EDITOR’S NOTE: NJ Cannabis Insider, NJ.com’s B2B cannabis industry trade journal and events vertical, is hosting a business meetup Jan. 18 in Jersey City. Tickets are limited.
It took roughly 18 months after recreational weed was legalized in 2020 for the marketplace to open on April 21, 2022, marking another historic year for cannabis in New Jersey.
And if 2022 was a year of building infrastructure and competing with the blunt realities of what it’s going to take for legalization to live up to its promises, 2023 will be marked by expansion, including pathways for illegal street dealers to transition into the regulated market.
One of the primary themes of cannabis legalization locally and nationally is to heal the harm to communities impacted by the War on Drugs, which disproportionately affected Black and Hispanic people.
The market is open and mom-and-pop shops are slowly opening. In 2022, the state approved nearly 1,000 temporary permits with about 40 fully licensed businesses starting to get off the ground. Still, New Jersey’s market largely remains an oligopoly controlled by about a dozen mostly national cannabis companies that were given a head start to open by state legislators and the governor.
Cannabis sales in New Jersey from July to September 2022 totaled more than $177 million when including medical sales.
This year also saw more municipalities put in place specific ordinances and local cannabis licensing boards. How many applicants are making it through the municipal licensing process in a market that is crunched for real estate is now one of the most pivotal make-or-break points for cannabis businesses throughout New Jersey.
NJ Cannabis Insider staff selected the top people, institutions and trends that are going to influence the market going forward.
This list is not ranked, entries are listed in alphabetical order and by category.
People
Scientist, activist and entrepreneur Josh Alb is the founder of Cannademix, a community events organization that has dedicated itself to cannabis education within the general public and academia. From culinary demonstrations to expungement clinics, Alb has built the education company into an essential destination. Alb’s organization has been at the forefront of pressing for pathways for illicit (or legacy) market operators to convert into legitimate businesses, while centering communities of color within the conversation about economic justice in the Garden State.
Rev. Charles Boyer leads one of the primary organizations behind the legalization effort, Salvation and Social Justice. A repeat from last year, Boyer has continued to be outspoken holding state government and the market accountable for keeping its promise to heal the harm from the failed drug war. Boyer has also repeatedly called for expanded forms of expungement and has been been a vital voice on how cannabis tax revenue should be reinvested into communities of color.
Darrin Chandler Jr. wears multiple hats and has made moves with both of them within a cannabis industry. He’s a director of cannabis real estate in New Jersey for RIPCO and president of Premium Genetics which he co-founded with his father Darrin Chandler Sr. In addition to his expertise in real estate, Chandler helped secure partnerships to help other businesses of color get licensed in the state. Chandlers efforts has show that it doesn’t take a large company to help other companies break down small barriers.
Faye Coleman, CEO of Pure Genesis, who also appeared in last year’s list of people to watch, continues to be a central figure in the space. She’s one of the few retail license holders in Atlantic City and has plans to open the state’s first consumption lounge near the Boardwalk by the summer. That she was able to get licensed in one of the state’s most well-known tourist destinations was no small feat. How her store and consumer area plays out may help shape how other operators design their consumption spaces.
New Jersey CannaBusiness Association President Edmund DeVeaux took the helm of the organization soon after cannabis was legalized in the state. NJCBA, which acts as New Jersey’s cannabis chamber of commerce, has become the biggest and most essential trade group in the state. The association, which represents everyone from applicants to established businesses, has created a large tent centered on small business interests. A tireless business advocate and educator, DeVeaux has used his leadership role to help define what the industry can be.
Matha Figaro is co-founder of CannPowerment and owner of But-A-Cake, a Jersey City-based company that specializes infused cannabis edibles with a legacy market following. CannPowerment, which was approved for a temporary license and awaits full state approval in 2023, is poised to become the first woman- and minority-owned cannabis product manufacturer in the state. A one-woman powerhouse, in 2022, Figaro was a dynamo — building her businesses and giving back to the business community in the form of knowledge sharing. Figaro hit the speaker circuit from coast to coast, sharing her insights while forming part of a cadre of young up-and-coming entrepreneurs working hard to make their way in the industry.
Hugh Giordano, who also made it on our 2022 list, has been the unapologetic advocate for collective bargaining within the state cannabis industry. The legislation demands that businesses be open to collective bargaining and that they work in good faith. While the Cannabis Regulatory Commission is capable of enforcement to a certain extent, Giordano, a representative at UFCW Local 360, has been a central figure in making sure “good faith” has actually been executed under good terms for workers. Giordano was a ubiquitous presence in the market in 2022. As the market expands, his influence only stands to keep growing.
