Half Baked: Cookies Goes B2C
Cookies has never been shy about chasing the next big thing, and now they’re putting their brand muscle behind a direct-to-consumer model. On Instagram, the ads lead you straight into an online shop stocked with pre-packed eighths, bulk pounds, pucks, vapes, and edibles. It looks like a candy store for, but scratch the surface and the cracks start to show.
Chain of Question
Some products have Certificates of Analysis (COAs) linked. Others don’t. Even when they’re there, the paperwork is sloppy—missing license numbers, showing tests for the packaging instead of the actual flower, with blurry photos that wouldn’t pass a real compliance check. To make things messier, the testing lab and the client are often in different states, raising questions about chain of custody. In a market where compliance is king, that’s a red flag.
Long Haul
And then there’s logistics. A few months back, another service promised the same—cheap, fast, doorstep flower. What arrived was hot to the touch, baked in transit. The cold chain, or really any reliable transport system, hasn’t been ironed out. And when you’re shipping “compliant hemp” that turns into a psychoactive product the second you spark it, details matter.
Quality Check
So the question is: does the Cookies logo insulate them from the sins of this delivery model? Will customers overlook the risks of flower grown who-knows-where, tested God-knows-where, packaged out of sight, and shipped by whoever will take the load? Or will brand equity and the promise of quality keep people clicking “buy now,” the same way we trust an Amazon package to arrive without knowing a damn thing about the warehouse it came from?
Tomato-Tamale
Legal loophole, Legit operation; call it what you want. For Cookies, it’s a gamble. They’re betting that hype and reputation outweigh the risks of a still-broken supply chain. But in a space this gray, where quality and compliance live or die on more than just a missing number on a COA, it doesn’t take much for customers to decide the emperor has no clothes.
