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Framingham’s Trulieve Promises Elevated Adult-Use Marijuana Experience

Framinghams- Trulieve-Promises-Elevated-Adult-Use-Marijuana-Experience

FRAMINGHAM — Enter to brightly colored murals with cheeky slogans, artisan vases shaped like bongs, marble countertops, tasteful lighting and display cases packed with every cannabis confection imaginable.

This is Trulieve’s newest adult-use marijuana dispensary in Framingham, and its modern-but-whimsical setup promises customers the feel of an Apple store with a hint of Willy Wonka’s chocolate factory.

“I don’t want to toot my own horn, but I think that our dispensary is honestly one of the most beautiful ones in the area that I’ve been into — just the elegance of it stands out and the way that we’ve merchandised it,” General Manager Tyler Hartley said during a media event held at the Route 9 dispensary on Monday.

The new shop will be Trulieve’s third in Massachusetts, after Northampton and Worcester. Trulieve, one of the largest cannabis companies in the U.S., also has a cultivation facility in Holyoke.

Trulieve is awaiting a “commence operations” notice from the state’s Cannabis Control Commission before it can begin serving customers in Framingham, but it expects to have its grand opening in coming days.

“It’s been a long time coming,” Hartley said. “We’re very excited.”

Something For Everyone

The dispensary’s expansive menu includes both exclusive products and more affordable value selections. According to Trulieve Marketing Manager Jamie Banks, it’s all part of the company’s mission to cater to a variety of customer experience levels, preferred delivery methods and dietary needs — gluten-free? Vegan? No problem.

There’s even Trulieve’s Momenta, a line of products targeted at everyday wellness and active lifestyles. Brand ambassador Ethan Zohn, a two-time cancer survivor and former professional soccer player, can attest to Momenta’s benefits.

The “Survivor: Africa” winner and Lexington native first made cannabis a part of his wellness journey after he was diagnosed with a rare form of blood cancer in 2009.

“I was on a lot of synthetic meds that the doctors prescribed to me,” he recalled Monday. “They definitely saved my life; however, I was looking for other ways to help mitigate some of the side effects of cancer treatments.”

But access to cannabis was limited in 2009, and Zohn turned to the streets of New York City for what he considered medicine.

After a relapse and two stem cell transplants, Zohn is now marking 10 years in remission, and cannabis has remained a part of his wellness routine.

“It helps me with my anxiety. It helps me with sleep, and I’m a lot more fun to be around,” he said with a laugh.

Zohn is now incorporating Momenta into his exercise, and he’ll be using the products next month when he runs the Boston Marathon. Part of his goal, he said, is to erase some of the stigma surrounding cannabis use and highlight its benefits.

“I’m talking to all these folks out there who think cannabis is bad — it’s the gateway drug; it’s illegal. It’s not like that anymore,” Zohn said. “As you can see here, we’re in a beautiful dispensary — it’s like walking into an Apple store.”

An Interactive Experience

The interactive customer experience is one of Trulieve’s hallmarks. Staff meander around the store, ready to answer questions and offer one-on-one guidance. Customers can also browse various brands and products using touch screens, or seek out recommendations at the store’s bud bar.

“The other thing that I’m really hoping will help us stand out is the product knowledge that our employees are going to bring,” Hartley said. “They go through substantial training to make sure that at the end of the day, our budtenders are the menu for Trulieve.”

The interactive process helps customers find exactly the right product for them, rather than going through the process of trial and error, according to Hartley. It also, he said, puts customers — whether new or experienced cannabis users — at ease.

“So when you have that one-on-one, you’re feeling heard,” Hartley said.





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