Summer is in full bloom, and so is our celebration of the Hudson Valley’s cannabis culture heroes. Welcome to the third installment of “Bud of the Valley,” where we spotlight the flower-forward minds shaping our cannabis community one recommendation at a time.
This quarter’s spotlight falls on Charlie Ortiz of Starlife Dispensary in White Plains, NY, whose name kept surfacing like cream rising to the top of our reader nominations. The testimonials paint a picture of someone who’s not just slinging products, but crafting experiences and matching personalities to profiles with an almost uncanny precision.
The Other: What sparked your initial interest in cannabis, and how did you become a budtender at Starlife?
Charlie Ortiz: I have 15 years of legacy experience in cannabis, and I got into it for the pure love of the plant. As a former athlete and current coach, I’ve seen too many great kids go down dark paths due to painkiller addiction after injuries. I’m in this business to help people elevate their lifestyle medicinally or recreationally, and to help educate and heal communities with cannabis as a safer alternative.
The Other: How do you stay current with the rapidly evolving cannabis landscape?
Charlie Ortiz: I smoke A LOT! I naturally love variety and it may be the ADHD in me, but I get bored smoking the same thing over and over again. I constantly switch up strains and products because I’m curious and have a giant thirst for knowledge. I also really appreciate brand reps who take time to have conversations with me about the industry—I use other people’s experiences to boost my own knowledge.
The Other: What’s your approach when someone new walks through the door?
Charlie Ortiz: It’s pretty simple and direct: I walk right up with a big smile and say “Welcome to Starlife, my name’s Charlie, nice to meet you.” I gauge people based on body language and tolerance level, but most importantly, I listen to what they need. They really do the work for me; I just use my knowledge to gently guide them in the right direction. I always think, “How would I want to be treated if I was on the other side of the counter?”
The Other: How do you view your role in changing perceptions about cannabis?
Charlie Ortiz: I think my role as a budtender is really important, if not the most important, in altering public perception and education about cannabis. Budtenders are the front lines of the industry and the access point to information for customers. People need to trust their local budtenders and feel comfortable knowing we’re knowledgeable and providing safe, clean products.
The Other: What’s one thing you wish more people understood about today’s legal cannabis market?
Charlie Ortiz: I wish more people understood that street cannabis nowadays has a high chance of being tampered with and unsafe. The reason our prices might be higher is because it reflects the quality and care that goes into legal cannabis production.
The Other: Where do you see your cannabis journey taking you next?
Charlie Ortiz: I plan on growing to either be a partner with the cannabis family I have now, or I’d love to own my own shop or work my way up as a chief officer in an established brand. Honestly, the possibilities are endless and I think all of those things would make me happy, so I try to stay in the moment and when an opportunity presents itself, I’ll take full advantage of it.
