HIGH TIMES: For people who know the Native Roots name but not you — who were you "before" cannabis? JOSH GINSBERG: I have always been wired to push limits, take on challeng- es, and build. I grew up in Steamboat Springs, went to Bucknell for Finance and Computer Science, and started my career on Wall Street. On paper it was exactly where I was sup- posed to be, but it never felt like my path. I was always drawn to creating some- thing from the ground up and figuring it out in real time. Cannabis gave me that opportunity. It was a blank canvas to build something meaningful and real, something that could leave a lasting impact on the world, well beyond just business. HT: What brought you into cannabis in the first place? JG: It felt like one of those rare moments where something entirely new was opening up and no one knew what it would become or if it would last. When my partner Rhett Jordan showed me his caregiver grow, it clicked immediately. Seeing what was possible under the law made it real, and I went all in. There was something powerful about building from scratch, doing what most people did not be- lieve was possible, and helping lay the foundation for an entirely new indus- try. The medicinal value of the plant, especially as a healthier alternative to
"It really was the wild west, and we had to evolve in real time."
"Most people still associated cannabis with an Amsterdam-style co eeshop."
JOSH GINSBERG Native Roots'
If you’ve spent any time cruising through Colorado, you’ve likely seen the familiar bright logo of Native Roots standing as a beacon for high-quality green. At the heart of this homegrown empire is Josh Ginsberg, who saw the potential for cannabis to be more than just a transaction—but a part of the Colorado lifestyle. While most people were still figuring out the basics of legal sales, Josh was busy building a community-focused brand that felt as natural in a mountain ski town as it did in the middle of downtown Denver. For the everyday customer, Josh’s most legendary "lightbulb moment" was undoubt- edly the "Gas & Grass" concept. He realized that for most of us, life is busy, and chores are unavoidable—so why not make them a little more enjoyable? By opening the world’s first co-located gas station and dispensary, he turned a mundane pit stop into the ulti- mate convenience. It’s that kind of practical, "regular guy" innovation that has made Native Roots a household name for Southern Colora- do locals who just want a reliable spot to fuel up their cars and their weekend plans. In an business that can sometimes feel overly clinical or corporate, Josh has fought to keep the soul of the shop alive. He’s the archi- tect behind the scenes, ensuring that whether you're a first-timer asking a million questions or a seasoned regular grabbing your favorite wax, the vibe is always right. We sat down with Josh to talk about the early days of the Mile High scene, the inspiration behind his one-of- a-kind stores, and what he’s rolling up next.
18 MAY/JUNE 2026
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