ELEVATING THE STANDARD: HOW HALL OF FAME GENETICS DEFINE THE NEW ERA OF PRIMITIV
For Primitiv Co-Founder Rob Sims, the launch of the Hall of Fame line is not an expansion, it’s a return to the group’s foundation of elite cultivation. It’s a deliberate decision to raise the ceiling on what modern cannabis can be, defining a new premium tier rooted in heritage, discipline, and craft.
As Primitiv refocuses as a cultivation-led brand, Sims and his team are pushing back on the industry’s fixation with THC percentages as the primary measure of quality. Reaching Hall of Fame status demands more than a number. Every cultivar must meet a higher bar:
Genetic Integrity: Pure, sought-after lineages selected for performance and longevity
Sensory Depth: Layered aromatic profiles and true terpene richness
Full-Spectrum Authenticity: Flower that delivers the complete expression of the plant consistently, batch after batch
In this featured video, Rob Sims breaks down the Business of Quality. He shares the strategic thinking behind the Hall of Fame genetic line, from prioritizing selective wholesale partnerships to resisting mass-market saturation. It’s a masterclass in scaling with intention and without compromising the soul of the product.
