Curaleaf has announced The Hemp Company West Palm Beach’s grand opening. Boris Jordan stated that this was “the first licensed and regulated dispensary in history to convert into a hemp only store.”
The new store sells the company’s portfolio of Select hemp-derived THC products, including Select Zero Proof Seltzer, the new Select FormulaX energy drink and Select Gummies, according to Press release of a business. It also carries third-party partner brands—including 1906, Artet, BRĒZ, Cann, Foria, Kiva, Kanha, Keef, MXXN, Old Pal, Papa & Barkley, Sprinkle, VetCBD, Wyld, and Wynk.
The move could be seen as bold, even risky—despite steady growth in the company’s hemp-derived offerings over the past year—given the regulatory turbulence surrounding hemp-derived THC products, especially in Florida, where lawmakers are Work to Ban or RestrictionOr Regulate and Tax These products are available in a variety of sizes.
Exclusive Interview with Cannabis Business TimesJordan discusses the reasons behind Curaleaf’s decision to transition its store to hemp, the plans for more hemp-only Curaleaf stores and his views on the regulation of THC-derived hemp products.
Jolene Hansen: Your Select hemp-derived THC product line Launched on June 20, 2024. How did you decide that the only time to change the product line was now to hemp from cannabis?
Boris Jordan As a category that is rapidly growing, the hemp-derived THC industry continues to grow. This growth has been largely driven by availability and accessibility. Our hemp business aims to satisfy this demand, by raising the bar in an area that is largely unregulated. We are bringing Select products, which have a reputation for being high quality and responsibly produced, to The Hemp Company.
Select hemp is a line of hemp-derived products that are tested, compliant with Farm Bill, and produced responsibly. … As consumers have illicit market products and low-grade versions of these products available to them today, this creates an opportunity for responsible operators such as Curaleaf to educate consumers about the dangers of the unregulated marketplace.
Our first physical location was launched in West Palm Beach to further our relationship with our consumers. With a national presence through our online marketplace and our partnerships with retail giants like Total Wine and Door Dash and a partnership with Total Wine, the launch of our West Palm Beach store made sense. It’s been a great opportunity for us to reach out and educate the public. The brands that we work with also put consumer safety and quality manufacturing at the forefront of their approach to this niche.
Our ultimate goal is to ensure that cannabis products are produced in a responsible manner and available to as many people as possible. And we’re thrilled about the chance to accomplish this with hemp.
Curaleaf’s Hemp Co. opens in West Palm Beach
Hansen: Do you have any plans or initiatives to add hemp-only shops, and how do these factors impact the timing of future changes?
Jordan: The Hemp Company, a Curaleaf West Palm Beach company, marks the start of our larger plans for scale. [our] hemp-focused brick-and-mortar presence, beginning in Florida—one of our largest and most strategically important retail markets. The Hemp Company plans to spread its store concept across the globe and has already experienced exciting results since opening our first location. In addition to exploring the potential to increase our hemp presence in Florida, we also evaluate other markets by conducting comprehensive market research, including demographics, consumer preference, and dynamics of the marketplace, to find strategic expansion locations. We are always prepared to adjust and remain in close alignment with legislation changes. We are well-positioned as a business to quickly enter new markets.
Hansen: Your evolving retail portfolio and strategic partnerships, like the Total Wine & More collaboration, continue to surprise. This evolution reflects changes in the market and in consumer behaviour among adult consumers interested in THC-based cannabis products and hemp.
Jordan: Adult consumers are increasingly choosing alternatives that do not contain alcohol. This trend is spreading across the mainstream hospitality and retail sectors. According to reports, over half of Americans consume less alcohol. Alcohol consumption among consumers aged 21+ is continuing to drop. Brightfield Group’s study shows that the hemp-derived THC drink category has experienced significant growth, with sales almost quadrupling between 2023 and 2024. This is a reflection of this culture shift. As a response to the evolving trends, we have launched a special partnership with [music venue] Austin City Limits Live is a live concert in Texas. Select Zero Proof Hemp Seltzers Among the non-alcoholic drinks on their menu, have rapidly become the best-selling. This shift is exciting in places traditionally dominated with alcoholic beverages and shows the growing demand for alcohol-free, elevated products, particularly among Gen Z, millennials and younger generations.
