Hip-hop legend, actor, and entrepreneur Ice Cube is making a bold move in the cannabis industry with his latest venture, Fryday Kush. Partnering with Priscilla Vilchis, CEO of Premium Produce, Cube is setting the stage for a high-potency cannabis brand that delivers top-tier strains while sidestepping the challenges that have tripped up other celebrity-backed ventures.
“We spent a long time getting Fryday Kush right,” Cube revealed in a recent Forbes interview. “And we’re still building. I’m excited to see where it goes.”
A Power Move with the ‘Hollyweed Queen’
To bring Fryday Kush to market, Ice Cube teamed up with Priscilla Vilchis, a powerhouse in the cannabis space. As the first Latina and youngest female CEO to secure cannabis licenses in both California and Nevada, Vilchis has built a vertically integrated cannabis empire known for its high-quality cultivation and distribution. Her expertise in premium-grade cannabis made her an ideal partner for Cube.
“She’s doing things that no other person is doing,” Cube said in the interview. “Young, a go-getter, somebody who’s not afraid to fight the odds.”
How Fryday Kush Stands Out in a Crowded Market
The cannabis industry is filled with celebrity-backed brands, but not all succeed. While Wiz Khalifa’s Khalifa Kushhas seen success internationally, and Mike Tyson’s Tyson 2.0 has generated millions, others—like Jay-Z’s Monogramand Seth Rogen’s Houseplant—have struggled due to weak branding, inconsistent product quality, or lack of hands-on involvement.
Cube and Vilchis took a different approach, dedicating over a year to curating a premium collection of 16 unique strains. The Fryday Kush lineup features potent, terpene-rich flower designed to cater to both seasoned cannabis consumers and those seeking a more balanced high.
“We want people to enjoy it, not to overindulge,” Vilchis explained. “It’s always best when you’re in control.”
Beyond Business: Cube’s Advocacy for Cannabis Reform
Ice Cube isn’t just in the cannabis business for profits—he’s a strong advocate for cannabis legalization and reform. He has frequently spoken out about the racial and political disparities in cannabis-related laws and believes full legalization is the logical next step.
“It should be legal,” Cube stated. “Americans have already shown they can use cannabis responsibly. If you look at legalized states, the big ‘boom’ in crime and chaos never happened. In fact, cannabis use has even subsided in some areas.”
Cube has also been a pioneer in CBD acceptance in sports, making his BIG3 basketball league the first professional sports organization to allow CBD use for athletes.
“I got the BIG3, the first league to allow CBD use for our athletes,” he added.
The Future of Fryday Kush
Launching in March 2025, Fryday Kush will debut in Nevada dispensaries, with expansion plans into California, additional U.S. markets, and Latin America. With her Mexican-American roots, Vilchis is particularly focused on bringing high-quality cannabis products to Spanish-speaking markets.
“I can’t wait to bring that close to home,” Vilchis shared. “We’re working on something big with some of the top Latin artists.”
Cube’s Personal Journey with Cannabis
Beyond his business ventures, Ice Cube has also shifted away from alcohol in favor of cannabis, a transition he attributes to a session with B-Real of Cypress Hill.
“I was in the studio with B-Real, and they were blazing and passing,” Cube recalled. “That weed was next level. I used to drink, but once I found good weed, I started pushing the drinks away. I don’t really like to drink anymore.”
With a strong vision, a powerhouse partner, and a commitment to premium cannabis, Ice Cube is positioning Fryday Kush as a long-term player in the evolving cannabis industry. By prioritizing quality, education, and advocacy, the brand aims to set new standards and redefine cannabis culture.
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