The cannabis industry is full of innovators – people who want to shape how business is done before all the regulations lock into place for good. Software developer Josh Artman might be one of those peeps. And his new app Loud Cannabis might make one of those leaps.

Loud Cannabis is intended to wire up California medical marijuana patients directly with growers so that patients can see exactly where their pot comes from and growers can deliver directly to them.

Other companies like Eaze want to provide a platform for commerce and take a bite out of every transaction. Loud Cannabis takes no commission from sales. It generates no money at all from either consumers or growers. Its goal may be to clear out the tricky forest of the California cannabis business and pave a road, to create a new standard, and have its name become synonymous with that standard. And that could make monetization down the line somewhere that much more profitable.

“We’re just trying to streamline the distribution of cannabis and its derivatives from farm to table. We don’t handle product, we don’t handle delivery, we let you do your business,” Artman told Sacramento area’s Fox 40 in a recent interview. “People want to know how their food is grown and where their food is grown, cannabis is the same way.”

So, what’s the downside?

There may be some bumps in this streamlining. It would be cool if growing cannabis was like the food cultivation business Artman compares it to. Because tomato farmers don’t get their harvests jacked on a regular basis. But cannabis farmers do. That’s why many of them, even fully licensed ones, keep their locations a secret from all but a close group of friends and co-workers.

“Do you want the general public to know exactly where the farm is? Because of thefts issues,” dispensary manager Lynette Davies asked Fox 40.

Loud also sort of undoes the structure of medical marijuana in California. Many cultivators aren’t caregivers and many caregivers aren’t cultivators. To get with this system, these businesses would have to change their ways completely.

Artman called it the California industry “an intertwining and complex regulatory framework,” and indeed it is. This app could be a bit of a wrench in the gears. But a lot of digital store interfaces have upended business before, to very profitable ends. Uber took the chauffer business out of the taxi industry and put it in the hands of every day drivers. Maybe something similarly revolutionary could happen as a result of Artman’s innovation.

Image via The Green Exchange