The Herbalist, Spring 2022

Cannabis Culture in Western Massachusetts

Cultivating an industry The human hands tending to a flourishing cannabis economy in Western Massachusetts

Spring 2022

Spring 2022 | In this issue The Human Element

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A look at the ever-growing landscape of cannabis jobs

Canna Provisions' Hand Trimmed Berkshire Grown Cannabis Sponsored Content 5 6

High Quality At Farnsworth Fine Cannabis, luxury is in the design

ON THE COVER: Photo by Crystalweed Cannabis/UnSplash THIS PAGE: Inside the greenhouse at The Pass in Sheffield. Photo by Stephanie Zollshan/The Berkshire Eagle The Herbalist is an advertising supplement published by New England Newspapers Inc. To contact us, please email advertising@newenglandnewspapers.com.

Please consume responsibly. The Herbalist and its publisher, New England Newspapers Inc., do not endorse consumption of any controlled substance outside the bounds of Massachusetts state law. No content within this magazine is intended as medical or legal advice.

FIND THE RIGHT

CANNABIS TO MATCH YOUR MOOD 439 PITTSFIELD RD. UNIT 3, LENOX, MA 413-464-7286 | KAPHACANNABIS.COM Please consume responsibly. This product has not been analyzed or approved by the Food and Drug Administration (FDA). There is limited information on the side effects of using this product, and there may be associated health risks. Marijuana use during pregnancy and breast-feeding may pose potential harms. It is against the law to drive or operate machinery when under the influence of this product. KEEP THIS PRODUCT AWAY FROM CHILDREN. There may be health risks associated with consumption of this product. Marijuana can impair concentration, coordination, and judgment. The impairment effects of edible marijuana may be delayed by two hours or more. In case of accidental ingestion, contact poison control hotline 1-800-222-1222 or 9-1-1. This product may be illegal outside of MA.

Spring 2022

The Herbalist | herbalistmag.com • 1

HIGHBABE/UNSPLASH

A new kind of job

Why workers are clamoring for a role in the legal cannabis industry

By Kimberly Kirchner Special Sections Editor There's no arguing that the Massachusetts cannabis industry is growing like a — well, you know.

Every new dispensary that pops up on the side of the road needs its own team of people to tend to it. In Mass., this adds up to more than 27,000 jobs in the cannabis industry, according to the 2022 Jobs Report from Leafly and Whitney Economics, up from just over 13, in February 2020. Cannabis workers now outnumber firefighters, police officers and lawyers in Massachusetts.

Nationally, the number of cannabis jobs increased 33% in

2021, with a total of 428,059 legal cannabis jobs as of January 2022. More importantly, data suggests that the increase isn't just a freak fluctuation in industry trends caused by the COVID-19 pandemic; Cannabis jobs have seen an annual job growth of 27% or higher for the last five years. Analysis

by Whitney Economics suggests that a mature cannabis market could support upwards of 1.5 million jobs nationwide.

"So, where do I sign up?"

The good news for job seekers is that you won't need to look far for open positions.

A quick search for 'cannabis' on job searching site Indeed turned up 24 jobs across 15 employers, just within 25 miles

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of Pittsfield. Even established shops have continued to bring on new employees as sales increase and companies expand into growing and manufacturing. The Pass, which opened in Sheffield in 2020, has gone from 50 to 82 employees since opening in 2020, according to Carolann Strickling, VP of Finance & Administration.

The company will be taking on even more team members once its manufacturing facility is operational.

The cannabis industry’s frantic job growth is matched by the enthusiasm of job seekers, many of whom are eager to get into the business early on.

"We've received thousands of applications," said Brendan

McKee,CFO of Silver Therapeutics, which opened its first dispensary in Williamstown in 2019, and now has about 25 employees in the Berkshires.

While many sectors have struggled to fill openings following the "Great Resignation" of 2021, the cannabis industry has seen no shortage of applicants, even at the entry level.

“I often find that people will come to us applying for almost any position we have open, with the hope of getting their foot in the door," Strickling wrote.

For many, cannabis’ developing status means more opportunities for advancement, especially compared to established industries like retail Spring 2022

and hospitality. "We’re always promoting internally," McKee said. Following a recent restructuring, Silver Therapeutics was able to bump employees across the company up the corporate ladder. “Team members in Williamstown moved up to either shift leaders or assistant management positions which is great."

