This journey begins in the Land of 10,000 Lakes. Known for its “Midwest nice” culture and ever-flowing beverages, Minnesota was poised to seamlessly take on the task of developing a THC-infused beverage market like no other. With around 233 craft breweries in the state and a newly minted ability to sell infused beverages (and foods) in groceries, c-stores, and food establishments, there was little to stop the momentum. Luckily for existing beverage manufacturers, their process required only minor changes to create cannabis drinks. Minnesota’s twin cities metro quickly became America’s version of Amsterdam’s “coffeeshops.”
Early to the scene was a hemp store, Natreum, where one could find over 80 hemp D-9-infused beverages on any given day. Priding themselves on their vast selection, they also tout an impressive menu of prize-winning custom formulations concocted by co-owner Mel Giudi to help those who need it most. Last year, Natreum had one location in St. Louis Park, just west of Minneapolis. Now seen as its flagship store, an additional seven stores have materialized across the metro with the help of co-owner Mike Gawlik.
As I moved south to the brick house that is Missouri, I was thrilled to see a heavy focus on chasing terps, not THC. When I toured the Robust Cannabis grow, the intention, love, and expertise were impossible to ignore. While the facility is located right next to Nowhere, Missouri, you can find premium Robust flower all across the state (if only briefly). It’s been reported that when stores restock, they sell out within days. I guess you’ll have to try it to find out why.
In Denver, Colorado, I stopped to speak with and discover the innovation behind Vert Packaging. This brand is the perfect example of a company driven by its values. Their model was designed specifically with small businesses in mind. With short lead times, American-made packaging, affordable price points, a guarantee to ship in 11 days, and an in-house team that guides brands every step of the way, they’re lowering the barrier to entry and supporting existing brands in a competitive CPG market.
I left the Rocky Mountains for the Copper State and landed in Tucson, AZ. There, I met the NatureMed team, pushing the boundaries of creativity to spotlight not only the top-shelf bud under their sister brand, Feno, but also the collaborative, funny, and educational team they’ve staffed. With next-level brand design, video production, and a well-informed and programmatic retail team, they’ve created a brand identity that is tough to match in the state.
As I wrapped the first leg of the tour, I reached the southern tip of the West Coast, where the first-ever dispensary was opening in Ventura, CA. Embarc, a fast-growing dispensary chain with a ton of heart, is active in supporting the local communities where they reside. At Embarc, we met up with Aim & Fire, a field-marketing company creating captivating activations for brands like Mary Jones, to see the creative ways brands and dispensaries partner to bring value to each customer. With Embarc’s consumer-centric loyalty program, their participation in the California compassionate care program benefiting veterans, and staff hired for their caring nature, the difference is palpable.
Finally, I spent a week on the Thrive Homestead, witnessing firsthand the love, care, and intention behind regeneratively grown, small-batch craft cannabis. In addition to their medicinal flower, their premier brand, Heal Thyself Gardens, crafts homegrown and handmade herbal therapeutics that range from tinctures to skin-care regimen products, topical balms, and much more. With over 80% of their organically grown medicinal ingredients sourced from their own farm, the results are noticeable and tangible.
The brands mentioned here are merely the starting point of this trip. Over the next several weeks, we’ll be sharing the stories of values-driven brands, farms, and people making American small cannabis businesses so great. If you’re interested in participating in the next season of the Highly Recommended CannaTravel DocuSeries, please contact us using the subject “Highly Recommended.”
