Building Cannabis Brands with Purpose and Community at the Core
At Village Brands, we understand that creating meaningful brands in the cannabis industry requires more than just quality products—it demands authentic connections, purposeful storytelling, and deep community roots. Our journey in brand building started with a powerful personal story that transformed into a mission to reshape how cannabis brands serve and uplift communities across New Jersey & Missouri. We’ve learned that successful cannabis brands aren’t built in boardrooms; they’re cultivated through genuine relationships, shared experiences, and an unwavering commitment to quality that our customers can trust.
Our approach to brand development stems from witnessing firsthand how cannabis can change lives. When Al Harrington’s grandmother Viola struggled with glaucoma and high blood pressure, her initial resistance to trying cannabis reflected the stigma many people faced. But when she experienced immediate relief, it sparked something bigger than a business opportunity—it ignited a movement to create brands that honor personal stories while building generational wealth in black and brown communities. This foundation shapes how we develop and curate every brand within our portfolio, ensuring each one carries forward that same spirit of transformation and empowerment.
The Evolution from Viola Brands to Village Brands
Our brand journey began in 2011 when Dan and Al Harrington founded Viola Brands, named in honor of Al’s grandmother whose life was transformed by cannabis. As an ex-NBA player who spent time with the Denver Nuggets, Al brought unique visibility and credibility to the cannabis space at a time when few public figures were willing to advocate openly. What started as a mission to serve patients dealing with cancer and HIV evolved into something much larger as we witnessed the profound impact quality cannabis could have on people’s lives. By initially focusing on medical patients in Colorado, we built a foundation of trust and expertise that would become the cornerstone of our brand philosophy.
The expansion from Colorado to Oregon marked our transition into recreational markets, where we discovered that the same commitment to quality and community that served medical patients resonated equally with recreational consumers. Since 2020, we’ve successfully launched in over twelve different markets including Canada, each time adapting our brand strategy to honor local communities while maintaining our core values. In 2019, recognizing that big corporations were failing to connect authentically with cannabis consumers, Dan created Village Brands to acquire licenses in limited market states and establish a retail presence that would feel genuinely local despite our multi-state operations.
Our Philosophy: “Home to You” in Every Market
We believe that being multi-state doesn’t mean being disconnected from local communities. Our philosophy centers on the idea that while we operate across Broadview & Chicago, IL, & Hoboken, NJ, each location should feel like home to our customers. The name Village Brands comes from the saying “It takes a village to raise a child,” reflecting our belief that cannabis brands should nurture and support their communities rather than simply extract value from them. This isn’t just marketing speak—it’s embedded in how we operate, from the brands we curate to the team members we hire and the community partnerships we forge.
Every cannabis dispensary and recreational dispensary we operate becomes a hub for connection, education, and quality experiences. We carefully curate our menu based on quality and experience, ensuring that whether someone visits us as a seasoned cannabis enthusiast or a curious newcomer, they’ll find products that meet their needs and exceed their expectations. Our stores feature Viola Brands products alongside other carefully selected offerings, creating a diverse portfolio that reflects our commitment to both legacy and innovation in the cannabis space.
Curating Excellence: Our Brand Selection Process
Our brand curation process goes far beyond simply stocking popular products. We evaluate every brand based on multiple criteria that align with our values and customer expectations:
- Quality Standards: We conduct rigorous testing and evaluation of cultivation methods, extraction processes, and final product consistency
- Community Impact: We prioritize brands that give back to their communities and create opportunities for economic empowerment
- Innovation: We seek brands pushing boundaries in product development, sustainability, and consumer experience
- Authenticity: We partner with brands that have genuine stories and transparent business practices
- Customer Experience: We select brands that consistently deliver exceptional experiences from packaging to consumption
This meticulous approach ensures that every product on our shelves represents not just quality cannabis but also aligns with our vision of what the industry should become—inclusive, innovative, and community-centered. We’re not your ordinary flower shop; we’re curators of experiences that blend cannabis culture with lifestyle aspirations, creating a space where everyone from industry insiders to local community members feels welcomed and valued.
