The American legal cannabis sector is forging creative partnerships with culinary professionals to develop novel methods of incorporating marijuana into meals, as businesses seek to distinguish themselves following a challenging period for the industry. This movement represents a sophisticated evolution beyond traditional stoner culture, with chefs and cannabis experts working together to craft thoughtful, flavour-focused edible experiences.
National Hot Pastrami Day Collaboration
For National Hot Pastrami Day on 14th January, a celebrated Jewish deli in Chicago partnered with a local Illinois dispensary to offer customers complimentary pastrami sandwiches featuring a special cannabis-infused brown mustard. The "High on Rye" event took place in the parking lot of Ivy Hall dispensary's Logan Square location, drawing queues of patrons eager to sample the intoxicating condiment.
When questioned about whether the mustard represented a temporary promotional stunt or the beginning of a more substantial venture, Aaron Steingold, founder of Steingold's Deli, and Jonny Boucher, Ivy Hall's marketing director, remained uncertain about future plans but emphasised they were thoroughly enjoying the experimental process.
Industry Pressures Driving Innovation
The year 2025 proved particularly difficult for state-legal cannabis businesses across the United States. Investor enthusiasm has been declining significantly, while dispensaries have been forced to reduce prices due to market oversupply. Furthermore, postponed federal reforms have left the industry in a precarious position, facing substantial taxation without straightforward access to conventional banking services or loans.
Consequently, cannabis enterprises are actively pursuing distinctive approaches to capture consumer attention and differentiate themselves in a competitive marketplace. "We have a food scientist that works with us in how we could properly infuse things and then bring it to potentially market," explained Boucher, who previously collaborated on creating the world's largest infused pizza.
Culinary Considerations and Challenges
Boucher initially approached Steingold with enthusiasm about developing a cannabis-infused bagel, given the deli's renowned expertise in this area. However, technical complications arose as bagels require boiling at high temperatures, which can deactivate cannabis compounds. Discovering National Hot Pastrami Day provided the perfect solution, leading them to develop the infused mustard instead.
"Brown mustard is definitely the traditional thing to serve with pastrami," Steingold noted. "The cannabis doesn't really affect the flavour too much, so you're really just getting, like a classic brown mustard flavour, which is perfect for the meat." Boucher added that their objective was to maintain authenticity to the traditional sandwich experience while incorporating the cannabis element.
Diverging Philosophical Approaches
While many chefs working with cannabis-infused products strive to minimise the distinctive flavour of marijuana in their creations, some professionals advocate for an alternative approach. James Loud, a cannabis breeder and former Bay Area chef who has worked with prestigious establishments including Chez Panisse, prefers to highlight and celebrate the unique flavours of cannabis strains.
Rather than infusing food directly with cannabis, Loud designs experiences where guests smoke specific strains before consuming carefully paired dishes. This methodology aligns with the curated tradition of Omakase dining, where chefs select each element of the meal and diners typically receive individual bites sequentially.
Technical Complexities and Consumer Experience
Loud pointed out significant challenges associated with cannabis infusions in food products. When manufacturers attempt to remove the characteristic cannabis flavour, they often eliminate the "full spectrum experience" that contributes to what's known as the "entourage effect" - where various cannabis compounds work together to produce a more nuanced psychoactive experience.
Additionally, the timing of psychoactive effects from infused foods remains notoriously unpredictable. "I want people to feel the effects right now," Loud emphasised, contrasting this with the delayed onset that can occur with edible products, which might not manifest until hours after consumption.
Business Realities and Regulatory Hurdles
Despite his passion for perfecting cannabis and food pairings, Loud acknowledges the substantial obstacles facing anyone attempting to build a sustainable business in this space. "Restaurants run on 5% to 7% profit. Think how much money you have to make to earn a decent living as an owner," he observed. Incorporating cannabis adds further complexity, requiring specialised expertise and navigating stringent regulatory frameworks.
Boucher envisions a future where consumers might purchase packets of cannabis-infused mustard to enhance hotdogs at venues like Wrigley Field. While Loud appreciates the concept, he cautions about timing considerations, suggesting that such consumption would be more suitable for pre-game tailgating in parking lots rather than during the event itself, given the delayed effects of edibles.
The collaboration between cannabis professionals and culinary experts represents an innovative response to industry challenges, blending gastronomic creativity with business pragmatism as the sector continues to evolve within a complex regulatory landscape.
