Enjoy this interview series recorded live on the showroom floor of MJBizCon 2025 in Las Vegas. We partnered with Respect My Region to spotlight operators shaping what’s next in cannabis—across retail, brands, and customer experience. Catch the highlights in this blog and watch the full episode on Respect My Region’s YouTube.
Who’s in this episode
This conversation features Blythe Huestis (BL) and Mitch Barton from Sun Theory, a Colorado-based group spanning multi-banner retail and portfolio brands in the broader health-and-wellness lane.
The interview is a practical look at how modern cannabis operators win in 2026:
- Retail that’s easier to shop
- Brands that travel across state lines
- Better use of data (without sounding like robots)
- And products that aren’t priced like a special-occasion luxury
Sun Theory’s retail play: simplify shopping, keep it human
BL says their core retail focus is straightforward: double down on customers and grow the customer base—by making dispensary shopping less stressful and more comfortable.
Their retail philosophy is built around:
- Comfortable interactions
- Casual conversations
- Understanding who the customer is (and what they actually want)
- Training teams to be confident and genuinely helpful
In other words: less “store script,” more real guidance.
Four retail banners, four vibes: one operator, different communities
Sun Theory operates four distinct retail chains in Colorado, each with its own demographic, vibe, and menu strategy:
- Roots RX (mountain communities like Aspen, Vail, Basalt, Edwards)
- Terrapin Care Station
- The Rec Room
- 3D Cannabis
BL explains that menus are curated to match customer needs, and that seasonal shifts matter—Colorado’s tourism cycles change what people buy, and the merchandising has to keep up.
Key detail: even with different store vibes, their standards stay the same everywhere:
- Be authentic
- Be casual
- Be comfortable
- Know the product
- Enjoy geeking out (because customers can tell when you actually care)
How they build budtender culture: it starts at the interview
BL shares a simple but powerful approach: culture isn’t “fixed later.” They start filtering at the hiring stage.
They’re clear about who they are and what they’re trying to build, so they can attract staff who genuinely fit:
- customer-first
- calm, conversational
- product-knowledgeable
- aligned with creating a comfortable shopping experience
That’s how you get consistency across multiple store brands without turning everything into a cookie-cutter script.
Colorado’s “starting five” brands: what BL recommends
When asked to call out standout Colorado brands, BL shares a quick shortlist of brands she trusts and sees performing:
- Dialed In Gummies (big vote of confidence)
- Green Dot Flower
- Spherex vape cartridges
- Escape Artist topicals
- Mary Jane’s topicals
Plus mentions of Wana as an established player in edibles.
It’s a helpful moment for out-of-state buyers and operators: this is what a serious Colorado retailer is paying attention to.
Retail expansion outside Colorado: “possible,” but not rushed
BL keeps it measured: expansion is always being explored, but Sun Theory is strategic and not trying to grow too fast. The priority is:
- sound investments
- profitability
- smart timing
No hype. No sprinting into a wall.
Mitch’s side: launching brands in new states is a different sport
Mitch talks about a big learning curve over the last year: launching into other states where compliance rules are radically different from Colorado.
That forces brands to adapt—especially when you’re known for loud packaging, seasonal drops, and collaborations. He highlights a core Sun Theory idea:
“Collaboration over competition.”
When they enter a new market, they look for the best local partners (cultivators/processors), like Harbor House in Massachusetts, to deliver limited drops that still meet their quality bar.
Dialed In: rosin-only, and they’ll “die on that hill”
Mitch is crystal clear: Dialed In is rosin-first and rosin-only. He draws a firm line between distillate gummies and rosin gummies, saying the quality difference is fundamental.
He also shares personal favorites:
- High-dose gummies in Missouri (he mentions a 130mg format)
- Blueberry as a go-to flavor
- Rosin drops (liquid you can add to drinks—mocktail-friendly)
He also calls out a product principle that matters to modern buyers:
- Less than 2g of sugar per gummy, positioning it closer to everyday wellness than candy.
Beyond cannabis: Palmer topicals and the health-and-wellness lane
Mitch also mentions a newer brand under the Sun Theory umbrella:
- Palmer topicals (including sunscreen and after-sun care with hemp-derived ingredients)
The key point is positioning: Sun Theory isn’t only thinking “dispensary shelf.” They’re also thinking Amazon and broader consumer wellness behavior—where quality and routine use matter.
2026 focus: more data, better communication, smarter inventory
BL’s 2026 lens is about operating like a more sophisticated retailer:
- using tech platforms better
- leveraging data
- aligning inventory to macro trends and micro customer behavior
- improving direct-to-consumer communication (within compliance limits)
She specifically mentions interest in:
- better targeting what existing shoppers gravitate toward
- exploring push notifications and direct communication thoughtfully
Mitch’s 2026 focus is about dialing in new markets they’ve already launched:
- rational pricing
- broader access
- avoiding the “luxury-only” trap
He states the goal clearly: a premium gummy that’s still affordable enough to be a daily driver.
Their closing pitches
BL’s invitation: if you’re in Colorado, visit any Sun Theory store—there’s a “vibe for somebody,” and the experience will be solid.
Mitch’s product callout: try the Focus gummy—positioning it as an overlooked option for people who already rely on coffee or tea and want a dialed-in daytime effect.
Sponsorship note
This MJBizCon 2025 interview is part of Respect My Region’s event coverage. Canna Brand Solutions supported the broader series as a sponsor.
