Sensi Michigan Winter 2024 by Sensi Magazine

WHAT’S U.P.?

Hot spots in the Upper Peninsula

MICHIGAN

BETTING ON THE FARM Grazing with Miraflora Naturals

SETTING NEW HEIGHTS

Advocate Ann Brum leads the way

REDEFINING WELLNESS

WINTER 2024

GROWING FORWARD Pleasantrees digs into the data to cultivate the future of cannabis

Have you freed your mind today? Liberate yourself with deals on your favorite cannabis products on Weedmaps.

Must be 21+ to download the app

SHOW HOURS FRI 10 - 6 SAT & SUN 10 - 5 ADMISSION $20 BUDTENDER SAMPLING EVENT $25 MUST BE 19+ TO ATTEND

CannExpo is the ultimate gathering, bringing together Consumers, Budtenders & Retailers in a vibrant three day marketplace.

EXHIBITORS

SHOW HIGHLIGHTS

Licensed Producers & Retailers

Discover Exciting New Products

Craft Growers

Infused Cooking & Mixology CANNfluencer Awards & Top Bud Awards CannExpo Tournament of Champions

Edibles & Beverages Cannabis Accessories

Budtender-Retailer Sampling Event

Wellness & Beauty

Educational Seminars & Workshops

Home Growing

@cannexpotoronto

cannexpo.ca

hello@cannexpo.ca

EVENTS

CANNEXPO MAIN STAGE

Hosted by the Disciplined Stoners, CannExpo's main stage showcases the Cansell TOP BUD and Influencer Award Ceremonies, Daily Joint Rolling Competition, and sessions on cannabis and wellness. The Disciplined Stoners, led by Ellevan and Winny Clarke, offer insightful talks on mindfulness through the plant's healing lens, promising a vibe boost at CannExpo!

SAMPLING EVENT Budtenders & Retailers: The most anticipated event at CannExpo will take place each day from 12 to 2:30 pm. Over 30 brands sampling and launching new products for spring 2024 drop at OCS. Open to Cannsell certified budtenders.

CAMP CANNA AT CANNEXPO!

Blunts&Beans brings three days of camp activities, games, crafts, contests, and more. Experience the ultimate summer camp with an inclusive, intergenerational adventure for the cannabis community. Camp Canna is coming to Ontario in 2024!

TOP BUD AWARDS The Top Bud Awards is an event dedicated to recognizing and celebrating the hard work, knowledge, and passion of budtenders in the industry! Vote for your favourite at cannexpo.ca

CANNEXPO CULINARY STAGE CannExpo 2024 highlights the benefits of cannabinoids and terpenes, featuring top Canadian brands. Engage with global CannExperts, including chefs and medical professionals, through unique demonstrations and a groundbreaking culinary competition. Join us for interactive experiences that educate and entertain!

CANNEXPO TOURNAMENT OF CHAMPIONS

Chef Jordan Wagman

The canna-curious are looking for familiar ways of consuming the plant, and everyone eats and drinks. Hosted by Chef Jordan Wagman, the CannExpo Tournament of Champions competition will shine a light on culinarians and mixologists, demonstrating creative ways to infuse cannabis into food and beverage.

MICHIGAN SENSI MAGAZINE WINTER 2024

sensimediagroup @sensimagazine @sensimag

FEATURES

Betting on the Farm

Pleasantrees: Harvesting a New Future

Miraflora Naturals couldn’t find a hemp farm that met their production standards. So they launched their own.

One of Michigan’s largest growers and retailers digs into the data to produce the best buds.

DEPARTMENTS

13 FOUNDER’S NOTE 18 THE LIFE Contributing to your health and happiness 14 THE BUZZ CANNABIS IN THE 906 News, tips, and tidbits to keep you in the loop ZAPRÈS DAYS Fun snow events CANNABIS AND GUNS

Colorado proposal hopes to change permit law RAY’S LEMONADE New flavors for Michigan market PREGNANCY JUSTICE

Oklahoma group works to protect moms-to-be MUSHROOM MANIA

Massachusetts to vote for legal psychedelics CONSUMPTION LOUNGES

Here’s what’s up in Michigan’s Upper Peninsula.

WHAT’S U.P.?

Hot spots in the Upper Peninsula

MICHIGAN

BETTING ON THE FARM Grazing with Miraflora Naturals

SETTING NEW HEIGHTS

Advocate Ann Brum leads the way

REDEFINING WELLNESS

WINTER 2024

30 THE SCENE Hot happenings and hip

GROWING FORWARD Pleasantrees digs into the data to cultivate the future of cannabis

hangouts around town SETTING NEW HEIGHTS

In Massachusetts, cannabis advocate and Joint Venture Co. founder Ann Brum helps cannabis businesses and brands market globally.

