Opened in 2016, Sensible Cannabis has served customers in Medford and southern Oregon for a decade. Current owners Jaxon Roberts and Jeffrey Ignoffo bought the brick-and-mortar store in 2018 and began expanding in the years that followed. They opened a second dispensary in Portland’s Hollywood district in 2021, a third in downtown Portland in 2022 and a fourth in Milwaukie at the end of 2024. Talk about exponential growth!
What sets Sensible Cannabis apart, and how have they built the momentum to open so many stores?
“We’ve always had a slogan of affordable quality because we want people to have access to high-quality products, as well as knowledgeable customer service and passionate staff,” Roberts explained.
Sensible Cannabis boasts a farm-to-store model where customers can shop for a range of products produced in-house: Pacific NW Farms for flower, Legacy Extracts for extracts and Sensible Cannabis itself for vaporizer cartridges. The idea is that farm- and lab-direct products let the dispensary offer better pricing, with the savings passed on to the customer.
While the in-house brand is predictably one of the most popular in the store, Sensible Cannabis also stocks a range of Oregon producers, including Benson Arbor, Entourage Cannabis, Mule Extracts, Highly Cultivated and Resin Ranchers. In terms of metrics, flower makes up about 50% of the sales, while value items like $10 cartridges make up the next-largest segment of purchases.
Around harvest time in the fall, the store discounts all Pacific NW flower and prerolls by half from the previous year to move older products and make room for the newest drops.
“We try to make sure everything on the shelf is fresh as possible,” Roberts pointed out.
In terms of the shopping experience, Sensible Cannabis puts a large amount of energy into prioritizing customer service through budtender education and a person-first model of care. Finding knowledgeable and passionate staff is a task at hand in modern Cannabis retail, but the owners at Sensible Cannabis work hard to retain experienced staff.
“We try to make sure our staff is well-versed in all of our products and offerings, as well as understanding the health benefits of the products we carry,” Roberts noted. “We want them to be able to work with individual customers to figure out what products might best suit their personal needs.”
Despite an extremely competitive market in terms of pricing and quality, Sensible Cannabis has managed to maintain customer happiness across the state by just keeping things, well, sensible. Sensible in terms of price, sensible in terms of selection and sensible in terms of customer service. For a direct-from-the-farm experience delivered by passionate staff at an affordable price, it’s worth checking out a more Sensible option.
