Grupo Flor
November 2021
With a new store in Union City, Grupo Flor is changing the conversation around cannabis
Over the decades, our society has developed a pretty narrow-minded notion of cannabis culture. Many people associate the plant with slackers and black lights and counterculture. To this day, a lot of cannabis marketing reflects that limited viewpoint.
But if the cannabis industry is going to continue to grow and expand, these stereotypes must be broken and the standards of growing, selling, and marketing the plant must be raised.
That’s what FLOR is all about.
It’s a high-end shopping experience like that of buying any other luxury item. Spacious and intuitively organized, FLOR is easy to navigate for the connoisseur who knows what they want, and at the same time, there is always a knowledgeable associate nearby to help guide the consumer to what they want, whether its flower, tinctures, vapes, accessories, or apparel.
Since launching in 2015, Grupo Flor has amassed one of the largest portfolios of cannabis farm leases on California’s Central Coast. They have since transitioned to a group of licensed operations that run up and down the entire cannabis supply chain. But their emphasis is on expanding their retail footprint, which now extends to five stores, including the new outlet in Union City.
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Inclusive and diverse employment and service is not the only way in which Grupo Flor gives back to its home communities. From its genesis, the company has believed firmly that, across cultures, cannabis is fundamentally about sharing, community spirit, and entrepreneurship.
That’s why Grupo Flor makes it a point to partner with local non-profits, small businesses, and civic organizations. Sponsorship, fundraising, and volunteering are all ways in which the company tries to uplift and empower the communities where they reside. For example, the Grupo Flor Community Benefit Allocation Plan has invested $100,000 in Union City local police departments, youth and family services, and community and recreation services that provide kids with free or reduced-price recreation opportunities.
So if you’re ready to change the conversation surrounding cannabis – and enjoy a high-end, top-quality shopping experience – check out FLOR in Union City or look at any of Grupo Flor’s other retail outlets.
Just landed in Union City, FLOR is a unique retail concept that combines an upscale boutique design with an education-focused shopping experience. The goal is to elevate the conversation around cannabis, while providing the best quality and variety in flower, vapes, edibles, and accessories for everyone from discerning connoisseurs to curious newcomers. FLOR is not your typical cannabis store of ten years ago.
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But Grupo Flor’s cannabis isn’t the only thing that is locally grown. Since its original flagship retail location in Salinas, every store it has opened is 100 percent staffed by local residents. Grupo Flor is committed to ensuring that the communities and neighborhoods where it resides benefit the most from this economic opportunity. The cannabis industry can be a means of empowerment for underrepresented populations, such as women and minorities. That’s why 60 percent of the company is run by women.
This diversity and inclusion imbues the company and its stores with insight and experience from California’s many cannabis cultures. For instance, Maggie Vargas, general manager of the flagship store in Salinas, remembers her Mexican immigrant parents using cannabis to ease the aches and pains from long days working in the fields. She now works through her job at East of Eden to provide that physical and mental relief to customers – while at the same time taking advantage of the economic opportunity that her parents labored to give her.
Inclusive and diverse employment and service is not the only way in which Grupo Flor gives back to its home communities. From its genesis, the company has believed firmly that, across cultures, cannabis is fundamentally about sharing, community spirit, and entrepreneurship.
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"The goal is to elevate
the conversation around cannabis, while providing the best quality and variety"