ON THE COVER

Pleasantrees looks to the future. PHOTO COURTESY OF PLEASANTREES

50 THE END

Nevada grants conditional licenses

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EXECUTIVE

Ron Kolb Founder ron@sensimag.com Jade Kolb COO jade@sensimag.com Carolyn Scott Communications Director carol@sensimag.com Chelsea Moynihan VP of Sales chelsea@sensimag.com PUBLISHING

Tyler Tarr Market Director, Colorado Jamie Cooper Market Director, Michigan Richard Guerra Market Director, Massachusetts Jake Boynton Market Director, Massachusetts EDITORIAL

Matthew Solan Executive Editor Matthew.Solan@sensimag.com Mike DiPaola Copy Editor Mike.Dipaola@sensimag.com Allison Farley National Contributor Debbie Hall National Contributor Lucie Hanes National Contributor Matt Jackson National Contributor Elizabeth McWilliams National Contributor Gretchen A. Van-Monette National Contributor Andrew Ward National Contributor DESIGN

Jamie Ezra Mark Creative Director jamie@emagency.com Rheya Tanner Art Director Wendy Mak Designer Josh Clark Designer Andrew Ontko Designer PRODUCTION

Neil Willis Production Director & Client Support Specialist

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EXPLORE EMBODI

FOUNDER’S NOTE

Magazine published by Sensi Media Group LLC.

New Year, New Beginnings!

FIND US ON SOCIAL MEDIA

FAC E B O O K Like Sensi Media Group to infuse your newsfeed with more of our great cannabis lifestyle content.

TWITTER Follow @sensimag for need-to-know news and views from Sensi headquarters.

I N S TAG R A M Pretty things, pretty places, pretty awesome people: find it all on @sensimagazine

As Sensi embarks on its 9th year in the cannabis space, change becomes imperative for us. Evolution is key to maintaining the level of value our partners have come to expect. In this issue, two significant shifts mark the beginning of a transformation that will fully blossom in our upcoming spring edition. First, we are redirecting our publishing arm with a new focus: “Redefining Wellness.” This tagline guides us as we explore cutting-edge ways in which plant medicine contributes to healthy routines for our readers and partners, even at the molecular level. By delving deeper into these topics, we aim to broaden our audience, reaching those who are intrigued by cannabis but are not necessarily daily consumers. Embracing these individuals into our local communities opens up significant opportunities for all. Second, we’ve forged a partnership with our friends at Hearst Media Group. This collaboration aims to integrate Hearst further into our local communities, adding value and creating a more meaningful impact. Sensi will now provide a range of digital products, including programmatic advertising and highly sophisticated content marketing. These tools empower us to enable small- and medium-sized companies to advertise with the precision that the largest corporations have come to expect. Remaining true to our community-based roots, Sensi will continue to host events annually, and to produce our award-winning publication and digital reach products. Now, armed with a deeper toolkit, we embark on telling new stories to better assist our partners across the country.

Evolution is key to maintaining the level of value our partners have come to expect.

Enjoy this issue, and we look forward to seeing you in the community soon.

Ron Kolb

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ZAprès Days Slopeside cannabis networking and fun ZAprès Events is hosting an exciting series of ski and snowboarding events in Colorado and Michigan this winter. Aimed at promoting community engagement and bringing industry professionals and consumers together, these events promise a thrilling day of skiing and riding, followed by an Après after-party. 14

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In Michigan, the first event is scheduled for February 5 at Highlands at Harbor Springs, and then on February 8, the action shifts to Mount Bohemia, known for its challenging terrain and breathtaking views. Meanwhile, Colorado enthusiasts can mark their calendars for April 3 at Keystone Ski Resort

and April 4 at Copper Mountain. Beyond the exhilarating ski and ride sessions, the Après after-party offers a chance for participants to unwind and celebrate the day’s escapades. Held separately from the ski areas, this lively gathering will feature music, entertainment, and opportunities

to connect with others who share a passion for winter sports. Whether you’re a seasoned skier or new to the slopes, these communityfocused events provide the perfect platform to connect with like-minded individuals and create lasting memories. To register for a ZAprès Day, visit zapresevents.com.

PHOTO COURTESY OF RAY’S LEMONADE

Colorado cannabis consumers could soon carry concealed weapons

A gun-rights organization called Guns for Everyone is working on a ballot initiative in Colorado that would allow marijuana users to obtain concealed carry permits for guns. The proposal went before the state’s Legislative Council Staff in December 2023. The organization argues that marijuana users should have the same rights as alcohol users to defend themselves. Currently, Colorado law prohibits sheriffs from issuing permits to individuals who are not eligible under federal law, which includes marijuana users. The proposed initiative aims to change this by stating that a sheriff cannot use a permit applicant’s lawful use of marijuana as a reason to deny them a permit. If the initiative’s wording is deemed clear and reasonable, it will be accepted and titled by the Secretary of State’s office. Guns for Everyone will then need to gather 125,000 signatures in six months in order to place the initiative on the ballot. The organization wants marijuana users to be treated equally in terms of gun ownership and permits, similar to alcohol users who can legally purchase guns, but cannot possess firearms while under the influence.

