Illicit earns multiple awards in Greenway Best of the Industry, named Brand of the Year

One of the most popular Missouri-grown cannabis companies, Illicit Gardens has made a reputation for itself through creativity, creating thoughtful conversation, and pushing boundaries in the cannabis industry.

The company’s brand reflects both innovation and commitment to advocacy. In 2024, the company celebrated significant milestones and expansion into new markets, all while staying true to its roots. This year, Greenway readers recognized Illicit as Brand of the Year, Illicit Gardens as Best Cultivator, and awarded Best Vape – Live to their Illicit Blackberry Larry Live.

David Craig, VP of Marketing for Illicit, shared insights into the company’s growth and what sets them apart in an ever-changing industry. From product innovations, to their community involvement and plans for the future, Craig highlights how Illicit is not just shaping the cannabis market but also striving to make a positive impact.

“In 2024, Illicit Gardens experienced a year of continued growth and innovation,” Craig explained. “We expanded our product lineup with exciting new offerings, including Gemstones, our diamond-infused prerolls, and several new cultivars. These new products reflect our commitment to pushing the boundaries of quality and creativity in the cannabis space.

“Additionally, one of our biggest milestones was expanding into New Jersey, bringing Illicit’s Missouri expertise to a brand-new market. This expansion represents a major step in our mission to provide exceptional products to more consumers while staying true to our roots in advocacy and community engagement. As we continue to grow, we remain focused on delivering consistent, top-tier cannabis experiences that our customers know and trust.”

What about Illicit differentiates the brand from others in the space?

“Illicit stands out through our relentless focus on innovation, collaboration, and cutting-edge technology. We are constantly pushing the boundaries with new and exciting products. Our ability to develop unique, high-quality offerings sets us apart and keeps our customers excited for what’s next. Beyond our products, our strong partnerships with retail dispensaries play a key role in our success. We work closely with our partners to create exclusive drops, educational resources, and tailored promotions that enhance the consumer experience and help drive sales. By fostering these deep relationships, we aim for Illicit products to not only reach the right customers but also come with the knowledge and support that consumers expect. Technology is another major factor that differentiates Illicit. From state-of-the-art cultivation and manufacturing techniques to our use of advanced data analytics in marketing and sales, we leverage the latest tools to optimize every part of our operation.”

What can you tell me about some of the employees or leadership that help drive your success?

“Our success is driven by the dedication and passion of our entire team—that includes every department and every aspect of the operation. Our cultivation team works tirelessly to ensure that every plant is grown with care, using precision techniques to produce the highest-quality cannabis. Their expertise in genetics, sustainability, and innovation is the foundation of everything we create. Our manufacturing team plays a crucial role in turning our premium flower into a wide range of top-tier products. Whether it’s crafting our Gemstones, rolling our Infused Prerolls, or perfecting our Live Resin extracts, they bring precision and consistency to every step of the process. None of it would be possible without the dedication of our logistics, compliance, accounting, and administrative teams, who keep everything running smoothly behind the scenes.”

   

What were some of the milestones or memorable moments for your company in 2024?

“In 2024, Illicit Gardens celebrated several memorable milestones. The company’s expansion into New Jersey marked a significant step in its growth strategy, bringing its high-quality products to a new market. Furthermore, Illicit’s Clean Green Certification underscored its commitment to sustainable and organic cultivation practices, positioning it among a select group of cannabis brands adhering to rigorous environmental standards.”

What can you tell me about the company’s community involvement?

“Community involvement remains a cornerstone of Illicit Gardens’ mission. Our partnership with local community initiatives includes our annual Toy and Food Drives, plus several community events with great partners like Harvesters, Giving the Basics, and the KC Community Garden. Through collaborative partnerships with organizations like the Last Prisoner Project, Illicit actively supports criminal justice reform and provides assistance to individuals affected by cannabis prohibition. Our ongoing Freedoms Campaign initiative highlights the company’s dedication to advocating for those impacted by outdated cannabis laws.”

What plans are on the horizon for the company?

“Looking ahead, Illicit plans to continue its expansion into new markets, including our recent launch into New York’s recreational market in 2025. We’re also aiming to open our first Illicit brand dispensaries in New Jersey by end of summer, early fall of this year. In Missouri, we’ll be stepping up our event sponsorships – you can expect to see the Illicit team at more big events throughout the state this year. The company remains focused on delivering consistent, high-quality products while maintaining its commitment to social justice and local community giving initiatives. Our goal is to balance growth with advocacy, all while reshaping the industry’s cultural narrative and fostering a more equitable and sustainable future.”