The first annual High Times Medical Cannabis Cup was held on the weekend of June 19 and 20, 2010, at Terra in San Francisco. The two-day event featured a presentation by internationally renowned, best-selling author Jorge Cervantes. It was his first U.S. appearance, and he went without his signature cap, shades and dreads.
In his presentation, Cervantes focused on growing cannabis outdoors and organically. He used Switzerland as a case in point, showing photographs of healthy plants freely growing in fields in the most conservative region of the country. “You can really grow some good medicine in greenhouses and outdoors,” said Cervantes. He also stressed that, “You can grow outdoor in many climates. You don’t think of Switzerland as a place for growing outdoors, but as you can see it works, and it works well.”