BY THE NUMBERS States with the highest interest in medical marijuana, based on average monthly Google searches on the subject per 100,000 people for each state:

1. FLORIDA 2. ARKANSAS 3. RAY’S LEMONADE MISSISSIPPI MAKES ITS 4. MICHIGAN DEBUT LOUISIANA 5. SOUTH DAKOTA

6. 7. VIRGINIA 8. UTAH 9. KANSAS 10. KENTUCKY MISSOURI

SOURCE: www.leafwell.com

Ray’s Lemonade, a well-known cannabis-infused beverage brand, is set to enter the Michigan market this year. With its unique blend of refreshing lemonade, Ray’s aims to provide a new and exciting experience for cannabis enthusiasts and health-conscious individuals alike. There will be several flavors hitting the market sometime in February or March: Original, Mango, Dragon Fruit, Huckleberry, Citrus Kush, and Pineapple. Currently sold in Washington, California, and Canada, Ray’s Lemonade is known for its commitment to quality and safety. The brand sources carefully selected premium cannabis from reputable farms, ensuring a premium product for consumers. They will distribute out of Prime Tree Farms, LLC, located in Lawrence, Michigan. Because of compliance requirements, the packaging of the product will look slightly different, as cannabis operators are not allowed to include images of fruit on packaging.

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THE BUZZ

Mushroom Mania Massachusetts voters contemplate legalization of psychedelics.

Oklahoma advocacy group fights to protect pregnant women

Pregnancy Justice, an advocacy group based in New York, has submitted an application to the Oklahoma Supreme Court requesting a halt to the prosecution of pregnant women who use medical marijuana. Lourdes A. Rivera, the president of the organization, stated that pregnancy should not strip individuals of the protections provided by the law, and it is not the role of prosecutors to manipulate or charge people based on personal biases. The group highlighted that Oklahoma's Medical Marijuana and Patient Protection Act, which came into effect in 2019, legalized medical marijuana use for all adults with valid licenses from the Oklahoma Medical Marijuana Authority. However, despite this law, investigations conducted by The Frontier revealed that at least eight Oklahoma women possessing state-issued medical marijuana cards have been charged with felony child neglect for using marijuana during pregnancy since 2019. This charge carries the possibility of a life sentence.

Excitement is brewing in Massachusetts as supporters of psychedelic treatments gather signatures for a ballot question in 2024, aiming to legalize the use of “magic mushrooms.” To secure a place on the ballot, campaigners for the Massachusetts for Mental Health Options initiative had to collect 74,000 signatures from registered voters. Impressively, they managed to submit more than 95,000 signatures for certification, drawing attention to the growing interest in alternative therapies for mental health. It could take officials several weeks to verify all of the signatures submitted. The measure would create a regulatory framework for lawful and supervised access to psychedelics at licensed facilities. It would also legalize the possession and gifting of psychedelics, such as psilocybin and ayahuasca, but it would not otherwise provide for commercial retail sales of the substances.

LIGHT UP LEGALLY IN VEGAS LOUNGES In Nevada, the Cannabis Compliance Board has granted conditional licenses for six more consumption lounges to various cannabis companies. These include Curaleaf Holdings, Green Thumb Industries, Desert Evolution, Higher* Archy, NevadaPure, and TGIG. The CCB has been steadily approving more licenses since the announcement of new regulations for consumption lounges in June 2022, with 65 licenses projected to be issued. So far, including the latest approvals, 15 conditional licenses have been granted. Many of these lounges are located in popular tourist areas like The Strip. The cannabis industry in Nevada continues to thrive, with notable developments, such as musician Future entering the market with his cannabis line, Evol by Future, in partnership with Redwood Cultivation. The opening of consumption lounges and the growth of the overall cannabis industry are expected to drive more traffic, revenue, and tourism to the state.

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COURTESY OF DISPENSARIES RACING OUTHOUSES

Cannabis in the 906 Here’s what’s up in Michigan’s Upper Peninsula TEXT ALLISON FARLEY

With 84% of Michigan’s Upper Peninsula (U.P.) covered in plush forest, the 906 area code is home to just 3% of the state’s entire population, spanning from the eastern Wisconsin border to the mighty Mackinac Bridge. Since recreational cannabis was legalized in December 2017, the U.P. has seen the opening of more than two dozen recreational and medical cannabis facilities within its 15 counties. Here is a look at some hotter spots where you can enjoy the local sites and sample the local cannabis. Dispensaries Racing Outhouses Upper Michigan’s slew of unusual events has always been one of its greatest appeals. And perhaps nothing says unusual more than the last week of February’s Trenary Outhouse Classic (a Yooper favorite since

its origin in 1994), where attendees from around the Midwest gather in the small town of Trenary to race man-made and often hilariously themed outhouses. Local cannabis companies Dunegrass and Higher Love got involved with the event soon after opening their doors. “We knew Dunegrass would be a great fit,” says Brian Buchanan, director of tourism strategy for Dunegrass. “The event attracts nearly 2,000 locals and friends just hanging out, enjoying the frosty winter weather, and is something uniquely U.P. It’s also a way for local businesses to give back to the community since the whole thing is a fundraiser for the city.” All proceeds directly support the city of Trenary, and the cost is $20 per person to race or $3 in advance to attend. www.trenaryouthouseclassic.com

