Noble Herb brings new name, location and products.
No, this is not a restaurant menu, but rather, a tiny portion of a very comprehensive list of products offered for sale at Noble Herb, formerly Greenhouse of Flagstaff, a leading local dispensary offering a vast selection of cannabis products for medical and recreational use.
Established in 2013 by brothers Ryan and Brandon Hermansky in partnership with their long-time friend, Doug Daly, the business has focused on creating a unique shopping experience by providing high-grade cannabis products, short customer wait times and affordable prices at the dispensary, located a mile east of downtown Flagstaff on North Switzer Drive.
Another feature of the store is the personalized service and education given by “budtenders,” trained dispensary staff members employed to answer questions and concerns from experienced users, as well as first-time shoppers, all adults 21 years and older.
According to a September press release, “To date, the dispensary is one of the few to remain local and completely self-funded.”
The eight years of operation have been fruitful and have led to an evolution that includes a redesigned website, new logo and most notably, the new name, Noble Herb, which launched Sept. 15.
The co-founders believe the rebrand is a natural extension of profound and positive changes in the cannabis industry as a whole.
“This has been an undeniable breakout time for our industry, with adult-use now legal and more people recognizing the medicinal benefits of cannabis than ever before,” said Ryan Hermansky. “Noble Herb’s rebranding is so much more than a new name. It’s an opportunity for us to share who we are and what our vision is in such a dynamic industry.”
He noted there was still “a bit of a stigma around the industry” when the partners first started their business. Some believed there was very little growth opportunity in the cannabis industry.
“That’s simply not, and never was, the case,” Hermansky observed. “With the increasing shift in perception and passing of Proposition 207, medical and adult-use sales at dispensaries have been higher than ever before and with that, more brands are coming to market. It’s an extremely dynamic time in our industry and we’re excited to be a part of it.”
Following the company’s rebrand, Noble Herb will be moving to a new location on 522 E. Route 66. Although the current location has been an outstanding place to establish and grow their business, the reality is “we’ve simply outgrown it,” Hermansky said.
The new location in the old Kachina restaurant building downtown will provide ample space to expand product lines, increase parking options for customers, and improve the overall shopping experience. The building currently is undergoing a full transformation, with a projected opening date of summer 2022.
Initially, the business partners assumed that students would be a majority of their business. “But, in fact, we have an extremely diverse customer base ranging from 21 to 100 years old,” he said. “Customers visit for a wide bandwidth of reasons and we offer a wide variety of products that meet our community’s needs.”
Ryan, 43, and Brandon, 41, who were born in Northern California and moved to Arizona about 30 years ago, have been friends with Daly, who is 41, for more than 25 years
“We’ve been friends since high school [Horizon High School in Scottsdale],” he said. “Since day one of our business partnership, it’s been a collaborative effort. Doug and I oversee the retail and wholesale components of our business, while Brandon manages the operations at our farm.”
By locally sourcing from their own farm, they are able to use fully organic ingredients, control the quality of what is being grown and monitor what is being produced.
The dispensary managed to stay open during the entire pandemic, he added, with an initial “uptick in sales” that has “leveled out since.”
The variety of products available at cannabis dispensaries has expanded greatly over the past decade or so. According to the new Noble Herb website (nobleherbaz.com), categories now offered for sale include Flower, Pre-Rolls, Vaporizers, Concentrates, Edibles and Tinctures.
Noble Herb also is home to Pure Edibles and Everest Concentrates, which were created collectively to deliver elevated edible and concentrated products that are affordable and available throughout Arizona.
“It was a key dynamic missing from the market,” Hermansky explained. “Both products are produced in-house, are sourced from local ingredients, incorporate natural flavors and colors and are tested to guarantee customers a consistent, dependable experience.”
The Pure Edibles line regularly outsells other products, he added, with the candy chews and gummies being particularly popular. They are made in small batches and are available in a variety of flavors, as well as low-sugar and gluten-free options.
“Our budtenders specialize in customizing each customer experience based on the needs. For example, someone who visits looking to improve their sleep may have different needs than someone who is seeking products for recreational purposes. Our goal is to help them navigate which products work best for them. Conversely, if an experienced customer visits Noble Herb and knows exactly what they want, we’re here to elevate and expedite their shopping experience.”
Hermansky sees a bright future for the cannabis industry. “I fully expect people over the age of 21 in all 50 states to have access to marijuana within four to eight years. Cannabis is not the ‘evil drug’ that we were taught to believe for so many years. There are true medical benefits in these products that can enhance people’s lives. I believe the momentum the industry has will only continue to build. It’s our duty as industry leaders to educate.” FBN
By Betsey Bruner, FBN
