"There are a lot of things that differentiate us from the other guys out there, and number one is definitely the marketing hook we’re provocative. We’re speaking to a certain audience or to a certain generation of people. But really, it’s an American concept. We’re talking about our First Amendment rights here"

Matt Trethewey of Cheba Hut Toasted Subs in Iowa, USA, on his marijuana-themed sandwich shop concept, which sells nothing more outlandish than hemp cream cheese or hemp brownies. Their website features the tagline, "The only thing fried is the occasional customer"