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KNOW MORE HpLVd

516-939-0808 info@scientificcell.com www.scientificcell.com/verne-bioanalytics

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THE LIFE

TOP: Elevated Exotics Summer’s End Smokeout (SESO) BOTTOM LEFT: Great Lakes Cannabis Education Conference

(CLOCKWISE FROM TOP) COURTESY OF MICHAEL FORD; THE DELFT; NORTHERN MICHIGAN UNIVERSITY CANNABIS CONFERENCE

BOTTOM RIGHT: The Delft

Great Lakes Cannabis Education Conference Further north in Marquette, budding entrepreneurs and those seeking to further their education and connections can attend the annual Great Lakes Cannabis Education Conference at Northern Michigan University. The event incorporates local brand owners like Meghan Poglese of North Coast Cultivators and course leaders of NMU’s Medicinal Plant Chemistry and Cannabis Business Programs to educate ticket holders on the state of Michigan’s cannabis market, advances in canna tech, and to

give guests a networking opportunity. The conference takes place on the NMU campus and is open to the public. nmu.edu/great-lakes-cannabiseducation-conference/home

Consuming Up North Escanaba is likely to become another hot spot for Yooper Cannabis Tourism. In 2023, the city opened its doors to three additional provisioning centers and one privately owned consumption lounge and event space (after only allowing Tribal businesses to set up shop within city limits). The private event space, formerly known as The

Delft Nightclub, is now home to monthly events and get-togethers, where cannabis is not only celebrated on-site but also consumed. “We are becoming an extension of all the area dispensaries hosting various events from prohibition roaring 20s parties to comedians to live music and puff and paint events,” says James Peterson, owner of The Delft.

the grounds of Boulder Alley Disc Golf Course the weekend of August 8, 2024. Camping is available on-site all weekend, and the party keeps rolling until 4 a.m., bumping EDM beats into the night and displaying multiple impressive laser light shows. Headliners like Devin The Dude, Unity the Band, The Widdler, and Echoes of Pink Floyd have taken the stage over the past two years, along www.facebook.com/thedelft with dozens of other reA Festival in the Forest gional and international If you’re looking for live performance artists. The music and art installaevent hosts two stages, a tions, consider Summer’s half dozen food vendors, End Smokeout, Repuband cannabis sales on lic’s annual celebration of site. Hidden secret about music and cannabis, on this venue: Not only is W I N T E R 2024

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NECANN TURNS 10! March 22-23, 2024 Hynes Convention Center Boston, Ma 3 full exhibit halls 400+ exhibitors 100+ speakers & special guests THE afterparty

NECANN Cup New England Cannabis Poll

Aww, it’s our baby picture from Feb 2015 - IFKYK! For info on exhibiting, sponsoring, speaking, or attending, visit:

necann.com 22

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THE LIFE

TOP: MC3 Botanicals BOTTOM: The Stoney Moose Bud & Breakfast

it a disc golf course, it’s also on the same property as a BMX/Motocross Dirt Track.

(FROM TOP): COURTESY MC3 BOTANICALS: BUD & BREAKFAST

www.elevatedexotics.com/seso

Yooper Strains Paying homage to the area, MC3 Botanicals, based in Crystal Falls, have developed strains that tie directly into U.P. heritage, such as Amasa-AK, Frosty Yooper, and Mastodon Mama. “Our first Lead Grower, Bruce Primo, loved creating unique strains, so we were creating right from the start,” says MC3 Botanicals founder and president Sherry Smies-Evins. “Since we are proud to be in the U.P., we also wanted those strains to highlight and honor our beautiful location.” For instance, Amasa was a favorite location for Bruce, so the first custom strain was

branded Amasa-AK; and Mastodon Mama honors Mastodon Township for approving local cannabis businesses. Another local brand favorite, Frosty Yooper, pulls its title from the lovable nickname of anyone living in the U.P. (Yoopers), and has impressive trichomes on the

bud, giving it a frosty appearance. www.mc3botanicals.com

Bud & Breakfast in the Northwoods Looking for a bud & breakfast option? Check out the Stoney Moose Bud & Breakfast set to open its new relocation in Deerton at the start

of the camping season in May. The B&B offers a canvas bell-top tent perched in the middle of an overflowing flower and produce garden. The site includes cannabis tastings and fresh produce charcuteries. www.budandbreakfast.com/ properties/the-stoney-moose-farmmichigan

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t 24

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BETTING ON

the farm Miraflora Naturals couldn’t find a hemp farm that met their production standards. So they launched their own. TEXT LUCIE HANES PHOTOS COURTESY MIRAFLORA

et’s face it: none of us are getting any younger. The same activities that were easy to do five years ago are bound to take more effort now and perhaps even more another five down the line. But just because our bodies change doesn’t mean our dreams of big adventure have to. Still, sometimes we might need a little extra TLC to keep our muscles supple and our joints less squeaky. That’s where CBD brand Miraflora Naturals comes in. The brand cares about more than supplying quality CBD for all the aches and pains that high-achieving humans accumulate regularly. That’s part of the motivation, but the drive doesn’t stop there.

