Adam JacksonIn a rustic, retrofitted greenhouse nestled in central Florida, Sunburn Cannabis is cultivating not just cannabis, but a true Floridian identity.
Sunburn, which is the name that licensee Green Sentry Holdings LLC operates under, has quickly become a top player in Florida’s cannabis market, ranking as runner-up for the most sales per dispensary, only behind The Flowery, according to a review of state reports.
“We hand trim everything (premium),” Charles Bailey, vice president of operations, said during a recent tour of the farm. “This is the trim crew. We call them the bud barbers.”
That attention to detail extends throughout. Drew Fontaine, who oversees post-harvest operations, explained their slow-drying technique: “Our biggest practice here is drying as slow as possible. In order to do that, we keep a vapor pressure deficit that causes the moisture to be getting pushed out of the buds.”
That process can take up to 18 days, significantly longer than some competitors’ methods. Fontaine argues this preserves the cannabis compounds that consumers value most.
“A lot of people like to rush things for productivity,” Fontaine told Green Market Report. “But all the things that customers like in weed – your terpenes, your THC, the cannabinoids – those all are called volatile organic compounds. They want to degrade at natural homeostasis.”
On top of that care, Sunburn’s identity is also defined by its embrace of cannabis culture and the company’s Florida pedigree.
“We’re by Florida for Florida,” Fontaine stressed. “We refuse to ignore Florida culture. I’m not ignoring weed culture.”
The company’s commitment to cannabis tradition is exemplified by its longtime collaboration with Mike Nee, aka P-Bud, who is well known in the industry as one half of the duo behind the legendary Chemdog strain. Now going by ChemD, the strain’s history represents the underground culture that sustained cannabis during prohibition, Bailey said.
A rising star
Founder and CEO Brady Cobb previously sold Florida-based Bluma Wellness to Cresco Labs for $213 million, but he didn’t stay out of the market for long. In 2022, he purchased 11 distressed dispensaries and a large grow facility from MedMen for $63 million.
On top of the stellar per-store sales, Sunburn secured $34 million in financing from AFC Gamma in March to refinance some of its debt and continue beefing its operations. AFC Gamma’s CEO Daniel Neville even dubbed the company’s trajectory a “Cannabis 3.0” opportunity.
The company attributes much of its success to its craft-oriented approach. The company offers products at various price points, from premium “Bill’s Reserve” flower (named after his storied father) to more affordable options, all under the flagship brand.
“We want to represent everyone,” Fontaine said. Part of the strategy includes offering single-gram “grammers,” allowing patients to sample various strains without committing to larger quantities.
That approach stems from their cultivation practices. Using an assembly-style track system, Bailey noted they try to “move the plants and touch the plants as the least amount possible, because every time you touch it, those trichomes and medicine get knocked off.”
Cobb told Green Market Report during an Orlando dispensary opening in 2022, “Our whole thesis is we believe brands are going to matter long term. And with the Sunburn brand … it’s about building a brand that when the alcohol moment happens federally, we’re something that Southern Wine and Spirits wants to put in their warehouse and carry.”
As Florida considers potential adult-use legalization this fall, Sunburn’s management feels confidence in its strategies.
“We have a really clear vision of who we are and what we want to be,” Bailey said. “Whether it’s rec or black market or medical, we’re going to be doing the same thing.”
