As more and more states allow medical use of the drug, and California considers outright legalization, marijuana’s supporters are pushing hard to burnish the image of pot by franchising dispensaries and building brands; establishing consulting, lobbying and law firms; setting up trade shows and a seminar circuit; and constructing a range of other marijuana-related businesses.

Not all cannabis smokers are hippies.

Boosters say it is all part of a concerted effort to trade the drug’s trippy, hippie counterculture past for what they believe will inevitably be a more buttoned-up future.

“I don’t possess a Nehru jacket, I’ve never grown a goatee, I’ve never grown my hair past the nape of my neck,” Allen St. Pierre, the executive director of the National Organization for the Reform of Marijuana Laws said. “And I don’t like patchouli.”

Go California, Legalize in November!

Steve DeAngelo, the president of CannBe — a marketing, lobbying and consulting firm here — will not even use the word “marijuana.” Calling it pejorative, he prefers the scientific term “cannabis.”

“We want to make it safe, seemly and responsible,” Mr. DeAngelo said of marijuana.

That extends to his main dispensary and headquarters, the Harborside Health Center in Oakland, with its bright fluorescent lights, a clean, spare design, and a raft of other services including chiropractic care and yoga classes. On a recent Friday, the center was packed, with a line of about 50 people waiting as the workers behind the counter walked other customers through the various buds, brownies and baked goods that were for sale.

“If we can’t demonstrate professionalism and legitimacy, we’re never going to gain the trust of our citizens,” Mr. DeAngelo said. “And without that trust, we’re never going to get where we need to go.”

The ultimate destination, for many supporters, is legalization. Californians will decide in November if that is where they want to go, when they vote on a ballot measure that would legalize, tax and regulate marijuana.

I don’t think Northern California marijuana growers have much to worry about.

Pot pays the bills in this Northern California enclave, home to hippies and good old boys alike who espouse the weed’s curative and economic benefits. The expensive trucks, bustling restaurants, escalating rents and plentiful wads of cash all point to profitable pot cultivation in Humboldt.

Now, a state voter initiative on the November ballot that would make California the first U.S. state to legalize and tax this cash crop has locals jittery about losing their dominant market position.

“We’ve always had a cannabis tinge to our culture,” said Kevin Hoover, editor of weekly newspaper The Arcata Eye. “What we have now is a very entrenched industry that’s making a lot of money off the fact that it’s illegal.”

Starting in the 1960′s, free-thinkers wanting to get away from it all moved to the area long dominated by the lumber and fishing industries. Marijuana cultivation supported these new residents and newly unemployed blue-collar workers who watched the demise of Humboldt’s traditional manufacturing base.

Although the underground pot economy makes for poor statistics, Beth Wilson, an associate professor of economics at Humboldt State University, estimates the area’s annual income from marijuana at about $500 million.

The “multiplier effect” of that money circulated to support local businesses — garden centers do a brisk business and the town of Arcata’s sushi restaurant is always packed — could push that figure to $1 billion annually, she said.