Snoop Dogg is bringing Death Row Records’ cannabis genetics to U.S. growers for the first time, via a new collab with Sensi Seeds. Cannabis & Tech Today discussed the launch with Gio Dronkers from Sensi Seeds.
C&T Today: Are you seeing an uptick in homegrown?
Gio Dronkers: Yes, we are seeing an uptick because retail price stability for premium flower and high state-level taxation are driving consumers toward more cost-efficient, long-term alternatives.
Beyond cost and tech, consumers are increasingly demanding full transparency regarding their product’s cultivation history, choosing to bypass commercial supply chains to guarantee organic standards and the absence of synthetic growth regulators.
C&T Today: Where are consumers leaning? More high-THC or minor cannabinoids and terps?
GD: It depends on what consumer trends you are referring to. In mass-market retail dispensaries, there’s still a strong emphasis on high-THC potency—often exceeding 30%. But our homegrow customers are coming to us for something different. They’re drawn to our legacy and premium genetics, which we’ve built and refined over decades. That history creates trust in the brand and drives long-term loyalty.
At the same time, although we’re best known for our classic strains, one of the reasons we launched Breeding Grounds is to build a bridge between the old and the new. Because we’ve been breeding and developing genetics for so long, we’re able to create stable, predictable phenotypes while continuing to evolve. Our newer lines reflect years of research and improvement—they’re more refined, more expressive, and, yes, often more potent as well. They can stand up to anything else on the market, while still staying true to our heritage.
The Sensi Seeds homegrow consumer is a more specialized, hobbyist audience, similar to the craft homebrewing community. They value provenance, genetic heritage, and the overall experience of the plant, rather than just chasing THC numbers.
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GD: Many of our customers are specifically interested in cultivating legacy strains for their full-spectrum, “entourage effect”, something that can be lost in retail flower bred purely for potency.
At the same time, we’re confident our new lines strike a balance between potency, terpene profile, and overall experience. We invest heavily in research and development, testing, breeding, and phenohunting to create the best possible crosses and genetics, while also appealing to a new generation of growers.
We’re especially proud of the Death Row line, the result of extensive phenohunting and selection, and the results speak for themselves. Across both Sensi Seeds and White Label, our latest releases are some of the most successful and well-rounded genetics we’ve ever introduced.
C&T Today: How important is it to legalize home grow federally?
GD: For decades, Sensi Seeds has been part of the cannabis movement, built on the belief that people should have access to this plant.
The global shift toward home cultivation represents the ultimate realization of our vision: a world where the plant’s natural values are no longer gatekept, but can be grown, nurtured, and harnessed by the individuals who need them most.
We believe that true healing begins with the seed; by empowering individuals to cultivate our legendary genetics at home, we are returning the power of wellness to the hands of the people. For the American veteran, the chronic pain sufferer, and the seeker of natural balance, the act of growing is itself a therapeutic revolution—a bridge between the heritage of the past and the sovereign health of the future. We provide the freedom to grow your own medicine, ensuring that the plant’s original, untainted values remain accessible to all.