Flourishin' In Cannabis

Hosted by Vien Trinh

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Nov 2025

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About the show

Flourishin' in Cannabis Podcast bridges the gap between the plant and technology, with a focus on the human aspects of the industry. This podcast shares the stories of the people shaping today’s cannabis industry — from legacy operators who cut their teeth in the underground market to licensed entrepreneurs building recognized brands. Each episode spotlights the voices behind the movement, exploring their journeys, challenges, and successes. The show bridges the gap between the plant and technology while focusing on the human aspect of the industry, bringing forward real stories that connect culture, compliance, and innovation.

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26 recent

November 25, 202542 min

How Authenticity Fuels Cannabis Sales: Supernaturals NY’s Marketing Strategy with Beck Rourke

Vien sits down with Beck Rouke Mooney, Director of Sales and Operations at Supernaturals New York, a Hudson Valley micro business. Beck shares her unconventional journey from being a middle school English teacher and published young adult author to leading operations at a cannabis company. The conversation explores how her husband's serious illness introduced her to cannabis as medicine, leading to a deep expertise in the plant. Beck discusses the unique experience of New York's Cannabis Grower Showcases, which allowed direct customer interaction and shaped their product line based on real feedback. She reveals the challenges and advantages of being a small 10-person team competing against multi-state operators with massive budgets, emphasizing how authenticity and relationship-building drive their success. Beck also candidly discusses their experience switching away from Flourish Software and why they came back, highlighting the importance of strong customer support in the cannabis industry. The episode covers navigating New York's evolving regulations, the transition from BioTrack to Metrc, and how Supernaturals maintains quality while scaling operations across New York's diverse markets from NYC to Buffalo. Chapters: (00:00:00) Customer-Driven Product Innovation Through Direct Feedback (00:01:33) From English Teacher to Cannabis Operations Director (00:02:56) Navigating Uncertainty in State Cannabis Programs (00:05:03) Building a Micro Business in New York's Evolving Market (00:10:01) Cannabis Grower Showcases: Direct-to-Consumer Insights (00:13:22) Hudson Valley's Small Business Cannabis Community (00:22:14) Breaking Into NYC: Authenticity Over Marketing Budget (00:24:00) Why Small Operators Should Rethink Dispensary Popups (00:27:09) New York's Transition from BioTrack to Metrc (00:28:01) Why We Left Our Software Provider and Returned to Flourish (00:29:23) The Critical Role of Support for Small Cannabis Operations (00:36:49) Cannabis as Essential Medicine: A Personal Journey (00:41:07) Connect with Supernaturals NY Links and Resources: Supernaturals NY Website Flourish Software Brian Weber on LinkedIn Thanks so much for joining us this week. Want to subscribe to How to Flourish in Cannabis ? Have some feedback you’d like to share? Connect with us on Spotify , Apple Podcasts , and YouTube to leave us a review!

November 11, 202539 min

Watered by Hand, Grown with Heart: How Hudson Valley Jane Took Root

Join Vien as he sits down with Ben Wiener and Stacey Shurgin, the dynamic duo behind Hudson Valley Jane, one of New York's pioneering micro cannabis businesses. Ben, a former legacy grower turned general contractor, and Stacey, a real estate developer who discovered cannabis for wellness, share their incredible journey of building a fully vertically integrated operation in just 14 months. From navigating OCM's early regulatory chaos to creating two distinct brands—Bougie Ben for flower and Valley Jane for edibles—they reveal the reality of competing as a small craft cultivator against corporate cannabis. Learn about their farm-to-table philosophy, innovative products like King Palm pre-rolls and Lotus flower cones, and why they believe micro businesses represent the future of artisanal, transparent cannabis. This conversation goes deep into the challenges of compliance, the importance of knowing your grower, and what it truly takes to flourish in New York's evolving cannabis landscape. Chapters: (00:00:00) - From Illegal Warehouse to Legal Pioneer: Ben's Cannabis Origin Story (00:01:00) - The Power Duo Forms: How Ben & Stacey's Partnership Was Born (00:03:00) - Cannabis as Medicine: Stacey's Personal Wellness Transformation (00:06:00) - Two Brands, One Vision: The Hudson Valley Jane Business Model Explained (00:09:00) - Product Innovation Breakdown: Why King Palm & Lotus Cones Are Game-Changers (00:12:00) - David vs. Goliath: How Micro Businesses Compete Against Corporate Cannabis (00:15:00) - Speed to Market Mastery: Building a Compliant Facility in Record Time (00:20:00) - Surviving OCM's Growing Pains: Real Talk on NY's Regulatory Chaos (00:26:00) - The Vertical Integration Playbook: Managing Cultivation, Wholesale & Retail Simultaneously (00:32:00) - The Art of Growing: Why 50 Hand-Watered Plants Beat 500 Automated Ones Links and Resources: Hudson Valley Jane Website: hudsonvalleyjane.com Instagram: @hudsonvalleyjane Email: info@hudsonvalleyjane.com Vien Trinh on LinkedIn Flourish Software Thanks so much for joining us this week. Want to subscribe to How to Flourish in Cannabis ? Have some feedback you’d like to share? Connect with us on Spotify , Apple Podcasts , and YouTube to leave us a review!

