The holiday season is a time for connection, reflection, and celebration. For the small, family-run farms of the Emerald Triangle, it’s also an opportunity to highlight the resilience and ingenuity of a community that has long been the backbone of craft agriculture. This year, the 12 Jays of X-Mas Gift Box offers a unique way to showcase these farms and their dedication to their craft while addressing significant economic challenges.

The Emerald Triangle — Humboldt, Mendocino, and Trinity counties — is world-renowned for its small-batch, sun-grown products. However, small farmers are increasingly struggling to reach consumers directly due to regulatory hurdles, falling prices, and market dominance by large-scale operations. The 12 Jays of X-Mas Gift Box aims to combat these challenges through collaboration and innovation, spotlighting the strength of small farms and their impact on the region’s rural economy.

A vision of collaboration and empowerment

The idea for the project came from Judi Nelson of Sol Spirit Farm, who envisioned a way for local farmers to connect with consumers while elevating their brands. “The 12 Jays of X-Mas Gift Box is a groundbreaking step for small farmers, demonstrating how we can unite to bring value to consumers while promoting our shared legacy,” Nelson said.

To bring this vision to life, Nelson partnered with the Humboldt County Growers Alliance (HCGA) and Humboldt Nation, a licensed retailer, combining nonprofit leadership and retail expertise. The result is a collaborative project that amplifies small farms while preserving the region’s reputation for high-quality craft products.

“The 12 Jays project highlights the unique role that small farms play in driving local economies,” said DeLapp. “It’s a shining example of how community-driven efforts can overcome structural barriers and create meaningful connections with consumers.”

Showcasing the best of the Emerald Triangle

Each pre-roll in the 12 Jays Gift Box represents the work of a different farm, telling a story of generations of expertise and sustainable practices. The collection includes contributions from farms such as Moon Made Farm, Farm Cut, Sol Spirit Farm, Most Wanted, Talking Trees Farm, That Good Good, Redwood Roots, Nasha Extracts, Humboldt Nation, Bigfoot Cannabis Co., and Mendocino Natural Farms.

These farms represent a diverse cross-section of the Emerald Triangle, blending time-honored traditions with modern approaches to cultivation. For example, That Good Good Farm in Mendocino County operates entirely off-grid, powered by solar energy and organic practices. Their featured pre-roll, Cap Junky x Permanent Marker, exemplifies the care and attention that define this region’s craft production.

Economic impact

The 12 Jays of X-Mas Gift Box is more than a holiday treat; it directly invests in the livelihoods of 15 small, family-run businesses across the Emerald Triangle. Each participating farm is paid for its contribution, showcasing its craft while creating ripple effects throughout the local economy. These farms are not just businesses — they’re integral to the fabric of rural communities, supporting everything from volunteer fire departments to community radio stations and local nonprofits.

“This project is about more than just selling a product,” DeLapp said. “It’s about sustaining a way of life, celebrating the skill and dedication of small farmers, and ensuring their work continues to strengthen our rural economies.”

Beyond the box

The 12 Jays project includes Holiday “Craft” Faires in Eureka, San Francisco, Richmond, and Sherman Oaks. These events provide opportunities for consumers to meet the farmers, celebrate the holiday spirit, and connect with the Emerald Triangle’s vibrant community.

“The heart of this project is the people,” Nelson said. “Behind every farm, there’s a family and a story — of resilience, hard work, and a love for the land. That’s what we’re sharing with the 12 Jays Gift Box.”

As the holiday season approaches, the 12 Jays of X-Mas Gift Box reminds consumers of the power of collaboration and the importance of supporting small, local businesses. By purchasing this gift box, consumers aren’t just buying a product — they’re supporting the people, families, and traditions that make the Emerald Triangle a cornerstone of craft agriculture.

For more information, visit EmeraldTriangleCraft.com. With only a limited number of gift boxes available, don’t miss your chance to celebrate the season while supporting small farms in Northern California.

Natalynne DeLapp is the executive director of the Humboldt County Growers Alliance, the trade association for legal cannabis businesses in Humboldt County.