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The Jack Herer Cup is an annual premier cannabis award show organized in Las Vegas since 2016, bringing together high quality products and their producers. It will be held in Amsterdam for the first time in May 2019. 

Jack Herer (/ˈhɛrər/; June 18, 1939 – April 15, 2010), also refered to as the "Emperor of Hemp", was an American cannabis activist and the author of The Emperor Wears No Clothes, a book—in 2016 in its twelfth edition after having been continuously in print for 31 years. His publication has been cited in efforts to decriminalize and legalize cannabis. Herer founded the organization Help End Marijuana Prohibition (HEMP), and was a huge proponent of hemp for industrial use. 

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