Berkshire Roots, a Massachusetts-based cannabis operator, has firmly established itself as a pioneering force in both the medical and recreational cannabis markets.
The company began its journey with a medical license in 2018 and expanded into the recreational market a year later, becoming one of the first vertically integrated operators in the state. As the cannabis industry in Massachusetts grew rapidly and competition intensified, Berkshire Roots found itself needing to adapt. However, as CEO Kristopher Foley explains, adapting did not mean abandoning the company’s origins.
“We have been rethinking things a bit,” says Foley. “As the marketplace has evolved, we are now focusing on bringing balance, creativity, and connection to our customer base. We are crafting and curating products with care on site, innovating while staying true to what our loyal customers love.”
His words reflect a commitment to returning to the values that shaped Berkshire Roots in its early days. From the beginning, the company set out to operate like a small farm or craft brewer, prioritizing the care, attention, and quality that mass production often overlooks. As the market became saturated with new dispensaries and products, it became clear that not everything belonged on the menu. Instead of trying to appeal to everyone, Berkshire Roots focused on the products they were truly passionate about and knew would stand out.
“We are focused on doing what we do best,” Foley says. “It is about being honest with ourselves and our customer base. There are other great companies that make some products better than we do, and we would rather leave those to them and concentrate on what we can do at the highest level.”
Crafting Every Product with Care
As a fully vertically integrated business, Berkshire Roots grows and produces all of its cannabis on site, giving the company complete control over product quality from start to finish. Foley attributes much of the company’s success to its cultivation team, many of whom have been with Berkshire Roots since the early days. These team members are not just employees. They are integral to the company’s story, putting in long hours and carefully tending to every plant.
“The plant is everything to us,” Foley explains. “It starts with a healthy stock of genetics, and from there, it is all about care. We have built a great team that knows how to bring out the best in each strain and ensure that every product is crafted with care.”
When Berkshire Roots entered the market, demand for cannabis was high and there were few operators. With a steady influx of customers, nearly anything could sell. As the market grew and competition intensified, the company quickly learned that quality, not quantity, would define long-term success.
“Initially, it was about pushing out as many products as possible to meet demand,” Foley says. “But as more dispensaries opened, we realized we could not be a jack-of-all-trades. We refocused on the products we are most confident in, the ones we know are the best for the consumer.”
Commitment to Quality
Today, Berkshire Roots operates two dispensaries, one in Pittsfield and another in East Boston. Each location attracts a different type of customer. The Pittsfield dispensary offers a more personal, relaxed experience where customers return often and build relationships with the staff. The East Boston dispensary serves a fast-paced neighborhood crowd, with many customers stopping in for quick purchases. Despite these differences, both locations share a commitment to excellent service and high-quality products.
The product menu at Berkshire Roots is diverse, ranging from flower and concentrates to edibles and topicals. Recently, the company began sourcing approximately 40 percent of its products from third-party vendors. This shift was not only about expanding the menu but also about supporting small businesses that share Berkshire Roots’ dedication to quality.
“We have always believed in helping out the smaller guys who have the same values we do,” Foley says. “It is about building partnerships that benefit everyone. We rotate small, local products on our menu to give them exposure and help their businesses grow.”
Treating Every Flower with Utmost Care
Berkshire Roots also maintains strong relationships with other local cannabis operators. One example is its partnership with Zyp Run, a delivery service to which the company offered insight gained from its own process and provided recommendations when the service was initially starting up. Berkshire Roots also collaborates with local cultivators such as Morning Dew and Bostica, supplying them with Berkshire Roots products and purchasing their biomass at fair market prices. In parallel, many other dispensaries carry Berkshire Roots offerings alongside wholesale brands such as Devine, Y Cannabis, The Haven Center, Hempest, and Quincy Cannabis.
In terms of quality, Berkshire Roots remains unwavering. Every product undergoes rigorous testing by independent third-party laboratories to ensure the highest standards for potency, purity, and terpene levels.
The cultivation process is equally meticulous. The team has developed specialized techniques for each strain, and post-harvest processes such as trimming and curing are performed largely by hand to ensure every flower receives the highest level of care.
Commitment to the Community
Looking ahead, Berkshire Roots is preparing for growth. Over the next three to six months, the company plans to refresh its brand, update its packaging, and introduce new product lines. It is also launching a higher-end concentrate line with exclusive products unavailable anywhere else in the state. As the cannabis market continues to evolve, Berkshire Roots is determined to stay at the forefront by offering unique, high-quality products that reflect its commitment to craftsmanship.
“We are always looking ahead,” Foley says. “But at the same time, we are staying true to what got us here in the first place. It is about quality and building relationships with both customers and the community.”
One of the company’s most meaningful initiatives is its partnership with Berkshire Community College, where it helps train the next generation of cannabis professionals. The college offers a certificate in cannabis education, and Berkshire Roots provides students with hands-on training. The company also covers the cost of state certifications and has hired many program graduates, resulting in a strong retention rate. This focus on education and workforce development underscores Berkshire Roots’ commitment to both the community and the broader cannabis industry.
Berkshire Roots demonstrates what is possible when quality, community, and passion align. The company has experienced the growing pains of a rapidly expanding industry but has remained focused on what matters most: the product, the people, and the values that have guided it from the beginning. As Berkshire Roots continues to evolve, it stands not just as a business, but as a testament to the potential of craft cannabis and the importance of staying true to your roots.
