Written by Craig Kaminer/Photos by Joe Martinez and Suzy Gorman

The story which you are about to read focuses on the cannabis industry on both sides of the Mississippi River, and whether you know it or not, there is either a medical or recreational dispensary within a five-minute drive wherever you live in the greater St. Louis area. Forget everything you remember about cannabis (formerly known as marijuana) from your teenage or college years -- be it what you heard from a friend who preferred to smoke weed more than drink or what those movies and TV shows depicted which terrified our parents about marijuana being a gateway drug. The changing landscape around cannabis means that those who never tried it or those who used it regularly back in the day now have new reasons for using cannabis products as they age. And, the course of buying, smoking, eating, or applying it is not only legal but also a satisfying luxury experience. Take it from me.

For years, most people who smoked cannabis were convinced it had many medicinal benefits without much peer-reviewed proof while those who were opposed (including parents, law enforcement, and nosey neighbors) were convinced that it was bad for you, led to other drug habits, diminished your aptitude, and only potheads, burnouts, and law breakers imbibed. It's shocking to read studies now citing the compelling benefits of cannabis and how massive regulated industries, including alcohol and big pharma, amassed misinformation campaigns to scare people mainly because it threatened their businesses, profits, and monopolies. As we stare down the opioid epidemic, struggle to manage the world’s mental health issues, seek new means to provide pain relief to our aging population, and reflect on the millions of incarcerations because of marijuana possession, the legal use of cannabis has become mainstream, widely accepted, and regularly used by the very people who read Sophisticated Living. Just ask some of your friends if they have a gummy, a mint or brownie, a vape pen, flower, or salve, and you’ll quickly realize that this is not fringe activity. It is happening in our best neighborhoods and with our families, friends, and neighbors. All indications are that this is here to stay...despite it not being legal (yet) on a national or federal level.

Illinois has both medical and recreational cannabis in every shape, size, flavor, and strength available legally since 2019. While many people think there is a difference between medical and recreational products, the truth is they are exactly the same -- the products come from the same plants harvested by the same growers. But medical cannabis requires a prescription from a board-certified doctor. If you have a card, you can buy more cannabis during each visit and tax is 1% versus 30% for recreational products. Depending on your malady, doctor, health plan, or employer, it may be easy and beneficial to get a medical card that allows you to buy it. Because of HIPPA laws, there is no way for anyone to know if you have a medical cannabis card, unless of course you tell them, get drug tested, or do something stupid. If you want to bypass the traditional path and avoid the discussion with your longtime doctor, there are many other doctors who now specialize in this and the cards can be obtained virtually by doctors listed on websites like Veriheal.com.

“Legalized cannabis is poised to be a $150 billion industry by 2025,” said Mitch Meyers, CMO for BeLeaf Medical. “In addition to Missouri, thousands of jobs are being created across the country, resulting in an emerging need for educated employees to support and sustain this

rapidly growing industry. We have 12 years of experience in medical cannabis in states like Colorado, California, Michigan and Illinois and our team has spent years working with patients advising on the benefits of medical cannabis usage. "

According to Peter Grinspoon, M.D. of the Harvard Medical School, “the most common use for medical marijuana in the United States is for pain control. While marijuana isn’t strong enough for severe pain (for example, post-surgical pain or a broken bone), it is quite effective for the chronic pain that plagues millions of Americans, especially as they age. Part of its allure is that it is clearly safer than opiates (it is almost impossible to overdose and far less addictive) and it can take the place of NSAIDs such as Advil or Aleve for people who can’t take them due to problems with their kidneys, ulcers or GERD.

In particular, cannabis appears to ease the pain of multiple sclerosis, and nerve pain in general. This is an area where few other options exist, and those that do, such as Neurontin, Lyrica, or opiates are highly sedating. Patients claim that cannabis allows them to resume their previous activities without feeling completely out of it and disengaged.

