They are real MedMen customers, said Daniel Yi, the firm’s vice president of corporate communications. “This is not about marijuana,” he told CNBC in an email.

“This is about the people who use cannabis for all the reasons people have used cannabis for hundreds of years. Yes for recreation, just like alcohol, but also for wellness.”

MedMen lists six stores in Southern California and three in New York on its website, and Yi added that each has more than 1,000 different products. “Many of them have nothing to do with ‘getting high’… This is about giving choice and a safe and inviting environment for adults who want to make cannabis a part of their lives,” he said.

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