Building Cannabis Brands That Matter
At Village Brands, we understand that a brand represents more than just a name or logo—it embodies a promise, a community connection, and a commitment to excellence. Our journey in the cannabis industry began with a powerful vision: creating brands that resonate with authentic stories and deliver meaningful experiences to customers across Broadview & Chicago, IL, & Hoboken, NJ. When we established our company in 2019, we recognized that big corporations were failing to connect with people in the market. We knew there was a better way to serve cannabis consumers, one that prioritized community, quality, and genuine relationships over corporate distance. Our approach to brand building stems from the belief that “it takes a village to raise a child”—this philosophy inspired our company name and continues to guide everything we do. We’re multi-state operators, but our focus remains on making each location feel like home to you. This commitment to local connection while maintaining operational excellence sets us apart in an industry often dominated by faceless corporate entities. Our carefully curated menu reflects our dedication to quality and experience, ensuring that whether you’re a seasoned cannabis enthusiast or exploring products for the first time, you’ll find exactly what you need.
The Foundation of Our Brand Portfolio
Our brand story intertwines with Viola Brands, the pioneering cannabis company founded by Dan and Al Harrington in 2011. Al, a former NBA player who played for the Denver Nuggets, discovered cannabis’s therapeutic potential when his grandmother Viola was suffering from glaucoma and high blood pressure. Despite her initial resistance, she eventually tried cannabis and experienced immediate positive changes. This personal transformation inspired the creation of Viola Brands, named in her honor, which began making sales that same year while initially focusing on servicing patients dealing with cancer and HIV. The evolution from medical to recreational markets showcases our adaptability and understanding of diverse consumer needs. Starting in Colorado, Viola Brands expanded to Oregon and has since launched in over twelve different markets including Canada since 2020. This expansion demonstrates our ability to navigate complex regulatory environments while maintaining consistent quality and brand integrity. We proudly feature Viola Brands products within Village Brands stores, creating a synergy between our retail expertise and their product excellence. This partnership exemplifies our commitment to building generational wealth in Black and brown communities while delivering exceptional cannabis experiences.
Curating Premium Cannabis Experiences
We meticulously select every product that enters our dispensaries, understanding that brand curation directly impacts customer satisfaction and trust. Our team evaluates products based on multiple criteria including potency, consistency, terpene profiles, cultivation methods, and overall effect profiles. This rigorous selection process ensures that every brand we carry meets our exacting standards for quality and delivers the experiences our customers expect. We work directly with cultivators and manufacturers who share our values of transparency, sustainability, and commitment to craft. Our brand curation extends beyond simply stocking shelves—we create educational opportunities that help customers understand the nuances between different brands and products. By fostering these connections, we empower consumers to make informed decisions that align with their personal preferences and wellness goals. This educational approach distinguishes us as more than just a recreational dispensary; we’re a trusted resource for cannabis knowledge and exploration throughout New Jersey & Missouri.
Creating Community Through Brand Identity
Village Brands operates as a lifestyle brand that seamlessly blends innovation, culture, and quality into every customer interaction. We’ve positioned ourselves as a community hub where locals, industry insiders, and even loyal Knicks fans feel equally welcome. Our brand personality balances playful professionalism with genuine expertise, creating an atmosphere that’s both inviting and informative.
- Community engagement initiatives that support local causes and foster neighborhood connections
- Educational workshops designed to demystify cannabis and promote responsible consumption
- Collaborative events that bring together artists, musicians, and cannabis enthusiasts
- Loyalty programs that reward our regular customers and build lasting relationships
These elements combine to create a brand experience that transcends traditional retail, establishing Village Brands as an integral part of the communities we serve. Our commitment to being “Not Your Ordinary Flower Shop” means constantly innovating and finding new ways to surprise and delight our customers while maintaining the trust and reliability they depend on.
