Massachusetts Cannabis Industry Had to Pivot Quickly Amid Pandemic

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June 17, 2020

By Chloe Aiello

When Governor Charlie Baker greenlighted adult-use cannabis shops in the state of Massachusetts to reopen for business, it came with a caveat: curbside pickup only. With only a week's notice, shops around the state jumped to recall employees from furlough and dream up creative ways to protect the health of their customers and workers.

At its Great Barrington location, Theory Wellness set up tents where customers could pick-up and pay for orders placed online or over the phone -- without ever having to step foot inside.

"When you're in the cannabis industry, you're always prepared for the unexpected and I think you always have to be ready to react to the needs of the market," said Thomas Winstanley, director of marketing at Theory Wellness.

Massachusetts has since permitted some indoor retail to resume at significantly reduced capacity, but for now, Theory Wellness Great Barrington will keep its outdoor setup as it keeps an eye out on what's next in Massachusetts reopening.

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