authentic 231: taking A Different approach

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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 wisdom 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 summer 2021| MIGreenState

are owned by out of towners. We’re stepping up and getting involved in the community to give back,” says Johnson. “We’ve sponsored community events, and we recently did a day where we donated 50% of our profits to Stomp Out Cancer.”

ADDING A PERSONAL TOUCH TO THE CANNABIS INDUSTRY

As a company, Authentic 231 prides itself on a passion for the plant. The team is excited that Michiganders now have the freedom to legally use cannabis medically, therapeutically, and recreationally. Budtenders are encouraged to share their enthusiasm as well as their own experiences with customers while recommending products. Kellie Hoffman, a Sales Lead at the provisioning center, can attest to the benefits of cannabis firsthand. “Personally, marijuana has improved the health of the people closest to me,” shares Hoffman, “I want to help my community discover those benefits.” Armed with both personal anecdotes and professional knowledge of how cannabis can impact the lives of Manistee’s residents, the team is setting out to eradicate the stigma surrounding the plant and educate their customers on the overall peace, well-being, and euphoria that premium, high-quality cannabis products can provide. “Out of the many, many companies in this industry that I have had some type of working relationship with, I have only come across a handful that express and show a true, genuine love and passion for cannabis and people,” says Brown. “Everyone here has a great story, and we embrace and encourage each unique individual to grow beyond their perceived potential.” The love of cannabis inspires the team to carry only the highest quality products on the market, which is one of the reasons why Authentic 231 works with local growers and their cultivation partner Heritage Farms to produce and manufacture their own top-shelf cannabis. McKenzie and Johnson have a hand in the production of a number of products carried in the store, including Authentic 231’s very own branded vape cartridges, gummies, concentrates, tinctures, and balms. Currently, the company is growing its first outdoor plants and the flower will be available in the shop after harvest this September. “Us being the Manistee home team is what drives us,” says Johnson. “A lot of people are involved in the cannabis industry just to make money. We are there to provide the community with best service and best products we possibly can.” “Authentic 231 is dedicated to providing the best experience possible to every consumer that walks through their door. Especially so for those new to cannabis and unsure of where to begin. “Our approach with our customers is to always meet them where they are,” Brown explains. “Sometimes that means we will spend thirty to sixty minutes with someone, educating them on how cannabis is processed by the body, how it could benefit them, and what to start with.” “We are so fortunate to work with the team that we do, and I believe our amazing staff, passion for the plant, and community-forward mentality is what sets us apart,” says Brown.

Issue 3 | summer 2021 LOOKING FORWARD

From the west coast to the “fresh coast”, the Authentic 231 team is enthusiastic to continue spreading their passion for cannabis in Northern Michigan. “It’s always changing. Every day it’s something new,” says Johnson. “The excitement of the struggle and keeping it going is what it’s all about.” Stay tuned for upcoming educational events where you can learn more about the cannabis plant and its unique benefits for health and wellness. Stop in to experience the authenticity yourself and to connect with the staff who are proud to be part of a provisioning center that’s not just a workplace, but a second home.