MJBiz - November/December 2023 - 10

FIVE QUESTIONS with Greta Brandt
Thoughtful Expansion
President of The Flower Shop shares go-to-market strategy
on the cusp of launching New Jersey operations
By Kate Lavin
B
y the time Greta Brandt
entered the regulated
cannabis industry, she already
had an established career in law
and politics. The skills she brought
from those sectors-synthesizing
complex regulations, negotiating
deals and understanding
contracts-proved priceless in the
regulated marijuana space, where
rapidly changing rules are more the
norm than the exception.
Today, Brandt leads 300 employees
as president of The Flower Shop
and True North Organics, vertically
integrated cannabis companies with
operations in Arizona's recreational
marijuana market, Utah's medical
market and plans to expand into
New Jersey.
Brandt is speaking at MJBizCon
on Nov. 28 during the Women
in Leadership Forum. To view
the agenda and get tickets, visit
mjbizconference.com.
MJBizMagazine spoke with
Brandt about her company's expansion
plans, elevating women leaders
and how regulators could ease the
burden on social equity license
holders.
What interested you about
the Utah and New Jersey
cannabis markets?
Utah was a very simple decision for
us to make. It was a limited market
and very close to our existing operations
here in Arizona as well as our
board in Idaho. It was kind of sandwiched
in between, so it felt like a
very natural progression to move
into another limited state that was
purely medical.
New Jersey was an opportunity
to expand our brand to the East
Coast and kind of sandwich
the country together, all the
while formulating and further
establishing our brand identity and
brand offerings in the West.
New Jersey is such an interesting
market. It is quasi-limited license,
because it's more the municipality
that establishes the limited licenses
that are available.
You are known for getting
to market quickly. Why is that
so important in cannabis?
The rapid speed at which this
market is developing, consolidating,
expanding and introducing
new products to the industry-all
while trying to attract new customers-makes
it really imperative
for operators to be quick,
which goes against a lot of training
that other individuals have.
I always say, " If we're not developing,
we're dying. " With how much
competition there is in this space,
it requires you to be absolutely on
top of your game, creative with new
product offerings and really understanding
who you're trying to attract.
We have an entire R&D department
that does product development
and goes through an extensive
process. But at the same time,
I'm pushing them to accelerate
that process. Because again, first to
market is where you can establish
brand dominance and customer
10 November-December 2023 | MJBizMagazine
Greta
Brandt
loyalty. Being third or fourth to
market with a very similar product
is quite difficult.
What do you look when
expanding? Do you think
you'll enter more states?
First and foremost, we want to build
a larger presence in our existing
states-acquire more licenses in
Arizona, Utah and New Jersey. Really
cementing ourselves in the states as
a low-cost provider of cannabis.
We have applied for a license in
Florida, and so we are among 75
applicants awaiting notice from
the state. So, Florida is absolutely a
high priority for me.
I've got properties already
owned and am waiting for the
opportunity to execute on those
licenses. That was a requirement of
the application-that you had to
actually own the property.
If I'm looking at other states,
other limited-license markets are
definitely on my radar. Then, it's
how much logistical support can we
provide to those states? How close
http://www.mjbizconference.com

