Minutes after arriving at my front door in Missoula, Montana on a chilly afternoon in August, Pepper Petersen, the verbose political director of New Approach Montana, got the call he’d been waiting for. New Approach’s cannabis legalization initiative was officially on the November ballot. 

How do you reach voters in a rural state the size of Germany? You hit the road.

Petersen, who was behind the wheel of his black Suburban at the time, responded with a whoop and an utterly unprintable exclamation of triumph.

Then he jumped into PR mode: “It’ll be on Reddit two days ago,” he muttered in his thick Memphis drawl.

Freedom and liberty on the ballot

Legalizing cannabis in Montana is a tricky affair. It actually requires two initiatives to…

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