Q: You’ve been in the cannabis space for decades—first in the legacy market, and now as a legal consultant. How does that experience shape the advice you give to today’s brands and retailers?

 

A: My decades in the legacy market give me a real understanding of what cannabis consumers want — not just in terms of products, but how they’re treated, educated, and respected. That experience taught me the importance of trust, consistency, and authenticity, values that are often overlooked in today’s compliance-driven, overly commercialized landscape. As a consultant, my role is to bridge that gap. I help brands stay grounded in the culture. Cannabis isn’t just a marketing angle—it’s the soul of this industry. Brands that honor that culture are the ones that will build lasting, meaningful connections with consumers.

 

Q: You’ve done some mystery shopping at dispensaries. What does that tell you about which retailers truly understand cannabis—and where do you think there’s still a disconnect?

 

A: Mystery shopping reveals a lot. The best dispensaries train their staff not only on products and compliance but on cannabis itself—its history, effects, and the nuances that matter to real consumers. Too many retailers still treat cannabis like a commodity, focusing on THC percentages while ignoring other cannabinoids and terpene profiles. That approach erodes customer loyalty and weakens brand identity. The retailers who truly understand cannabis take the time to educate, listen, and treat their customers like people, not transactions. That creates trust—and trust is what drives long-term success in this space.

 

Q: You’re deeply involved in New Jersey’s market, but also engaged with New York operators through CHNANY. From your perspective, what can New York and New Jersey learn from each other as they build out their industries?

 

A: New York has made bold efforts to center equity in its rollout, but the pace and execution have frustrated many operators. New Jersey moved much faster but struggled to bring legacy voices into the fold early on. Both states can learn from each other: New York can adopt some of New Jersey’s urgency and business readiness, while New Jersey can take lessons from New York’s intention to prioritize communities harmed by the War on Drugs. Groups like CHNANY are critical because regional collaboration makes us stronger. We have an opportunity to build something sustainable—but only if we do it together.

 

Q: What’s your top prediction for the cannabis industry over the next five years—and what do you hope your role in it will be?

 

A: I believe we’re heading for a correction as the market matures. Federal legalization isn’t coming anytime soon. Schedule III may make headlines, but I expect it’ll ultimately have limited real impact, and I don’t see federal banking reform on the near horizon. Brands chasing short-term profits will fade, while those rooted in culture, quality, and community will rise. Legacy knowledge will become even more valuable as consumers demand authenticity. My role will continue to be helping brands stay connected to the culture and the consumers who built this industry from the ground up.