Lay of the land Miraflora is so committed to supporting self-care that they launched their own farm to ensure they could provide the best quality CBD products. “The high majority of CBD companies pull from eight central mega hemp farms,” says Miraflora CEO Zach Glassmith. The streamlined nature of such a conglomeration offers brands easy access to the ingredients that make up their products. It makes sense from a business standpoint: minimize hassle to maximize output. But simultaneously, it removes any sense of character from the resulting products. You’re left with different names for the same product no matter where you shop. Further, mass production

carries baggage: contamination, pollution, and waste. High-yield CBD also comes at a cost to the health of both the consumer and the environment. Instead of sharing the same pond with so many other CBD brands, Miraflora started from scratch. All ingredients originate from their USDA-certified organic farm in Boulder, which the business purchased directly from the family that first received the deed for the land from President Ulysses S. Grant. “Most cars have more owners than our farm,” says Glassmith. Working from a blank canvas allowed Miraflora to set themselves up for their definition of success. Not only that, but Miraflora could use the land in good faith, knowW I N T E R 2024

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ing that it had never endured pesticides or pollutive practices, even before they came onto the scene. The practices that big-box farms typically employ don’t do Mother Earth or her population any favors. At Miraflora, the goal is to make CBD manufacturing more sustainable. Glassmith and his team at Miraflora have figured out how to tackle every possible problem on their farm with a natural solution. Instead of terrorizing the soil with manufactured fertilizer, they brought their own alpaca herd to do the job. (The alpacas are viral stars in their own right as they tell the Miraflora story on TikTok; see “Miraflora’s TikTok stars.”) Ladybugs take care of pest control in place of pesticides. Rather than lose gallons of water by the minute via easy but wasteful pivot irrigation systems, Miraflora installed individual drip systems for each plant. Local snowmelt runoff meets a good amount of their hydration quota in the first place.

Easing the pains The team does not fear hard work, only the consequences of avoiding the work that needs to be done. That’s because Glassmith knows how people work. “Those who have enough fire in them to fight for more adventures ahead will find a way to do so,” says Glassmith. As a small team of single-source hemp farmers and manufacturers, Miraflora manages to produce

an impressively wide selection of CBD goods including balms, body butter, and beverages. From skincare to mood management, the brand strives to be a one-stop shop for self-care. Several of Miraflora’s products are designed to soothe inflammation, manage pain, and rejuvenate the mind. For example, Miraflora’s sparkling +RELAX beverages balance 35 milligrams of cannabinoids

“Those who have enough fire in them to fight for more adventures ahead will find a way to do so.” —Zach Glassmith, Miraflora CEO

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We are proud to be the first bank in Michigan to help grow our local cannabis industry.

Nicole Perry

517.883.9260 NPerry@dartbank.com

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Miraflora’s TikTok stars and full-spectrum hemp flower oil with ingredients like adaptogens, ashwagandha, and L-theanine for heightened relaxation. Their best-selling CBD Tinctures and Soft Gels include MCT oil to sharpen mental focus. The Essential Serum targets inflammation with vitamin E and jojoba oil, while the Recovery Balm with infused shea butter and essential oils aromatically induces relaxation. That’s all on top of the antioxidant properties of the core ingredient, CBD, that regulate inflammatory responses, as supported in recent research on the role of cannabinoids as inflammatory agents. Miraflora has adopted a “Be Your Best, Naturally” mentality. Anything that helps you get the most out of what your mother gave you is fair game to see on their shelves. Crafting a CBD drink that doesn’t “taste like dirty bong water” (as Glassmith says with a chortle) poses enough of a challenge. Still, Miraflora’s Hemp Infusions rise to the occasion. The Miraflora team may seem too small to cast such big shadows, but they’re mighty. A strong sense of purpose goes far. Most businesses operate with the same good intention in mind: to help people feel better. But not all good intentions lead to action. Miraflora walks the walk to help keep their customers moving forward to whichever new adventures await them.

Miraflora’s herd of alpacas has a popular side hustle, as they’ve garnered quite a following on their TikTok page, Alpacas Hemping, where they share the inside scoop about life on Miraflora’s organic hemp farm. The channel’s main stars are Burrito, Irish Whiskey, and Jackson Hole. Miraflora added alpacas to their farm crew because their high-nitrogen manure adds powerful nutrients to the farm’s soil. That, and they make good eye candy. “They’re cute, sure, but they’re also essential to the hemp production process,” says chief operating officer Brent Facchinello, adding that the compost they help create allows Miraflora to operate sustainably and meet its USDA-certified organic standards. The viral TikTok videos capture the Miraflora alpacas eating, lounging, playing with their friend the farm dog, and—most importantly—doing their job of creating great manure. The clips and memes have earned them a few hundred thousand likes. Miraflora has noticed a serious uptick in customer traffic since the herd became a sensation, with Burrito and his friends now the farm’s best marketing tool. “The business wouldn’t exist the way that it does without the herd,” says Facchinello.

