Unforced Errors: Untangling New York's Cannabis Zoning and Tech Troubles with Jeffrey Hoffman

How Authenticity Fuels Cannabis Sales: Supernaturals NY’s Marketing Strategy with Beck Rourke

Vien sits down with Beck Rouke Mooney, Director of Sales and Operations at Supernaturals New York, a Hudson Valley micro business. Beck shares her unconventional journey from being a middle school English teacher and published young adult author to leading operations at a cannabis company. The conversation explores how her husband's serious illness introduced her to cannabis as medicine, leading to a deep expertise in the plant. Beck discusses the unique experience of New York's Cannabis Grower Showcases, which allowed direct customer interaction and shaped their product line based on real feedback. She reveals the challenges and advantages of being a small 10-person team competing against multi-state operators with massive budgets, emphasizing how authenticity and relationship-building drive their success. Beck also candidly discusses their experience switching away from Flourish Software and why they came back, highlighting the importance of strong customer support in the cannabis industry. The episode covers navigating New York's evolving regulations, the transition from BioTrack to Metrc, and how Supernaturals maintains quality while scaling operations across New York's diverse markets from NYC to Buffalo. Chapters: * (00:00:00) Customer-Driven Product Innovation Through Direct Feedback * (00:01:33) From English Teacher to Cannabis Operations Director * (00:02:56) Navigating Uncertainty in State Cannabis Programs * (00:05:03) Building a Micro Business in New York's Evolving Market * (00:10:01) Cannabis Grower Showcases: Direct-to-Consumer Insights * (00:13:22) Hudson Valley's Small Business Cannabis Community * (00:22:14) Breaking Into NYC: Authenticity Over Marketing Budget * (00:24:00) Why Small Operators Should Rethink Dispensary Popups * (00:27:09) New York's Transition from BioTrack to Metrc * (00:28:01) Why We Left Our Software Provider and Returned to Flourish * (00:29:23) The Critical Role of Support for Small Cannabis Operations * (00:36:49) Cannabis as Essential Medicine: A Personal Journey * (00:41:07) Connect with Supernaturals NY Links and Resources: * Supernaturals NY Website [https://supernaturalsny.com] * Flourish Software [https://www.flourishsoftware.com/] * Brian Weber on LinkedIn [https://www.linkedin.com/in/briancweber/] Thanks so much for joining us this week. Want to subscribe to How to Flourish in Cannabis? Have some feedback you’d like to share? Connect with us on Spotify [https://open.spotify.com/show/3uK8LcEgKZmLYklhSrJJZg?si=b86af1bc480c470e], Apple Podcasts [https://podcasts.apple.com/us/podcast/how-to-flourish-in-cannabis/id1730832017], and YouTube [https://www.youtube.com/channel/UC1Qa4PyYCo9jVo5EEr5FXbw] to leave us a review!

Watered by Hand, Grown with Heart: How Hudson Valley Jane Took Root

Join Vien as he sits down with Ben Wiener and Stacey Shurgin, the dynamic duo behind Hudson Valley Jane, one of New York's pioneering micro cannabis businesses. Ben, a former legacy grower turned general contractor, and Stacey, a real estate developer who discovered cannabis for wellness, share their incredible journey of building a fully vertically integrated operation in just 14 months. From navigating OCM's early regulatory chaos to creating two distinct brands—Bougie Ben for flower and Valley Jane for edibles—they reveal the reality of competing as a small craft cultivator against corporate cannabis. Learn about their farm-to-table philosophy, innovative products like King Palm pre-rolls and Lotus flower cones, and why they believe micro businesses represent the future of artisanal, transparent cannabis. This conversation goes deep into the challenges of compliance, the importance of knowing your grower, and what it truly takes to flourish in New York's evolving cannabis landscape. Chapters: * (00:00:00) - From Illegal Warehouse to Legal Pioneer: Ben's Cannabis Origin Story * (00:01:00) - The Power Duo Forms: How Ben & Stacey's Partnership Was Born * (00:03:00) - Cannabis as Medicine: Stacey's Personal Wellness Transformation * (00:06:00) - Two Brands, One Vision: The Hudson Valley Jane Business Model Explained * (00:09:00) - Product Innovation Breakdown: Why King Palm & Lotus Cones Are Game-Changers * (00:12:00) - David vs. Goliath: How Micro Businesses Compete Against Corporate Cannabis * (00:15:00) - Speed to Market Mastery: Building a Compliant Facility in Record Time * (00:20:00) - Surviving OCM's Growing Pains: Real Talk on NY's Regulatory Chaos * (00:26:00) - The Vertical Integration Playbook: Managing Cultivation, Wholesale & Retail Simultaneously * (00:32:00) - The Art of Growing: Why 50 Hand-Watered Plants Beat 500 Automated Ones Links and Resources: * Hudson Valley Jane Website: hudsonvalleyjane.com [http://hudsonvalleyjane.com] * Instagram: @hudsonvalleyjane [https://www.instagram.com/hudsonvalleyjane/#] * Email: info@hudsonvalleyjane.com [info@hudsonvalleyjane.com] * Vien Trinh [https://www.linkedin.com/in/vientrinh/] on LinkedIn * Flourish Software [https://www.flourishsoftware.com/] Thanks so much for joining us this week. Want to subscribe to How to Flourish in Cannabis? Have some feedback you’d like to share? Connect with us on Spotify [https://open.spotify.com/show/3uK8LcEgKZmLYklhSrJJZg?si=b86af1bc480c470e], Apple Podcasts [https://podcasts.apple.com/us/podcast/how-to-flourish-in-cannabis/id1730832017], and YouTube [https://www.youtube.com/channel/UC1Qa4PyYCo9jVo5EEr5FXbw] to leave us a review!

