FIRST AIRED: March 22, 2017

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00:00:01
>> Its fans call it marijuana lite, cannabis that carries a lower amount of THC than normal. That's the chemical in the plant that gets you high. Less than 1%, in fact, an amount that was made legal here in Switzerland back in 2011. But after a slow start, the industry for it is suddenly blazing.
00:00:21
Reuters' John Miller, in Zurich.>> What we've heard is people were cautious about it. Entrepreneurs were wary about what law enforcement response might be, and I suppose people also were unfamiliar with the product. But about the end of 2016, the Swiss Federal Customs Office told us that they saw a real hefty up tick in interest.
00:00:46
They say that just a handful of businesses had actual documentation in place in 2016, and that's gone up in just the first couple of months of 2017 to about 140.>> Authorities expect sales upwards of $30 million this year, but admit even that is a conservative estimate. This man is co-founder of one of the biggest sellers.
00:01:08
>> When we first were into it, a few kilos a week were being sold. Now we have orders and we have demands which are not being met, which people would like 700 kilos a month or more.>> Swiss police are having a hard time tracking it, and since normal pot is still illegal, they sometimes have to stop smokers just to check their variety.
00:01:29
So why the hype? Well, proponents say smoking an average amount produces an effect similar to a glass of wine, calming, and suggest it may find traction with fans who smoked in their youth, but have since scaled it back.>> Now of course, they offered us some samples, but for reasons of journalistic integrity, we decided to beg off.
00:01:49
So I can't personally tell you how the product works.>> Big gains for this budding industry.