Genel Nøva started as a bench and two people arguing about dose. The argument is still the method: nothing goes into the range until we can say what is in it, how much of it, and what it does at that amount.

Every lot is sent out for analysis before it is packed. Potency, pesticides, solvents and heavy metals come back on a certificate, and that certificate is filed against the lot number printed on the label. If the sheet disagrees with the claim, the lot does not ship.

The range stays narrow on purpose. Three departments — cannabis graded by strength, mushrooms by depth of state, lifestyle by scarcity — and inside each one a scale you choose a position on rather than a wall of options to compare.

We ship only where what we sell is legal, we check age at the door, and we would rather lose the order than guess. That narrows the audience, which is the point.