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Setting New Heights

In Massachusetts, cannabis advocate and Joint Venture Co. founder Ann Brum helps cannabis businesses and brands market globally. TEXT ANDREW WARD PHOTOS COURTESY OF ANN BRUM

The way Ann Brum tells it, the community has been her focus for as long as she can remember. A child of 1970s immigrants from the Azores, the archipelago comprising nine autonomous Portuguese islands roughly 1,000 miles from the mainland, Brum learned firsthand what family and community were. Like many expatriates in the United States, the family maintained a strong sense of community with immigrants from their native country. Ann’s parents and extended family helped build the Portuguese-American community in Massachusetts towns like Cambridge and Somerville. She tells Sensi that the early and ongoing exposure to community building, cultural traditions, and meager living showed her just how important community support can be. “Literally when I was in the womb, I was already

around this community—building, supporting one another, doing Portuguese traditional stuff like folk dancing and fundraising a lot of our weekends,” she says. Those foundational years helped shape Brum’s lifelong commitment to service and community. Its importance became that much more apparent in the early 1970s when Ann’s father became ill when she was 18, eventually leading to his passing. “It led me on to this journey of personal development, spiritual development, and what self-care and the most sustainable way meant to me,” says Brum. New education She studied nonprofit development, earning a certification from Boston University, and learned from nonprofits in the Massachusetts town of Braintree. Additional education included attending an herbalism school in Salem.

“When I was growing up, my parents did not grow up with antibiotics. It was folk medicine from the land that’s been passed down for years and generations,” she says. The combination of new education and traditional herbalism would shape Brum’s approach to care going forward. By her mid-20s, Brum was back in the workforce, volunteering in hospice as part of what she described as her healing journey. Volunteer work led to the next step in her career, working at Ascend Hospice. There, her work focused on developing noninvasive patient therapy programs, which included singing. The experience and learning about endof-life care helped her better comprehend staying present and what she considers the meaning of life. In time, she realized the need for increased cannabis education. Layoffs saw her time in the hospice end around

early 2016. What may be seen as a letdown provided Brum with the next opportunity in her career and healing journey—a year working in retail ops for In Good Health, Inc., the second dispensary to open in Massachusetts. In 2017, she joined the telemedicine brand MedWell Health & Wellness Centers, working on the company’s business and brand development across the state. “We created access to communities that didn’t have access to becoming a state-certified patient,” says Brum, who worked with patients from the Berkshires to Provincetown, Martha’s Vineyard, and numerous other locations across the state. In her two years with the company, Brum helped establish a home visit program for non-ambulatory patients and those with various social or emotional needs. Brum tapped into her community of hospice professionals, pediatric care centers, W I N T E R 2024

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THE SCENE

helping brands market with intention. To do so, JVC offers various service levels, including improving stock imagery and content and serving as a de facto chief marketing officer if the client needs it. Brum says a company must be ready to invest in success regardless of the level of marketing help required. But the investment can only take a company so far. In many states, including Massachusetts, state and municipal regulations can often hinder or cancel the progress of a would-be brand. Brum urges marketing teams to know the rules and healthcare profesously work for a patient The following year, to counter potential sionals to help spread care provider and a the group released its setbacks while valuthe word about the state-certified dispensa- Veterans Health and ing a “hyper-localized program’s launch. ry or cultivator. Howev- Medical Cannabis Study. marketing approach,” er, she wanted to provide The results found that of she says. Raising awareness help to brands that were the 565 military veterPart of that approach In 2018, she also began planning on launchans surveyed, including goes back to community work co-founding the ing in Massachusetts. 201 from Massachusetts, building among cannabis Cannabis AdvanceAfter a meeting with an every person reported brands. Brum emphasizment Series, an effort industry colleague, she using medical cannabis es that plant-touching to raise awareness for realized that launching a to treat or help with brands should remember its Veterans Health and brand marketing agency mental health issues that ancillary brands are Medical Cannabis Study. was the solution. related to depression, not only there to collabThrough its research, In September 2018, anxiety, or panic attacks. orate on business, but the group intends to take Joint Venture Co. (JVC) The endeavors were they also can help with a “systemic approach was founded. Brum moving along and proregulations, especially of creating access and found happiness at JVC, gressing fine until the on the municipal level. choice for our veteran noting that the position pandemic. However, the “They have been in population.” allowed her to work with company survived the the community for a That same year saw plant-touching and andowntimes and is back long time,” says Brum. Brum foray into another cillary brands. In either on stable ground. Now “They know the ins and cannabis-centric vensector, her goal was to celebrating their fifth outs of the timeline, the ture. Due to state laws, build brands and comyear of operation, Brum turnarounds of things she could not simultane- munities around them. and JVC are focused on getting approved.” W I N T E R 2024

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One of Michigan’s largest growers and retailers digs into the data to produce the best buds. TEXT GRETCHEN A. VAN-MONETTE PHOTOS COURTESY PLEASANTREES

PLEASANTREES:

HARVESTING A NEW FUTURE 36

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ow does one celebrate something so auspicious as a 200th harvest? For the crew at Pleasantrees, one of Michigan’s largest cannabis growers and retailers, they rolled up their sleeves (and possibly a joint) and kept doing what they do best—cultivating impressive strains of cannabis for a waiting and wanting Michigan market.

