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With recreational legalization in full swing and dispensary licenses on the way, one craft city is poised to be a tastemaker within the cannabis industry. Harnessing a hyper-local mentality and a unique spin on classics, this city is building an up-and-coming canna-community you’ll want to keep on your radar. Wait... we’re still talking about Minneapolis, right? 

Tucked away in the tundra of the north, Minnesota continually proves it has a knack for fusing craft and commerce. And just look at the state's largest city. While it’s often overlooked on the topic of cultural progression, I consider Minneapolis a standout among the major cities I’ve spent time in. The people of the Twin Cities have an innate sense of pride in whatever medium they choose to express it. Whether it’s beer, food, art, or music, if it comes from Minnesota, it’s gonna have heart, don’t cha know! 

So what new industry do I think is the next to follow suit? That’s right, I’m putting my money on cannabis. Minneapolis has been 420-friendly for some time. Check out any local bar, brewery, or cidery with a patio and chances are *high* that a familiar fragrance will waft your way. Not to mention Minnesota was the first state to allow the sale of cannabis beverages in both bars and liquor stores. It’s a delight to see what was once taboo become the everyday norm. 

I got my start in the industry with Boveda, a Minnesota brand that has made a big name for itself in cannabis. This afforded me a unique perspective into the industry, seeing progress from multiple points of view and verticals across many states. We connected with everyone from 2nd generation craft farmers in Humboldt to large-scale cultivators, manufacturers, and extraction facilities to mom-and-pop dispensaries. Meeting all of these different people in the industry I picked up a few unique insights. Doing it the right way the first time, planting your flag early, and surrounding yourself with the right people can greatly increase your chances of becoming best in class. 

With Minnesota now the 23rd legal adult use state, what brings me the most optimism for this market is how legislation is being treated. Local government officials are working directly with business owners and operators to determine the best solution for everyone (and then applying those learnings instead of forging ahead without input and then waiting to see what breaks). This feels like a great step forward especially when it’s done so far ahead of the opening of brick-and-mortar locations, which is scheduled for Q1 of 2025. If you can’t muster the patience of an “adult” and 2025 feels like an eternity away (And if you’re willing to drive a few hours), the Native American Reservations are thriving as the only sole recreational cannabis option for those without a medical card. 

It’s still in its infancy, but the natural tendency this city has for finding ways to combine art, industry, community, and heart bodes well for this city and foretells what I believe to be a bright future for cannabis across the entire state of Minnesota.

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Joe Madrid, Enterprise Account Executive

Joe Madrid is the Enterprise Account Executive at Rootwurks. He is a sales professional with over 14 years of direct experience, 2 years of account management, and 4 years of SaaS experience both inside and outside of cannabis. 

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