Our portfolio already speaks to many different needs. I am extremely proud of what we have developed. Select Zero Proof, our low-calorie and hangover-free beverage, is part of the Select line. Select FormulaXThe Select hemp edibles collection offers a variety of formats and flavors, including Fast-Acting Bites, Classic Bites, XBites, and Snooze Bites. The Select hemp collection includes a wide range of formats, flavors and sizes, including Fast Acting Bites (FAB), Classic Bites (CBites), XBites (XBites) and Snooze Bites.
We continue to support a single regulatory framework that covers all cannabinoids. “We firmly believe this is in patients’, consumers’, and stakeholder interests.” Boris Jordan
Hansen Hansen, many states are considering banning hemp-derived cannabis. This includes renewed efforts in Florida. What do you think about the potential risks or rewards of increasing commitment to THC-derived hemp products?
Jordan: We are committed to responding to the changing consumer needs. This segment has significant growth potential, especially in Florida where adult-use legalization is stalled and there’s a growing demand for regulated, accessible cannabis products. As broader efforts to legalize cannabis continue, hemp-derived THC-based products offer a significant opportunity to meet the needs of adult consumers. They also contribute to the changing cannabis landscape, and are increasingly popular for their alcohol-free nature.
Florida Bill To Restrict And Regulate Hemp Advances to Senate floor
Hansen: We’ve also seen efforts in Florida and other states to increase taxes on hemp-derived THC and tighten the regulations. Curaleaf: What’s your position regarding the regulation of THC-derived hemp products? Are you lobbying to achieve specific results that will impact the plans for West Palm Beach and other future stores and launches?
Jordan: We’re a global leader in cannabis operations, and we have the resources, experience, and expertise to help you navigate the complexity of an environment that is highly regulated. We stand by the quality of our Farm Bill-compliant products, which are manufactured in a certified cGMP facility with high standards and strict quality control processes—unlike many bad actors that are rampant in the marketplace. In this way, we are confident about our ability to adjust products in accordance with the state and federal laws. Our regulators are a part of our team and we work closely with them to not only ensure compliance but also to promote fair, transparent, and patient-friendly policies. The goal of the company is to make our products more accessible and to better position the brand in order to effectively compete on the hemp market.
Florida House advances bills to regulate, tax Hemp THC products
Hansen: What do you feel is the best regulatory path forward for hemp-derived THC products—for Curaleaf, the state of Florida, and the U.S. hemp industry?
Jordan: Continue to promote a single framework of regulation for cannabinoids. It is our firm belief that it’s in the best interests of patients, stakeholders, and consumers. It would also lead us to impose rules on our own to guarantee consumer safety. These include age-gating and requirements for testing. The advocacy for reforms that are common sense remains a priority.
Florida continues to be one of our most important and largest retail markets. We have 66 locations in the state, including a storefront for The Hemp Company. Our insights and expertise will allow us to adjust to the changing dynamics of the market and to evolving legislation. Our stores are ready to adapt to the changing market as we continue to advocate for adult-use marijuana in Florida.
Hansen, what do you consider to be the most probable path for future development and why?
Jordan: At Curaleaf, our mission remains clear: to provide access to safe, legal, and tested products—whether hemp or cannabis derived—wherever and however consumers choose to shop.
Despite the fact that regulatory reform has not been as rapid as it could have been, the ongoing dialogue and the small but significant legislative changes at the federal and state levels are encouraging.
Jolene Hansen She is a freelance journalist and editor who specializes in commercial horticulture and cannabis. Contact her via [email protected].