HT: What’s changing at Na- tive Roots under the new ownership, and why should customers care? JG: We’re going back to fundamentals. Making the experience easier to shop, more consistent, and more trustworthy across loca- tions. That means more in- tentional product selection, clearer value at every price point, and better guidance in-store. If we earn your trust at the counter, every- thing else follows. Custom- ers should start to see and feel the difference when they come back in. HT: What are you doing be- hind the scenes to improve the experience? JG: We’re focused on mak- ing the overall experience better- simpler and more ways to transact, intention- al store flow, a tighter and focused product mix, and consistency across loca- tions. It should feel easier and more intuitive for the customer. HT: What do you think cus- tomers want that they’re not getting today? JG: Clarity, confidence, and more variety. Customers want to understand what they’re buying, trust the value, and have a consis- tent experience across vis- its. HT: With 20 plus locations, how do you keep a “neigh- borhood shop” feel? JG: By maintaining a con- sistent standard while still letting each store reflect its local customer base. It’s about balance- structure at the top, flexibility at the store level. HT: How do you keep com- pany culture strong at that scale? JG: It has to show up in ev Continued on Page 99
isn’t a hype-driven industry anymore- it’s an execution business. HT: After everything you built early on, why come back in a major way now? JG: It feels like another transition point for the in- dustry. It’s moving into a more refined version of itself, and that’s an oppor- tunity to build something thoughtful and lasting. It is the time where cannabis becomes real and a long
lasting part of our future, supported by only true op- erators that care about the products and clients they serve. HT: What made Native Roots the right platform for this next chapter? JG: There’s history there, and that matters. It’s a brand people recognize and have a relationship with. That gives you some- thing meaningful to build on.
20 MAY/JUNE 2026
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