October 21, 202525 min

GreenHaus Gains: Going from California to New York Cannabis with Sabrina Wheeler

For cannabis operators, brand leaders, and revenue teams, this episode gets practical about building a resilient business in volatile markets. Vien and Sabrina Naomi Wheeler unpack why AR and cash‑flow risk cripple California operators, how New York’s early credit protections change incentives, and what it takes to scale lean without bloating headcount. Sabrina compares CA vs. NY demand patterns, flags real Metrc bottlenecks that stall inventory, and draws a clear line between compliance tasks and the operational stack required to run the business. She also shares how Greenhouse Agency (HAUS) gives founders sales, trade marketing, and demo coverage on a shared-services model. The conversation closes with Sabrina’s personal connection to the plant and why mission matters when the market gets tough. Key Takeaways - Might be worth using for SEO California vs. New York are fundamentally different markets. New York is earlier with more upside, California is mature but challenged by AR and taxes. Cash flow and AR risk can sink even strong brands. Not getting paid on time cascades through the entire supply chain. New York instituted credit protections early, a meaningful step that could prevent CA‑style failures. Consumer preference differs: CA leans indica. NY leans sativa, with more professional, function‑driven buyers. Track‑and‑trace (Metrc) is compliance, not operations. Operators still need real ERP to run the business efficiently. Agency model helps brands share sales, trade marketing, and demo resources to scale lean Chapters 00:00:00 — Introduction: The challenges of getting paid in cannabis 00:00:48 — Meet the guest: Sabrina Naomi Wheeler 00:01:17 — Sabrina’s journey in the cannabis industry 00:03:20 — California vs. New York markets 00:08:04 — Greenhouse Agency’s role 00:10:24 — Running operations efficiently 00:19:17 — Personal insights and cultural connections 00:22:01 — Contact info and final thoughts 00:22:47 — When did you fall in love with cannabis? Links and Resources: Sabrina on Instagram Sabrina on LinkedIn Green Haus Agency Vien Trinh on LinkedIn Flourish Software We’re glad you joined us for this week’s conversation. To learn more about Flourish Software’s full suite of seed-to-sale solutions, shoot us a DM. Be sure to subscribe to our Flourishin' in Cannabis Newsletter and connect with us on Spotify , Apple Podcasts , and YouTube .

October 14, 202528 min

Rescheduling, Terpenes and Tech in Cannabis with Megan Jewett

Vien Trinh sits down with Megan Jewett of Florette and True Harmony Company to explore her remarkable journey from pharmaceutical sales to building powerhouse cannabis brands. Megan shares hard-earned lessons from scaling Select during its explosive growth, launching Florette in New York, and now leading marketing and sales for True Harmony’s cutting-edge cultivation facility in Nevada. Together, they dive into the challenges of price compression, sustainability in cultivation, the contrasting dynamics of Nevada and New York markets, and the looming implications of cannabis rescheduling. This candid conversation blends personal stories, market insights, and practical advice for anyone navigating the fast-changing cannabis landscape. Chapters: 00:00:00 Pharma to Cannabis Journey 00:03:30 Select's Explosive Growth Story 00:08:30 True Harmony's Sustainable Cultivation 00:11:40 Nevada vs. New York Markets 00:15:00 Data Transforming Cannabis Operations 00:17:30 Big Pharma's Cannabis Trojan Horse 00:20:30 New York Equity Program Issues 00:24:00 Nevada Supply Partnership Strategy 00:25:10 Meaningful Patient Cannabis Stories 00:27:30 Connecting with Megan's Companies Links and Resources: Megan Jewett on LinkedIn Florette Cannabis Instagram: @mainstreammaryjane Flourish YouTube Link: https://lnkd.in/gPz-6nhy Subscribe to our Newsletter: https://lnkd.in/dgYin3TM Spotify: https://lnkd.in/gmFaChEW Apple Music: https://lnkd.in/gGUzbbtZ