Along these lines, cannabis’ reputation is that of a fantastic muscle relaxant and people swear by its ability to lessen tremors in Parkinson’s disease. I also have heard of its use quite successfully for fibromyalgia, endometriosis, interstitial cystitis, and most other conditions where the final common pathway is chronic pain.

Cannabis is also used to manage nausea and weight loss and can be used to treat glaucoma. A highly promising area of research is its use for treating PTSD in veterans who are returning from combat zones. Many veterans and their therapists report drastic improvement and clamor for a loosening of governmental restrictions on its study for this purpose. Medical cannabis is also reported to help patients suffering from pain and wasting syndrome associated with HIV, as well as irritable bowel syndrome and Crohn’s disease.

This is not intended to be an inclusive list, but rather to give a brief survey of the types of conditions for which medical cannabis can provide relief. As with all remedies, claims of effectiveness should be critically evaluated and treated with caution.”

Purchasing cannabis products legally proved to be an eye-opener for my wife and me. Friends and our adult children were the first to encourage us to check out some of the newer dispensaries during our last visit to Colorado. Recently, we visited the Ascend dispensaries in Collinsville and Fairview Heights, Illinois. Before entering, you must show an ID and clear a database that tracks how much you have purchased over the past few weeks. After a short dialogue with the security guard at the door -- video cameras recording our every move -- we were welcomed in and greeted by someone who knew more about cannabis than all of my high school friends combined. Known as “budtenders,” these store associates serve as your personal salesperson in the dispensary. One thing is sure, they are extremely passionate about what they do and love talking about cannabis. If you are nervous about visiting a dispensary or intimidated to ask a silly question -- don’t be. They are happy to start at the very beginning and walk you through it all at your preferred pace.  

Our budtender at Ascend Fairview Heights, Marco, was friendly, professional and extremely articulate. A cross between a sommelier and a waiter at a foodie restaurant, he was knowledgeable on all things cannabis and enthusiastic  to answer our questions. It took only a few minutes to understand that the quality, consistency, and range of the products available on the market have evolved exponentially since the 70s and 80s. After learning all about sativa, indica and sativa-indica hybrid strains, on top of the many forms in which they can be purchased, my head was spinning. I hadn’t even tried anything yet. 

What to buy? I was staring at walls covered in flower, candy, cookies, pens, oil, wax, patches, creams, bath balms, and more. But I’m a quick learner. Ten minutes and $150 later, I had enough to keep me pleasantly elevated for a while. I quickly found out that friends want to try everything -- a taste of the gummies, a hit of the vape pen, and even a sample of the THC/CBD cream to rub on their aching muscles, so this didn’t last quite as long as I thought it might. Your friends will be no different. 

The General Manager of Ascend Fairview Heights, Brandon Dicus, spent 18 years at Walmart in retail management before pursuing a career in the emerging cannabis industry. We chatted for more than an hour about everything from his personal experiences with cannabis to the day-to-day realities of managing a store with a very large number of daily transactions. With more than 1,000 visitors per day, Brandon and his team must remain hyper-focused on inventory to ensure all products are stocked day in and day out. He explained that Illinois dispensaries can only grow or buy cannabis from Illinois companies, and the tax revenue generated from cannabis sales is redirected to support Illinois’ general fund, R3 program, and other state initiatives. Brandon shared that customers range from 21 to 80+ years of age, come from all walks of life, spend well over $100 per visit, and often return more than once a month. At one point in the conversation, Brandon said, “It’s great to see how cannabis brings people together. There aren’t many nonaddictive substances that can be used for both medical and recreational purposes that can also make people happy.” 

