The Daily Beast talked to Michael Bowman, a pot lobbyist who is Nelson's spokesperson for the project. The business plan includes a new brand of weed, called Willie's Reserve. In addition, branded merchandise such as bongs will be sold. In the works are stores that would sell the Willie's Reserve products, in addition to other marijuana-related products that Nelson endorses.
Bowman compared the plan to Whole Foods, which sells its own brand of products but also sells other brands that align with the company’s core beliefs. Bowman referred to Willie’s weed plan as the “anti-Walmart model.”