Giving Back To The Ones Who Gave All

STORY BY LAUREN LeBEL PHOTOS NATE BLAIS

Giving Back

to the ones who gave all

The Patton family’s commitment to veterans

Working day in and out to serve customers, many of which are veterans, is Green Meadows in Southbridge.

Bob Patton, co-founder and chairman of Green Meadows, explained that the business was supposed to be on a property purchased by his grandparents, the famous World War II General George Patton and his wife, north of Boston in 1928. George had plans to retire there after the war but passed away in 1945. As the Patton family moved around a lot, Bob said the home sat on a large piece of land that was not used.

When Bob’s father retired in 1980, a two-star general himself, he decided to turn the land into an organic produce farm called Green Meadows. “He gave it his all until he passed away in 2004, said Bob. “It became a real destination,” he added, as the vacant land was filled with a farmstand, locally grown produce and organics.

After his death, Bob’s mother Joanne carried on the farm until 2017. As she was in her late 80’s at the time, Bob said she called the family together to let them know that she could no longer keep the farm running. Together, they voted on what they could do with the land. “It was my younger sister and younger brother who had worked in foundations that they started with veterans who thought [Post Traumatic Stress Disorder] PTSD is a real element in the generation that’s gone through Afghanistan and Iraq as well as preceding in Vietnam. [They thought] what about cannabis, what about growing medical cannabis and providing it to these folks?” shared Bob.

Initially, he said he did not see the Patton family getting involved with cannabis. “I was all for legalization and all for medical cannabis, but it just seemed like a heavy lift,” said Bob. Similarly, his mother felt the same way at first, although she has grown to become a big supporter of the business.

Ultimately, the land located in South Hamilton did not become a place to offer cannabis, as the town was not ready to accept it. As a family, Bob said they drove around to meet municipalities and town leaders, to which they stumbled upon Southbridge.

“A really classic story of what has been a very vibrant industrial hub, it had American optical which I believe employed up to 3,000 people. As we see in many American cities, that began to fade away and they’ve lost that industrial base. So, they were really looking for some kind of an energy charge – someone that would come in to maybe put them on the map a little bit,” said Bob.

At the time and still to this day, Bob shared that Green Meadows was barely of a stature to turn this around for Southbridge, but he thinks a wave began to develop there and interest in public renewal.

On the last day of February 2021, Green Meadows opened their location inside of a 35,000 square foot converted mill building at 64 Mill St. Bob explained that they renovated it and helped promote more businesses coming into town, as they bring in a lot of traffic themselves.

“We employ locally as much as we can as well as veterans. We try to keep the values that started it all, which was [to] prioritize veterans and their medical needs that perhaps can come from cannabis,” said Bob.

Green Meadows is vertically integrated and grows organically on site. As this was important to Bob’s father, the Patton family wanted to carry that value forward.

Bob went on to say that they looked at the adult-use sector which is a business that they had to do and that municipalities want, as its revenue for them. “For me personally it’s been very gratifying to be a part of this renewal in Southbridge,” he said.

Initially a retailer for about one-year, Green Meadows has turned into much more now that the cultivation and production has launched. The cultivation came along in December 2021, with the manufacturing following closely behind. Now, Bob said they pretty much “hit all cylinders” of the cannabis world, with the grow, lab and retail all in one space.

After their products hit the market, Rob Patton, co-founder and chief marketing officer, said their focus was offering them at their own stores, followed by wholesaling their products to other dispensaries across the state. “Green Meadows organic flower and other products are available in about 50 dispensaries right now in the 245 that are in the state,” said Rob.

With little of his own experience in commercial cannabis, Bob said his son Rob and two stepsons had start-up and business experience. To run the dispensary properly, they brought in cannabis expertise like their grower and kicked-off the grand opening with about 10 people. Now they have nearly 80 employees.

Rob explained that they have a commitment to the town in their host community agreement that says at least seven percent of the employees will be veterans. “Right now, [I’m] happy to say that we’re about 15 percent,” he noted.

“We try to keep the values that started it all, which was [to] prioritize veterans and their medical needs that perhaps can come from cannabis.” BOB PATTON, CO-FOUNDER AND CHAIRMAN OF GREEN MEADOWS

He shared that the veteran employees are some of the best team members they could ask for. “They’re regimented and strict and they get the job done. They collaborate, they’re natural born leaders,” said Rob.

