NJ's Rise Dispensaries Celebrate A 'Year Of Essential'

PARAMUS, NJ — The coronavirus pandemic halted normal life for millions of Americans, and countless others across the globe. There are few positives that can be credited to the pandemic, but at least one national cannabis organization has found a silver lining.

When the pandemic started, medical cannabis dispensaries were deemed "essential businesses" in New Jersey. Green Thumb Industries, which operates two Rise medical marijuana dispensaries in the state, said the categorization of these cannabis businesses as "essential" pushed the industry forward.

The shift from illicit to essential business helped destigmatize the industry, which is now set to expand into recreational cannabis after New Jersey voters chose to legalize marijuana in November.

That, the folks at Green Thumb Industries say, is cause for celebration.

Patch asked Green Thumb Industries Chief Strategy Officer Jennifer Dooley to explain what the distinction meant to the industry, what to expect in the years to come, and what the dispensaries in Paramus, Paterson and across their company are doing to celebrate their "year of essential."

Patch: Could you articulate what that "essential" designation meant to not only cannabis businesses locally, but the industry as a whole?

Dooley: This April marks the one-year anniversary of cannabis being deemed an “essential” business. Locally, this meant our operations could continue throughout the coronavirus-related closures and stay-at-home orders to continue serving our patients and customers. Over the past year, more Americans have turned to cannabis as a way to ease their anxiety, get a better night’s sleep or just relax after a long day. The “essential” designation allowed us to continue to serve our communities through these tough times.

Looking at the industry as a whole, the shift from illicit to essential helped destigmatize cannabis and played a big role in the “green wave.” The November election was a real tipping point, and we’ve already seen changes over the past few months with New York, New Jersey and Virginia legalizing recreational marijuana. The “essential” designation also moved the needle for cannabis drug policy and consequential issues like record expungement and access to employment. New York’s legislation is a great blueprint - New Yorkers with marijuana convictions will have their records automatically expunged. They’ll no longer have a criminal record for those charges, which will help them get jobs, housing and loans. We believe the changes in legislation and the overall shift is in large part the result of cannabis being declared essential.

Has the "essential" designation had sticking power for how people have interacted with Green Thumb Industries businesses up to now? How do you think people's perceptions have changed?

Being deemed an essential business has had a positive impact on how people view cannabis and cannabis businesses. And being considered an essential service during a global health crisis truly validates the industry. More and more people are opening up to the idea of cannabis and the industry as a whole.

The current discussion in the state, especially on the local level, is whether towns and cities will allow businesses into their communities. What would you want to say to council members and decision makers who are currently debating whether they'll ban businesses?

New Jersey has been successfully running a medical cannabis market for a couple years now and we think the biggest change that comes with legalization is the tax revenue, job creation and choices for the community members. Not only will cannabis businesses bring in massive tax revenue but will also create hundreds of jobs. We saw in Illinois this past month that tax revenue from cannabis has outpaced that of alcohol. People want access to cannabis for sleep, anxiety, socializing, among many things. If we can generate tax revenue and new jobs while providing access to well-being through cannabis at the same time, it’s a win-win.

Tell me a bit about the 4/20 campaign at Rise, and will that be happening in both Paramus and Paterson?

We’re celebrating the one-year anniversary of cannabis being deemed essential at all Rise dispensaries across the country - we just opened our 56th location in Meadville, Pennsylvania at the end of March.

Because each dispensary is located, built and staffed locally, we designed this campaign to really celebrate this milestone with our team and consumers. We wanted to have fun with this, so we decked out each store with “Cannabis is Essential” posters, 180 feet of pennant strings, flags, welcome mats, floor decals to help maintain social distancing and large wrapped bongs. And of course no campaign is complete without special pricing on top-selling products including Beboe vape pens and pastilles, Dogwalkers pre-rolled joints, incredibles edibles, and Rythm premium flower and vapes.

We’ve also partnered with Lizzie Post, whose book “Higher Etiquette” is all about what she calls “canna-courtesy.” As more and more states legalize adult-use cannabis and we’re seeing an increase in first-time consumers at Rise, we wanted to take this time to help educate newcomers on the shifts in cannabis culture, and teach people how to use cannabis safely and provide tips on how to discuss their relationships with the plant with family and friends.

Traditionally, paper is the first wedding anniversary gift. So for the first year of essential, Rise locations in a handful of states are gifting customers with rolling paper and copies of Lizzie Post’s “Higher Etiquette.”

Lastly, what are the things that make you hopeful about the future of the cannabis market in New Jersey, and, alternatively, is there anything that gives you reservations, or you think people should reconsider?

We have been operating in the New Jersey medical market since being awarded a license in 2018 and have really enjoyed being a member of the community and getting to know the people. We are excited to welcome and meet more of our community while providing them with access to cannabis.

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