•••• In building the regulations for legal cannabis sales, the Massachusetts Cannabis Control Commission gave special consideration to people from communities that have been disproportionately harmed by the War on Drugs and marijuana prohibition. The MCCC established the Social Equity Program to provide these groups with support and clear pathways to business ownership in the cannabis industry.

Additionally, every applicant for a marijuana retail license is required to provide a detailed Diversity Plan, outlining steps for promoting equity among marginalized groups, including people of color, women, people with disabilities, veterans and members of the LGBTQ+ community.

More than an empty statement about “valuing inclusivity" or “welcoming all,” the Diversity Plan focuses on action.

Applicants must provide specific goals for inclusion based on their host community's demographics, concrete steps for achieving those goals, and the metrics by which progress can be tracked.

“At The Pass, we are continuously partnering with a variety of organizations that have direct links to women, LGBTQ+, and minority communities. We also have an amazing diversity committee that is dedicated to increasing awareness on the importance of diversity and inclusivity both internally and externally ... As of this moment in time Spring 2022

we have a 10:7 ratio of women to men in leadership roles.

We are also well ahead of our diversity goals set forth in our Diversity Plan as submitted to the Cannabis Control Commission," Strickling wrote.

"For us this is not just checking a box, we are dedicated to increasing opportunities across all demographics and positively impacting our community.”

"We stress inclusivity and we really strive to have a diverse workforce" McKee Said.

Silver Therapeutics has also surpassed its Diversity Plan goals, and currently has a team that is about 60% female.

Silver Therapeutics’ newest location is a combination cultivation, processing, medical and adult use facility in the Roslindale neighborhood of Boston. Under the name City Farm, the location will also serve as a cannabis educational campus, offering training towards 150 or more of the area's diverse residents, meant to create a pathway into the cannabis industry.

"The entire facility is dedicated to really bridging the opportunity gap that's unfortunately been in place particularly with groups that are disproportionately impacted by the prohibition of cannabis,” McKee said. "Leah, Siah [Samura, Directors of Educational Programming], and Bruce [Bickerstaff, Director of Community Relations] are amazing. They've been helping us since the beginning to build a curriculum to really mindfully integrate with the community.”

Individuals who were convicted of marijuana offenses prior to the end of prohibition often find themselves carrying an extra burden when it comes to employment, in the form of a criminal record that may turn off potential employers or even disqualify the applicant from some jobs altogether. In the post-legalization era, many within the industry have em-

CRYSTALWEED CANNABIS/UNSPLASH

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braced those with a marijuana-related convictions, allowing these individuals to share in the success of the same trade for which they were once punished.

"We actively seek applicants who have been negatively imported by these offenses, and we utilize many resources to facilitate our search," Strickling wrote, noting that the company has a number of related initiatives in the works that were halted by the pandemic but will roll out over the coming months.

Silver Therapeutics offers multiple expungement events throughout the year, for potential employees as well as other members of the public who carry a black mark on their record from past cannabis convictions.

"In addition to actually providing an attorney on site to help individuals through that, we absolutely make it a priority to do our best to employ individuals who have some sort of cannabis-related criminal history," McKee said. "We take strides to work with those individuals for sure, whether they work for us or not."

programs are only open to students aged 21 or older, regardless of where one is in their academic journey.

“I love that more and more colleges are coming online with cannabis specific programs, and I find a lot of value in these certifications," Strickling said. There are plenty of non-cannabis fields of study with direct applications in the industry, as well. "I do see a need in the scientific sector of the industry such as chemistry, extraction, and of course the culinary arts are of benefit, as well," she wrote.

McKee noted that he's seen quite a bit of interest

from individuals coming out of wellness-oriented jobs, such as nursing, personal training and physical therapy, as well as plenty of transplants from the hospitality sector. For the numerically minded, McKee pointed to the industry's strong reliance on data to make decisions across the company. “We strive to make data-driven decisions," he said. "Our Director of Operations really lives in our data.”

But what ultimately matters, as both he and Strickling were quick to attest, is the right attitude and a willingness to learn in an industry that is still de-

fining itself.

"Honestly, we just look for nice people, "McKee said, "People that are willing to learn and be compassionate, be mindful."

"Willingness to learn the industry and solid commitment to working hard and being team players are huge factors that we look for in a candidate," Strickling wrote.

