." >> reporter: in mendocino county, california, swami chaitanya announces his presence. ( ringing bello ganesh, hindu god of-- among other things-- good luck, who presides over the crop swami grows to produce "swami select," s patented marijuana brand. >> all the potency is in the male plants. >> reporter: so why do you have the males here? >> well, because we don't know which is which yet.r: >> reporh, is that right? >> yeah. at a certain point, each plant will yeclare. whatr gender declaration, right? they do! i'm not kidding you. >> reporter: so cannabis is gender-fluid. >> absolutely. >> reporter: california's marijuana market has itself been pretty fluid of late. swami's been growing years nd his remote ranch. but he went legit, legalization broht costly regulations, and taxes, which his black market colleagues aren't saddled with. and new industrial-scale rivals have economies of scale that lower their costs. so how can a small legal grower like swami possibly compete? branding. >> the place you want to be is t the high end. not just quality, mething about your style, something a