When it comes to cannabis expungement clinics in New Jersey, arguably there’s no figure who’s done more than attorney Michael Hoffman. Founder of The Hoffman Centers, Hoffman also knows his way around the more statistical parts of cannabis legislation. He’s also been a leading advocate of making sure that the bureaucratic red tape of the criminal justice system doesn’t impede those seeking to wipe their cannabis criminal records in order to participate in the legal weed market.
Todd Johnson was recently named president of the New Jersey Cannabis Trade Association, and a former executive at Justice Cannabis Co., a national company operating in the state. Since 2020, Johnson served as the association’s treasurer. Now he’s responsible for managing internal communication among members — the majority of the state’s permitted medical and adult-use cannabis operators — as well as government outreach. Johnson also co-founded a local mission-driven cannabis company with with former Giants wide receiver and radio talk show host Amani Toomer. Community Greenhouse was recently awarded a conditional permit to operate a retail dispensary in New Jersey.
A fixture in South Jersey politics, Lou Magazzu, through his Vineland-based firm Law Offices of Louis N. Magazzu, has become one of the biggest players in the state’s cannabis space. A former Cumberland County commissioner, Magazzu has leveraged his connections and knowledge of South Jersey land space and use to successfully represent large and small cannabis operators , tirelessly canvassing the state to draw attention the the region. That he’s been an ardent advocate of offering free expungement services and knowledge-sharing has raise his profile even more.
Rob Mejia’s name has become synonymous with “cannabis education” in the state. An instructor at Stockton University in Galloway, Mejia has not only helped develop curriculum but host successful job fairs to create a steady workforce pipeline for the industry. He’s also been a resource for many other state institutions of higher learning that are creating programs for students interested in careers in cannabis. A regular contributor to NJ Cannabis Insider, where he writes about trends and analysis about the cannabis industry, Mejia founded the education company Our Community Harvest. He’s also the author of multiple books about the cannabis plant, including “The Essential Cannabis Book: A Field Guide for the Curious” (Spring House Press, 2018). He’s also part owner of Garden State Canna Collective, a woman business enterprise (WBE) comprised of diverse partners that recently won a cultivation license in North Jersey. This is the second year he’s appeared on our list of people to watch.
Suzan Nickelson was among the first Black female cannabis entrepreneurs to win a permit to sell medical cannabis. A partnership with Nickelson was recently announced by Patrik Jonsson, a former Curaleaf executive who is running a new venture called The Collective. The organization says it wants to focus on giving smaller operators advantages that larger companies usually have.
The Jersey City Cannabis Control Board has had its fair share of cannabis applicants and yet Osbert Orduña, CEO of The Cannabis Place, managed to impress the board and municipality enough to host an event about cannabis and Hispanic culture at Jersey City Hall. As a co-chair for the Tri-State chapter of the National Hispanic Cannabis Council, Orduña brings valuable context for what cannabis can do for the Latino community. The Cannabis Place is a Service Disabled Veteran-Owned Business and Latino-owned Business Enterprise, which is launching as a unionized cannabis dispensary from the jump.
As the founders of 420NJEvents Brendon Robinson and Stanley Okoro have made significant moves this year with their Minority Cannabis Academy. The academy itself has served as an entry point for many who want to learn the basics of the business before they get into the business. Their most recent move came when they announced a recent partnership with Rutgers Law School for a certificate program in cannabis business and law. This is their second year that they’ve made it to this list.
Tiyahnn Bryant and Precious Osagie-Erese of East Orange delivery company Roll Up Life, have not only been fixtures in the delivery space, but have served as national experts on the subject. The second year in a row on this list, the duo recently finished rebranding the company and have teased even more business moves coming up for this year. In a world where corporate cannabis can get sanitized, time and time again, this team has shown authenticity sells.
Sarah Trent is a powerhouse of a small business owner. She has the distinction of opening the first independent medical weed dispensary in the state last fall. Valley Wellness opened its first medical dispensary in Raritan. Her education company, NJ Cannabis Certified, a 15-hour educational certificate program taught in conjunction with eight New Jersey community colleges.
In a market that was known for being dominated by larger players, many looked toward her small business as a victory that everyone wants to repeat.
Trent has also been upfront about the amount of capital and hard decisions that had to be made in order to open up the dispensary and has done multiple forms of community engagement to give away information for free that many companies would hoard. The small business community within the industry will be rooting for Trent and 2023 is going to be the year to see if customers are going to do the same.
Ken VandeVrede is founder and CEO of HillviewMed Inc., which recently was awarded a license to grow and sell medical cannabis, under the 2019 round of medical cannabis applications
One of the state’s local cultivators, VandeVrede has been involved with the hemp movement for quite some time. Hillview was one of the first in the state to grow hemp and manufacture products, such as its popular CBD-infused drink Kaló.
