Moving Forward with Equity

On June 5, Minnesota steps up to the plate — taking its biggest swing yet at building not just a cannabis industry, but a national model. Can we succeed where so many others have stumbled? Can we make good on the promise of social equity, craft production, and local ownership?

Today, the Office of Cannabis Management will announce the winners of our state’s first recreational cannabis business licenses. Nearly 1,000 hopefuls applied for 249 licenses — teachers, veterans, farmers, first-generation Americans — all betting on Minnesota’s bold vision.

As an attorney who has guided over 500 cannabis entrepreneurs through Minnesota's regulatory regime, I've witnessed something truly remarkable: a determined group of small business owners refusing to be intimidated by the complexities of launching in one of America's most regulated industries.

The Minnesota Model: Doing Cannabis Right

Minnesota took its time – nearly two years since legalization – not just to allow legal cannabis, but to do it right. Unlike Ohio, which simply allowed its medical companies to open to all consumers, or Missouri, which awarded a small number of licenses to well-funded players, we’re building something unique – "The Minnesota Model."

Our framework promotes a craft-based, community-rooted market by limiting vertical integration and making space for small operators. In a nod to Minnesota’s craft brewery scene, we expect this market will have the Budweisers, but also Surly and lots of vibrant, smaller businesses. Our statute also stands out for its commitment to tribal sovereignty and prioritization of social equity applicants. And while imperfect, OCM has shown a level of transparency and public engagement rarely seen in other states.

The numbers reflect real enthusiasm from entrepreneurs. More than 1,800 applicants applied to open a microbusiness in Minnesota, our unique, vertically-integrated license that includes just one retail location, and is not capped by a lottery process. These aren't just businesses; they're economic engines for communities that need them most.

Minnesotans Are Already Ready

We didn't start from zero. Minnesotans embraced hemp-derived THC edibles and beverages with enthusiasm, making us an international leader in this space. Homegrown businesses like MinnyGrown and Trail Magic now sell across the U.S. And Minnesotans have also embraced the opportunity to grow eight variations of cannabis plants at home.

CannaJoyMN in Minneapolis is one example of early momentum. Co-owner Bob Walloch says his customers — mostly over 40 — come looking for help with sleep, pain relief, or an alternative to alcohol. Plus, “we have several people coming in every day asking if we have flower yet,” he told me. He looks forward to that day, too; he and his wife Erin have applied for a microbusiness license and are working through the OCM process.

“When will dispensaries finally open?” is a question I get all the time. Expect a slow trickle of new businesses this summer — and a much bigger wave this fall.

The Economic Promise Is Massive

We're launching a brand new industry from scratch. Projections suggest Minnesota's cannabis market could reach $6 billion by 2035. But the real opportunity extends far beyond sales figures. Geography works in our favor — we're bordered by prohibition states. Wisconsin will drive here for legal products. Cannabis tourism will flourish. Tax revenue will flow to state and local governments (the proposed cannabis tax increase to help balance the budget, while yet another blow to this nascent industry, shows just how significant this revenue stream will become).

The explosion of small businesses and ancillary services means jobs across every sector: construction workers building facilities, agricultural workers cultivating products, retail workers serving customers, and professional services supporting an entire ecosystem. A vibrant craft industry creates opportunities for consumers and entrepreneurs alike.

Entrepreneurs Are Ready for the Challenge

The entrepreneurs I work with face real obstacles: crushing federal 280E taxes, sometimes-hostile city zoning, and the challenge of navigating complex regulations. Yet, in spite of Minnesota’s relatively craft-friendly laws, they are outgunned by even hoping to compete in an industry that also has truly enormous, established companies eager to enter Minnesota’s new market.

But I’ve watched small business owners with modest budgets and no corporate backing help one another decode rules, find compliant properties, and learn how to make their dreams viable. They've built support networks, Minnesota's grant programs are coming online, and these folks have the determination to succeed.

I’ve worked with a Vietnamese-American veteran who plans to open a dispensary and community hub in St. Cloud. A Latina entrepreneur who launched a hemp-derived brand inspired by traditional cultural flavors. A team who opened a grow store to secure real estate, make money, and keep moving for these long years waiting for the licensing process to play out.

These aren't faceless corporations following a playbook. They're neighbors with skin in the game, building businesses that reflect Minnesota values.

We’re at Bat — Let’s Stay the Course

This week’s license announcements are just the beginning. The entrepreneurs who receive them will still face enormous challenges: navigating zoning, raising capital, hiring staff, staying compliant, and ultimately opening their doors. But they’ve already shown they’re up to the task — not just because of what they know, but because of how they show up for each other.

Minnesota’s cannabis model is a bet on people over corporations, on policy over profits, and on community over consolidation. If we stay that course — and if state agencies, investors, and consumers support these new, local businesses — our big swing might just become a home run.

People are watching Minnesota. When those lottery numbers are drawn, we are naming the entrepreneurs who will define our cannabis future and demonstrate that thoughtful policy creates lasting opportunity.

I'm excited that this market is finally opening. Let's show the world what Minnesota can do. Jen Randolph Reise is the Founder and Principal of North Star Cannabis Consulting and its new North Star Accelerator Program. An attorney by training, she is one of Minnesota's leading consultants and commentators focused on Minnesota's craft cannabis industry.