Ultimately, the cannabis industry is just beginning to flower. Whether you're coming from retail, healthcare or even fresh from university, there's a good chance that your perfect job is waiting for you in the very near future. •

•••• As the cannabis industry grows into its new-found legitimacy, colleges and universities across the state — and the entire country — have rolled out a variety of degrees, concentrations and certificate programs for those interested in pursuing a serious career in marijuana.

Berkshire Community College in Pittsfield now offers a one-year Cannabis Industry Certificate program; Massachusetts College of Liberal Arts in North Adams has partnered with Online Cannabis Education to provide an online-only selfpaced course for students at BCC, MCLA and Westfield State University. (It is worth noting that all these

"Honestly, we just look for nice people — people that are willing to learn and be compassionate, be mindful."

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 BRENDAN MCKEE, CFO, SILVER THERAPEUTICS CRYSTALWEED CANNABIS/UNSPLASH

Spring 2022

SPONSORED CONTENT about 12 to 16 inches of stem is left intact behind the flower to be used for hanging during the curing process.

Curing

Guide to Hand Trimmed Berkshire Grown Cannabis Available at Canna Provisions Canna Provisions is proud to be a multiple award-winning, Berkshires-based, woman-owned small business producing some of the best cannabis flower available on the legal Massachusetts market: Smash Hits cannabis.

“It starts with genetics,” says Greg “Chemdog” Krzanowski, Canna Provisions Director of Cultivation, and one of the legends of US cannabis for the last 30 years who helped give birth to some of the legendary strains the culture has come to revere.

“If you start with good genetics in the beginning you'll have a better chance of stable strains to cultivate and bring to life and find those special ones that really stand out and produce quality, consistent cannabis flower again and again.”

In the end cannabis is a plant, which grows delicate flowers covered in millions of tiny trichomes - basically micro glands prized for the cannabinoids and terpenes/ flavors packed in them. In order to properly preserve them, you need to be more man (or woman) and less machine. Because once you’ve dialed in things on the growing side, the real magic behind Smash Hits cannabis is what happens in Canna Provisions passionate cultivation workers hands, before it lands in your own hands.

In short: Hand trimming flowers always beat out anything pushed through a machine in terms of flavor, smell, look, potency, and overall integrity. And all Smash Hits

cannabis is hand trimmed for that reason, and you can buy some right now in the Berkshires at one place only: Canna Provisions in Lee. Here’s how Smash Hits craft cannabis, grown exclusively in Sheffield for Canna Provisions, maintains their incredible standards and quality while ensuring the hand-trimmed end result is the best you can buy in the Berkshires.

well trained and passionate team that understand their role and the privilege of being able to bring such sought after and exotic cannabis genetics to life.

Bucking Depending on when you’re doing it, this step is essentially the removal of the flowers from the stalk of the plant, as well as pulling/ pruning the fan leaves from the plant along the way to allow for max canopy growth and the fullest expression of plant development.

Harvest After months of attending to each and every plant by hand, running in the thousands of plants, is no small feat and it requires a

Dry/Wet Trimming

By Hand With Scissors When wet trimming, the stem is cut off as close as possible to the flower. When dry trimming,

Your weed absorbs what's in the air and takes it into the plant so before you even cure, you want a clean non-smelling environment to grow in but also process, which is why Canna Provisions cultivation center is food-grade level laboratory clean with the same precautionary measures taken for every step of the cultivation process from seed to packaging. Mind where you grow and cure will result in superior cannabis, especially when it’s cured for a minimum of 10-14 days (if not longer).

Packaging In smell proof containers that are sealed from the moment they leave our facility to the moment you purchase and get to enjoy it.

Whether you’re a seasoned consumer or just “canna-curious,” adult-use south-county cannabis retailer Canna Provisions is the perfect spot to stock up on cannabis goodies on your way to or from anything on your springtime getaway list in the Berkshires.

Whether its premium handtrimmed flower from its exclusive Smash Hits line of cannabis from OG grower and Canna Provisions’ Director of Cultivation Greg "Chemdog" Krzanowski or the wide array of edibles, tinctures, topicals, and more from the premium cannabis brands available, the dispensary is a must-stop for anyone interested in top quality cannabis.