September 30, 202533 min

Unforced Errors: Untangling New York's Cannabis Zoning and Tech Troubles with Jeffrey Hoffman

In this episode, host Vien Trinh interviews attorney and advocate Jeffrey Hoffman, Co-Founder of the Cannabis Justice & Equity Initiative. Together, they unpack New York’s messy cannabis rollout from regulations that clash with state law, to the dispensary zoning crisis threatening more than 150 businesses, and a stalled seed-to-sale technology system that has ground progress to a halt. Jeffrey also shares his personal journey from participating in the illicit market during college, to becoming a legal advocate championing justice and equity in cannabis today. Tune in for an eye-opening conversation about policy, advocacy, and the fight to bring fairness to New York’s cannabis industry. Chapters: 00:00:00 - Welcome to Flourishin’ in Cannabis Podcast 00:00:41 - Meet Jeffrey Hoffman 00:01:15 - Getting Started in Cannabis: Jeffrey's Origin Story 00:01:25 - Getting High Since Reagan 00:02:49 - The Disparity Between Cannabis and Alcohol 00:04:00 - Buying and Selling Quarter Pounds 00:04:46 - From Dealing to Cultivating 00:05:27 - Making Pre-RSO Infused Cigarettes 00:07:15 - The Shift to Advocacy and Fighting for Justice 00:10:15 - From Pre-Infused Spliffs to Legal Advocacy 00:10:57 - New York's Cannabis Market: What Could Be Done Better? 00:11:06 - When Regulations Don't Match the Law 00:12:05 - The Dormant Commerce Clause Explained 00:15:38 - The Dispensary Relocation Issue 00:16:24 - Why 150 Dispensaries Must Move: A Regulatory Mismatch 00:18:00 - How Cannabis Law Diverges from Alcohol Law 00:20:02 - The Political Challenge of Correcting the Law 00:23:43 - Tech in Cannabis: The State's Seed-to-Sale System 00:24:25 - A Software Rollout Disaster: Customization vs. Adaptation 00:26:32 - BioTrack's Partnership with Metrc 00:27:40 - The Nightmare Scenario for Cannabis Operators 00:29:01 - Jeffrey's Driving Passion for Cannabis Justice 00:32:19 - How to Connect with Jeffrey Hoffman Links and Resources: Jeffrey Hoffman on LinkedIn Cannabis Justice & Equity Initiative (CJEI) Jeffrey Hoffman & Associates PLLC Vien Trinh on LinkedIn Flourish Software 📧 Contact: info@420jurist.com 🎥 Weekly Ask Me Anything about Cannabis Legalization in New York on Cannabis Legalization in NY — live Wednesdays at 4:20 PM ET on LinkedIn We’re glad you joined us for this week’s conversation. To learn more about Flourish Software’s full suite of seed-to-sale solutions, shoot us a DM. Be sure to subscribe to our Flourishin' in Cannabis Newsletter and connect with us on Spotify , Apple Podcasts , and YouTube .

September 12, 202536 min

Royal Leaf & Green Sugar Leaf: Women Leading the Fight for Farmers and Microbusinesses in NY with Dr. CJ Segal-Isaacson and Ruth Randall

In this second episode of the Flourishin’ in Cannabis Podcast , host Vien sits down with Dr. CJ Segal-Isaacson founder of Growing Renaissance and Ruth Randall Co-Owner at Green Sugar Leaf Farms to explore the real struggles of cannabis microbusinesses in New York. From the devastating impact of “inversion” — where up to 80% of products on dispensary shelves come from out-of-state instead of New York growers, to the delayed seed-to-sale rollout, the 25-mile dispensary rule, and the broken promises of social equity and grant funding, the guests reveal how small farmers are fighting to survive. Both women share their deep roots in cannabis culture and science — Ruth as a lifelong grower and herbalist, CJ as a medical academic turned cultivator — while warning of the looming threat that rescheduling could hand the industry to Big Pharma, Big Tobacco, and Big Beverage. Packed with candid insights and authentic stories, this episode bridges culture, compliance, and innovation while spotlighting the resilience of New York’s first wave of licensed farmers. Chapters: 00:00:00 - Welcome to Flourishin' in cannabis Podcast 00:00:52 - Meet Dr. CJ Segal-Isaacson and Ruth Randall 00:01:23 - From Medical Academia to Cannabis Farming 00:01:58 - A Look at High-Tech, Organic Cultivation 00:02:59 - Starting an Herbal Company to Fund a Cannabis Venture 00:04:23 - A Debt-Free Cannabis Business Model 00:06:45 - Challenges for NY Microbusinesses 00:07:55 - Illegal Out-of-State Competition ("Inversion") 00:08:48 - Farms Opened Before Dispensaries 00:09:44 - The Risk of Destroying Unsellable Crops 00:10:35 - Unexpected MSO Competition 00:12:09 - Proposing Solutions to State Regulators 00:12:41 - The High Cost of Packaging 00:13:51 - The Restrictive "25-Mile Rule" 00:15:28 - Broken Promises on Direct-to-Consumer Sales 00:17:12 - Lack of Promised Grants and Funding 00:17:30 - The Failure of Social Equity Promises 00:20:08 - Impact of Delays on Tech Companies 00:27:19 - A Theory on the State's System Delay 00:28:13 - Challenge: The High Burden of a "Micro" License 00:30:08 - A Lifelong Passion for the Plant 00:31:06 - A Scientific Approach to Cannabis 00:34:06 - A Pharmaceutical Takeover 00:35:58 - Where to find Dr. CJ Segal-Isaacson and Ruth Randall online Links and Resources: Flourish Software Vien Trinh on LinkedIn Growing Renaissance Green Sugar Leaf Farms Ruth Randall on LinkedIn Thanks so much for joining us this week. Want to subscribe to Flourishin' in Cannabis ? Have some feedback you’d like to share? Connect with us on Spotify , Apple Podcasts , and YouTube to leave us a review!