GreenHaus Gains: Going from California to New York Cannabis with Sabrina Wheeler

For cannabis operators, brand leaders, and revenue teams, this episode gets practical about building a resilient business in volatile markets. Vien and Sabrina Naomi Wheeler unpack why AR and cash‑flow risk cripple California operators, how New York’s early credit protections change incentives, and what it takes to scale lean without bloating headcount. Sabrina compares CA vs. NY demand patterns, flags real Metrc bottlenecks that stall inventory, and draws a clear line between compliance tasks and the operational stack required to run the business. She also shares how Greenhouse Agency (HAUS) gives founders sales, trade marketing, and demo coverage on a shared-services model. The conversation closes with Sabrina’s personal connection to the plant and why mission matters when the market gets tough. Key Takeaways - Might be worth using for SEO 1. California vs. New York are fundamentally different markets. New York is earlier with more upside, California is mature but challenged by AR and taxes. 2. Cash flow and AR risk can sink even strong brands. Not getting paid on time cascades through the entire supply chain. 3. New York instituted credit protections early, a meaningful step that could prevent CA‑style failures. 4. Consumer preference differs: CA leans indica. NY leans sativa, with more professional, function‑driven buyers. 5. Track‑and‑trace (Metrc) is compliance, not operations. Operators still need real ERP to run the business efficiently. 6. Agency model helps brands share sales, trade marketing, and demo resources to scale lean Chapters * 00:00:00 — Introduction: The challenges of getting paid in cannabis * 00:00:48 — Meet the guest: Sabrina Naomi Wheeler * 00:01:17 — Sabrina’s journey in the cannabis industry * 00:03:20 — California vs. New York markets * 00:08:04 — Greenhouse Agency’s role * 00:10:24 — Running operations efficiently * 00:19:17 — Personal insights and cultural connections * 00:22:01 — Contact info and final thoughts * 00:22:47 — When did you fall in love with cannabis? Links and Resources: * Sabrina on Instagram [https://www.instagram.com/hi.sabrinanaomi/] * Sabrina on LinkedIn [https://www.linkedin.com/in/sabrinanaomi/] * Green Haus Agency [https://greenhausagency.com/] * Vien Trinh on LinkedIn [https://www.linkedin.com/in/vientrinh/] * Flourish Software [https://www.flourishsoftware.com/] We’re glad you joined us for this week’s conversation. To learn more about Flourish Software’s full suite of seed-to-sale solutions, shoot us a DM. Be sure to subscribe to our Flourishin' in Cannabis Newsletter [https://www.linkedin.com/newsletters/flourish-monthly-leaflet-7163069841699016705/] and connect with us on Spotify [https://open.spotify.com/show/3uK8LcEgKZmLYklhSrJJZg#:~:text=%27How%20to%20Flourish%20in%20Cannabis%27%20isn%27t%20just%20another,this%20dynamic%20and%20growing%20industry.], Apple Podcasts [https://podcasts.apple.com/us/podcast/flourishin-in-cannabis/id1730832017], and YouTube [https://www.youtube.com/@FlourishSoftware].

Rescheduling, Terpenes and Tech in Cannabis with Megan Jewett

Vien Trinh sits down with Megan Jewett of Florette and True Harmony Company to explore her remarkable journey from pharmaceutical sales to building powerhouse cannabis brands. Megan shares hard-earned lessons from scaling Select during its explosive growth, launching Florette in New York, and now leading marketing and sales for True Harmony’s cutting-edge cultivation facility in Nevada. Together, they dive into the challenges of price compression, sustainability in cultivation, the contrasting dynamics of Nevada and New York markets, and the looming implications of cannabis rescheduling. This candid conversation blends personal stories, market insights, and practical advice for anyone navigating the fast-changing cannabis landscape. CHAPTERS: * 00:00:00 Pharma to Cannabis Journey * 00:03:30 Select's Explosive Growth Story * 00:08:30 True Harmony's Sustainable Cultivation * 00:11:40 Nevada vs. New York Markets * 00:15:00 Data Transforming Cannabis Operations * 00:17:30 Big Pharma's Cannabis Trojan Horse * 00:20:30 New York Equity Program Issues * 00:24:00 Nevada Supply Partnership Strategy * 00:25:10 Meaningful Patient Cannabis Stories * 00:27:30 Connecting with Megan's Companies LINKS AND RESOURCES: * Megan Jewett on LinkedIn [https://www.linkedin.com/in/meganfabyan/] * Florette Cannabis [https://www.florettecannabis.com/] * Instagram: @mainstreammaryjane [https://www.instagram.com/mainstreammaryjane/] * Flourish YouTube Link: https://lnkd.in/gPz-6nhy [https://lnkd.in/gPz-6nhy] * Subscribe to our Newsletter: https://lnkd.in/dgYin3TM [https://lnkd.in/dgYin3TM] * Spotify: https://lnkd.in/gmFaChEW [https://lnkd.in/gmFaChEW] * Apple Music: https://lnkd.in/gGUzbbtZ [https://lnkd.in/gGUzbbtZ]

