New York cannabis is special. And, in my opinion, it’s the most exciting thing happening in the cannabis industry today, and probably ever. It’s making history.
In this article, I dive into what’s happening, why it’s happening, and the biggest brands to keep your eye on in New York.
What’s happening in the New York cannabis industry is special
The state’s transition from medical to adult-use cannabis is driving unprecedented growth that may not be seen in another state adult use market again. We’re talking about an adult-use market that’s going from over one billion to four billion dollars in revenue over the course of the next two to three years. That’s exceptional.
The energy of this market may never happen again. New York is seeing:
- Exceptional excitement about growth
- A rapid number of retail doors opening
- Brands that are chasing those additional revenue numbers
- High supply chain investments are happening to capture more of that business on the production side
FlowerHire has worked with cannabis companies across all markets for over 8 years, and we may never see this type of growth in an adult use market again. New York’s cannabis market represents a unique moment in the industry’s evolution.
This level of rapid expansion in a mature market of this size is historically unprecedented and unlikely to be replicated elsewhere.
The New York cannabis job market: The numbers don’t lie
There are approximately 10 jobs created for every million dollars in revenue for a state. So a state with $4 billion in sales means 40,000 jobs. There are probably 15,000 to 16,000 cannabis jobs in New York State right now. That job creation represents a massive opportunity for our industry, growth happening in real time.
The thing that’s different about New York is that we’re not seeing institutional money yet. But if a lot of the investment going into this industry is high net worth individuals and family offices, the New York area has more of that to deploy into this industry than anywhere else.
Coupled with the size of the market, you’re going to have brands from New York that will undertake multi-state or international expansion. Also, you have brands coming to New York from the West Coast and other places trying to establish themselves and capture revenue.
New York has always been a hub of innovation and we are finally about to see the impact of New York brands on the national and global cannabis scene. Maybe we tease this as the subject of this article?
What makes New York different from other cannabis markets?
The New York market has a unique licensing process and market structure. It’s more akin to a West Coast market with a lot of small businesses and licenses. MSOs have a presence, but New York State has not made it easy for them to get off the ground in the adult-use market.
There’s a full display of entrepreneurial energy and a vibrant cannabis culture that’s currently coming of age. By the end of next year, there will be about 1,000 licenses, of which there will be 600 different owners. There are so many founder and entrepreneur-led organizations that are part of this massive revenue growth in the adult-use market.
It’s distinctly New York.
The reality of New York cannabis for brands
The cannabis industry is – for lack of a better word – sloppy. As many brands as are going to show up in New York over the next few years, just as many brands are going to leave or go out of business and will never be heard of again. That’s what happened in California in 2018 and 2019. But the growth will outweigh all of that choppiness for the next several years because there’s more money out there to capture in this industry. That is what makes New York so special right now.
The real question… Which New York cannabis brands will make it out of New York?
Forget about the brands that are from the West Coast coming in… Who’s going to be the first brands that make it out of New York?
There are over 500 cannabis brands with more than 260 operational dispensaries statewide, generating over $1 billion in sales since the industry launched two years ago. That’s a lot of competition, but it’s also a lot of opportunity.
If you can make it in New York cannabis, you can make it anywhere.
Which brands are going to make that leap from local favorites to national powerhouses?
1 Off Hours by NOWAVE
Off Hours is a New York-based cannabis brand, created by Nowave, renowned for its innovative, effect-driven edibles and vapes. They specialize in fast-acting, vegan-friendly gummies and syrups, utilizing nano-enhanced cannabinoids for quick onset and consistent experiences. Their product line includes live rosin gummies, crafted using a solventless extraction method to preserve the plant’s natural terpenes and cannabinoids.
“We at Nowave set out to create a unique product for New York State residents that you couldn’t find in the national cannabis market. Off hours was created to provide a fruit pectin, effect-based gummy which not only tastes great but delivers a repeatable effect.“
— Brian Lane, Co-Founder at Nowave
2 Jaunty
“At Jaunty, we’ve always believed New Yorkers deserve a brand that actually feels like it was built for them — approachable, honest, and never trying too hard. That’s what we’ve done here, and it’s why we’ve become New York’s top vape. But the best part is we’re just getting started — we see a huge opportunity to take that same humble, quality-first approach and share it with people outside New York who are looking for something real.”
— Nicolas Guarino, CEO of Jaunty
3 Flower by Edie Parker
“Flower by Edie Parker was born in New York, shaped by its pace, style, and unapologetic spirit. That DNA has fueled our growth, but what’s exciting now is how deeply our brand resonates beyond the city. As cannabis evolves, there’s a hunger for brands that feel intentional, elevated, and culturally fluent, and we see a real opportunity to meet that moment. By the end of this year, we’ll be active in three new states, expanding our retail footprint and deepening our national presence. We’re not simply bringing products to new markets; we’re scaling a brand and lifestyle with a clear creative point of view—one that challenges category norms and speaks to a culture-forward consumer.”
— Hannah Ross, COO at Flower by Edie Parker
4 MFNY
MFNY is one of those New York homegrown stories that’s resonating with local consumers. They’re doing single-source, seed-to-shelf cannabis products with love in the Hudson Valley. MFNY’s product line spans premium flower, infused pre-rolls, concentrates, gummies, vapes, and their signature BagelHoles. With a true-to-plant philosophy, MFNY avoids distillates, opting instead for solventless extraction methods to maintain the plant’s integrity.
5 Ayrloom
Ayrloom is a New York-based cannabis brand founded by Beak & Skiff, a fifth-generation family farm known for its 1911 Established hard cider. Leveraging over a century of agricultural expertise, Ayrloom specializes in cannabis-infused beverages, edibles, and vapes, combining traditional farming with modern cannabis innovation. Ayrloom operates with a commitment to sustainability. They prioritize eco-friendly farming practices and aim to produce cannabis products with minimal environmental impact while maintaining high-quality standards.
This is peak summer for cannabis
This is the time you want to be present for what’s happening in New York. We survived the dark times to get here, where it’s beautiful, where the opportunity is massive, and where the next generation of cannabis leaders is emerging.
The next 24 to 36 months are going to be crucial. The brands that can navigate this growth, that can capture what makes New York special and translate it to other markets – those are the ones that are going to define the future of this industry.
And remember, what’s happening in New York right now? It’s never going to happen again. So pay attention.