The “original story” of Fidels in the cannabis industry largely revolves around its founder, Shant Damirdjian, also widely known as Fidel or “Fidel Hydro,” and his pioneering role in popularizing the “hash hole” (also known as a “donut joint” or “donut hole”).

Here’s a breakdown of the story:

* Early Beginnings and Mentorship: Shant Damirdjian’s journey in cannabis started over a decade ago. He learned the ropes from his brother, Serge, who was a respected grower and co-founder of the Cookies Maywood dispensary. Shant worked at his brother’s hydroponics store, “SCB Hydro,” soaking up knowledge about cultivation, genetics, lighting, and nutrients, and even teaching others the ins and outs of growing cannabis.

* Inspiration from Barcelona (Spannabis 2018): The pivotal moment for the hash hole’s creation came in March 2018 when Fidel traveled to Spannabis, Europe’s largest cannabis event, in Barcelona. While there, he observed a trend among cannabis enthusiasts: people were experimenting with pairing high-grade hash with California flower, often smearing hash on rolling papers or rolling it into “worms” inside joints.

* The Birth of the Hash Hole: Inspired by these techniques, Fidel returned to California with a vision. He began to hand-roll his own version of these infused joints, which he coined “hash holes.” His innovation involved meticulously placing a coil of premium “six-star ice water hash” directly in the center of a pre-roll, surrounded by high-quality cannabis flower. This created a unique smoking experience where the hash would melt and create a “donut hole” effect as the joint burned, allowing for a smoother, more potent, and flavorful smoke.

* Building the Brand and Popularity: Initially, Fidel started small, hand-rolling limited quantities of these hash holes daily and distributing them within the Bay Area’s burgeoning cannabis market in 2018. He also used platforms like Instagram to share his creations and generate interest, showcasing different pairings of hash and flower. The unique concept and the undeniable quality of his products quickly gained traction.

* Fidels as a Synonym for Quality: Over time, “Fidels” became synonymous with premium, handcrafted hash holes and high-quality cannabis flower. The brand is known for its commitment to using top-tier ingredients, often collaborating with other respected cultivators and hash makers to create unique and potent offerings.

* Expansion Beyond Hash Holes: While the hash hole is arguably what put Fidels on the map, the brand has also expanded its reputation for cultivating and producing top-shelf cannabis flower under names like “Flowers By Fidels,” known for specific phenotypes of popular strains like Runtz, KMZ, and Animal Mintz.

In essence, the original story of Fidels is the story of Shant Damirdjian’s innovation, dedication to quality, and keen eye for what the cannabis market was ready for. He took an existing idea of combining hash and flower in a joint and refined it into a distinct product category, elevating the infused pre-roll experience and setting a new standard in the industry.

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