Last month, Curaleaf announced the grand opening of The Hemp Company West Palm Beach. In the words of Chairman and CEO Boris Jordan, the switch marked “the first regulated and licensed dispensary on record to transition into a hemp-only store.”
The new store sells the company’s portfolio of Select hemp-derived THC products, including Select Zero Proof Seltzer, the new Select FormulaX energy drink and Select Gummies, according to a company press release. It also carries third-party partner brands—including 1906, Artet, BRĒZ, Cann, Foria, Kiva, Kanha, Keef, MXXN, Old Pal, Papa & Barkley, Sprinkle, VetCBD, Wyld, and Wynk.
The move could be seen as bold, even risky—despite steady growth in the company’s hemp-derived offerings over the past year—given the regulatory turbulence surrounding hemp-derived THC products, especially in Florida, where lawmakers are working to ban or restrict, or regulate and tax the products.
In this exclusive interview with Cannabis Business Times, Jordan talks about the factors behind the store’s transition to hemp and Curaleaf’s plans to open more hemp-only stores, and shares his thoughts about the regulation of hemp-derived THC products.
Jolene Hansen: Your Select hemp-derived THC product line launched in June 2024. What factors, including consumer response to that line, inspired the decision to transition the dispensary from cannabis to hemp only now?
Boris Jordan: The hemp-derived THC market continues to gain momentum as a rapidly emerging category, driven largely by accessibility and availability. With our hemp business, we aim to meet this growing demand by setting a higher standard in a space that has remained largely unregulated. Through The Hemp Company, we are bringing high-quality, responsibly manufactured products from the Select brand, which is already known and respected in the regulated market.
Our Select hemp line consists of Farm Bill-compliant, tested, and responsibly manufactured hemp-derived products. … As consumers have illicit market products and low-grade versions of these products available to them today, this creates an opportunity for responsible operators such as Curaleaf to educate consumers about the dangers of the unregulated marketplace.
With national reach through our direct-to-consumer online marketplace and partnerships with major retail platforms like Total Wine and Door Dash, launching our first brick-and-mortar location in West Palm Beach was a natural next step in positioning Select as a leader in the hemp-derived THC market and deepening our connection with consumers. So far, it’s been an incredible opportunity to educate consumers. We’re also proud to say that the brands we carry are approaching this unique space with consumer safety and manufacturing standards at the forefront, just as we do.
Ultimately our goal is to provide access to responsibly produced cannabis products to a wide audience, in as many markets as we can, and we’re excited about the opportunity to do this through hemp.
RELATED: Curaleaf Opens The Hemp Co. Storefront in West Palm Beach
Hansen: What plans are on the table or in motion to open additional hemp-only stores, and what factors influence the timetable for future transitions?
Jordan: The launch of The Hemp Company by Curaleaf West Palm Beach marks the beginning of our broader plans to scale [our] hemp-focused brick-and-mortar presence, beginning in Florida—one of our largest and most strategically important retail markets. We plan to expand The Hemp Company store concept far and wide and have already seen exciting results after the opening of our first location. We’re actively exploring opportunities to grow our hemp footprint across Florida, while also evaluating other markets through comprehensive research on demographics, consumer preferences, and market dynamics to identify the most strategic locations for competitive expansion. We remain closely aligned with evolving legislation and are prepared to adapt. As a company, we’re well-positioned to enter new markets quickly and efficiently.
Hansen: Your evolving retail portfolio and strategic partnerships, like the Total Wine & More collaboration, continue to surprise. How does this evolution reflect shifts in market demand and consumer behavior among adults interested in cannabis and hemp-derived THC products?
Jordan: We’re seeing more and more adult consumers choosing alcohol-free alternatives, and it’s not only a trend being recognized in the cannabis space but also gaining serious traction across mainstream retail and hospitality. It’s been reported that over half of Americans who consume alcohol are actually trying to drink less, with reported alcohol use among 21+ Gen Z consumers continuing to decline. Reflecting this cultural shift, the hemp-derived THC beverage category is experiencing significant growth with sales nearly quadrupling from 2023 to 2024, reaching close to $400 million, according to a Brightfield Group study. In response to this evolving trend, we’ve launched an exclusive partnership with [music venue] Austin City Limits Live (ACL Live) in Texas, where our Select Zero Proof Hemp Seltzers have quickly become one of the fastest-selling non-alcoholic beverages on their menu. It’s exciting to see this shift in spaces traditionally dominated by alcoholic offerings and highlights the rising consumer demand, especially among Gen Z and millennials, for elevated, alcohol-free products.
