THX (The Highest Xpectation) is a Portland-based dispensary that opened on Feb. 29, 2024. It’s ironic that the store hosted its grand opening on Leap Day, because over the past year the outlet has made tremendous leaps and strides, going from the “newest shop on the block” to a steadfast fixture of the local community.
Jermaine Thompson, owner and master grower for THX, began his odyssey into the Cannabis industry over a decade ago. In 2011, his sister suffered a brain aneurysm and needed someone to serve as a caregiver in order to access medical marijuana. Jermaine started growing to help support her medical needs while he committed to refining his craft and learning as much as he could about Cannabis horticulture. In 2019, he purchased the property and license for professional cultivation that would eventually become the official THX farm.
Both as a producer and as a dispensary, THX highlights passion for the plant and a commitment to curating high-quality products. “I grow all of our flower. I take my time with it,” Thompson says. “Every strain I grow is hand-watered and raised with love and care.”
In an effort to change the narrative around potency, they don’t list THC percentages on the in-store displays. Not leading with metrics allows customers and budtenders to engage in a more in-depth dialogue about what they’re actually looking for in the experience. Is it finding a product that relieves pain? Perhaps something energizing and uplifting on a summer day? Maybe they’re just looking for a clean smoke that tastes exactly like candy. Asking more open-ended questions makes consumers feel heard and gives budtenders the opportunity to provide more tailored recommendations. Unsurprisingly, a more person-centered shopping process results in more satisfied shoppers. Around 80% of the store’s clientele reportedly consists of returning patrons.
In-store, a wide array of boutique selections are featured front and center including customer favorites Spilt Paint, Jealousy and THX’s premier in-house strain, Nikez. Nikez is a “4x crazy cross” of Pink Runtz, Animal Cookies, Wet Dream and Skywalker OG that stains the palate in a way likely to please even the pickiest flavor chasers. Notably, THX has a heavy shelf presence, with more than 90% of the flower available grown at their own farm.
When it comes to delivering on their commitment to quality, the proof is in the pudding, or maybe more appropriately, in the pre-roll. As first-time competitors, THX entered the Oregon Growers Cup in 2024 and took home the top prize in pre-rolls for their Melted Scoopz (Sunset Sherbet x Runtz). The mission statement from day one has centered on creating a community-forward experience with top-shelf products at fair prices — and it seems they’re genuinely making an impact.
“I’m excited about the opportunity to be here in the place that I grew up in,” Thompson notes. “That’s my goal and my vision: to be inclusive, to be a staple of the community and to be able to offer a really good product at accessible, equitable prices.”
