We started formulating The Other one year ago, establishing our countercultural magazine with a special focus on cannabis culture for the Hudson Valley and NYC regions. Over the years, I had only visited the lands north of Westchester County on a few occasions. Now I venture up for a weekend trip away as often as possible, experiencing the allure of nature's majesty, the beauty of the people who make up the communities, and the local cannabis shops.
Recently, while on a late winter roundabout of Duchess County, I got to tour Farmers Choice Dispensary in Fishkill. The floor is lined with astroturf, as a life-size cow watches over the ATM. Mason jars, full of flower, hang from a large barn-like structure lined with point of sale stations to place orders. This place is big enough to house multiple brand pop-ups, a wall to wall selection of products, and even a restored John Deere tractor that I got to sit in for a photo op. There's even a “grow your own” section for at-home cultivation supplies. I spoke with co-owners Sharif Jamal, AJ Jamal, and George Vlamis about their vision and future plans.
What inspired you to expand into cannabis with Farmers Choice in Fishkill?
Sharif: George and I started talking about owning a dispensary when the California market opened up. After years of waiting, we finally got our chance when NY announced they were going legal. It took years of planning, but we eventually got our approval from the state and launched our vision of a dispensary.
The name “Farmers Choice” evokes a strong connection to agriculture and local sourcing. What inspired this vision for your Fishkill dispensary, and how does it reflect your business philosophy?
Sharif: The Hudson Valley has always been a destination for visiting local farms for great products. We wanted to give the customers a familiar experience with the twist of cannabis being the focus of our market! We have spent the past few years developing relationships with local cultivators and we thought this would be the best way to showcase their products.
I notice you're hosting regular vendor pop-ups and events like “Women in Weed” at Farmers Choice. How important is community building and education to your dispensary model?
George: We love having vendor pop-ups because they allow our customers to engage with the local farmers and truly learn and understand about the different products that are available. It also allows our team to gain valuable knowledge on the products that we are selling. We have events like “Women in Weed” to showcase the cultivators who have helped us launch our brand. Without these partners, we could have never accomplished what we have.
The Hudson Valley has a rich agricultural heritage. How are you connecting with local cannabis cultivators and producers, and what role do you see Farmers Choice playing in the region's emerging cannabis ecosystem?
AJ: The Hudson Valley is home to some of the largest cannabis producing farms in the state, and our centralized location allows us to showcase these local products. We have created the real farm-to-bowl experience.
What was your goal with the retail experience you've created at Farmers Choice?
AJ: Our goal was to create an extremely customer-centric experience. We want everyone to feel welcomed and comfortable shopping at Farmers Choice. The farm market theme helps to take away the stigma of cannabis shopping.
The Fishkill location gives you access to both Hudson Valley locals and NYC weekenders. How do these different customer demographics shape your product offerings and store experience?
George: We knew the locals would be familiar and comfortable with a farm market and that customers from the city love exploring farms to escape the everyday hustle and bustle of their lives. With such a large variety of products, our customers can taste flavors from across the state.
Looking at your product selection, I noticed several “Staff Picks.” How do you approach staff education and empower your team to make authentic recommendations?
AJ: Our entire team has had extensive budtender training from our vendor partners. We continuously encourage our team to be educated on the latest and greatest products available.
What unique challenges have you faced in launching a cannabis business in the Hudson Valley, and how have you addressed them?
Sharif: The biggest challenge was securing a space and holding onto it for years, while waiting for the state to award us our license. We always had the vision of building our dispensary in the Hudson Valley and found the local community to be very supportive.
Farmers Choice has a notable focus on accessories and consumption devices, like Puffco products. What's your philosophy on helping customers find the right tools to enjoy their cannabis?
Sharif: We wanted Farmers Choice to be your one-stop shop for all things cannabis. No need to head to the smoke shop for your glass or rolling papers. We have it all available for you here. All of our products are accessible on the floor, so customers have the opportunity to touch and feel the accessories before they make a decision on which is best for them.
The dispensary appears to balance both premium products and more accessible options. How do you approach product curation and pricing strategy?
George: Cannabis should be accessible to everyone, whether you are an everyday smoker living on a budget, or a casual smoker who can afford it all. We try to keep a variety that caters to all budgets and customers. That's how we ended up with such a large selection.
What future plans do you have for Farmers Choice as the New York cannabis market continues to develop?
Sharif: The goal is to grow the Farmers Choice brand and to continue to share the amazing experience we have created in our Fishkill location. The next Farmers Choice project is something we have been looking forward to for 4 years! Farmers Choice Dispensary “The Barn” will be coming to New Paltz, NY.
What's your personal go-to product at Farmers Choice these days, and why would you recommend it to our readers?
George: The Rove vape has always been my favorite. It's got a great taste and a smooth pull.
AJ: I have been a big fan of edibles, in particular the 1906 pills. The “Genius” pills are great, and all of the brand's varieties are fast and effective.
Sharif: My go-to's are the beverages. I am a fan of them all, whether it's Ayrloom, Tune, Harney Brothers, or Weed Water. They all have great flavors and are not overly powerful. Also, you won't get a hangover from any of them!
