Traditional is a Los Angeles cannabis company with roots in the city's 2005 medical market. The name is deliberate: the brand frames itself around loyalty, local cultivation and passing the culture forward rather than treating legacy as a costume. Its "Pass It On" line connects the consumer label to a broader operation that grows, packages, distributes and sells cannabis in Los Angeles.
Born in Los Angeles in 2005
Traditional dates its start to 2005, more than a decade before California's adult-use market opened. Its own account describes a company that matured alongside other local operators and carried that medical-market experience into the licensed system. The public history does not identify a single founder, so the record is better understood as a team-built Los Angeles operator than as a personality brand.
Alex Freedman is the most visible current executive. The Guardian identified him as Traditional's president in a 2023 visit to the company's cultivation and retail operation. Before joining the company, Freedman worked as a City of Los Angeles attorney and helped draft cannabis licensing rules. A 2025 public submission to the Los Angeles Cannabis Regulation Commission listed him as Traditional's CEO and president.
Growing, drying and packaging under one roof
Traditional's central operating idea is direct control. Freedman told The Guardian that the company grows its own genetics and handles cultivation, drying and packaging on site. The same report walked through mother plants, propagation, vegetative rooms and indoor flower rooms at the Los Angeles facility. That seed-to-shelf connection lets the company put house flower into its stores without building the brand around a separate contract grower.
The official site says Traditional grows and harvests locally and uses the business to employ people from its hometown communities. That message is the substance behind "Pass It On": preserve the knowledge, create local jobs and make the legal business feel connected to the people who carried the culture before adult-use licensing.
Traditional flower and the house portfolio
Flower drives the catalog. Traditional-branded eighths, larger-format flower and smalls rotate through named selections such as Blue Donut, Happy Weed, Mamba 24, Rainbow Runtz and Gelato Minis. Product names and package sizes change with current inventory, so the live menu is a snapshot rather than a permanent master list.
The wider house portfolio gives the company room to separate formats and price points. Astronauts is the outdoor-flower line, built around the same genetics program and sold as flower and pre-roll packs. Its public catalog has included Space Gelato, Space Gummies, Space Milks, Space Biscotti and other Space-named selections. Traditional also presents additional in-house labels through its stores while stocking licensed products from outside producers.
That structure puts Traditional in the same Los Angeles conversation as genetics-led operators such as Wonderbrett and Maven Genetics, but the emphasis is different. Traditional makes the physical store and local employment part of the brand story, not just a place where the product happens to be sold.
Two licensed Los Angeles locations
Traditional lists two Los Angeles addresses: 2222 East Olympic Boulevard in Downtown Los Angeles and 4665 West Pico Boulevard. The DTLA store sits near the Arts District and uses local murals and artwork to tie the retail environment to the neighborhood. The company publishes California retail and distribution license numbers on its location page.
Online ordering runs through Weedmaps, with store inventory, pickup and delivery availability handled locally. The DTLA menu carries Traditional's own flower beside a broad licensed assortment of pre-rolls, vapes, concentrates, edibles, drinks and accessories. That makes the retail arm both a showcase for the house grow and a full dispensary rather than a single-brand boutique.
Why Traditional matters
Traditional's strongest asset is its continuity: a 2005 origin, an operating team with direct experience in city cannabis policy, local cultivation and two Los Angeles storefronts. The company does not need an invented celebrity founder or a vague national footprint to make the story work. It is a hometown cannabis business that connects its name, flower and retail presence to the same city.
The official website is traditional.com, and the company's Instagram is @losangelestraditional. For adults 21 and over.