Cannabis is transforming our world. By rediscovering this ancient plant, we are learning new and sustainable ways to make food, fiber, fuels, and medicine. By defetishising the plant, society is starting to rethink what we thought we knew about cannabis. Rethinking the way we treat cannabis can have a profound affect on how we consume it, use it in medical treatments, and regulate it. The Rethink Cannabis campaign is an effort to promote this fundamental change in how we approach the plant. It’s about people waking up to the idea that cannabis is a food. Not only is cannabis a natural part of the human diet, it is a dietary essential.