MJBiz - November/December 2023

Table of Contents for the Digital Edition of MJBiz - November/December 2023

MJBiz - November/December 2023 - CT1
MJBiz - November/December 2023 - CT2
MJBiz - November/December 2023 - Cover1
MJBiz - November/December 2023 - Cover2
MJBiz - November/December 2023 - 3
MJBiz - November/December 2023 - 4
MJBiz - November/December 2023 - 5
MJBiz - November/December 2023 - 6
MJBiz - November/December 2023 - 7
MJBiz - November/December 2023 - 8
MJBiz - November/December 2023 - 9
MJBiz - November/December 2023 - 10
MJBiz - November/December 2023 - 11
MJBiz - November/December 2023 - 12
MJBiz - November/December 2023 - 13
MJBiz - November/December 2023 - 14
MJBiz - November/December 2023 - 15
MJBiz - November/December 2023 - 16
MJBiz - November/December 2023 - 17
MJBiz - November/December 2023 - 18
MJBiz - November/December 2023 - 19
MJBiz - November/December 2023 - 20
MJBiz - November/December 2023 - 21
MJBiz - November/December 2023 - 22
MJBiz - November/December 2023 - 23
MJBiz - November/December 2023 - 24
MJBiz - November/December 2023 - 25
MJBiz - November/December 2023 - 26
MJBiz - November/December 2023 - 27
MJBiz - November/December 2023 - 28
MJBiz - November/December 2023 - 29
MJBiz - November/December 2023 - 30
MJBiz - November/December 2023 - 31
MJBiz - November/December 2023 - 32
MJBiz - November/December 2023 - 33
MJBiz - November/December 2023 - 34
MJBiz - November/December 2023 - 35
MJBiz - November/December 2023 - 36
MJBiz - November/December 2023 - 37
MJBiz - November/December 2023 - 38
MJBiz - November/December 2023 - 39
MJBiz - November/December 2023 - 40
MJBiz - November/December 2023 - 41
MJBiz - November/December 2023 - 42
MJBiz - November/December 2023 - 43
MJBiz - November/December 2023 - 44
MJBiz - November/December 2023 - 45
MJBiz - November/December 2023 - 46
MJBiz - November/December 2023 - 47
MJBiz - November/December 2023 - 48
MJBiz - November/December 2023 - 49
MJBiz - November/December 2023 - 50
MJBiz - November/December 2023 - 51
MJBiz - November/December 2023 - 52
MJBiz - November/December 2023 - 53
MJBiz - November/December 2023 - 54
MJBiz - November/December 2023 - 55
MJBiz - November/December 2023 - 56
MJBiz - November/December 2023 - 57
MJBiz - November/December 2023 - 58
MJBiz - November/December 2023 - 59
MJBiz - November/December 2023 - 60
MJBiz - November/December 2023 - 61
MJBiz - November/December 2023 - 62
MJBiz - November/December 2023 - 63
MJBiz - November/December 2023 - 64
MJBiz - November/December 2023 - 65
MJBiz - November/December 2023 - 66
MJBiz - November/December 2023 - 67
MJBiz - November/December 2023 - 68
MJBiz - November/December 2023 - 69
MJBiz - November/December 2023 - 70
MJBiz - November/December 2023 - 71
MJBiz - November/December 2023 - 72
MJBiz - November/December 2023 - 73
MJBiz - November/December 2023 - 74
MJBiz - November/December 2023 - 75
MJBiz - November/December 2023 - 76
MJBiz - November/December 2023 - 77
MJBiz - November/December 2023 - 78
MJBiz - November/December 2023 - 79
MJBiz - November/December 2023 - 80
MJBiz - November/December 2023 - 81
MJBiz - November/December 2023 - 82
MJBiz - November/December 2023 - Cover3
MJBiz - November/December 2023 - Cover4
MJBiz - November/December 2023 - CT3
MJBiz - November/December 2023 - CT4
https://www.nxtbook.com/emerald/MJBizMag/mjbiz-may-june-2024
https://www.nxtbook.com/emerald/MJBizMag/20240304
https://www.nxtbook.com/emerald/MJBizMag/20240102
https://www.nxtbook.com/emerald/MJBizMag/20231112
https://www.nxtbook.com/emerald/MJBizMag/202310
https://www.nxtbook.com/emerald/MJBizMag/mjbiz-buyers-guide-cannabis-packaging-23
https://www.nxtbook.com/emerald/MJBizMag/202309
https://www.nxtbook.com/emerald/MJBizMag/202308
https://www.nxtbook.com/emerald/MJBizMag/202307
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag-may-june-2023
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag-april-2023
https://www.nxtbook.com/emerald/MJBizMag/mjbiz-buyers-guide-retail-strategy-23
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag-march-2023
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag-february-2023
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag-january-2023
https://www.nxtbook.com/emerald/MJBizMag/mjbiz-buyers-guide-lighting-23
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag-november-december-2022
https://www.nxtbook.com/emerald/MJBizMag/202210
https://www.nxtbook.com/emerald/MJBizMag/mjbiz-buyers-guide-sustainability
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag-march-2022
https://www.nxtbook.com/emerald/MJBizMag/mjbiz-buyers-guide-cannabis-retail
https://www.nxtbook.com/emerald/MJBizMag/202204
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag-february-2022
https://www.nxtbook.com/emerald/MJBizMag/mjbiz-buyers-guide-cannabis-security
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag
https://www.nxtbook.com/emerald/MJBizMag/202208
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag-july-2022
https://www.nxtbook.com/emerald/MJBizMag/2022-buyers-guide-indoor-grow
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag-may-june-2022
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag-packaging-automation-buyers-guide-january-2022
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag-november-december-2021
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag-october-2021
https://www.nxtbook.com/emerald/MJBizMag/mjbizmagazine-september-2021
https://www.nxtbook.com/emerald/MJBizMag/mjbizmagazine-september-2021-lighting-buyers-guide
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag-august-2021
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag-july-2021
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag-may-june-2021
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag-april-2021
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag-march-2021
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag-february-2021
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag-january-2022
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag-january-2021
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag-november-december-2020
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag-october-2020
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag-september-2020
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag-august-2020
https://www.nxtbook.com/emerald/MJBizMag/mjbizmag-july-2020
https://www.nxtbookmedia.com