Herb (operating as Herb.co) is a digital cannabis media company and content marketplace founded by 📝Matt Gray — originally launched in 2014 as The Stoner's Cookbook before rebranding in 2016 — that publishes news, recipes, product reviews, and culture coverage aimed at adult cannabis consumers.
The company built one of the largest cannabis-focused audiences on social media at its peak, with sizable Facebook and Instagram followings that drove its early reach, and later expanded into a marketplace surface connecting readers with dispensary inventory and cannabis-adjacent brands. Herb has navigated multiple platform-policy cycles around cannabis content moderation on the major social networks and the broader regulatory volatility of the cannabis industry, and has periodically restructured its business model in response.