WEEKLY HARVEST Every week since 2020, the Pleasantrees team harvests more than 500 plants bursting with majestic, sticky buds. Once every other month, a double harvest requires all hands on deck. Pleasantrees CEO Randall Buchman and Jeff Swanson, General Manager of Cultivation,

estimate they have harvested more than 87,000 plants over the past three years. It’s a complex schedule with 10 grow rooms in various stages of cultivation, but they’ve streamlined the process over the years using a lot of data. The large dry-erase boards attached to the doors outside each room offer a blueprint of the life cycle of the plants within. Notes include lighting cycles, organic nutrient details, silly drawings from staff, and, of course, the all-important harvest date. With so many crops in rotation, having critical details available at a glance keeps things running smoothly. Out of the 540 baby plants tenderly brought into the room nine weeks earlier, approximately 504

will make the cut at the hand of a Pleasantrees professional.

DIGGING THE DATA Since beginning growing operations at the Harrison Township location, Pleasantrees set itself up to be a different type of cannabis business. “I tend to be over-compliant and excessively monitor everything,” says Swanson. But the approach works for him, the state Cannabis Regulatory Agency, and cannabis connoisseurs across Michigan. “For us, data is almost as important as the bud,” says Buchman. “We learn from every single harvest.” As required by the state, each plant must be tracked from seedling to product. The Pleasantrees team turns this requirement into an opportunity to collect minutia on

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the system. Every blue band encircling a plant acts like a miniature e-version of the white boards outside the rooms but with even more details. Specifics on watering practices, nutrient use, pest management, and more provide the team with the details necessary to grow heady weed. More than 210 strains have been produced at the facility during the first 200 harvests. “We monitor and track every aspect of the lifecycle and review what all the data presents,” says Buchman. “Then we make any necessary tweaks to our cultivation process to grow the best flower possible.” “If a strain finished better than expected, such as greater yield or test results, we would analyze the environmental conditions and feeding patterns of that particular run and mimic it for the next run,” explains Swanson. It is such careful diligence that not one gram in 26,000 pounds of weed over three years has been remediated for any purpose. “Not. One. Gram,” Buchman proudly notes.

GROWING FORWARD Things have changed since the days Buchman was growing cannabis as a caregiver. According to Cannabis Business Times, Michigan is “a highly competitive market with more than 2,100 active adult-use licenses, including 1,050 grower and 734 retailer licenses, [and has] gained a reputation as a state that’s difficult to make money in.” Buchman is gratified that Pleasantrees has not only survived but thrived in a competitive and oversaturated market. Pleasantrees

“FOR US, DATA IS ALMOST AS IMPORTANT AS THE BUD. WE LEARN FROM EVERY SINGLE HARVEST.” —Randall Buchman, CEO, Pleasantrees

currently has five retail operations across Michigan. “I like to say that if we can make it here, we can make it anywhere,” Buchman says of the Michigan market. With multiple larger companies turning off the lights, Buchman recognized the need to leverage their strength by growing amazing strains and diversifying the product. “There is so much room for growth in this industry, but you have to be right with the way you grow,” he says. Learning to grow cannabis as a caregiver during the pre-recreational days of 2009-2010, Buchman decided it was time to channel his vision into a plan. “I was able to take my datafocused knowledge on cultivating plants for certain needs or purposes to grow Pleasantrees into a cannabis producer which embraces the science side of the business,” Buchman says. The crew keeps around 50 genetic strains and over 420 strains in the seed vault because they never want their brand or cannabis to be stale. “We try to keep the menu fresh because our customers love new products and have come to expect to see new high-quality cannabis on our shelves,” says Swanson. “Once consumers can see beyond the THC levels and learn more about the benefits terpenes offer, the market will continue to expand in so many different ways,” adds Buchman. “Our cultivation is the foundation of Pleasantrees. It’s the springboard to all our other products and projects.” Many of those projects Buchman envisions will happen across Interstate I-94 from the current W I N T E R 2024

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Pleasantrees’ next big move is opening a new facility located in the former Gibraltar Trade Center.

50,000 square-foot growing facility, with the help of a 75-foot tall man.

The building sat vacant for years before Buchman saw the opportunity to turn the hulking structure RETURN TO ROOTS into a positive statement about Even if you didn’t grow up in cannabis and destigmatize the conthe area, chances are you recogcept of cannabis use. nized the dapper dandy Gibraltar In 2022, Pleasantrees opened a Man, who was the mascot of the temporary 1,000-square-foot disformer Gibraltar Trade Center in pensary while extensive renovaMount Clemens. tions were ongoing throughout the For more than 30 years, he rest of the building. stood sentinel over what was once The first phase of the project also one of the largest indoor flea mar- included a beverage canning facilkets in the country. However, the ity operated by Emerald Canning familiar figure has been overseePartners, the joint-venture collabing an empty parking lot for the oration between Pleasantrees and last six years. the folks behind Blake’s Hard Cider Buchman always felt the pull of Company intended to support and the big man, now sporting a new grow the cannabis beverage segfresh, hipper outfit in Pleasantrees ment within the state. hues. Buchman hopes the familThe second phase is currently iar towering presence will welunder construction on their flagcome a new generation to the ship retail location within the 250,000-square-foot facility. building, replacing the temporary store that opened in 2022. The new location will be housed in 9,000 square feet of experience-driven space that includes the largest beverage showcase in the state,