PLEASE CONSUME RESPONSIBLY.This product may cause impairment and may be habit-forming. For use only by adults 21 years of age or older. Keep out of the reach of children. This product has not been analyzed or approved by the Food and Drug Administration (FDA). There is limited information on the side effects of using this product, and there may be associated health risks. Marijuana use during pregnancy and breast-feeding may pose potential harms. It is against the law to drive or operate machinery when under the influence of this product. KEEP THIS PRODUCT AWAY FROM CHILDREN. There may be health risks associated with consumption of this product. Marijuana can impair concentration, coordination and judgment. The impairment effects of Edibles may be delayed by two hours or more. In case of accidental ingestion, contact poison control hotline 1-800-222- 1222 or 9-1-1. This product may be illegal outside of MA.

Spring 2022

The Herbalist | herbalistmag.com • 5

Luxury by design

Farnsworth Fine Cannabis elevates marijuana with an artfully crafted visual experience

By Kimberly Kirchner Special Sections Editor At Farnsworth Fine Cannabis, luxury starts at the front door. The sunlit lobby, with its high ceilings, marble reception desk and gold sculptural chandelier, could just as easily greet visitors to some kind of exclusive day spa as a cannabis dispensary. It's the carefully curated details — an American flag made of Farnsworth cannabis cigarette boxes, glass display cases with luxurious smoking accessories laid out like precious antiquities — that hint at what lies beyond the first wooden door.

The lobby design, like every other aspect of Farnsworth's warm but modern aesthetic, is born from a desire to elevate the cannabis buying experience as much as a need to adhere to the state's complex and extensive regulations for recreational dispensaries.

"With the lobby, we wanted to create a mainstream, normalized experience in a welcoming environment, " explained owner Alexander Farnsworth, who co-founded the Great Barrington shop with fashion designer Adam Lippes. Alexander enlisted London-based architect Simon Aldridge to help shape the shop’s transformation into a high-end shopping destination.

The building's main lobby is separated from the sales floor by a solid door - a compromise that hides the product from eyes on the street, per state rules, but retains the existing windows to let in plenty of natural light.

Beyond the door, a short hallway leads visitors into the store’s heart, an airy showroom that is one part vintage apothecary, one part modern art gal-

PHOTO COURTESY OF FARNSWORTH FINE CANNABIS

lery, with a healthy sprinkle of Wonka-esque whimsy on top.

“If we could sell our product at the farmer's market, we would," Alexander said. "But we can't, so instead we decided to put the product on a pedestal, like a museum."

The showroom's floor is open, with three walls dedicated to displaying Farnsworth's products in dozens of glass cases, each framed by a decorative oak arch that encourages

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shoppers to lean in for a closer look. Minimalistic labels beside each product bring to mind the informational sign beside a museum exhibit.

The top shelves along each wall hold a collection of antiques radios, created by inventor and television pioneer (and great uncle to the Farnsworth Fine Cannabis Company's founders, Alexander and Brayden Farnsworth) Philo Taylor Farnsworth.

Philo created the world's first all-electric television system, although interference from RCA and the disruption of World War II kept his device from reaching its full potential, and the inventor from achieving Edison-like fame.

Alexander sees the cannabis company as a continuation of the family legacy of innovation. Where Philo blazed trails in early television, the younger generation is attempting to eleSpring 2022

vate marijuana to the same level of craftsmanship and respectability afforded to fine wine.

"We've had customers tell us it feels like they stepped in from 5th Avenue," Alexander said.

Farnsworth Fine Cannabis has graced the pages of Vogue, Forbes, Surface, Wallpaper, Harper's Bazaar, the New York Times, and even Architectural Digest, which put Farnsworth at the top of its list of the most stylish dispensaries in America.

Each customer is greeted by a tablet-wielding sales associate who can offer recommendations, or they can take in the artfully displayed products at their own pace.

Many of Farnsworth's clients are in their 40s and 50s, getting back into marijuana after using it in young adulthood, and their tastes have matured. "They really appreciate that white glove service,” Alexander said. He’s embellished the buying experience with an array of subtle luxuries: customers bypass awkward shuffling at the door with a designated exit around the corner from the entrance; beverages are stored in refrigerators and handed to the customer pre-chilled and ready to drink.

Farnsworth has partnered with Dutchie, a Venmo-style online payment service designed specifically for dispensaries that streamlines the formerly cumbersome process of paying for cannabis.

