Curaleaf introduces premium cannabis brand to NJ (updated)

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Curaleaf Holdings Inc. is adding new products at the three dispensaries it runs in New Jersey.

In a Jan. 24 press release, the Massachusetts-based multistate operator announced its Grassroots brand premium cannabis flower and pre-rolls are now on the shelves at Curaleaf retail stores in Edgewater Park, Bordentown and Bellmawr.

A spokesperson for Curaleaf said Grassroots also will be available through select wholesale partners in New Jersey, including: Ayr Wellness (Garden State), Rise Dispensaries (GTI), Zen Leaf (Verano), Apothecarium (TerrAscend), Cannabist (Columbia Care), The Botanist (Acreage Holdings), Ascend (Ascend Wellness) and Valley Wellness.

At launch, five strains are available to New Jersey medical patients and adult-use customers, including Novarine (sativa), Bittersweet (hybrid), Ghost Rider (hybrid), Sunny Mac (gybrid) and Jelly Cocktail (indica).

Premium flower will come in 3.5-gram and 7-gram offerings, while pre-rolls will be sold as a five pack of 0.4-gram Shorties for controlled dosing, Curaleaf said.

A full line of Grassroots concentrate offerings will follow in the coming months, according to Curaleaf.

Matt Darin, chief executive officer of Curaleaf, said, “We are thrilled to introduce our premium Grassroots brand to patients and customers across the Garden State. Grassroots was born in my hometown of Chicago and is focused on the craft of best-in-class strains, genetics and experiences, all of which we believe will resonate with New Jersey’s growing cannabis community as we continue to expand access to high-quality cannabis brands and products.”

New Jersey is the eighth market to launch Grassroots following its strategic rebrand in November 2022, according to Curaleaf.

Altogether, Curaleaf operates 147 storefronts and 29 cultivation sites across 21 legal cannabis markets in the U.S.

Editor’s note: This story was updated at 3:03 p.m. ET Jan. 24, 2023, to include the wholesale partner locations.