Hidden in the heart of storied Cannabis farmland in Nevada County, Grass Valley Provisions encapsulates the dream of local partners Cameron Brady and Ryan Haley. The pair opened the pastoral pot shop earlier this year in an effort to bring an elevated, educated Cannabis retail experience to the town, and the result delivers on all fronts.
The Vibe
Located in a renovated, reimagined historical PG&E gas plant building on the outskirts of Grass Valley, Provisions has retained the historical feel of the structure, which previously also housed Ag Natural, a cultivation supply shop where Haley worked in his younger years. The pair spent two years gutting and revamping the building, opening up the ceilings and floorplan. Now, hardy exposed wood and sturdy Carnegie Steel beams set the tone for the space, which has been refaced with poured concrete, subway tile, glass and antiqued mirror fixtures. The resulting feel is reminiscent of a rustic but high-end wine tasting room.
The Mix
Whether you’re looking for a familiar edible label, a fire hash brand or a boutique local sun-grown, Provisions has you covered. The product mix, curated by Operations Manager Jared Williams, hits all the right notes.
The shop ensures it highlights not only the farms themselves but also the region of each producer so customers can make informed decisions.
“Some people prefer sun-grown, some people prefer indoor,” said Ari Benami, head of marketing. “Some people just come in looking for Alien Labs, and that’s what they walk out the door with. But a lot of people are into trying something new.”
The Provisions staff has a strong relationship with its farmers, many of which are local, and a large proportion of which are OCal and Sun + Earth Certified.
“We wanted to make sure to honor the farmers,” Benami said. “We have a little shrine dedicated to them. They’re rock stars, the way I see it. They’re doing the hard work, so it’s really great to be able to support them.”
The Staff
One of the most striking aspects of the shop is the staff — there’s a cohesive, friendly vibe between them that’s almost familial. They’re also well-versed in their inventory.
“We want to stand out for our product knowledge,” said Rose Purvis, head of merchandising. “We want to come with deep, accurate information, and if we don’t know, we want to be really humble and find out that information.”
Purvis has been a Nevada County farmer since the age of 16 and is more than familiar with the needs of the region’s residents.
“I’ve been a part of a lot of businesses in this county,” she said. “If you want to stand out in this county, you have to have exceptional customer service.”
It all comes down to putting human connection first.
“The Cannabis industry works well with family vibes,” she said. “Less corporate, more family.”
The Vision
Provisions strives to provide a well-rounded, pleasurable experience for its customers, many of whom are regulars who live and work in the area.
“Our big initiative is to continue to break down the stigma of Cannabis in the area,” said General Manager Jordan Stratigakes. “We try to create a super-welcoming environment where all walks of life feel comfortable.”
With a thoughtfully curated product selection, an airy and warm environment, and knowledgeable, charismatic staff, Grass Valley Provisions achieves success at every turn.
