Simply Pure
2000 W. 32^nd Ave
Denver, CO 82011

2/25/17

Simply Pure has been on my list for a few years now. I always catch a glimpse of it out of the corner of my eye when I have to get somewhere so I never stop. I take a mental note, move on, and forget about it- until I pass it again as I rush past it on my way somewhere else. The name and logo are both simple and inviting, like grandma’s bakery. I am expecting a cinnamon roll and a pinch on the cheek too.

Unfortunately, that didn’t happen. But I did get some herbs, so there is that silver lining. Louis XIII and Lucky Charms to be exact. These were just the kind of sweets I wanted. These are the kinds of buds that grandma would grow too. They are nice, solid, and dense balls of dankiness. The crystals coat the buds like they were the sugary top of a sugar cookie.

The buds looked good, they smelled good, and they tasted good as well! The aroma of the Louix XIII is complex, to say the least. It is a bit peppery and kind of musty. There is some citrus in there too. The Louis XIII broke apart in chunks and burned smooth. Oddly enough, it tasted a bit like meatloaf. Like some cured venison, It was dry, but it was not harsh.

While talking with the budtender, I was pleased to learn that Simply Pure is a Black-owned business. I am thrilled that the owners, Wanda James and her husband Scott Durrah, have been such strong fighters for the long cannabis war on alternative truth. Not only are they military veterans, but they have been drug warriors for decades. It is such a treat to see a black woman at the helm of this business. It was in February, so I got a discount for Black History Month! Fantastic!

Now I see what I like about Simply Pure. It is that “soul food” flavor that is embedded in the tastes of the owners. There is also an established history of focusing on quality. Simply Pure was an edible company from 2010-2013. They were the first in Colorado to use actual chefs to design and prepare their menus. As edibles became more mainstream and the prices dropped, Ms. James and Mr . Durrah decided to close up shop instead of reducing the quality of their product in order to stay competitive.

They decided to reopen again as a dispensary in December of 2015, and are rolling along now. I was not aware of the owners’ culinary creativity because I like to go into these places with a blank slate. I glazed over the edibles because they are always the same thing: cheeba chews, Dixie this or that, or Mary’s More of the Sames.

I want the homegrown, small-batch flavor, and so much of the same keeps me from even looking at edibles. I want to see a slice of pie with the chocolate glaze shimmering in the artificial light. I want the lobby full of guests excited with their new purchase as they make plans with their new friend over a cup of coffee. I think Simply Pure does too.

The new microdosing market is a great way to introduce edibles to people who don’t want the heavy sedative levels that edibles can get to. Why make a cookie so potent? then you can’t have another. I love my chocolate chip cookies. you can ruin a dish with too much cinnamon or nutmeg. Why not with too much cannabis oil? It can really dominate the flavor.

Edibles in the future will be more subtle and complex. Gummies have been around for a good long time. There is a great opportunity to make a pack of ten gummies be the same dose as one gummy is today.  The increased competition in micordosing edibles will inevitably create a different market that could include savory dishes as well. Simply Pure will undoubtedly be at the forefront of businesses that can legally (finally!) blend the café with ganja. I look forward to that day that I can get some of that apple pie, an ounce of Louis XIII, and a pinch on the cheek.