For NBA star turned cannabis entrepreneur Al Harrington, the opening of Village Dispensary in Hoboken, New Jersey is more than just a business expansion. It's part of a mission to right historical wrongs and support communities most affected by the War on Drugs. Harrington's personal story and connection to the cannabis industry is intertwined with his desire to bring generational wealth to marginalized communities.
Village Dispensary is part of Harrington's latest venture, Village Brands, which brings a unique approach to a saturated cannabis market. With a philosophy rooted in community and empowerment, Harrington is determined to blaze a new trail in the industry.
“When we were thinking about what to name the store, we realized that Coca-Cola doesn't have Coca-Cola stores, and retailers might not like it if the brand name was also the name of a dispensary,” Harrington explained in an exclusive interview with Benzinga Cannabis. This was the inspiration behind the name “Village,” which reflects unity, growth, and collective progress. “We've been bringing people together for the past 13 years through this amazing opportunity to work with the cannabis plant. It takes a whole village to do something great,” he added.
*This is part two of a three-part article series with Al Harrington. Read part one here ('It Takes a Village to Build Generational Wealth': NBA's Al Harrington on His Full Circle Moment and Opening a New Jersey Cannabis Dispensary). Follow Benzinga Cannabis for part three.
Supporting Communities Affected by Prohibition
The opening of Hoboken's Village Dispensary is an important step in Harrington's larger plan to support communities disproportionately affected by cannabis prohibition, and the dispensary represents progress and justice, especially for people of color who have faced the harshest consequences of the War on Drugs.
“This is a way for us to have generational wealth,” Harrington says, musing on the need to create opportunities for people of color to succeed in the cannabis industry. His advocacy for inclusion goes far beyond typical business goals, responding to a desire for justice and fair representation in an industry that has long excluded those most affected by prohibition.
Harrington is passionate about using the cannabis industry as a platform for change, and that's apparent in how he approaches business: “We will never forget the people who have been most harmed and negatively impacted by cannabis,” he says.
Experience, Education and Empowerment
Harrington's philosophy for Village Dispensary is rooted in the belief that the business should not just provide cannabis products, but an experience based on education and empowerment. He's keenly aware that the cannabis consumer demographic is diverse, from novices to veterans, so the dispensary places a strong emphasis on educating both customers and staff.
“We require all our bartenders to do a vendor day, where we have brands come in and really talk about who they are, what they stand for, how they started, and the background behind their products,” Harrington told Benzinga. The focus on knowledge sharing goes beyond typical retail training; it's meant to empower staff to offer informed guidance to customers. “They (bartenders) can actually have a conversation with the customer and make sure they're getting what they want, what they actually need.”
Harrington understands that the cannabis industry can be intimidating for new consumers, especially older customers or those unfamiliar with the industry. Village Dispensary aims to break down those barriers. Harrington shares stories of customers who have eschewed cannabis for decades, only to rediscover it as a medical alternative.
“Some of them say, 'I haven't smoked marijuana in 30 or 40 years,' or 'I'm so happy I can use this instead of taking this drug. This is what it feels like when I take this drug compared to when I take this,'” Harrington said, telling stories that highlight the impact of cannabis as a medical alternative.
These stories reflect a changing perception of cannabis that Harrington has helped shape. He sees it not just as a commodity to be sold, but as a tool to address problems people have faced for decades. And as more consumers discover the benefits of cannabis, Harrington is confident the stigma attached to it will fade.
“Influence first, money second”
While the Hoboken store is a major milestone for Village Brands, it's just one part of Harrington's larger vision: He's already established a foothold on the West Coast with operations in California and Colorado, and is expanding into Illinois and Missouri. But New Jersey holds a special place for Harrington because it's where his cannabis journey began.
“My grandmother is from Irvington, my other grandmother lived in East Orange, so I definitely have family and ties to different parts of New Jersey,” Harrington said. Opening a pharmacy in his home state will complete his career, but it's far from over.
Harrington is already looking to expand Village Brands into other states; New York, Virginia, Florida, and Georgia are all on his radar. But his expansion strategy goes beyond just adding more stores. “The strategy has always been to find something that's impactful first, and then make a profit,” Harrington explains.
Harrington's long-term vision for Village Brands is deeply rooted in empowerment, education, and creating lasting opportunity for historically marginalized communities. As Village Dispensary continues to expand, Harrington remains committed to using his business as an instrument of change to make the cannabis industry more inclusive and accessible.
Photo courtesy of Village Brands
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