When I asked Brandon what advice he has for our readers, he said, “Until you know what to expect and understand how you respond personally to cannabis, I always recommend starting \ with lower dosages of THC and going slow as you learn your limits.” I loved the experience and suggest a first-hand visit when you have the time to talk with a budtender (in Missouri medical cannabis dispensaries they are referred to as patient care specialists). For those who know what they want or don’t want to risk bumping into anyone they know, there’s also on-line ordering for in-store pick up. You’ll be in and out in under five minutes. Weekend visitors will likely encounter a line but it moves quickly -- and who doesn’t enjoy some great people watching? 

After explaining the location of my aches and pains to Marco as well as how I plan to use the products for sleep, mental acuity, relaxation, and cocktail replacements, he identified a few products fit to my preferences. I grabbed them, joined the loyalty club, and was called to the register by name to review the order and pay. It was simple, professional, and fun. As we got into our car with our sealed bags of goodies, we said to each other, “That sure beats a trip to Aspen.”

The two biggest issues associated with recreational cannabis sales are the hefty state and/or local taxes and the fact that banks have not yet been able to work out the approval of the federal banking system. This requires all purchases to be made with cash or a debit card. An ATM machine is always a solution, but it would be easier to complete the transaction with a credit card. I am certain that day will come soon. We are, after all, the witnesses of a budding industry.

In full disclosure, while it is legal to buy medical or recreational cannabis in Illinois, it is not legal to bring it to Missouri. Signs in Ascend remind you of this and it is not likely to change even if Missouri legalizes recreational sales. Suffice it to say, you are breaking the law by transporting cannabis purchased in one state into another state. I bought marijuana from hoodlums in the Bronx in the 70s and could have been tossed in jail for simple possession of a joint. So while I didn’t open the bag or sealed package until I was in my home, you should know of this risk. My sense is that law enforcement has much bigger fish to fry, but caveat emptor -- buyer beware. 

After my experience in Illinois, I started to research dispensaries in Missouri. I had walked into CBD stores in the Central West End and in the Loop, but I really was interested in the THC products. The THC compound is the one known most famously for the high sensation you get from it. CBD, alternatively, is considered a “non-psychoactive” compound, meaning that you do not get the high that we associate with THC. Although CBD legally may have trace amounts of THC up to .3%, it is not enough to result in a psychoactive response. CBD is known to have many of the promising health benefits, minus the psychoactive side effects. 

I quickly realized that there are a number of great medical cannabis dispensaries opening in Missouri, but without a state-issued card, I couldn’t even get past the door. So I contacted Mitch Meyers, the founder of BeLeaf, which has 10 licenses in Missouri: five dispensary, three cultivation, and two manufacturing. Mitch and I have known each other for years, first when she was a marketing genius for Anheuser-Busch -- credited with the Spuds Mackenzie campaign for Bud Light in the 80s -- and as a principal of Zipatoni, which was responsible for some of the most creative advertising work for years for clients around the country.

Mitch accepted my invitation to be part of this story, and along with Joe Martinez behind the camera, we met the BeLeaf team in an unmarked warehouse in Maryland Heights, Missouri. As soon as I got out of my car, I knew I was steps away from a large indoor growing facility (approximately 180,000 total sq. ft. in the three BeLeaf cultivation facilities) as the smell of cannabis was obvious (to me). After checking in at the heavily guarded front double door, we did a quick review of the morning tour, photo shoot, and interview schedule. Next I was led through a number of security checkpoints into a football field-sized jungle of mature budding cannabis plants grouped by their particular strain. We spent an hour or so here, taking photos of the plants, the blossoming buds, and the management team proudly showing off their crops. While I am sure there are other indoor growing facilities like this for food crops, I had never seen such a high tech operation of grow lights, irrigation, ventilation/circulation, and monitoring in person, in pictures, or in my dreams. This is serious business, run by serious business people, and tended by serious botanists, chemists and food scientists. If you think this industry is managed by pot smoking hippies, guess again. No doubt some day places like this will offer tours and agritourism. It’s coming.

