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!

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!

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

1. California vs. New York are fundamentally different markets. New York is earlier with more upside, California is mature but challenged by AR and taxes.
2. Cash flow and AR risk can sink even strong brands. Not getting paid on time cascades through the entire supply chain.
3. New York instituted credit protections early, a meaningful step that could prevent CA‑style failures.
4. Consumer preference differs: CA leans indica. NY leans sativa, with more professional, function‑driven buyers.
5. Track‑and‑trace (Metrc) is compliance, not operations. Operators still need real ERP to run the business efficiently.
6. 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

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.

• 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

• 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

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

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!

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

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!