s the first time a former NFL quarterback of Joe Montana’s stature has said it. And Montana played in era when it was perfectly legal to truck the QB and move his brain inside his skull.

So now we have one of the all-time faces of the league advocating for something that still isn’t allowed in the league. And as the data continues to mount in favor of weed and in opposition of OxyContin—and as guys like Joe Montana are financially investing in alternative forms of medicine.-you have think reform could is on the horizon soon.

Now, I'm not here to tell the NFL what to do. But I am here to keep accurate score. And right now the list of athletes advocating for the health benefits of weed is growing exponentially. Sticky Icky Ricky Williams used to be on island all by himself. Hell--he literally had to leave the country to play professional football after failing a test for weed. And now I can't fire up Google Chrome without reading an article about another pro athlete advocating for chron.

In fact, I literally had the conversation with former Houston Texans running back, Arian Foster, on my podcast last year.

More and more of advocating for, and hyping the benefits of tree over opioids. And now that Joe is taking a big swing, there may be even more momentum. And it’s hard to argue with the logic. Hard to argue with the fact that the rewards and benefits far outweigh the consequences with you put the tree up against the hard core pain killers. And now it’s just a question when the NFL will come around to that way thinking. One of its best ever, now has. And while there’s obviously financial motivation here, it doesn’t mean he’s not right when he says it’s an alternative that should be available to players.