How It Started: From Legacy to Legal with David Hernandez, Director Of Brand Development at Happy Munkey

As part of our “How It Started” interview series, we had the pleasure of chatting with David Hernandez, Director Of Brand Development at Happy Munkey. From Legacy to Legal, the company’s mission is to empower, elevate and champion individuals and communities creating cannabis culture.
What was it about cannabis that first piqued your interest, and when did that happen?

My love for cannabis began when I was 17 during my senior year of high school, quickly becoming a daily smoker. It wasn't until that summer when I started selling weed that I truly got hooked. Throughout college in Maryland, I sold cannabis and eventually started a brand called Charm City THC. In 2016, when DC legalized cannabis gifting through the voter-approved Initiative 71, I began vending at seshes. Being part of the Sesh community taught me about the various uses and types of cannabis, kept me up-to-date with emerging trends, and opened my eyes to the vastness of the cannabis industry. My curiosity was ignited, and I haven't looked back since!

How did Happy Munkey come to life? What is its origin story?

In September 2017, our inaugural Happy Munkey event took place at the well-known Fight Klub Studios in Times Square, New York. The inspiration to host these consumption events came from Ramon Reyes, who was inspired by the social and free consumption of cannabis he witnessed during a trip to Amsterdam. Meanwhile, Vladimir Bautista sought to break out of the mold of the legacy cannabis industry he had been a part of for two decades.

The initial idea was to create a space where friends and family could smoke and relax without fear of the police, children, neighbors, or housing boards. However, it quickly became clear that the desire for a safe, inclusive, and welcoming place to consume cannabis was a universal need. The first event showed that people worldwide were searching for such a space, and the rest is Happy Munkey history!

What is it about the company that makes it stand out?

Happy Munkey is a movement representing legacy cannabis culture with deep roots in hospitality, inclusion, and innovation. Since our start in 2017, we have created spaces that bring people together and elevate the perception of cannabis, both individually and societally. A few things set us apart: we are an authentic group of people who have been fighting for and pushing cannabis culture for decades, long before it was legal and en vogue. We are also proudly Dominican and believe in making space for Latinos and immigrants in the new cannabis industry. Lastly, as New Yorkers, we carry an Empire State of Mind in everything we do.

What does your typical day look like and what do you enjoy most about your work?

Beginning as a budtender and dabtender at the original Happy Munkey lounge, my role has evolved to include overseeing the Happy Munkey brand and managing its expanding operations. Today, I typically arrive at the Happy Munkey office by 10 am to address emails, attend meetings, and work on various projects related to launching our first retail location. These tasks involve real estate acquisition, creative design, experiential marketing, workforce development, and culture building, among other responsibilities.

Additionally, I am now responsible for managing the upcoming Happy Munkey Merchandise release on June 1st and planning future Happy Munkey and Happy Munkey Community Impact (HMCI) events. After wrapping up my day in the office around 4 or 5 pm, I often visit local cannabis events, meet with potential collaborators, attend non-cannabis-related events, and explore new restaurants and food spots.

What has been the highlight of your cannabis career to date?

My biggest highlight in my cannabis career to date is a tie between having both panels I submitted selected for South by Southwest and celebrating Happy Munkey’s 5-year anniversary by producing a spectacular event at the Classic Car Club in NYC with over 1,300 of our closest friends and family in attendance!

Can you give us one cannabis trend that excites you?

Since 2013, I have primarily consumed concentrates over smoking flower and have observed numerous advancements in consumption technology and trends over the past nine years. Out of all the current trends, I am most excited about Hash Holes, also known as Donuts. Thanks to Hash Holes, I can now smoke a joint that is not only incredibly flavorful but also gets me smacked. What I appreciate most about Hash Holes, however, is not just the intentional combination of flower and hash rosins, but also the culture surrounding the art of rolling the perfect joint. Unlike pre-rolls and infused joints, Hash Holes must be rolled by hand for the optimal smoking experience, leading to the emergence of expert rollers who continuously push the boundaries between craftsmanship and smokeable joint art.

Is there a product or service you hope someone creates to serve the cannabis community?

I have a profound appreciation for the skillful artistry of master cultivators who can transform their adoration for the plant from clone or seed into exceptional, consumable flower. However, I acknowledge that cultivation at that level is not my strength. Nonetheless, I aspire to someday cultivate, harvest, and cure top-quality flower. With that in mind, I hope that someone creates a product where I can purchase a full-term cannabis plant in the final phase of its flowering cycle, requiring only a few waterings before I can harvest, cure, and enjoy the fruit of my labor. This would give me the satisfaction of cultivating my own flower, which I have been yearning for.

What is the biggest change you want to see in the sector?

I want to see the legal market be more inclusive of the existing legacy cannabis culture. The way it looks presently, the legal market and the legacy market are completely siloed from each other. This has created a dual market and, even worse, an “Us vs. Them” mentality on both sides. I hope that as legal markets come online, the connoisseur culture and vibe of the legacy market can be incorporated, not excluded.

Any advice you would give to someone looking to enter the cannabis industry?

My biggest piece of advice for those looking to get into the cannabis industry is not to give up! Success takes time! Authenticity, integrity, and consistency are easily the most important traits for achieving your goals in any industry. If you lead with the intention to do good, the world, and more specifically the cannabis industry, will respect and support your grind!

What's next for you? What should we be on the lookout for?

I will be working diligently with the Happy Munkey team! At the moment, Happy Munkey is awaiting two retail licenses, and once we receive them, we plan to open stores in Manhattan and Brooklyn! In the near future, keep an eye out for our Happy Munkey Merch drop featuring the new monogram logo, as well as the relaunch of our Happy Munkey Media! Additionally, I will be focusing on my photography, building in web3, curating art, and producing speaker series outside of the cannabis industry.