For decades cannabis cultivators chased high THC strains, making bud more and more potent. Stronger weed was a competitive advantage, making it more profitable by volume, a significant consideration in an illicit product that carries legal risk. However, cannabis became too intense at some point, and the supercharged Sativa strains can cause some folks to have a harsh and uncomfortable high. Then there are those just looking to cop just enough of a buzz to feel good but, you know, not a calendar-clearing high.

Now that cannabis is legal in many markets, some people—like Eaze co-founder Jamie Feaster, Green Street co-founder Rama Mayo, and investors Gary Vaynerchuk and Justin Kan—are venturing into low THC strains. They’re even starting brands like Country Cannabis, specializing in easy-to-consume cannabis for tokers just needing a light buzz.