When the Greathouse dairy farm shuttered in 2014, Clinton Greathouse consulted his dad, Gerry, on the future of their 140-acre property in Roswell, New Mexico. Unwilling to part with their water rights or sell the land, the family saw a new avenue when New Mexico began inviting applications for medical cannabis cultivation in 2015. This looked like a promising way to maintain their roots in agriculture and also offer an exceptional cannabis buying experience.
While his brothers, Kyle and Jason, were engaged in the oil industry, Clinton and Gerry navigated the licensing process. A few months later, they received the required permissions, and thus Pecos Valley Production (PVP) emerged.
By April 2016, PVP had diversified by launching its first retail outlet situated in Roswell, marking a smooth transition for the Greathouse’s into the legal cannabis sector. “The dairy business had been our family’s livelihood for 37 years,” notes Clinton, who is in charge of production and expansion. “Many of our current employees are former dairy farm workers. All told, we have around 90 years’ worth of dedicated staff.”
This legacy of loyalty is something the family cherishes and aims to extend to their clientele. Both newcomers and locals visiting the Roswell store, or any of PVP’s outlets, will discover a hospitable atmosphere and a satisfying buying experience, regardless of whether they’re there for recreational or medicinal purposes.
“We’re actually in the process of evolving some of our locations into a ‘cannabis meets coffee’ concept,” reveals Kyle Greathouse, head of retail operations. “The goal is to shape a space where folks can not only pick up their medication but also linger, access free Wi-Fi, enjoy a cup of coffee, and genuinely want to spend time there.”
Pecos Valley Production is a medical and recreational cannabis company with 22 storefront locations to serve you.
An Exceptional Cannabis Buying Experience
As New Mexico gave the green light to recreational marijuana use in 2021, the Greathouses were well-prepared. Their operations now span cities such as Albuquerque, Alamogordo, and Carlsbad, among others. What can visitors expect at these venues?
“Customer education and service are our cornerstones,” Clinton emphasizes. “We aim to offer a broad spectrum of insights, especially for those new to cannabis. Many folks aren’t aware of the diverse medical benefits that cannabis can provide.”
With a staff of 200, PVP is dedicated to guiding consumers, whether they’re seasoned users or novices. The dispensaries maintain a high standard of cleanliness and professionalism, distinguishing PVP from competitors.
But the customer experience at PVP isn’t just about walk-in sales; it’s about crafting an unparalleled purchasing environment that encompasses various facets of retail.
“My daily routine involves overseeing marketing, e-commerce, in-store offerings, and special promotions,” says Kyle, who serves as the chief of retail operations, adding his sales expertise to the mix. “The objective is to maintain the rhythm we’ve developed for the success of our retail outlets.”
Clinton notes that those new to the legal cannabis scene often harbor misconceptions, especially about high THC levels in modern strains. “But there’s more to it,” he asserts. “From terpenes to other cannabinoids, there are numerous aspects of the plant that can be beneficial. We’ve prioritized educating our customers from day one to ensure a holistic experience. After all, the first impression is crucial; get it wrong, and you risk losing the customer.”
Essential Points On Cannabis Legislation
- For those entering the cannabis scene, here’s a quick guide to the laws:
- Back in 2007, New Mexico sanctioned medical cannabis, becoming the 12th state to do so. It authorized the use for various ailments like cancer, glaucoma, and multiple sclerosis.
- In a 2019 update, the existing law was enhanced to offer additional protections. These include job security for medical users, child custody assurances, and the option to renew medical cannabis cards every three years rather than annually. Plus, licensed dispensaries were given the okay for medical usage.
- As for recreational use, it was officially legalized in 2021. The details are:
- Starting from June 29, 2021, people 21 and over can legally have cannabis for personal use. There’s no limit inside your home, but a two-ounce maximum applies elsewhere.
- Individuals can grow up to six mature and six immature plants, with a household max of 12 adult plants.
- Retail transactions began on April 1, 2022, with a 12% excise tax on top of the standard sales tax. This excise fee will increase by 1% yearly until it reaches 18% in 2030.
- While there’s no cap on retail permits, local governing bodies can manage the count and placement of dispensaries, but not disallow them entirely.
- Use of cannabis in public venues is not permitted, but dispensaries can host on-site consumption spaces as long as they adhere to set rules.