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(9 Oct 2014) THE LEGALIZATION OF MARIJUANA LED TO A SPIKE IN EMERGENCY ROOM VISITS IN COLORADO. PEOPLE GETTING SICK FROM EATING POT. SOUNDBITE: (English) Christopher Colwell, emergency medicine chief, Denver Health Medical Center: ``We were seeing quiet a few people that were coming in with very very high concentrations, feeling very badly.'' THE PROBLEM, A BROWNIE OR COOKIE MEANT TO BE DIVIDED OR SHARED, INSTEAD BEING CONSUMED BY ONE PERSON, IN ONE SITTING. SOMETHING NEW YORK TIMES COLUMNIST MAUREEN DOWD DISCOVERED AFTER EATING A POT CANDY. SHE DESCRIBED HOW SHE THOUGHT SHE HAD DIED BEFORE THE EIGHT-HOUR HALLUCINATORY STATE WORE OFF. SOUNDBITE: (English) Tim Cullen, co-owner, Colorado Harvest Company: ``Everyone knows from the liquor industry that you shouldn't probably buy a bottle of spirits and drink the whole thing, um the same is true in with the cannabis edible.'' (NATS UP) TO BETTER EDUCATE THE PUBLIC...THE STATE PASSED REGULATIONS TO CLEARLY LABEL THE THC CONTENT. BUT THE POT INDUSTRY HAS GONE FURTHER, SEIZING THE OPPORTUNITY TO MARKET TO NEWBIES, ESPECIALLY TOURISTS. ONE COMPANY EVEN CONSIDERED RATING EDIBLES LIKE SKI TRAILS. (NATS UP) SOUNDBITE: (English) Holden Sproul, sales manager, Growing Kitchen: ``We'd have a green edible, we'd have a blue square edible and we'd have a black diamond, and I think from that conversation we decided that a rookie cookie was just about the best way to describe something that somebody could enjoy.'' THE ROOKIE COOKIE IS JUST ONE OF A GROWING NUMBER OF LOW DOSAGE, SINGLE SERVING PRODUCTS PROMISING A SAFE HIGH. SOUNDBITE: (English) Holden Sproul, sales manager, Growing Kitchen: ``I think the criticism was stretched but it's a valid point to look at, moving forward with something that's a brand new industry.'' AN INDUSTRY NOW GENERATING ABOUT $30 MILLION IN SALES PER MONTH. SOUNDBITE: (English) Tim Cullen, co-owner, Colorado Harvest Company: ``Considering that Jan. 1 anyone who's 21 can walk in to a store and purchase it, there have been relatively few problems related to it, um, considering.'' BUT TO KEEP CUSTOMERS COMING BACK...INSTEAD OF ENDING UP IN THE ER. EDIBLE COMPANIES ARE MAKING THE POINT FOR NEW POT USERS TO TAKE IT SLOW. PETER BANDA, ASSOCIATED PRESS, DENVER Find out more about AP Archive: http://www.aparchive.com/HowWeWork Twitter:   / ap_archive   Facebook:   / aparchives   ​​ Instagram:   / apnews   You can license this story through AP Archive: http://www.aparchive.com/metadata/you...