Unforced Errors: Untangling New York's Cannabis Zoning and Tech Troubles with Jeffrey Hoffman

In this episode, host Vien Trinh interviews attorney and advocate Jeffrey Hoffman, Co-Founder of the Cannabis Justice & Equity Initiative. Together, they unpack New York’s messy cannabis rollout from regulations that clash with state law, to the dispensary zoning crisis threatening more than 150 businesses, and a stalled seed-to-sale technology system that has ground progress to a halt. Jeffrey also shares his personal journey from participating in the illicit market during college, to becoming a legal advocate championing justice and equity in cannabis today. Tune in for an eye-opening conversation about policy, advocacy, and the fight to bring fairness to New York’s cannabis industry. Chapters: * 00:00:00 - Welcome to Flourishin’ in Cannabis Podcast * 00:00:41 - Meet Jeffrey Hoffman * 00:01:15 - Getting Started in Cannabis: Jeffrey's Origin Story * 00:01:25 - Getting High Since Reagan * 00:02:49 - The Disparity Between Cannabis and Alcohol * 00:04:00 - Buying and Selling Quarter Pounds * 00:04:46 - From Dealing to Cultivating * 00:05:27 - Making Pre-RSO Infused Cigarettes * 00:07:15 - The Shift to Advocacy and Fighting for Justice * 00:10:15 - From Pre-Infused Spliffs to Legal Advocacy * 00:10:57 - New York's Cannabis Market: What Could Be Done Better? * 00:11:06 - When Regulations Don't Match the Law * 00:12:05 - The Dormant Commerce Clause Explained * 00:15:38 - The Dispensary Relocation Issue * 00:16:24 - Why 150 Dispensaries Must Move: A Regulatory Mismatch * 00:18:00 - How Cannabis Law Diverges from Alcohol Law * 00:20:02 - The Political Challenge of Correcting the Law * 00:23:43 - Tech in Cannabis: The State's Seed-to-Sale System * 00:24:25 - A Software Rollout Disaster: Customization vs. Adaptation * 00:26:32 - BioTrack's Partnership with Metrc * 00:27:40 - The Nightmare Scenario for Cannabis Operators * 00:29:01 - Jeffrey's Driving Passion for Cannabis Justice * 00:32:19 - How to Connect with Jeffrey Hoffman Links and Resources: * Jeffrey Hoffman on LinkedIn [https://www.linkedin.com/in/heavyj/] * Cannabis Justice & Equity Initiative (CJEI) [https://www.thecjei.org/] * Jeffrey Hoffman & Associates PLLC [https://www.420jurist.com/] * Vien Trinh [https://www.linkedin.com/in/vientrinh/] on LinkedIn * Flourish Software [https://www.flourishsoftware.com/]   * 📧 Contact: info@420jurist.com * 🎥 Weekly Ask Me Anything [https://www.linkedin.com/posts/heavyj_curious-about-cannabis-legalization-in-new-activity-7374184928357560320-qjpL?utm_source=share&utm_medium=member_desktop&rcm=ACoAADNLnyUBATc2ol8F1kjnOC5Ytgy2Vznb7WY] about Cannabis Legalization in New York on Cannabis Legalization in NY — live Wednesdays at 4:20 PM ET on LinkedIn We’re glad you joined us for this week’s conversation. To learn more about Flourish Software’s full suite of seed-to-sale solutions, shoot us a DM. Be sure to subscribe to our Flourishin' in Cannabis Newsletter [https://www.linkedin.com/newsletters/flourish-monthly-leaflet-7163069841699016705/] and connect with us on Spotify [https://open.spotify.com/show/3uK8LcEgKZmLYklhSrJJZg#:~:text=%27How%20to%20Flourish%20in%20Cannabis%27%20isn%27t%20just%20another,this%20dynamic%20and%20growing%20industry.], Apple Podcasts [https://podcasts.apple.com/us/podcast/flourishin-in-cannabis/id1730832017], and YouTube [https://www.youtube.com/@FlourishSoftware].