Inspired By True Events - Jay Trotta (Nick Thurston) spends three years in prison for shooting his drug dealer, but uses his time to get sober. Once released, he works hard and finally gets part ownership in a new Hookah Bar. Jay seizes a "new" business opportunity, making and marketing "incense" that is actually a powerful marijuana-like drug. Jay sidesteps the law by marketing he product 'not for human consumption'. Making money hand over fist, Jay brings his oldest friend, Marty, into the business but keeps his girlfriend, April, in the dark, knowing she would not approve. Jay is torn between his conscience and his pocketbook, but when tragedy finally strikes, he must face the moral ramifications of his 'legal' business and make some hard choices about the future.