Curaleaf: Committed to Being the Cannabis Industry’s Leading Resource in Education and …

By Daniel Casciato

Curaleaf is a leading U.S. provider of consumer products in cannabis known for quality, expertise and reliability. Today, it serves over 350K+ registered patients and currently operates in 23 states with 102 dispensaries and over 3,700 team members across the country.

As a vertically integrated multi-state operator, the company and its brands, including Curaleaf, Select and Grassroots, provides industry-leading service, product selection, and accessibility across medical and adult-use markets. In Florida specifically, it currently operates 37 medical dispensaries and it will continue to expand our retail footprint throughout the state.

“With two cultivation facilities and one processing site in the state, we offer a wide range of medical cannabis products to serve our patient’s individual needs,” says Yesenia Garcia, Vice President of Marketing of Curaleaf.

Curaleaf’s mission is to improve lives by providing our patients and customers clarity around cannabis and confidence around consumption. Garcia explains the company is inspired by its ten-year history of serving medical patients.

“Curaleaf strives to remove the stigma around cannabis consumption by providing education and creating a sense of community and belonging,” she says.

At Curaleaf, the company strives to break down barriers and re-shapes stereotypes by providing resources, education and transparency through community and physician outreach.

“We want consumers to have clarity around cannabis and the variety of options available, and feel confidence around consumption,” says Garcia. “Although there is still a lot of work to be done to destigmatize the plant, Florida’s medical program will continue to flourish and gain acceptance as patients have increased access to high-quality medical cannabis.”

She adds that Curaleaf distinguishes its unique voice as a brand by providing best-in-class customer service, and offering a wide variety of high quality products, each developed through exhaustive research and innovation.

Select became the #1 oil brand in the country by endeavoring to create a superior oil cartridge that didn’t previously exist in the market. Patients who might not be interested or able to consume cannabis through inhalation might find our Nano Chews or Drops an ideal alternative due to the faster onset afforded by our cutting edge NANO technology.

“We believe cannabis is not one size fits all and the experience is different for everyone,” Garcia says. “Our dispensary associates work tirelessly to find what best suits each patient’s needs.”

South Florida has become an attractive market for Curaleaf for the simple fact that Florida is one of the nation’s fastest-growing medical cannabis markets in the country. Over the past decade, the cannabis landscape in Florida has changed drastically and continues to evolve, with over 465,000 medical patients currently enrolled in the Medical Cannabis Program.

“Since the beginning of COVID-19, we have seen a steady increase in new patients,” says Garcia. “The Florida market is a big focus for Curaleaf and we aspire to be welcoming and inviting to each community we serve. One way we do this is by offering 50% off the first purchase for new patients, the most aggressive discount in the state. Our goal is to make it affordable for new patients to try a variety of products and find what works best for their needs.”

There have been some minor challenges that Curaleaf has encountered in the cannabis marketplace. For instance, the cannabis industry as a whole is up against the challenges that result from archaic stereotypes that stigmatize the use of the plant.

“At Curaleaf, we strive to re-shape stereotypes by providing education and transparency through community and physician outreach,” says Garcia. “Although there is still a lot of work to be done destigmatizing the consumption of cannabis, we have seen a wider acceptance with some of the more challenging demographics as they see friends and family benefit from the medicine. As patients feel more confident in sharing their stories, cannabis continues to gain acceptance, which will ultimately allow for increased access to the consumption of quality medical cannabis.”

Curaleaf is committed to be the world’s leading cannabis company by trailblazing the industry in customer focus, education and accessibility to high-quality products backed by science. According to Garcia, Curaleaf has a strong leadership position and significant scale in most of its 23 U.S. state markets and are at or near a market leading position in nine states.

“It is our goal to be No. 1 in each of our states over time,” she says. “In the short term, we just opened the doors of our 100th dispensary and are looking toward the continued expansion of our product portfolio and retail footprint, both in Florida and on a national scale. We also aim to establish ourselves as a leader in diversity and inclusion, in part through growth of our corporate social responsibility program.”

Its Rooted in Good initiative aims to do business with 420 new cannabis brands, ancillary suppliers and advocacy organizations from underrepresented communities in the cannabis ecosystem, with plans to continue to grow and expand the initiative in the future.

“We believe that being the industry leader in cannabis, with the resources required to blaze the trail, can not only be good for business and patients, it can be good for communities and social causes,” says Garcia. “As the leader, we believe in investing over the long term – in people, programs and places. At Curaleaf, we work to have a positive impact on the lives of not only our employees, our patients and customers, but also the communities we call home. In each state that we operate, we maintain close relationships with our local communities, from hiring to supporting neighborhood programs, volunteer efforts and fundraising.”

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