Customer's orders are sent back to the stockroom on tickets, restaurant style. Behind-the- scenes staff place the requested products in drawers, which are then opened on the other side of the wall by the sales clerk behind the counter — a clever, entertaining way of getting product into the customer's hands that reflects Alexander's desire to infuse "innovation and playfulness" into the cannabis-buying experience.

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A refined selection "Farnsworth stands for quality,' Alexander said of the dispensary's products. The options are many — the usual flower, tinctures and edibles, alongside display-worthy glass pipes and diamond pot leaf necklaces — but each has been carefully curated to meet Farnsworth's high standards.

"I think that luxury means choice," Alexander said. Legalization has offered consumers an unprecedented selection when it comes to cannabis, now that manufacturers are free to focus on perfecting their recipes and developing new strains. At Farnsworth, products are labeled with indi-

vidual attributes like strength and effects, rather than the colorful but ultimately uninformative names by which many cannabis strains are known. With this information, and help from the expert sales staff, customers can personalize their cannabis experience to a level of detail that was never possible buying from the gray market.

In addition to its inventory of well-known cannabis and wellness brands like CANN and Kiva, Farnsworth produces its own line of consumables and accessories.

Farnsworth Fine Cannabis cigarettes, a centerpiece of the in-house brand, are available

in three strengths — Light, Classic and Bold — and sold individually and in packs of five. Clean, classic packaging, emblazoned with Farnsworth's hummingbird logo in gold, wouldn't look out of place emerging from the jacket pockets of Cary Grant or Humphrey Bogart. Matching gold and silver ashtrays, matchbox cases and cigarette holders reinforce the Old Hollywood theme.

One particularly eye-catching case displays a collection of marijuana themed fine jewelry: necklaces, earrings and even a chunky silver and gold cuff bracelet, all sporting the unmistakable seven-pointed

"For us, what's ‘luxury’ is not necessarily expensive,but it is thoughtful."  ALEXANDER FARNSWORTH, OWNER AND COFOUNDER, FARNSWORTH FINE CANNABIS

PHOTO COURTESY OF FARNSWORTH FINE CANNABIS

This gold and diamond pot leaf charm is one of several pieces of cannabis-themed fine jewelery available at Farnsworth Fine Cannabis.

The Herbalist | herbalistmag.com • 7

leaf symbol. Farnsworth says the jewelry, which is made by an artist out of Dallas, Texas, has been far more popular than expected, and the shop has even had to restock.

Farnsworth carries products at every price point, but the focus on quality is consistent throughout. "For us, what's ‘luxury’ is not necessarily expensive,” Alexander said. “But it is thoughtful."

The ultra-luxurious options are attention-grabbing, but they also serve another, broader purpose. "We're elevating cannabis," Farnsworth said. "We want to change the perception, because there’s still a stigma attached to it." Re-framing marijuana as a sophisticated experience, rather the sole domain of Phish fans and college students, makes it more acceptable for adults across the demographic spectrum to use cannabis openly and discriminatingly, much like craft beer

has brought a new layer of ‘class’ to malt beverages.

Great Barrington, with its cannabis-friendly policies, green spaces and reputation as ‘The Brooklyn of the Berkshires' is well on its way to establishing itself as a leader in the marijuana industry. "In 20 years, I could see the Berkshires being the Sonoma of cannabis," Alexander said, referencing the California region famous for its world-class wines.

Farnsworth is doubling down on its commitment to the area, with work underway on converting a formerly vacant gas station about 100 yards down the road into overflow parking for the dispensary and a potential extra office space. In the future, Alexander envisions the property as a venue for social gatherings and community events.

Alexander is especially proud of his repeat customers, especially those who bring

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PHOTO COURTESY OF FARNSWORTH FINE CANNABIS

The Farnsworth showroom

along friends and family as a way of introducing them to cannabis. "My favorite are the multi-generational visits," he said. "A grandmother, mother and daughter coming in together."

It's a sign that the days of ‘wink wink, nudge nudge’ cannabis consumption, en-

joyed by many but not spoken of in polite company, may be on the wane.

Instead, Alexander sees a future where guests might show up at a dinner party bearing, not a bottle of wine, but a box of gold-decorated artisan joints, to be enjoyed and appreciated among friends. •

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