In Episode 3 of Retail Revelations, Embark Cannabis founder, Lauren Carpenter, discussed the company’s unique approach to balancing community involvement with the demands of rapid industry growth. Founded during the pandemic, Embark quickly built its reputation on a strong commitment to community and inclusivity. This episode dives into how the company’s dedication to its team and its “scale, stabilize” approach has set them apart from larger operators.
During the interview, Carpenter shared insights into the complex challenges of maintaining company culture while growing rapidly. She was candid, acknowledging that “culture is a living, breathing thing,” and requires constant adjustment to keep it aligned with the company’s values. Unlike other companies that pursue relentless expansion, Embark opts for a “scale, stabilize” method, emphasizing the importance of pausing to evaluate and make necessary adjustments before moving forward. This reflective approach allows the team to remain aligned with Embark’s core values and ensure the company doesn’t lose its “soul” in the drive to grow.
Embark’s community-centric culture was a central theme in the episode. Carpenter described the brand as the “island of misfit toys,” welcoming people from all backgrounds while ensuring they do not try to appeal to everyone. For Embark, it’s about fostering an environment where everyone feels they belong, particularly in communities where cannabis acceptance is still evolving. Embark’s team actively engages with these communities through initiatives like listening tours, where they meet with local residents, including those who may initially oppose cannabis. This approach has helped Embark build trust and address any concerns openly.
An example of Embark’s commitment to local culture came from a recent incident in the Central Valley where an anti-LGBTQ comment was made. Embark responded by standing in solidarity with their LGBTQ employees, a move that deeply resonated within the team. Through this and other actions, Embark shows that their values extend beyond profit.
Unlike corporate giants with rigid, standardized operations, Embark embraces a more localized retail approach. By hiring locally and forming partnerships with residents, Embark ensures that each store reflects the unique character of its community. Additionally, the company’s community advisory boards are empowered to allocate community benefit funding, further strengthening local ties.
Beyond their stores, Embark’s team is deeply embedded in their communities, attending local events like farmer’s markets, trivia nights, and community cleanups. Their on-the-ground involvement helps create a welcoming culture that feels genuinely invested in each area they serve.
For Embark, people are at the heart of their business. “If you don’t put your people first, you’re not scaling,” said the founder, emphasizing that community and culture are essential for sustainable growth. As the cannabis industry continues to evolve, Embark’s community-focused model and commitment to local values distinguish it from larger, more corporate operators and signal a refreshing approach to retail.
For more interesting discussion points, watch the full episode here.
*The above article pertains to one discussion point from Retail Revelations, a multi-faceted episode. Subscribe to our Beard Bros Network Media Live Series YouTube Channel. New to this B2B live series? Read more here.