After my jaw-dropping experience amidst the fields, Mitch showed me the various cultivation areas where the plants are grown from seeds and cuttings, carefully numbered and tagged for compliance and safety, and moved into different rooms depending on their growth and development. Each room represented a different stage in the plants’ development which was overseen carefully by a person or team of cannabis experts. Many of these experts have advanced degrees from leading plant science institutions and fetch impressive six-figure salaries.

After touring each phase of the crop cultivation, we then viewed a series of labs where scientists process the THC and CBD from the mature plants and buds into oil, wax, tinctures, and food products, much the same as at a major food processing plant. Expensive extractors, heaters, distillers, and other specialized manufacturing devices fill a row of glass enclosed labs each specializing in a specific process or product. Workers wear goggles, masks, hair nets, PPP, and special clothing they don when they arrive for their shift. Did I mention there are security cameras everywhere?

Finally, we huddled in a conference room where we talked about the business -- why they got into it, how it’s going, where it’s headed and all of the ins and outs of this growing industry. While St. Louis is not the obvious choice for starting and growing a business like cannabis, the proximity to our outstanding universities, agricultural companies such as Monsanto (now Bayer), the Danforth Plant Science Center, and access to large warehouses which make for the perfect indoor growing facilities, make St. Louis one of the better locations in the United States. For anyone who has a religious or moral objection to the emerging cannabis business, it may be surprising that some of the leading studies come from Saint. Louis University and Washington University. Additionally, Saint Louis University now offers a degree in cannabis science and operations. In addition to the growing operations, BeLeaf also has dispensaries, branded SWADE, for medical cannabis in The Grove, on Delmar and Cherokee St.,and in St. Peters and Ellisville. From the exterior signage and painted facade to the stunning modern interiors which have been featured in Architectural Digest, BeLeaf is a vertically integrated cannabis business which is growing quickly and supported by an undisclosed number of Missouri investors who are fueling its growth with the hopes it will be the premier cannabis supplier in Missouri. Their flagship brand, Sinse, is clearly the brainchild of the nationally acclaimed brand manager Mitch Meyers and a team of world class marketers.

While it’s easy to get caught up in the excitement of the cannabis industry, “Education is so important - we understand that there are many questions and much confusion around medical cannabis and we are focused on delivering an exceptional experience and will provide patients with the highest quality of medical marijuana in the state,” said Tom Muzzey, CEO of Beleaf Medical. “Patients deserve easy, convenient access to the life-changing medicines that improve their lives and we are honored to be able to provide this with medical cannabis AND education."

If you are looking for recreational or medical cannabis, or are just cannabis-curious, you no longer need to visit California or Colorado. For Missouri and Illinois residents, we now have some of the best growers, manufacturers, and dispensaries anywhere in the country and another reason to celebrate. 

Above photos by Suzy Gorman.

Photo credit: Suzy Gorman: Edible products like these gummies are beautifully displayed. Signage throughout the store is educational and crystal clear. On most days, you shouldn’t have to wait at this brand-new Fairview Heights location. You can’t miss the exterior of the Ascend Fairview Heights location...and there is plenty of parking. 

Facade of SWADE’s dispensary looking West on Manchester Avenue, Interior of one of SWADE’s new, oh-so luxurious dispensaries.

SIDEBAR

I thought long and hard before deciding to write this story. Not because I have anything to hide, but because I know this is new and not everyone has tried or condones it. But that’s exactly the point. I wasn’t alive during Prohibition, but I am fascinated how despite the laws against alcohol consumption, people found a way to drink, frequented speakeasies and now despite its many challenges, the beer, wine and spirits businesses are bigger than ever. I think this will happen with cannabis too. As more research about its benefits are reported, more people will try it and use it. As long as there is interest, we will continue to follow this emerging industry from the luxury perspective much like we do fine wine. Please share your thoughts with me, your stories and what you want to see next. And if you are trying cannabis for the first time, go low and slow, refrain from driving under the influence, and enjoy this new plant-based medicine and recreational product responsibly.