Those of us in the cannabis industry like to say we’re in the business of cannabis. But really, we’re in the business of community. Isn’t every cannabis retailer?
That fact came into sharp focus this past Earth Day, when many of my dispensary employees showed up (many even on their day off) to clean up their neighborhoods across all of our dispensary locations in New England. No one was asked to. It wasn’t a scheduled shift. They just cared. It was one of those moments where you take a step back and realize: this is what cannabis is all about.
Later that week, I was visiting one of our dispensaries in Massachusetts. And, as always, I ran into one of our regulars, a woman in her 60s or 70s who shops with us two to three times a week. We hugged, we laughed. She told me how much relief our products bring her. That’s the stuff that keeps me going and the cannabis community growing.
Here’s the truth: independent cannabis retailers across the nation can scale their business, while also enriching the surrounding communities. Here’s how:
Scaling Cannabis Retail Responsibly
Growth in cannabis can be a double-edged sword. “Scaling responsibly” starts with a clear-eyed assessment of the communities you’re entering. You can’t open a new store unless you’re confident it can thrive long-term. This is not just out of concern for your bottom line, but for your team.
You never want to put anyone in a position where they’re laid off because you expanded too quickly or misjudged a market. That’s why you need to be rigorous about evaluating new opportunities. Look at everything from visibility and parking to local saturation and neighborhood demographics.
But it’s not just about site selection. It’s about how you show up. Reach out to local Chambers of Commerce, meet with town managers, select boards, police chiefs, fire chiefs—you name it.
Your message should be consistent: we’re here to hire locally, invest in the community, and operate inclusively. That means doing everything you can to employ minorities, veterans, and people who’ve been disproportionately impacted by cannabis prohibition. It also means backing our words with actions. That’s why it’s important to participate in community cleanups, sponsor local events, and give back wherever and whenever you can.
Keeping It Local, Wherever You Grow
One of the things that sets community-focused dispensaries apart is a hyper-local sourcing model. Don’t just parachute into new markets with a cookie-cutter playbook. Instead, build relationships with local entrepreneurs and creators, elevating their businesses alongside yours.
This type of community-rooted marketing is also smart business. You’re able to track engagement through QR codes and promotional cards at partner locations. To be honest, you’ll probably be floored by the numbers. In a heavily regulated space where marketing opportunities are limited, these kinds of collaborations move the needle. And, more importantly, they build real relationships.
Why Culture and Customer Experience Matter
A lot of large cannabis operators go big: big buildings, big budgets, big branding. But bigger isn’t always better. I’ve seen plenty of MSOs set up shop in massive 8,000–10,000 square foot retail spaces that just feel… empty. When the store is too large, you lose that cozy, welcoming atmosphere. It can feel cold and transactional.
Some may think a dispensary with minimal square footage is actually too small, but people love it. They appreciate the intimacy, the friendliness, the real human interaction. So you never want to sacrifice the warm, community vibe customers expect and staff love to create.
That’s the other thing: culture. Take care of your people. When your team volunteers on their day off, recognize that. Support their ideas. Create space for them to bring their full selves to work. That kind of culture pays off in loyalty, both from employees and customers.
The Soul of the Independent Cannabis Operator
In short, you can scale without selling out. You can be efficient without being corporate. You can grow without losing touch.
Independent cannabis retail has something the big guys often overlook: soul.
It’s in the customer who hugs you every time she walks in. It’s in the local vendor who gets a bump in business from your event. It’s in the staff who show up on their day off to clean the streets just because they care.
Your dispensary won’t be perfect. You’ll learn as you go. But as long as you’re committed to growing with intention, staying grounded in the communities you serve, and always lead with heart, you’ll scale with soul.
Because in the end, cannabis isn’t just a product. It’s a connection.
About the Author
Brendan McKee is the Co-Founder & COO of Silver Therapeutics, a Northeast premier cannabis curator and privately held, locally owned and operated retailer with locations in Maine, Massachusetts, Vermont, and New York.