an interactive grow room to learn more about the plants Pleasantrees cultivate, and a dedicated product space for shoppers to connect directly with the brands they love. The next phase is currently being programmed and designed. Pleasantrees has secured a permit to build a consumption lounge and intends to create a one-of-akind experience for the community to engage with one another. Concepts include the return of the popular farmers’ markets—with a distinct cannabis twist—selling baby plants and clones. “Not all farmers can get on the shelf, and the personal growers don’t usually have access to certain genetics and strains,” says Buchman. He sees a community space where people can have access to a multitude of cannabis options while chatting about cannabis cultivation. “The full vision will take a few years to develop, but I’m chasing the nostalgia and ready to expand the future of cannabis,” says Buchman.

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What services or products do you offer? We offer our wide range of products at our flagship store, Fluresh, located at 1213 Phillips Ave SW, Grand Rapids MI 49507. We craft a variety of items, including flower, pre-rolls, What was your gummies, and distillate mission or purpose at the start of your vape cartridges. Our company? customers can also We embarked on this locate our Fluresh and mission with a steadCarbon brands at varifast commitment to ous retailers throughout delivering quality flower the state. Our facility and fostering innovation has been undergoing an in the emerging Michexpansion to offer more igan cannabis market. third-party processEntering the market just ing services such as after legalization was distillate tolling, pre-roll rooted in a deeply held production, and white belief in the potential labeling. To stay updatfor positive change and ed and connected with economic growth in the our vibrant community, state. By embracing follow our house of vertical integration, we brands on Instagram, aimed to control every Facebook, LinkedIn, and aspect of the cannaGoogle Business. bis production, from Describe the key highcultivation to retail, lights and benefits of creating the standard your product / service? of quality, consistency, At T.H.C., we are proud and sustainability. to offer a wide range With a dedication to of cannabis products responsible practices that cater to every kind and community engage- of cannabis enthusiast, ment, we sought to lead and we understand the industry in ethical that price sensitivity is and environmentally essential. Our premiconscious operations. um flower, pre-rolls, Our mission is not only vapes, and gummies How many employees does your company have? T.H.C. is proud to employ a diverse workforce of 250 individuals supporting the Grand Rapids and Adrian communities.

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Why do you feel your business is important to the community? Along with providing good paying jobs and

affordable, high-quality products, we have been outspoken and active supporters of the LGBTQIA+ community, we partner with many community and civic organizations, using our platform to raise everybody up, and we have helped at numerous expungement events to give individuals harmed by the war on cannabis a clean slate.

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forward to further expanding our presence and solidifying our position in Michigan. We anticipate new opportunities for growth, both within the state and beyond, as the cannabis industry continues to evolve, and regulations change. Our focus remains on providing high-quality products and exceptional customer experiences. We’re excited about the potential for increased collaboration, innovation, and the positive impact we can have on the industry in the coming year.

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MJBizCon Meeting and greeting at MJBizCon 2023

This past December, the Sensi team joined the top luminaries of the cannabis industry at the 12th annual MJBizCon, the country’s largest cannabis conference and expo. The 2023 event, held at the Las Vegas Convention Center from Dec. 3-6, hosted more than 30,000 cannabis entrepreneurs, 1,400 exhibitors, and 100plus industry speakers. Sensi helped to kick off the event with a pre-conference party hosted in conjunction with Hearst Media, with 750-plus people in attendance. The conference also hosted several pre-show forums. One of the high points was the reMind

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Psychedelics Business Forum, which brought together entrepreneurs, business owners, investors, policymakers, and healthcare professionals at the forefront of the rapidly evolving psychedelics marketplace. “Having spent five years immersed in plant therapies within the cannabis markets and having heard numerous impactful stories of how these therapies positively affect individuals in their daily lives, it was a truly enriching experience to participate in the reMind conference for two days,” says Chelsea Landow-Moynihan, VP of Business Development for

Sensi. “I had the opportunity to listen to people from around the world share the various benefits of psychedelics in their everyday lives and healing journeys. It was apparent that I was witnessing a renaissance on more natural therapies.” Another standout pre-show event included the MJBiz Women in Leadership Forum, offering round table discussions and networking opportunities for women entrepreneurs. The International Cannabis Bar Association led

a cannabis law session to explain how cannabis startups can build the right professional team to help them succeed in all facets of business, from licensing and branding to intellectual property and banking. MJBizCon ended with its black-tie international cannabis awards, the Emjays, where Sensi founder and publisher Ron Kolb was one of the award presenters. Don’t miss out on the 2024 event. It’s the place to be for every kind of cannabis connoisseur.

PHOTOS COURTESY OF JENNIE WEST, PEACEFUL EVENTS.

TEXT MATTHEW SOLAN

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