Whereas Marijuana Millions was set in Southern California, the focus of The Profit in Marijuana Country is Northern California, specifically Humboldt County, the heart of California's cannabis-growing region Lemonis vists a number of local farmers who are looking to cash in on the state's new legalization, which went into effect last year and has moved ahead with commercial sales as of Jan. 1.
Lemonis meets growers Tom and Karen Hessler, Alex and Miranda Moore (Honeydew Farms), and John Casali (Huckleberry Hill Farms), who are complying with the new regualtions, and one who anonymously is not. Realtor Dana Wallace and investor Brendon Thicke (Alan Thicke's son) look at land available for cultivation purposes. Lemonis also takes the obigatory helicopter ride in search of illegal grows with Country Sheriff William Honsai.
What Lemonis doesn't seem to get is legal marijuana is a runaway train. He repeatedly asks if supply will eventually overwhelm demand and drop wholesale proices to $400 per pound. Prices have fallen in legal states like Colorado and Washington, but business there is booming.