Josh Ginsberg Continued from Page 20
eryday operations. Clear expectations, account- ability, and making sure the team understands the role they play in the cus- tomer experience. The role of making it feel like the Native Fam, and they are there for something big- ger, more than just being another team member. HT: What does best-in-class can- nabis retail look like to you? JG: Something that feels easy. The customer doesn’t have to think too hard- they understand the prod- uct, the value is clear, the staff is knowledgeable, and the experience is smooth from start to finish. HT: What’s getting you out of bed for this next chapter? JG: The opportunity to take something with real history that I helped build from the ground up and push it forward again. We were there at the begin- ning helping shape what cannabis retail became, and now we get to evolve it into what it should be next. That kind of full cir- cle moment does not come around often. HT: What is your favorite Native Roots store? JG: I do not think I have a single favorite. I have always loved the design of our Littleton store, and the Frisco location stands out as well. It was a great example of creativity, transforming an old Arby’s into a beautiful and high- ly functional dispensary. That said, right now I am more focused on what all of our stores can become as we continue to evolve the brand.
value at each price point, more variety, smoother transactions, and a more polished in-store envi- ronment. It won’t happen overnight, but customers will feel the difference. HT: How are you thinking about value for customers in today’s market? JG: More thoughtfully. It’s not just about price- it’s about making sure the product matches the value and that customers feel it’s fair and consistent. HT: When this next chapter is written, what do you hope peo- ple say? JG: That we respected what came before and honored it as a founding brand in the industry, but did not stay there. That we took that foundation and built something better because of it. Legacy mat- ters, but evolution is what keeps you relevant and thriving. Full interview at Hightimeslocal.com 99 HIGHTIMES LOCAL ▶
HT: Why does Native Roots still matter in Colorado? JG: Because it was part of the beginning and helped shape the industry into what it is today. That his- tory carries weight. With the direction we are taking it now, Native Roots is not just part of the past, it is po- sitioned to be part of what comes next. HT: What’s the one thing you want customers to think when leaving Native Roots? JG: That felt easy, they found what they were looking for, and they feel good about what they bought. HT: If someone hasn’t been to Native in a while, what would be different today- and what will be different in 6-8 months? JG: Today, you may not see major changes yet- we’re early in the transition and being deliberate. Over the next 6-8 months, you’ll see a more consistent experi- ence across stores, clearer
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