CannaCribs, the cannabis cultivation docuseries produced by GrowersHouse Holdings and hosted by Co-Founder Nate Lipton, has announced the premiere of a new episode that spotlights Primitiv Group. Primitiv is a Michigan-based cannabis wellness brand founded by Pro Football Hall of Fame Enshrinee Calvin “Megatron” Johnson Jr. and former National Football League offensive lineman Rob Sims.
The episode, filmed at Primitiv’s facility in Webberville, Michigan, takes viewers inside their approach to research-driven cannabis cultivation. Johnson and Sims draw from their professional football backgrounds in search of plant-based solutions to improve quality of life for athletes and other consumers dealing with physical and mental challenges.
Johnson said, “Cannabis is the original medicine—it’s primitive by nature. Our mission is to break down stigmas and prove its potential to improve lives.” He emphasized the role athletes play in shifting public opinion: “Having athletes share how cannabis has helped them is essential for breaking stigma. It’s about education and showing the real, human side of the plant’s benefits.”
The CannaCribs tour also features Director of Cultivation Brandon Messer as he outlines Primitiv’s growing methods, genetics selection process, and techniques focused on optimal plant health. The segment highlights exclusive cultivars with terpene-rich profiles designed to create a boutique experience for consumers.
Beyond cultivation details, the episode offers local context including a visit to Detroit’s American Coney Island. Primitiv’s range includes craft flower, pre-rolls, infused products and wholesale options offered through tiered lines aimed at various market needs while maintaining strict quality standards. The group invests in research collaborations and educational work aimed at expanding acceptance of cannabis worldwide.
The episode debuts on the CannaCribs YouTube channel on August 26 at 1 p.m. PDT with live chat available for viewers during its release.
“Cannabis is the original medicine—it’s primitive by nature,” says Johnson. “Our mission is to break down stigmas and prove its potential to improve lives.” (…) “Having athletes share how cannabis has helped them is essential for breaking stigma. It’s about education and showing the real, human side of the plant’s benefits.” —Calvin “Megatron” Johnson Jr.
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