Elad Kohen is more than just a player; he’s a game changer. As the Founder and CEO of The Flowery, he’s living a saga that resonates deeply within the cannabis community. Nestled in the sun-drenched heart of South Florida, Kohen’s journey from casual consumer to cannabis trailblazer is a testament to his zeal for the plant and a commitment to support the evolution of the culture around it.

This week, The Flowery is making waves at Rolling Loud with Florida’s first 7g handroll drop. Check it our here!

“I’ve always been a passionate consumer,” Kohen beams, his enthusiasm radiating like the Florida sun. “Cannabis gave me a fresh perspective on life.” What started in his teenage years as a curious exploration of the plant quickly ignited into a full-blown obsession, leading him into the frenetic world of cannabis entrepreneurship. “From a spiritual perspective, cannabis is transformative. It helps people evolve mentally,” he declares, echoing the sentiments of those who see this green wonder as a gateway to enlightenment.

Kohen’s deep dive into the cannabis business kicked off about seven years ago, sparked by a serendipitous encounter with a professor in Israel diving into the medical potentials of the plant. “I became a student of the plant,” he admits, immersing himself in knowledge from every corner of the industry. By 2019, after years of struggle studying the early industry, he launched The Flowery, initially as a delivery service in South Florida before blossoming into a full-fledged vertical empire. “Our people were always our secret weapon, and technology followed,” he notes. “Quality products and an authentic relationship with consumers are what set us apart.”

Now, The Flowery has forged exclusive partnerships with some of the Cannabis culture’s elite, from 710 Labs to Preferred Gardens, Doja and Wizard Treez, just to name a few. With ten dispensary locations across Florida and recent expansions into New York, including hotspots in Staten Island, Queens, SOHO and Brooklyn, The Flowery has become a staple in the communities it serves.

But Kohen knows the heart of cannabis culture beats in the soil. “Many don’t truly know how to grow the plant well,” he points out. “It’s a resilient plant and it can really grow anywhere, but for it to thrive and produce its best expression, it really needs the right conditions and attention, very few are really producing truly great, clean flower and oil varieties.” He emphasizes the crucial role of legacy growers—those who’ve perfected their craft in the shadows of the illicit market. “These growers know the intricacies, while many corporations focus solely on profits,” he asserts. “They are the real trailblazers, and we are lucky enough to forge the right relationships and get access to all of that exotic genetics and know-how”

Yet The Flowery’s vision extends far beyond cultivation; he’s all about fostering a culture rooted in quality, education, and community. “People often don’t understand our approach,” he muses. “Relationships take time to build—years, even. They are the foundation of lasting success.” This philosophy is the backbone of The Flowery, where trust trumps cold business strategies.

His relationships with legendary California growers reflect this commitment. “With 710 Labs, for example, it took years to build trust,” he recalls. “They’re so selective about their partners and how they do things, as they should be. It’s about mutual respect.” This meticulousness isn’t just business—it’s a way of life, cultivating collaboration and shared values.

At the core of The Flowery is a state-of-the-art cultivation facility crafted with input from expert growers. “We asked them what our facility should look like and how to feed our plants the right attention,” Kohen explains. “We built it to their standards.” This dedication ensures every batch resonates with the care and expertise of legacy operators.

The Flowery’s mantra: quality control is non-negotiable. “If something isn’t absolutely amazing, we won’t sell it,” he insists, crafting a culture where excellence reigns supreme. This commitment is palpable in every aspect of The Flowery, from product selection to the welcoming vibe of their stores.

The company guarantees quality and transparency like a promise inked in green. “We stand behind everything we sell,” he states, embodying the accountability that resonates with today’s savvy consumers. “Every one of our employees is a consumer too. We promised each other and our customers that we’d do right by them and treat them like we want to be treated.”

As The Flowery gears up for its continued New York expansion, Kohen is laser-focused on responsible growth. “We want to be pioneers of quality and transparency,” he emphasizes, particularly in their partnerships with social equity initiatives. “We’re here to help them build sustainable businesses,” showcasing his dedication to uplifting the community.

“We’re always looking for brands with genuine followings and real genetic innovation,” he states. “It’s about quality and authenticity, not just economics or connections.” This ethos permeates The Flowery, where every product is handpicked to enhance the consumer experience.

In a rapidly commercializing cannabis landscape, Kohen’s vision serves as a refreshing reminder of the plant’s roots. “Cannabis isn’t just a product; it’s a powerful, mind altering plant medicine” he proclaims.

He’s also keenly aware of what Israel started as pioneering research into cannabis medicine. Looking to the future, “They’ve been studying this plant since the '60s, yet we still have so much to learn, and it seems like we will finally see a lot of institution around the world taking a deeper dive” he observes, envisioning a future where personalized medicine tailors specific cannabinoids to individual needs.

Looking ahead, Kohen envisions a cannabis landscape infused with tech, where personalized profiling transforms the shopping experience. “If a technology genuinely improves the consumer experience or they way we do things internally, we want it,” he declares, fully committed to innovation—whether it’s “advanced genetic profiling or better ways to support the plants supply chain”

“We’re just getting started,” he insists, eyes gleaming with anticipation. “There’s so much more to discover, the industry is embryonic, and we’re proud to be part of this journey.”

“The Flowery has really become a big family, everybody gets along and respects each other… We like to say that culture eats strategy for breakfast and believe that our internal bond extends to the product, service we give and ultimately to the connection we make with our clientele,” he asserts, a hopeful vision for a brighter future. With Elad Kohen at the helm, the cannabis narrative is one of quality, connections, creativity, and community, a true testament to the transformative power of the plant, and beautifully decorated and designed stores with custom art and an authentic cultural flair. 

In this new chapter, Kohen is set on supporting an interconnected cannabis culture, where the finest genetics and brands flow responsibly to new territories. As The Flowery continues to bloom, it embodies a culture of quality, authenticity, education and creativity — an ethos that elevates cannabis and enriches the communities it touches. Amid a world often divided, The Flowery’s vision for The Flowery stands as a beacon of hope, proving that cannabis can unite us all.

Find the full story of Elad and The Flowery in our print edition shop online now!

For more: https://theflowery.co/; https://www.instagram.com/floweryflorida/; https://www.instagram.com/theflowerynyc/