Al Harrington, former NBA star and now cannabis industry trailblazer, is making waves again—but this time, it’s close to home. The recent grand opening of Village Dispensary in New Jersey on September 21st, 2024, marks a full-circle moment for Harrington, whose journey in the cannabis world is rooted in personal experience and a mission for change.
A Personal Mission to Transform the Cannabis Industry
Harrington’s passion for cannabis began when he witnessed its positive impact on his grandmother’s glaucoma. Searching for natural relief for her, Harrington discovered the medicinal power of cannabis and never looked back. This personal connection inspired him to team up with Dan Pettigrew, a fellow advocate and entrepreneur, to launch Viola, a cannabis brand dedicated to producing quality products while addressing the deep-rooted inequalities in the industry.
The journey from founding Viola to opening Village Brands has been one of vision and perseverance. While Viola focuses on producing top-tier cannabis products, Village Brands, their next venture, was created to expand their footprint through dispensary openings across the nation. The New Jersey location is the first on the East Coast, a milestone that holds significant meaning for Harrington.
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“I’m grateful to have the opportunity to bring my love of and experience in the cannabis industry over the last 13 years to Jersey,” said Harrington. “It’s a full-circle moment to open a dispensary in the state where I was stopped and frisked as a kid who had never even touched flower.”
Building a Community, One Dispensary at a Time
The opening of Village Dispensary isn’t just about business; it’s about creating a lasting positive impact. Harrington and Pettigrew have made it their mission to ensure that communities of color, which have been disproportionately affected by cannabis prohibition, have access to opportunities within the growing industry. Their support for the NJ CAN 2020 campaign helped end cannabis prohibition in New Jersey, paving the way for a more inclusive cannabis landscape.
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Village Dispensary will focus on catering to the needs of local Hoboken residents, providing a curated selection of premium products, including those from Viola, and ensuring top-tier customer service. This hyperlocal approach will help Village stand out in the competitive New Jersey market.
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“We’re excited to open our first East Coast location. A lot is happening in the industry, and we look forward to continuing to grow our brands in New Jersey and beyond,” said Pettigrew.
Commemorating the Grand Opening
The Village Dispensary grand opening on September 21st, 2024 marked more than just a business launch—it was a community event. Village partnered with local businesses to offer exclusive deals and promotions, symbolizing their commitment to fostering relationships and supporting Hoboken’s small business community.
This launch signals the beginning of Village Brands’ initiative to expand throughout the East Coast, and it reflects Harrington’s dedication to using his platform and success to empower others.
A Legacy of Advocacy
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At the heart of Harrington’s work is a commitment to right the wrongs of the past. For him, it’s personal: cannabis isn’t just a business—it’s a tool for social change. From his advocacy for cannabis reform to ensuring that communities of color have access to opportunities in this multi-billion-dollar industry, Harrington continues to be a leader in pushing the cannabis industry toward a more equitable future.
In addition to retail locations, Village Brands will also push for further inclusion within the cannabis industry through various educational programs, mentorship, and advocacy for policy changes. The goal is not only to sell cannabis but to change the narrative around who has access to opportunities within this space.
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Expanding Viola’s Impact
Village Dispensary will carry a wide variety of cannabis products, but Viola will be the flagship. Viola, known for its premium flower and concentrates, has become a household name among cannabis enthusiasts. As they expand their footprint with Village Brands, both Viola and Village aim to set a new standard for the industry—focusing not just on profits but on community, advocacy, and quality.
As the cannabis industry continues to grow and evolve, leaders like Harrington and Pettigrew are ensuring that it becomes more inclusive and representative of the communities most impacted by cannabis prohibition. Village Dispensary is more than just a business; it’s a symbol of what can be achieved when passion meets purpose.
