. >> reporter: straussen is calling brian, and grade the cannabis. platinum grade can be $70 for about three grams at dispensary. >> nose tells you everything up front. first tool we can use. can tell if cured improperly, tendency for mold and mildew. >> there's similarities to wine country, each strain a profile and unique smell. >> great opportunity to bridge the gap in all the details uncharted territory in cannabis, wine and coffee have a long history. right now is new beginning for cannabis. >> reporter: but making the county top shelf is leap of faith. >> it's a gamble to be involved in industry not quite set yet. it's danger. you know somebody that's been busted, livelihood taken away from them. >> reporter: cannabis has been legal for medical conditions since 1996 but took nearly 20 years to overhaul the rules to allow cannabis to profit. this became the first california county to get permits for cultivation. >> we went because we want to be professionals, we're compliant, legal and our goal to open up to the world in way that's safe. having