With 60,000 jobs on the horizon and billions in projected revenue, New York’s cannabis industry is poised for massive growth. But whether that growth will be equitable remains an open, and urgent, question. The industry holds the potential to become a powerful engine of economic opportunity, especially for communities harmed by past prohibitions, but that potential won’t fulfill itself. Without intentional investments in workforce development and a deep commitment to equity, the state risks repeating the very injustices legalization set out to repair.
We believe the cannabis industry must be more than just profitable, it must be transformational. That means putting workforce equity at the center of its growth strategy; not as an afterthought, but as a defining feature. This is the vision championed by the New York City Employment and Training Coalition (NYCETC) and its member organizations: a cannabis industry that actively creates opportunity, especially for those harmed by past criminalization.
One example of what this can look like in practice is The Travel Agency, a cannabis store in Downtown Brooklyn. Since opening as the third licensed dispensary in New York City, TTA has hired 200 employees, many of whom come from communities disproportionately targeted by cannabis prohibition. This is how workforce strategy can drive real change, by rethinking who gets hired, how they’re trained and what it takes to advance.
The numbers tell a compelling story; over $1 billion in legal cannabis sales in two years and projected annual consumer spending of up to $7.5 billion by 2030. But, industry growth without a plan for inclusive workforce development is a missed opportunity. New York must pair this economic momentum with policies that remove employment barriers, fund high-quality training and create sustainable career paths, particularly for historically marginalized communities.
TTA’s approach offers one model: hiring based on potential, not pedigree; training workers thoroughly; and providing ongoing support and advancement opportunities. A 40-hour paid training program gives new hires foundational knowledge of cannabis, customer service and the industry’s complex history. Professional development doesn’t stop after onboarding. Employees have access to mentorship, leadership training and even visits to cannabis farms to deepen their industry knowledge. These kinds of investments are necessities for building a workforce that’s prepared to help this industry thrive long-term.
And their efforts are paying off. Over 60 employees have moved up within the company in just two years. Behind each promotion is a person gaining not just a paycheck, but a sense of purpose and possibility. What matters most is not just how fast the industry grows, but how many people rise with it.
Let’s not forget, the cannabis industry was born out of decades of injustice. Nationwide, Black ownership in cannabis remains shockingly low—just 2% of all businesses. That’s why New York’s commitment to social equity licensing through the Marihuana Regulation and Taxation Act is so important. Requiring that 50% of licenses go to social equity applicants is a bold, necessary step, but it’s only the beginning. Real equity demands continuous action, from the government, businesses and workforce leaders.
We’ve seen firsthand how quickly people can advance when given the chance. Take Anthony Rolland, a Brooklyn native who joined TTA just 16 months ago with no cannabis experience. Today, he’s a senior general manager. His story is not exceptional, it’s what happens when industries are willing to value lived experience and invest in potential.
“One of the most unique opportunities we have in this industry is to be able to connect with people about an experience they often can’t share, even with their loved ones, because the stigma is still so grave," Rolland said. "Everyday, we have the chance to be both students and teachers, engaging in conversations that can shift perspectives on the plant and even change lives.”
This is what the cannabis industry can be if we make it so. With the right policies, partnerships and priorities, New York has a chance to lead the nation in building a cannabis economy rooted in justice, inclusion and long-term success. The question isn’t whether the industry will grow. It’s whether it will grow the right way.
Arana Hankin-Biggers is the president and co-founder of The Travel Agency, a licensed dispensary in New York. Gregory J. Morris is the chief executive officer of the New York City Employment and Training Coalition.