September 5, 202524 min

Thick Skin Required: Navigating from Legacy to Licensed in New York with Noomi Rana

In this first episode of Flourishin’ in Cannabis , host Vien Trinh welcomes Noomi Rana — founder of Inovysta and helped Zizzle NY establish its seed-to-sale software, Flourish Software. Noomi shares his journey from growing up in Queens to going from legacy to licensed in the rapidly evolving New York cannabis market. He opens up about the challenges of navigating regulatory confusion, why compliance isn’t optional, and how technology like seed-to-sale software became essential for operators to survive. Noomi also introduces his vision for Inovysta, a consulting company helping cannabis brands with packaging, marketing, and compliance solutions, while championing his philosophy of keeping cannabis pure — no sprays, just solventless. From comparing East Coast and West Coast cannabis culture to offering hard-earned advice about why entrepreneurs need thick skin, capital, and creativity, Noomi brings honesty and insight to every part of the conversation. And in a deeply personal moment, he recalls how seeing cannabis help a friend’s epilepsy inspired his lifelong love for the plant. Chapters: 00:00:00 - Welcome to Flourishin’ In Cannabis Podcast 00:01:06 - Meet Noomi, co-founder of Sizzle New York and founder of Inovysta. 00:01:43 - Noomi's Background: Growing up in Germany and moving to Queens, New York. 00:03:42 - Transition to the Industry: From legacy involvement in Queens to entering the legal space. 00:04:26 - Going Legal: Starting a CBD company in 2020 and navigating New York's sudden legalization. 00:06:01 - Compliance and Technology: The initial struggles with regulations and inventory management. 00:07:01 - Adopting Software: How Flourish software helped streamline operations and compliance. 00:09:30 - NY's Regulatory Tech Shift: Discussing the state's move from BioTrack to Metrc. 00:10:09 - A Common Oversight: New licensees often forget the software and compliance aspects of the business. 00:12:19 - Inovysta Innovative Solutions: Noomi introduces his new consulting company. 00:12:32 - Inovysta's Mission: Bridging the gap for legacy operators in marketing, packaging, and compliance. 00:14:58 - Product Purity: Sizzle's focus on pure, unadulterated cannabis products like live solventless extracts. 00:17:27 - East Coast vs. West Coast: Comparing the consumer preferences and operator innovation in New York and California. 00:18:28 - The Future of the NY Market: Predictions for the industry's growth and innovation over the next 5-10 years. 00:19:50 - Noomi's Five-Year Plan: Focusing on packaging, marketing, and global expansion to markets like Germany. 00:21:02 - Advice for Newcomers: Emphasizing the need for resilience, capital, and adaptability. 00:22:40 - A Personal Story of the Plant’s Healing Powers: When Noomi fell in love with the cannabis plant and it’s treatment of epilepsy 00:24:04 - How to Get a Hold of Noomi Links and Resources: Flourish Software Vien Trinh on LinkedIn Inovysta's Website — Free consultations, packaging, marketing, web design, and compliance solutions Inovysta on Instagram Noomi on Instagram Noomi on LinkedIn Thanks so much for joining us this week. Want to subscribe to Flourishin' in Cannabis ? Have some feedback you’d like to share? Connect with us on Spotify , Apple Podcasts , and YouTube to leave us a review!

