In which case, the actually product manufacturer will capitalize. We know about Marlboro (Philip Morris) but we could careless about the farmer who supplied the tobacco.
We know about beer (Budweiser) but we could careless about the farmer who supplied the barley.
The commodities traders care about tobacco, barley, etc. Eventually that's how weed and hemp will be treated. Commodities traders will care about the weight thus the price of MJ/hemp, while equity traders will care about the companies using such ingredients/fibers