NECANN Atlantic City: Insights on NJ’s Emerging Market
The excitement and interest around New Jersey are impossible to ignore because of its potential to be one of the most lucrative cannabis markets in the country. Since legalization, operators have been racing to open doors, capture consumers, and keep pace with evolving regulations, as they battle sky-high operating costs, shifting compliance rules, and the uncertainty of how consumer demand will shake out.
At NECANN’s Atlantic City conference, a panel of industry insiders gathered to offer their insights on where the Garden State’s market is heading. Moderated by Jacob Robbins of Longview Strategic, the panel brought together voices from the packaging, brewing, and manufacturing industries to explore the opportunities, roadblocks, and trends reshaping the industry.
“This market is young and growing fast,” Robbins said as he opened the session. “But it’s also unpredictable. Success requires both planning and adaptability.”
Key Takeaways for New Jersey Operators
By the end of the session, a handful of themes emerged as survival strategies for cannabis businesses in the Garden State:
Build flexibility into strategy. The rules and market conditions will change—your business model must be ready to adapt.
Study other state markets. Learn from the missteps and successes of other states.
Cultivate political relationships. Lobbying power isn’t optional; it’s how laws get written.
Explore white-label opportunities. House brands can expand margins and consumer loyalty.
Prepare for beverages. There seems to be a big white space for beverages. Whether it’s in two years or five, drinks are poised to lead consumer adoption.
Lesson From Other States: Scaling Smart
Jason Marshall of AE Global, a company specializing in packaging and supply chain solutions, began by pointing to lessons from more mature cannabis markets. Drawing on his background in consumer packaged goods (CPG) with companies like Pepsi and General Mills, Marshall stressed that packaging in cannabis is far more than just compliance.
“Packaging is the vehicle for trust and brand identity,” he said. “In a crowded dispensary, that’s how you stand out.”
The data shows just how crowded New Jersey has become. In 2023, the state tracked 2,100 SKUs; this year, that number more than doubled to 4,800. For consumers, that means unprecedented choice. For businesses, it means competing for shelf space and consumer attention in ways that look increasingly like mainstream retail.
Regulations vs. Market Reality
If packaging is where brands differentiate, regulation is where they stumble. Chuck Garrity, founder of Death of the Fox Brewing Co., knows firsthand what happens when rules lag behind business. His experience navigating New Jersey’s craft beer rollout gave him a sobering perspective on what to expect when he entered the cannabis industry with his dispensary, Frosted Nug.
“We saw the same messy process with craft beer,” Garrity said. “Government always lags behind business. Cannabis is no different.”
Beverages: The Next Super-Category
One trend drew universal attention: beverages. While still a small slice of the market, cannabis drinks are gaining momentum across the U.S., and panelists believe New Jersey won’t be far behind.
Marshall pointed to the West Coast, where dispensaries in California and Oregon are increasingly “fridge-heavy,” dedicating prime space to cannabis beverages. Branding is more experiential, with products designed to appeal to wellness-minded and socially conscious consumers who might never consider smoking a joint.
