In the cannabis industry, stories of collaboration and community engagement often serve as mere platitudes, but true partnerships are a rarity. Jay Wills of Tree1Four and his collaboration with VIBE Cannabis exemplify a noteworthy exception that prioritizes innovation and passion while delivering high-quality, homegrown cannabis to consumers. This partnership has not only resulted in outstanding cannabis cultivars but has also created a compelling narrative that resonates with both creators and consumers alike.
Liquid Sunshine | VIBE x Tree1Four
“Back in 1987, a friend invited me to a party. At that gathering, I encountered a Pepsi can with numerous holes in it, which intrigued me. That experience was transformative—I finally felt like myself, and cannabis became my passion from that day on.” This passion led Wills on a lifelong journey of creating, cultivating, and sharing his love for cannabis. His partnership with VIBE now allows him to share his cherished homegrown cultivars at an unprecedented scale.
As he refined his skills and developed a deeper understanding of cannabis genetics, Wills navigated the complexities of the ever-evolving legal landscape surrounding cannabis in the United States. From his early days in Montana to experience in Colorado and Oregon, he gained expertise that ultimately drew him back to his roots in Missouri. “When Missouri legalized marijuana, I felt I could finally come home and be free,” Wills reflected.
Upon returning to Missouri, Wills sought ways to balance his passion and knowledge with a suitable platform. While nurturing new growers through consultation, he discovered additional opportunities as VIBE was establishing a culture centered around community support.
Cutiez | VIBE x Tree1Four
Jonathan Milo, VIBE’s Founder & CEO, aimed to collaborate with a Missouri or St. Louis cannabis breeder—a rarity in a nascent legal market. Through a trusted connection, Milo met Wills and recognized the potential for synergy. VIBE set out to enhance Tree1Four’s genetics while introducing distinctive Missouri-grown cultivars to consumers, many of whom relied on out-of-state genetics. During this formative period, VIBE incorporated genetics from Tree1Four into their library, embarking on the process of phenotyping Missouri-grown strains.
Wills described the painstaking process of converting his genetics into commercially viable plants: “I can’t tell you how many plants I discarded that I would have kept if I were still at home. We needed ‘Olympians’—the best of the best.” Over 400 plants grew from Tree1Four genetics.
Milo elaborated, “When we plant random strains or clones, I would be satisfied if we find 2 to 3 viable options. The pheno-hunting process takes a year, so we conduct comprehensive planning and documentation, though results won’t be seen for about 12 months. Each individual pheno requires evaluation on yield, aroma, flavor, and extraction potential.” This rigorous approach has led to the identification of viable phenotypes across various strains.
Mississippi Nights | VIBE x Tree1Four
The strength of Wills’ genetics has fostered a successful relationship with VIBE, built on mutual respect, shared vision, and a commitment to quality and innovation. The collaboration has helped VIBE become synonymous with community engagement. To honor each cultivar’s unique attributes, Milo created strain art, which serves as a visual narrative. “Jay is quite humble, so I made sure to capture his stories and tributes to St. Louis, his family, and friends in this art,” explained Milo.
This innovative perspective not only showcases the strains but incorporates personal and cultural narratives that deepen their significance. For example, the “Cutiez” strain references a challenging time in Wills’ life when he lost his sense of smell due to COVID-19; the only scent he could detect was of Cuties oranges, connecting the strain’s name to a poignant personal experience.
Carvers | VIBE x Tree1Four
Wills’ personal connection to the strain art for “Carvers” is particularly meaningful. This strain, derived from its peanut butter lineage featuring a cross of Peanut Butter Breath and Tagalongz, embodies the essence of its inspiration. Wills shared, “Naming it after George Washington Carver was fitting given his ties to Missouri and peanut butter. Incorporating elements that honored my mother, who passed before my company launch, adds deeper meaning.” Milo embraced this tribute wholeheartedly.
The collaboration has produced several noteworthy strains, each offering distinct characteristics that cater to diverse consumer preferences. From the uplifting effects of “Liquid Sunshine” to the relaxation provided by “Mississippi Nights,” VIBE and Tree1Four have effectively diversified the market. The RKO strain combines Sunset Trop and Crown Candy to create a powerful, flavorful option.
Mississippi’s Cannabis Landscape
“Mississippi Nights,” named after St. Louis’s iconic rock venue, has already proven to be a standout strain, winning first place in a concentrate competition with its hash rosin entry. Milo noted the significance of this achievement: “Winning with a strain rooted in St. Louis and Jay’s genetic felt like a tribute to our local history and community.” This collaborative spirit has solidified their reputation in the cannabis landscape.
The partnership between Tree1Four and VIBE Cannabis demonstrates a shared commitment to the cannabis community, reflecting the values of integrity and ethical practices. “I’ve never met anyone who had a negative word about Jay,” Milo stated. This mutual respect has established their collaboration as a model within the industry.
The trajectory of Jay Wills—from cannabis enthusiast to respected industry player—illustrates how individual passion and expertise can shape the cannabis market. Their journey is a testament to the power of collaboration, storytelling, and the significance of returning home to foster change. As the cannabis sector continues to mature, the partnership between Jay Wills, Tree1Four, and VIBE Cannabis stands as an emblem of innovation, ethics, and the enduring importance of community roots in driving success.