VandeVrede wants to make craft cannabis that’s able to differentiate itself from other companies. It’s been said that craft weed can be the future of the small business market. VandeVrede is in a position to be one of the first feet in the door to deliver on that market.
Organizations, Trends and Places
The ACLU-NJ led by Amol Sinha has served as the centerpiece for a large variety of organizations. Their members have talked about everything from municipal barriers to calling for more transparency in understanding where exactly the cannabis revenue is going within the state budget. Following the money is going to be key, not only for the revenue that the state generates from cannabis sales, but also for the revenue that’s generated on the local municipal level. As the market increases, so too will this conversation and its importance.
Annual Licensees that will get permission to operate in the state and bring more competition to the market are going to be the largest contingent on the horizon to keep an eye out for this year. The demographics of whether or not those licensees are also going to measure up to the promise of a market that represents the same communities that were impacted by the drug war is going to be something that all in the industry will be monitoring.
Municipalities are the cornerstone of the licensing process. Before anyone is approved for a license to operate in the state, they have to go through the town. That means that local zoning officers and locally established cannabis boards are holding the keys to who gets in and who doesn’t. That’s all the more critical considering an estimated some 70% of the state towns opted out of allowing cannabis business altogether. (Keep in mind that nearly 70% of New Jersey voters voted to legalize the plant.)
Munis such as Jersey City, Trenton, Newark and Atlantic City have opted in — with much debate to go along with differing licensing schemes. This year, you want to watch closely what Shore towns do, as these are tourist destinations.
What those boards do behind closed doors, what they’re asking of applicants and how they’re grading them has been the topic of large promise and peril.
Adding to that, many industry insiders also predict there’s going to be an inevitable wave of lawsuits as allegations of inconsistent scoring and unethical approval processes are taking place. Simultaneously, some have put in place approval processes and programs that want to lower barriers to entry. Seeing which side of the fence municipalities are going to fall on is going to continue to be one of the most consequential stories for this year, and more than likely years to come.
Psychedelic mushrooms are now just as much of a legislative priority for this year. The details within the legislation that state Senate President Nick Scutari introduced are still being hammered out, but moves to legalize mushrooms are being done on the New Jersey and New York side of the border. How both of these states implement legalization and how the effect one another will be things to keep an eye out for. Look for longtime New Jersey cannabis activist and entrepreneur Gaetano “Guy” Lardieri, of Future Ethnogenic Medicines, to help lead the charge in the region as he develops educational programs and connects stakeholders in the state with operators in the across the globe.
The New Jersey Business Action Center recently debuted the technical assistance program. In the interim it’s being led by veteran cannabis lawyer Jessica Gonzalez alongside under NJBAC leadership Melanie Willoughby and Penni Wild.
It’s a rare thing to see when public officials tasked with getting something off the ground are publicly seen engaging in the process of education to better understand the issues. That rarity just may be what helps the agency as it decides to engage on issues surrounding entrepreneurship, access and bureaucracy.
They’re also working alongside the New Jersey Economic Development Authority, which is going to have $10 million in grants for a pilot program. How these two agencies interact with one another is going to form a large part of how New Jersey can deliver on its promise to lower barriers to entry for prospective cannabis applicants and employees.
The New Jersey Cannabis Regulatory Commission is at the center of it all, balancing a delicate position. It has dealt with frustrations about municipalities that they don’t have the power to stop, expressed skepticism over how large cannabis companies will keep their promises while simultaneously and begrudgingly approving them due to political pressure from the Legislature that gave those same companies controversial headstarts.
The speed at which the agency is approving the applications it does have under its jurisdiction has also become a topic of debate. Additionally, the commission still has rules to build out for different types of licenses in the market.
CRC Chair Dianna Houenou and Executive Director Jeff Brown are the board’s top executives and will continue to offer direction and vision for the industry. The executive in charge of diversity and inclusion, Wesley McWhite III, will be responsible for making sure the organization can make good on some of the commission’s equity centered proposals.
Seeing how the commission continues its balancing act while delivering on an expansive mission that the rest of the New Jersey government landscape might not be on board with will be a central story for the year.
Enrique Lavin is publisher and editor of NJ Cannabis Insider. Find him on LinkedIn.
Jelani Gibson is lead reporter at NJ Cannabis Insider. Find him on LinkedIn.
NJ Cannabis Insider is a B2B resource that connects businesses through a weekly subscriber-only trade journal and monthly networking events. It is part of NJ Advance Media, the parent company of NJ.com, The Star-Ledger and other affiliated newspapers. Follow NJ Cannabis Insider on LinkedIn.
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