December 6, 202427 min

5 Essential Insurance Policies for Cannabis Businesses with Michael DeNault

Brian Weber dives into the complex world of cannabis insurance with Michael DeNault, cannabis practice executive at World Insurance Associates. They break down five essential insurance policies that every cannabis business should consider, including product liability, crop coverage, and employment practices liability. They address common risks in the industry and how businesses can protect themselves and their investments. Whether you're a grower, retailer, or manufacturer, this conversation offers advice about how to safeguard your operations and navigate the challenges of a highly regulated market. Chapters 00:00:00 - The Hidden Risks of Cannabis Insurance 00:00:55 - Meet the Insider Who Knows It All 00:03:29 - Could a Lawsuit Destroy Your Business? 00:08:16 - How to Save Your Crop From Disaster 00:13:05 - The Real Cost of Employee Turnover 00:15:55 - Are Your Facility Upgrades Fully Protected? 00:20:03 - Why Leaders Can’t Ignore This Insurance 00:25:49 - Your Next Steps to Stay Protected Links and Resources Michael DeNault on LinkedIn Cannabis, Dispensary & Hemp Business Insurance | Worldwide Flourish Software Brian Weber on LinkedIn Thanks so much for joining us this week. Want to subscribe to How to Flourish in Cannabis ? Have some feedback you’d like to share? Connect with us on Spotify , Apple Podcasts , and YouTube to leave us a review!

November 15, 202420 min

Precision Data: A Game-Changer for Cannabis Compliance with David Eagleson

Brian sits down with David Eagleson, a seasoned expert in data automation and the founder/CEO of Outlaw Technology Inc., to dig into the realities of running smarter cannabis operations. They explore the need for clean, precise data in cannabis compliance, revealing how human error can derail even the best systems. David explains why automation tools are essential but not a magic fix and breaks down the challenges of RFID technology in cannabis, showing operators the difference between working harder and working smarter. With stories from the field, David details how a well-implemented data strategy isn’t just compliance; it’s the backbone of a profitable, efficient operation. Chapters 00:00:00 - Powering Cannabis with Business Intelligence 00:01:03 - Dive into Mahalo Fruition Cannabis 00:01:31 - Unpacking Expertise: Meet David Eagleson 00:02:00 - Why Data Precision is Key in Cannabis 00:03:39 - Overcoming Data Collection Hurdles 00:05:36 - Automation’s Game-Changer Role 00:09:44 - Navigating Compliance & Inventory Challenges 00:12:33 - Uncovering RFID Tech Realities 00:16:05 - Efficiency Boost: Working Smarter in Cannabis 00:18:03 - Wrap-Up: Key Insights & Takeaways Links and Resources David on LinkedIn : https://www.linkedin.com/in/davideaglesonsr Outlaw Technology : https://outlawtechnology.net Flourish Software Thanks so much for joining us this week. Want to subscribe to How to Flourish in Cannabis ? Have some feedback you’d like to share? Connect with us on Spotify , Apple Podcasts , and YouTube to leave us a review!

November 1, 202426 min

Veterans, Cannabis, and Advocacy for Change with Vien Trinh

Brian sits down with Vien Trinh, a veteran and cannabis industry professional, for an honest, no-holds-barred conversation on the unique paths veterans can take within the cannabis industry. Vien shares his journey from military service to his role as a product marketing manager, detailing the struggles, insights, and hard-won lessons he encountered along the way. They talk about the barriers veterans face in accessing cannabis, especially for medicinal needs, and explore the resources and networks out there to support veterans interested in the field. Brian and Vien shed light on the career opportunities within cannabis for those coming out of service, the discipline and resilience veterans bring to the table, and the untapped potential in this budding industry. This episode isn’t just for veterans—it's a masterclass for anyone interested in understanding the intersection of cannabis, career, and community from the perspective of someone who's walked the path. Chapters 00:00:00 - Cannabis Industry: The Big Picture 00:00:53 - Veteran Stories Beyond the Battlefield 00:02:02 - From Military to Cannabis Industry 00:04:41 - Barriers Veterans Face with Cannabis 00:08:58 - Building a Supportive Veteran Community 00:12:48 - New Career Paths for Veterans 00:17:42 - Relentless Pursuit: Entering Cannabis Industry 00:24:50 - Final Reflections and Takeaways Links and Resources Vien on LinkedIn Flourish Software Brian Weber on LinkedIn Thanks so much for joining us this week. Want to subscribe to How to Flourish in Cannabis ? Have some feedback you’d like to share? Connect with us on Spotify , Apple Podcasts , and YouTube to leave us a review!