Recently, while down in Los Angeles visiting family, I found a store with a menu so good, I asked my mom to drive me there. After all, how many places can you find Alderpoint Sour when you’re only around 20 miles from Catalina?
We Roll Up is one of only a handful of dispensaries in the harbor city of San Pedro, which recently hosted the Network Cannabis Trade Show in September. Opened in 2022 as the city’s first licensed dispensary, it’s located right on the main drag, less than 2 miles from Angel’s Gate Park. The company also has a store in Playa Vista, just north of the Los Angeles International Airport, which boasts the largest hash selection in LA.
This store and its sister location are proudly majority Hispanic-owned, being founded by Michael Esposito, Ruben Cervantes, Daniel Roescheisen and their friend, “Billy.”
While not the biggest store, We Roll Up’s harbor location keeps a selection that rivals a large retailer and is up-to-date with what’s new and what’s hitting. There was a great selection of flower, but this reporter was particularly impressed by their hash menu, which was stacked with favorite flavors and the first drops from Sugar Magnolia and Hasher.
In a call with We Roll Up’s purchaser, Jerry Ortiz, and co-founder, “Billy,” they expressed that even though they have an in-house flower brand, a particular focus for the store’s menu is rosin. With concentrates thriving in the traditional market, they feel it’s important to support new brands as they break out into the retail space.
“There’s so much good hash coming around now,” Ortiz said.
Along with the usual categories of products, the store also has some impressive pieces by Hendy Glass, Burton Morris and GZ1 on display. “Billy” said that he wants the stores to have the kind of high-end glass, art and apparel that will make them stand out as destinations.
“I’m not trying to be volume,” he said matter-of-factly. “I want to make our stores destinations, where when you come to LA, they’re spots you know you have to visit. There is a cool culture here, and we need to share it more.”
In an effort to keep with local culture as well as Cannabis culture, the store always has a Spanish-speaking staff member behind the counter and offers standing discounts for military, longshoremen and seniors.
The employees are a particular high point for the store experience. During my visit, everyone working there was able to answer questions on multiple types of products rather than having a go-to rosin or edibles person.
“Billy” said the team is working on some renovations and updates to make 2026 a banner year for the San Pedro location. Their long-term dream, he said, is a private lounge to show the Cannabis community how much fun it is to come down and hang out in the harbor area.