I’m incredibly proud of the products we’ve developed, and our portfolio is already speaking to a wide audience based on a diverse array of need states. Our Select beverage line includes Select Zero Proof Seltzer, a low-calorie, hangover-free alternative, and the newly launched Select FormulaX, a premium hemp energy drink, with the added boost of caffeine. The Select hemp edibles collection offers a range of formats and flavors, including Fast-Acting Bites, Classic Bites, XBites, and Snooze Bites.
“We continue to advocate for one regulatory framework for all cannabinoids. We firmly believe that this is in the best interest of patients, consumers, and stakeholders.” – Boris Jordan
Hansen: Many states have entertained moves to ban hemp-derived cannabinoids, including revived efforts in Florida. What are your thoughts on the risks and/or rewards surrounding increased commitment to hemp-derived THC products, particularly as they relate to Florida and future transition plans?
Jordan: Our continued expansion in the hemp-derived THC market reflects our commitment to meeting evolving consumer demand. We see significant growth potential within this segment, particularly in markets like Florida, where stalled adult-use legalization efforts have created clear and growing support for accessible, regulated cannabis alternatives. While broader legalization efforts continue to develop, hemp-derived THC products provide a meaningful opportunity to serve adult consumers, contribute to the evolving cannabis landscape and meet growing popularity for alcohol-free offerings.
RELATED: Florida Bill to Restrict, Regulate Hemp Products Advances to Senate Floor
Hansen: In addition to banning efforts, we’ve seen moves in Florida and elsewhere to tighten regulations and tax hemp-derived THC products more heavily. What is Curaleaf’s position on the regulation of hemp-derived THC products, and are you lobbying for specific outcomes that impact plans for the West Palm Beach store and future launches?
Jordan: As a leading global cannabis operator, we’re well positioned with the experience and resources to navigate the complexities of a highly regulated environment. We stand by the quality of our Farm Bill-compliant products, which are manufactured in a certified cGMP facility with high standards and strict quality control processes—unlike many bad actors that are rampant in the marketplace. As such, we’re confident in our ability to proactively adjust our offerings in alignment with state and federal legislation. We maintain strong and collaborative relationships with regulators, not only to ensure full compliance, but to advocate for fair and transparent policies that protect patients and consumers. Our overarching goal is to increase accessibility and position our brand to compete effectively in the mainstream hemp market, while upholding the same quality standards and positioning that has led to the success of our cannabis business.
RELATED: Florida House Advances Bills to Regulate, Tax Hemp THC Products
Hansen: What do you feel is the best regulatory path forward for hemp-derived THC products—for Curaleaf, the state of Florida, and the U.S. hemp industry?
Jordan: We continue to advocate for one regulatory framework for all cannabinoids. We firmly believe that this is in the best interest of patients, consumers, and stakeholders. That would lead to setting rules that we have already placed on ourselves to ensure consumer safety, including testing requirements, and age-gating. Advocacy efforts for common-sense reform remain a top priority.
Florida remains one of our largest and most strategically important retail markets, with 66 retail locations statewide, including The Hemp Company storefront. We’re well positioned with the insights and resources needed to adapt to shifting market dynamics and evolving legislation. We continue to be strong advocates for the legalization of adult-use cannabis in Florida, and we’re prepared to transition our existing stores as the market evolves.
Hansen: What do you believe is the most likely path forward and why?
Jordan: At Curaleaf, our mission remains clear: to provide access to safe, legal, and tested products—whether hemp or cannabis derived—wherever and however consumers choose to shop.
Although regulatory progress has been slower than it should be, ongoing discourse and small but notable legislative steps at both the state and federal levels offer encouraging signs of meaningful reform for the hemp-derived THC business.
Jolene Hansen is an award-winning freelance writer and editor specializing in the commercial horticulture, cannabis and CEA industries. Reach her at [email protected].
