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 NYLinks and Resources:Supernaturals NY WebsiteFlourish SoftwareBrian Weber on LinkedInThanks 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 OnesLinks and Resources:Hudson Valley Jane Website: hudsonvalleyjane.comInstagram: @hudsonvalleyjaneEmail: info@hudsonvalleyjane.comVien Trinh on LinkedInFlourish SoftwareThanks 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 SEOCalifornia 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 leanChapters 00:00:00 — Introduction: The challenges of getting paid in cannabis00:00:48 — Meet the guest: Sabrina Naomi Wheeler00:01:17 — Sabrina’s journey in the cannabis industry00:03:20 — California vs. New York markets00:08:04 — Greenhouse Agency’s role00:10:24 — Running operations efficiently00:19:17 — Personal insights and cultural connections00:22:01 — Contact info and final thoughts00:22:47 — When did you fall in love with cannabis?Links and Resources:Sabrina on InstagramSabrina on LinkedInGreen Haus AgencyVien Trinh on LinkedInFlourish SoftwareWe’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 Journey00:03:30 Select's Explosive Growth Story00:08:30 True Harmony's Sustainable Cultivation00:11:40 Nevada vs. New York Markets00:15:00 Data Transforming Cannabis Operations00:17:30 Big Pharma's Cannabis Trojan Horse00:20:30 New York Equity Program Issues00:24:00 Nevada Supply Partnership Strategy00:25:10 Meaningful Patient Cannabis Stories00:27:30 Connecting with Megan's CompaniesLinks and Resources:Megan Jewett on LinkedInFlorette CannabisInstagram: @mainstreammaryjaneFlourish YouTube Link: https://lnkd.in/gPz-6nhySubscribe to our Newsletter: https://lnkd.in/dgYin3TMSpotify: https://lnkd.in/gmFaChEWApple 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 Podcast00:00:41 - Meet Jeffrey Hoffman00:01:15 - Getting Started in Cannabis: Jeffrey's Origin Story00:01:25 - Getting High Since Reagan00:02:49 - The Disparity Between Cannabis and Alcohol00:04:00 - Buying and Selling Quarter Pounds00:04:46 - From Dealing to Cultivating00:05:27 - Making Pre-RSO Infused Cigarettes00:07:15 - The Shift to Advocacy and Fighting for Justice00:10:15 - From Pre-Infused Spliffs to Legal Advocacy00:10:57 - New York's Cannabis Market: What Could Be Done Better?00:11:06 - When Regulations Don't Match the Law00:12:05 - The Dormant Commerce Clause Explained00:15:38 - The Dispensary Relocation Issue00:16:24 - Why 150 Dispensaries Must Move: A Regulatory Mismatch00:18:00 - How Cannabis Law Diverges from Alcohol Law00:20:02 - The Political Challenge of Correcting the Law00:23:43 - Tech in Cannabis: The State's Seed-to-Sale System00:24:25 - A Software Rollout Disaster: Customization vs. Adaptation00:26:32 - BioTrack's Partnership with Metrc00:27:40 - The Nightmare Scenario for Cannabis Operators00:29:01 - Jeffrey's Driving Passion for Cannabis Justice00:32:19 - How to Connect with Jeffrey HoffmanLinks and Resources:Jeffrey Hoffman on LinkedInCannabis Justice & Equity Initiative (CJEI)Jeffrey Hoffman & Associates PLLCVien Trinh on LinkedInFlourish 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 LinkedInWe’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 Podcast00:00:52 - Meet Dr. CJ Segal-Isaacson and Ruth Randall00:01:23 - From Medical Academia to Cannabis Farming00:01:58 - A Look at High-Tech, Organic Cultivation00:02:59 - Starting an Herbal Company to Fund a Cannabis Venture00:04:23 - A Debt-Free Cannabis Business Model00:06:45 - Challenges for NY Microbusinesses00:07:55 - Illegal Out-of-State Competition ("Inversion")00:08:48 - Farms Opened Before Dispensaries00:09:44 - The Risk of Destroying Unsellable Crops00:10:35 - Unexpected MSO Competition00:12:09 - Proposing Solutions to State Regulators00:12:41 - The High Cost of Packaging00:13:51 - The Restrictive "25-Mile Rule"00:15:28 - Broken Promises on Direct-to-Consumer Sales00:17:12 - Lack of Promised Grants and Funding00:17:30 - The Failure of Social Equity Promises00:20:08 - Impact of Delays on Tech Companies00:27:19 - A Theory on the State's System Delay00:28:13 - Challenge: The High Burden of a "Micro" License00:30:08 - A Lifelong Passion for the Plant00:31:06 - A Scientific Approach to Cannabis00:34:06 - A Pharmaceutical Takeover00:35:58 - Where to find Dr. CJ Segal-Isaacson and Ruth Randall onlineLinks and Resources:Flourish SoftwareVien Trinh on LinkedInGrowing Renaissance Green Sugar Leaf Farms Ruth Randall on LinkedInThanks 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 Podcast00:01:06 - 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 epilepsy00:24:04 - How to Get a Hold of NoomiLinks and Resources:Flourish SoftwareVien Trinh on LinkedInInovysta's Website — Free consultations, packaging, marketing, web design, and compliance solutionsInovysta on Instagram Noomi on InstagramNoomi on LinkedInThanks 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.Chapters00:00:00 - The Hidden Risks of Cannabis Insurance00:00:55 - Meet the Insider Who Knows It All00:03:29 - Could a Lawsuit Destroy Your Business?00:08:16 - How to Save Your Crop From Disaster00:13:05 - The Real Cost of Employee Turnover00:15:55 - Are Your Facility Upgrades Fully Protected?00:20:03 - Why Leaders Can’t Ignore This Insurance00:25:49 - Your Next Steps to Stay ProtectedLinks and ResourcesMichael DeNault on LinkedInCannabis, Dispensary & Hemp Business Insurance | WorldwideFlourish SoftwareBrian Weber on LinkedInThanks 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.Chapters00:00:00 - Powering Cannabis with Business Intelligence00:01:03 - Dive into Mahalo Fruition Cannabis00:01:31 - Unpacking Expertise: Meet David Eagleson00:02:00 - Why Data Precision is Key in Cannabis00:03:39 - Overcoming Data Collection Hurdles00:05:36 - Automation’s Game-Changer Role00:09:44 - Navigating Compliance & Inventory Challenges00:12:33 - Uncovering RFID Tech Realities00:16:05 - Efficiency Boost: Working Smarter in Cannabis00:18:03 - Wrap-Up: Key Insights & TakeawaysLinks and ResourcesDavid on LinkedIn: https://www.linkedin.com/in/davideaglesonsr Outlaw Technology: https://outlawtechnology.netFlourish SoftwareThanks 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. Chapters00:00:00 - Cannabis Industry: The Big Picture00:00:53 - Veteran Stories Beyond the Battlefield00:02:02 - From Military to Cannabis Industry00:04:41 - Barriers Veterans Face with Cannabis00:08:58 - Building a Supportive Veteran Community00:12:48 - New Career Paths for Veterans00:17:42 - Relentless Pursuit: Entering Cannabis Industry00:24:50 - Final Reflections and TakeawaysLinks and ResourcesVien on LinkedInFlourish SoftwareBrian Weber on LinkedInThanks 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!

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