State of the Empire State
Photo: The Clever Root
The landscape of the Empire State’s cannabis scene is undergoing a transformation fueled by changes in legislation, a rapidly evolving cultural perception, and a bustling marketplace brimming with both new and traditional-market vendors and operators vying for their chance at a place in the sun. With the legalization of adult use cannabis in 2021, New York has become a fertile ground for entrepreneurs, large corporations, consumers, and advocates alike, as the once-illicit plant blossoms into a regulated industry statewide.
But it hasn’t been without growing pains. As the industry takes shape, it navigates a crowded space filled with eager and would-be brands and retailers seeking to carve out their niche. Meanwhile, consumer trends and awareness continue to mature in response to this new era of accessibility and opportunity. Here, we delve into the current state of cannabis in New York State, exploring the cultural shifts, market saturation, and the dynamic nature of consumer preferences that’s driving the state’s scene.
A Long and Winding Road
From the time cannabis was legalized in the state to the time the first brands and retailers began to actually operate in late 2022, the path towards cannabis legalization in New York was far from smooth and straightforward. In fact, many industry experts and advocates would describe it as messy and frantic. Lex Corwin, Founder of California’s Stone Road, aptly describes the scene as a “regulatory jungle” that has his and other companies waiting in the wings before introducing their products to the state.
The initial steps taken in the process of legalization were marred by delays, disagreements, and compromises that left some dissatisfied. The complex regulatory framework, the allocation of licenses amid a series of lawsuits, and the delayed implementation of equity provisions have posed significant challenges, leading to criticism and calls for improvement. Despite the imperfections of the early stages, there remains a collective determination to address these issues and refine the system as it continues to evolve. Corwin notes, “The rollout of legal cannabis in New York was certainly botched from the start, but we have immense hope in the potential of the market.” The recognition of these initial setbacks underscores the importance of ongoing dialogue, collaboration, and a commitment to fostering an equitable and transparent cannabis market for all stakeholders involved.
The Birth of A Legal Marketplace
As the gears of the industry begin to turn, more New Yorkers are gaining access to a diverse array of recreational cannabis products. Today, individuals can walk into well-designed dispensaries offering an impressive selection of flower strains, edibles, concentrates, and more. From sleek, modern storefronts in bustling urban centers to welcoming, community-oriented spaces in smaller towns, these dispensaries aim to cater to the diverse needs and tastes of consumers, ushering in an era of accessible and legal recreational cannabis consumption.
This new landscape opens up cannabis use to a larger group of people who are eager to become informed consumers. Jes Feuer, marketing director at Etain Health, has noticed a shift in customer knowledge even in these early days: “New Yorkers are now much more open to cannabis products and the health and wellness benefits of the plant,” she says. “We are seeing more and more patients come in with knowledge of strains, terpenes and effects, and a better sense of what they are looking for to help them with their health and wellness journey.”
And then there are the seasoned customers, as Corwin reminds us: “The NY consumer is very savvy, very quality focused,” he says. “New Yorkers have been smoking a ton of weed for years, so they won’t fall for low quality products dressed up in fancy packaging.” However, these customers are excited by previously unavailable formats, strains, convenience, and consistency across dosing and quality.
Building On a Legacy
Of course the reason those experienced consumers exist is because New York has long had a thriving and accessible traditional, non-regulated market. And despite the emergence of legal dispensaries, the legacy market for cannabis in New York continues to thrive, rooted in its unregulated nature. This resilient sector encompasses a robust industry of experienced growers, processors, and sellers who have operated for years outside the bounds of legality. With an established customer base and a deep understanding of their craft, these individuals have cultivated a loyal following that appreciates the unique offerings and personalized experiences they provide. A big part of this is delivery services, which is an essential part of New York City’s residents' lives providing more convenience than a storefront.
Despite the changes in laws and the advent of legal options, the legacy market shows no signs of dissipating. It begs the question: What do the legal dispensaries offer that legacy sellers do not? Will consumers make the transition as the legal market grows? We will discover the answer in real time as the evolution of legal cannabis evolves around us.
A Culture and Community
“The best thing about NY cannabis is the community, especially the women in the community who support and lift each other up as we grow together,” says Jes Feuer.
The culture within the industry is defined by a strong sense of community and a commitment to inclusivity. Industry insiders, both new and seasoned, embrace a shared vision of breaking down barriers and shaping a cannabis landscape that is welcoming and representative of diverse voices in the Empire State. From owning and operating businesses to advocating for social equity and reform, women in the industry are making their mark and challenging historical norms.
But community can only go so far when mired in regulatory and operational hurdles, explains April Becker Macchio, co-founder of UNIFY Retreat Motel, a music-themed and community-focused plant medicine motel in Cocheton, NY, a small town 100-ish miles north of NYC. She recognizes the challenges for those on the front lines, saying, “as our patience runs out, so do the bank accounts of those expected to bring in another harvest when they are stuck with the last.”
But through educational initiatives, mentorship programs, networking events like the Cannabis Roll Call, and gatherings by The Canna Divas, these empowered women are fostering a supportive ecosystem that encourages collaboration, knowledge sharing, and collective growth. As the industry flourishes, the cultivation of a vibrant and inclusive community remains a cornerstone, setting the stage for a more equitable and harmonious cannabis landscape in New York.
While there is no shortage of challenges when it comes to establishing a healthy and inclusive cannabis industry in New York, spirits are generally high, and there is a communal sense of growth. As New York's regulated market evolves, it will be interesting to monitor the interplay between licensed dispensaries and the deep-rooted legacy market, recognizing the diverse consumer preferences and experiences that coexist.
Meanwhile, the streets of NYC are filled with the smell of weed and more people than ever are empowered to embrace cannabis in the Empire State, and that is a good thing.
