Authentic 231 Takes a Different Approach to Cannabis In the heart of northern Michigan, there is a marijuana provisioning center with a lofty mission in mind: to enhance natural ways of healing through cannabis and to change the hearts and minds of the “Up North” residents of the state. Since setting up shop this past November, Authentic 231 has managed to achieve just that. The founding team has planted their roots in Manistee, a city located on the shores of Lake Michigan and known for its natural beauty, to create a warm and welcoming place where visitors can both learn more about cannabis and purchase high-quality medical and recreational products. Upon arriving at Authentic 231’s store, one might even spot Booker, their friendly, four-legged mascot, peeking out the window eager to greet new guests.
VALUES RUN DEEP Like any company, Authentic 231’s mission and core values come from the top. Founders Trever Johnson and Willie McKenzie have prioritized building relationships with their neighbors in Manistee every step of the way since opening the provisioning center just eight short months ago. The founders both bring over 15 years of experience in the cannabis world to the plate and have drawn on their industry wis-
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dom throughout this new journey. Johnson was also born and raised in Manistee. “I was involved in the cannabis industry in California when Manistee passed the initiative. I knew I had to do to get involved and come back to my hometown to bring cannabis to the people here,” says Johnson. “Our founders being industry veterans brings much more to the table,” says Diane Brown, Director of Retail. “They are involved in every aspect, from seed to sale. Filthy from a day on the farm or suited up for a department head meeting, our founders are the real deal.” True to name, their authenticity, grind, and tenacity have trickled down into all their interactions with the community. And so far, they have been well-received by an area built on the same ideals. “I was born and raised in Manistee. I’ve lived here my whole life,” says Connor Mrozik, a Budtender at Authentic 231. “Manistee is definitely an incredible place to live, and there are a bunch of great people. Our staff works really well together, and everything flows.”
BUILDING BRIDGES WITHIN MANISTEE After spending time in California, the founders feel just as much at home in Manistee, surrounded
by breathtaking waterways and a culture that’s tight-knit and open-minded to consuming cannabis. “I am so passionate about cannabis and this industry, and I am so grateful to feel at home in my career. We help people live happier and healthier lives, customers, and staff. We created a work environment that encourages you to take a minute to connect,” adds Brown. Whether they’re hiring 4th and 5th generation Manistee natives to work at the shop or sponsoring events in the area, such as the Salt City Rock and Blues Festival, Johnson and McKenzie are all about getting involved. “We’re now at 45 employees, which is 45 new jobs brought to Manistee,” says Johnson. “We’re bringing the Manistee community up with us as we grow.” Since its inception, Authentic 231’s team has made it a priority to intertwine with the community. You’ll see their employees out and about at all the local happenings and volunteering at the town’s charitable events. Not only did the group bring home the First-Place prize at the Manistee County Community Christmas contest last year, but they also take care of the neighborhood with cleanups every Sunday and through their support of Small Business Saturdays. “All of the other dispensaries in Manistee
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