Specifically for veterans, Rob shared that they offer some of the “most aggressive” discounts in the state, with upwards of a 40 percent discount on medical products. He explained that every day, medical card holding veterans receive a 30 percent discount. Also, twice a month every month, that goes up to 40 percent. This includes the 11th of every month, in honor of Veterans Day on Nov. 11, along with the 22nd of every month, which alludes to the statistic that 22 veterans every day are committing suicide. “[We are] trying to bring attention and awareness to those unfortunate, sad facts,” he said.

With Veterans Day approaching, Rob shared, they have a couple of ways that they continue to dedicate the company and push the certain initiatives toward benefits of veterans. Aside from hiring, Rob said they created a product line called “The General’s Aide.” This is the same organically grown, high quality flower, but it’s a different sub brand underneath the Green Meadows umbrella. “[With The] General’s Aide, two percent of all sales goes to a veteran’s charity every quarter,” said Rob.

He continued, “It’s a nice way to say, ‘here’s another thing that we can do’ alongside just allowing them access to the plants and products itself, obviously charities enjoy those monetary donations.” For the next two quarters, two percent of proceeds will be going toward an organization called Stop Soldier Suicide.

Also, for Veterans Day, Green Meadows will have a weekend celebration at their Southbridge location. Rob said they will have promotions and partner pop ups on site. He added that he and Jessica Smith of Green Meadows are working to have some military vehicles in their parking lot for attendees to observe. By offering this, Rob said it makes it a community event, as much as a cannabis event, with an overall focus on veterans. The event is free and open to the public as it will take place outside of the facility.

Bob added that they have hosted some “more intimate” types of events at the facility. For instance, he said there are some veterans, particularly younger ones, that can explain access through the veteran’s administrations, the do’s and don’ts about the administration, along with some benefits they’ve had from certain strains. Whether the use stems from anxiety, insomnia, social isolation or long-term pain, the younger veterans can provide the older ones with some insight on the topic.

Bob noted that he sees older soldiers coming in from the Vietnam era that don’t know much, if anything at all about cannabis. For those who aren’t sure how to start the conversation, but want to learn more about trying cannabis, Green Meadows can help. Bob views these conversations as beneficial, given that each session has brought in about 10 to 12 people – both men and women – to share their stories.

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“As a veteran, cannabis has impacted my life in many positive ways, primarily by opening up the discussions surrounding overall health and community impact.”

JAY SEELEY STAFF SERGEANT IN THE US ARMY

Jay Seeley, staff sergeant in the US Army and inventory lead at Green Meadows, shared, “As a veteran, cannabis has impacted my life in many positive ways, primarily by opening up the discussions surrounding overall health and community impact. In my experience, the cannabis industry has opened alternative treatment pathways to treating physical and mental health issues, while not carrying the stigma associated with cannabis use historically.”

Seeley continued, “Being part of the cannabis industry, specifically with Green Meadows, has allowed me to be part of a team that creates an organic, locally produced, top-shelf product, and it’s something I’m extremely proud of. More personally, I use cannabis as a self-medicating way to manage my anxiety and treat the symptoms of PTSD. My personal consumption choice to use cannabis was an alternative to the harmful impacts of prescribed anti-depression/anti-anxiety medications and their lasting effects.”

To expand these conversations beyond veterans, Smith said they have begun hosting meetings with local senior centers. Across the different generations, Smith finds it interesting to see how little the public knows on the topic – perhaps from misinformation.

Another vital aspect of Green Meadows’ communication is through their social media. Bob said social media presence and word of mouth is “essential” nowadays as there are more dispensaries popping up. Whether it’s the voluminous space or the guest services associates, he believes there are many reasons why people should choose Green Meadows over other dispensaries.

When renovating the space, Rob shared that they went for an “industrial Americana” feel, both in line with their family and the history of the building itself. He explained that they didn’t want to go with the “Apple store look” that a lot of dispensaries have, but instead create a more “warm” and “welcoming” space.

Green Meadows is currently planning to open a second location in Fitchburg in early November. Rob said they eventually have plans for a third location in Massachusetts as that is the maximum amount allowed. At all three, they plan to be both medical and recreational. They will also carry forward their medical program and discounts that they started in Southbridge. Moving forward, he said they want to be multi-state. Rob shared that they have applications already for Connecticut along with looking into surrounding areas such as New Jersey and New York, although nothing is concrete.

Bob recognized the city of Southbridge and the residents for being a “great partner” in the establishment of their business.

Green Meadows is open daily. Retail opens every day at 10 a.m. and closes at 7 p.m. Monday through Thursday, 8 p.m. on Friday and Saturday and 6 p.m. on Sunday.

To learn more about Green Meadows, visit their website at: greenmeadows.com