As more and more medical dispensaries come online, it will be increasingly important for purveyors to stand out from the pack. Brandon Pollock, CEO of Theory Wellness, a registered marijuana dispensary with locations in Bridgewater and Great Barrington, has a couple of ideas for how to make that happen. We asked about his operation and about what led him to his current mission.

 

What inspired you to start your company?

Our team wanted to create a dispensary experience that we, as patients, wish existed. Theory’s goal is to cultivate interesting genetics and provide the highest quality cannabis possible. We aim to be akin to a craft brewer. Our team saw that the cannabis industry, especially on the East Coast, was gravitating towards larger and larger scale cannabis producers that value the lowest cost of production over the quality of the product.

 

What defines success for you?

The collective experience of our patients. We want everyone to be able to be both educated about their options and find a cannabis product that works for their body.

 

How do you give back to the community?

In respect to the cannabis community, we are trying to be a less corporate, more approachable dispensary that participates in and shapes the latest trends in the cannabis world.

 

What was the biggest challenge you faced, and how did you move past it?

For us and any licensed dispensary, finding real estate and a local community to work in is a significant initial hurdle. Fortunately, after months of searching we found an ideal property in Bridgewater that allowed us to build our facility from the ground up.

 

What skill, characteristic, or trait do you find most valuable to achieving success?

In startup businesses, especially in the cannabis space, you must be always willing to change your course. Flexibility and nimbleness are key. Technology, consumer preferences, and regulations are constantly in flux.

 

What do you find is important in connecting with and inspiring others to follow your lead?

We truly believe in the benefits of cannabis as a wellness product. We wish to inspire and encourage more folks to participate in this industry for reasons beyond just financial gain.

 

Given the demands of starting a business, how do you still find work-life balance?

I truly enjoy the work that I am doing—I do not partition work [and] life as separate items in my mind. I am always thinking about ways to improve Theory, and do not mind that at all.