Thriving in a Competitive Landscape: The Oregon Cannabis Market
Operating a cannabis dispensary on the West Coast can feel like gold-mining—many try, but only a few strike it rich. In Oregon, this challenge is magnified with the state having three times more cannabis retailers per capita than Washington, creating intense competition. While consumers benefit from lower prices, small businesses like mom-and-pop shops often struggle against larger chains such as Nectar, Chalice, and La Mota.
Green Muse Dispensary: Standing Out in a Saturated Market
“I don’t feel successful—that’s not what this is about. I just feel honest.”
— Karanja Crews, Co-owner, Green Muse Dispensary
Unlike large cannabis chains, Green Muse Dispensary—founded by Karanja Crews and Nicole Kennedy—has carved out a unique identity. While they don’t operate multiple locations, their longevity and deep community connections mark their success. In an industry where only 2% of cannabis businesses are Black-owned, Crews and Kennedy’s journey represents resilience and determination.
The Story Behind Green Muse
Green Muse (formerly Green Hop), launched in 2018 by two Portland School District teachers, became the world’s first historical hip-hop-themed dispensary. The store features terpene profiles aligned with music genres like jazz, rock, and reggae, and is adorned with hip-hop memorabilia. This vibrant atmosphere distinguishes Green Muse from generic storefronts, making it a community hub rather than just another retailer.
💬 Customer Insight:
“Walking into Green Muse feels personal. It’s not just a shop; it’s an experience.”
Overcoming Barriers: Representation and Inclusion
Nicole Kennedy highlights the steep learning curve they faced:
- Karanja Crews: Product curation expertise but no previous retail experience.
- Nicole Kennedy: Managed HR and policy regulations, drawing from her parents’ entrepreneurial backgrounds.
Their balanced partnership helped them navigate the challenges of a prestigious industry that historically lacks diversity.
Giving Back: Green Muse Academy
One factor that truly sets Green Muse apart is its commitment to community reinvestment. The duo established the Green Muse Academy, providing career training for Black youth aged 21-25 interested in the cannabis industry.
“These grants enable us to run Green Muse Academy and open doors for young people of color in this exclusive industry.”
— Nicole Kennedy
Dr. J, a notable graduate, pursued Naturopathic medicine but returned to Green Muse as a licensed NMD physician, completing a full-circle success story for the academy.
Hands-On Training and Workforce Development
Academy cohorts typically consist of dozens of participants, who:
- Visit farms to learn about cultivation.
- Explore laboratories to understand THC testing and product safety.
- Gain practical experience in dispensary operations while earning an income.
This comprehensive training prepares participants for successful cannabis industry careers—an opportunity rarely available elsewhere.
Funding and Future Opportunities
In 2023, Green Muse’s partner, the Portland Opportunities Industrialization Center, received the Future Ready Oregon grant. Portland’s unique policy mandates that some municipal cannabis sales tax revenue be reinvested in communities disproportionately affected by cannabis-related arrests.
💡 Did You Know?
The NuProject nonprofit awarded grants to Green Muse, supporting their workforce development programs and community-focused initiatives.
Building Strong Community Ties
“Oh absolutely. That’s our strong point—we’re deeply connected with our community.”
— Karanja Crews
Green Muse provides more than just cannabis products; it offers a space for cultural connection, education, and opportunity. Their commitment to diversity, education, and community empowerment proves that small dispensaries can thrive without becoming corporate giants.
Final Thoughts
The story of Green Muse Dispensary shows that success in the cannabis industry doesn’t require becoming a massive chain. By focusing on community engagement, cultural relevance, and education, Green Muse has crafted a sustainable business model with lasting impact. In a competitive market dominated by large corporations, Green Muse demonstrates that local dispensaries can not only survive but thrive—all while uplifting their community and breaking industry barriers.