A hot San Francisco marijuana startup, Meadow, has announced millions in funding from an eclectic local group of investors with connections to Facebook, Reddit and the 49ers.

SOMA tech company Meadow announced this morning it has received $2.1 million in seed funding today from a collection of investors including former Facebookers now at Slow Ventures, Reddit’s CEO and founder Steve Huffman, Joe Montana’s investment fund Liquid 2 Ventures, and Justin Kan, creator of Justin.TV and Twitch.

The deal comes amid a torrent of new investments in the cannabis space. CB Insights reports about $215.2 million in venture capital flowed into the marijuana industry in 2015. Thirty-five states have medical marijuana laws, and four states and Washington D.C. have adult use legalization. The legal cannabis industry could grow to $44 billion in economic impact by 2020, analysts have estimated.

SOMA-based Meadow has focused on powering online deliveries and dispatch for California collectives, and is moving up the supply chain, powering pot doctor visits over smartphones, and now, dispensary sales software.

In 2015, Meadow received $120,000 in seed funding from leading tech incubator Y Combinator, where it graduated last year. The new $2.1 million in seed funding will allow the company to add staff and software features.

Meadow powers deliveries for 45 collectives through GetMeadow.com, as well as thousands of doctors visits over the phone with Meadow MD, and now dispensary sales with Meadow Platform.

Rounding up funding from the group — including David Lee, Hiten Shah, SOMA Capital, and Poseidon Asset Management — took several months, and Meadow was choosy, CEO and co-Founder David Hua said. “It’s been a slow roll. … We’re not looking to get bought,” he said. “They have to believe in the vision.”

“We have really progressive investors. We’re super, super-honored to be working with them,” Hua said.

Hua said he’s known Justin Kan for eight years. Kan sold Twitch to Amazon for almost one billion dollars. “He’s a brother form another mother,” Hua said.

Huffman and Hua are in the same Burning Man camp together. “We’re really passionate about building something impactful,” he said.

Other Meadow investors came via Y Combinator.

Meadow’s modest $2.1 million raise comes amid much bigger investments in the space. Hua said, “it’s what we need, for what we wanted. If I got $10 million today I wouldn’t know what to do with it. It’s what we need to get to where we want to with each checkpoint we want to hit.”

“With Meadow you have the combination of the right team, with the right product, at exactly the right time,” stated Justin Kan, partner and spokesperson for Y-Combinator. “We’re coming to a tipping point. Support for marijuana legalization has hit an all-time high, medical research is demonstrating the far-reaching applications of cannabis, and legal sales are expected to surpass $22 Billion in less than 4 years. At YC we see software disrupting old industries all the time. Meadow is disrupting this budding new industry by bringing the growers, dispensaries, and patients all to one platform.”

Meadow Platform brings the tiny startup into direct competition mainstream “point-of-sale” (POS) and “software as a service” (SaaS) providers like Square and Quicken POS, and Salesforce — companies that keep federally illegal cannabis business at arm’s length.

“We don’t have time to wait for them to get on the program,” Hua said. Most cannabis businesses are running several programs at once to manage patient verification, sales, inventory and fulfillment.

“People frankenstein their software and operational flow and what we can do for them is set them up with best practices,” he said.

By moving from delivery tech company to clinics to SaaS platform, Meadow hopes to reap the network effects of being a go-to commerce solution for the fast-growing multi-billion industry.

“We plan to connect the entire cannabis supply chain, from farm to flame,” stated Hua. “We started with the last mile, facilitating access between dispensaries and patients. Going forward, we’ll continue building Meadow Platform to fuel operational efficiency and regulatory compliance from farmers to patients. We have the opportunity to build technology that will become the backbone of this industry–in California and beyond–and we’re thrilled to have an incredible group of forward-thinking investors backing our mission.”

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