Curio Wellness announces launch of flower in Missouri
Curio Wellness, an innovator and household name for cannabis products that improve quality of life, has officially expanded its product lineup in Missouri with the launch of its premium flower. The company, known for its scientific approach and commitment to consistency, aims to set a new standard in Missouri’s marijuana market.
“We are incredibly enthusiastic about our flower launch in Missouri. It’s been a long time coming,” said Rebecca Bronfein Raphael, Chief Revenue Officer of Curio Wellness.
Curio first entered the Missouri market nearly a year ago with its line of manufactured products, including Curio Wellness Chews and the Best Self Collection. “We started shipping our first manufactured products last Spring and have really hit our stride with our dispensary partners,” Raphael explained. The focus was initially on increasing distribution of pectin-based THC chews and scientifically formulated products targeting sleep, anxiety, focus, gut health, and other specific needs.
With manufacturing operations firmly established, Curio has turned its attention to flower, ensuring that its offerings meet the same rigorous standards. “We have this strong group of 45 dispensary partners who took a chance on our lines. Our reputation preceded us in Missouri, so we had a strong foundation of being reputable, having integrity with our products, and having a professional team,” she said.
The company’s approach to flower mirrors its scientific rigor in manufacturing. “We have an applied science team run by Dr. Matt Taylor, and his team runs our tissue culture lab. Everything we grow starts at tissue culture,” Raphael explained. “A healthy plant in the tissue culture stage is going to afford us the ability to create replicable, repeatable crops.” This method ensures that each batch of a given cultivar delivers consistent potency and terpene profiles, providing patients and consumers with predictable experiences.
Curio’s Missouri debut will feature an exclusive line of flower, selected based on years of research and market performance in Maryland. “We have the top-selling flower brand in Maryland, and we’ve had eight years to research different strains and understand which ones deliver the highest THCA and terpene potencies,” Raphael said. The first cultivars available in Missouri will include Cheddar Cheeze, Blissful Wizard, and Lemon Fresh, all preliminarily testing over 30% THCa. “It’s something the Missouri market hasn’t consistently seen,” she noted.
Curio plans to roll out 25 to 40 different cultivars in the first six months, ensuring a diverse selection to meet different consumer preferences. “We want to bring a lot of variety, and we want to make sure that we have a nice mix of hybrids, indicas, and sativas so that each consumer’s tastes are met with something,” Raphael said.
Alongside Curio Wellness flower, the company will introduce two additional brands to the Missouri market: Flower by Edie Parker and Happy Eddie Flower. “The quality of the flower is consistent—it’s all grown under Curio standards. The marketing and the demographics of who those brands speak to, that’s your differentiator,” Raphael explained. While Curio Exclusive Flower is targeted toward connoisseurs seeking premium quality, Edie Parker speaks to a lifestyle-driven audience, and Happy Eddie offers a budget-friendly option.
In addition to premium eighths, Curio is entering the Missouri pre-roll market in a big way. “We partner with a fabulous brand called Kaviar,” Raphael said. The 1.5-gram infused cones blend flower, CO₂ distillate, and kief for a potent experience. “The potency of that is between 35-45% total cannabinoids, so it’s going to send you on a journey,” she said. The company also plans to launch a five-pack of mini Kaviar pre-rolls later this year, designed for more casual consumption.
For consumers looking to sample before committing to a full eighth, Curio will offer smaller pre-roll options. “We position them as a try-before-you-buy-an-eighth because a $40 or $45 eighth is very different than a $12.50 pre-roll purchase,” Raphael noted.
Curio Wellness is also tying its Missouri flower launch to Curio Rewards, their digital consumer rewards program. “Every single product we make, flower or otherwise, has a QR code,” Raphael said. “Right now through March 31, scan the QR code and enter to win two tickets to see Dead & Company at The Sphere in Las Vegas. We’re giving away the tickets, a two-night stay at the Venetian, airfare, and spending money.”
Brandon Dunn contributed to this interview.