The company began its journey with a medical license in 2018 and expanded into the recreational market a year later, becoming one of the first vertically integrated operators in the state. As the cannabis industry in Massachusetts grew rapidly and competition intensified, Berkshire Roots found itself needing to adapt. However, as CEO Kristopher Foley explains, adapting did not mean abandoning the company’s origins.
“We have been rethinking things a bit,” says Foley. “As the marketplace has evolved, we are now focusing on bringing balance, creativity, and connection to our customer base. We are crafting and curating products with care on site, innovating while staying true to what our loyal customers love.”
His words reflect a commitment to returning to the values that shaped Berkshire Roots in its early days. From the beginning, the company set out to operate like a small farm or craft brewer, prioritizing the care, attention, and quality that mass production often overlooks. As the market became saturated with new dispensaries and products, it became clear that not everything belonged on the menu. Instead of trying to appeal to everyone, Berkshire Roots focused on the products they were truly passionate about and knew would stand out.
“We are focused on doing what we do best,” Foley says. “It is about being honest with ourselves and our customer base. There are other great companies that make some products better than we do, and we would rather leave those to them and concentrate on what we can do at the highest level.”
Crafting Every Product with Care
As a fully vertically integrated business, Berkshire Roots grows and produces all of its cannabis on site, giving the company complete control over product quality from start to finish. Foley attributes much of the company’s success to its cultivation team, many of whom have been with Berkshire Roots since the early days. These team members are not just employees. They are integral to the company’s story, putting in long hours and carefully tending to every plant.
“The plant is everything to us,” Foley explains. “It starts with a healthy stock of genetics, and from there, it is all about care. We have built a great team that knows how to bring out the best in each strain and ensure that every product is crafted with care.”
When Berkshire Roots entered the market, demand for cannabis was high and there were few operators. With a steady influx of customers, nearly anything could sell. As the market grew and competition intensified, the company quickly learned that quality, not quantity, would define long-term success.
“Initially, it was about pushing out as many products as possible to meet demand,” Foley says. “But as more dispensaries opened, we realized we could not be a jack-of-all-trades. We refocused on the products we are most confident in, the ones we know are the best for the consumer.”
Commitment to Quality
Today, Berkshire Roots operates two dispensaries, one in Pittsfield and another in East Boston. Each location attracts a different type of customer. The Pittsfield dispensary offers a more personal, relaxed experience where customers return often and build relationships with the staff. The East Boston dispensary serves a fast-paced neighborhood crowd, with many customers stopping in for quick purchases. Despite these differences, both locations share a commitment to excellent service and high-quality products.
The product menu at Berkshire Roots is diverse, ranging from flower and concentrates to edibles and topicals. Recently, the company began sourcing approximately 40 percent of its products from third-party vendors. This shift was not only about expanding the menu but also about supporting small businesses that share Berkshire Roots’ dedication to quality.
-
As the marketplace has evolved, we are now focusing on bringing balance, creativity, and connection to our customer base. We are crafting and curating products with care on site, innovating while staying true to what our loyal customers love.
“We have always believed in helping out the smaller guys who have the same values we do,” Foley says. “It is about building partnerships that benefit everyone. We rotate small, local products on our menu to give them exposure and help their businesses grow.”
Treating Every Flower with Utmost Care
Berkshire Roots also maintains strong relationships with other local cannabis operators. One example is its partnership with Zyp Run, a delivery service to which the company offered insight gained from its own process and provided recommendations when the service was initially starting up. Berkshire Roots also collaborates with local cultivators such as Morning Dew and Bostica, supplying them with Berkshire Roots products and purchasing their biomass at fair market prices. In parallel, many other dispensaries carry Berkshire Roots offerings alongside wholesale brands such as Devine, Y Cannabis, The Haven Center, Hempest, and Quincy Cannabis.
In terms of quality, Berkshire Roots remains unwavering. Every product undergoes rigorous testing by independent third-party laboratories to ensure the highest standards for potency, purity, and terpene levels.
The cultivation process is equally meticulous. The team has developed specialized techniques for each strain, and post-harvest processes such as trimming and curing are performed largely by hand to ensure every flower receives the highest level of care.
Commitment to the Community
Looking ahead, Berkshire Roots is preparing for growth. Over the next three to six months, the company plans to refresh its brand, update its packaging, and introduce new product lines. It is also launching a higher-end concentrate line with exclusive products unavailable anywhere else in the state. As the cannabis market continues to evolve, Berkshire Roots is determined to stay at the forefront by offering unique, high-quality products that reflect its commitment to craftsmanship.
“We are always looking ahead,” Foley says. “But at the same time, we are staying true to what got us here in the first place. It is about quality and building relationships with both customers and the community.”
One of the company’s most meaningful initiatives is its partnership with Berkshire Community College, where it helps train the next generation of cannabis professionals. The college offers a certificate in cannabis education, and Berkshire Roots provides students with hands-on training. The company also covers the cost of state certifications and has hired many program graduates, resulting in a strong retention rate. This focus on education and workforce development underscores Berkshire Roots’ commitment to both the community and the broader cannabis industry.
Berkshire Roots demonstrates what is possible when quality, community, and passion align. The company has experienced the growing pains of a rapidly expanding industry but has remained focused on what matters most: the product, the people, and the values that have guided it from the beginning. As Berkshire Roots continues to evolve, it stands not just as a business, but as a testament to the potential of craft cannabis and the importance of staying true to your roots.
Thank you for Subscribing to Cannabis Business Insights Weekly Brief
