CLOVR launches CultuR flower in Missouri
CLOVR has officially announced the launch of its own cultivation brand to Missouri’s market.
The company, known for its partnerships with national brands and award-winning edibles, has now expanded into flower with the launch of CultuR.
Josh Mitchem, CEO of CLOVR, said the move marks a new chapter for the company. “We recently completed our first harvest, and while the building isn’t yet at full capacity, we’ve got the cycle running.”
CultuR isn’t CLOVR’s first foray into cultivation, the company previously partnered with award-winning cultivator C4 in the past on the flower brand Glaze.
“We’re bringing back some of the genetics that people loved when we partnered on Glaze, like Master Yoda and Princess Leia’s OG, but also introducing new cultivars we’ve scoured the country for.”
The addition of a cultivation license comes after years of CLOVR operating as a standalone manufacturer in Missouri.
While the company helped shape the market through partnerships with Wana, Keef, Robhots, and Christopher Elbow, Mitchem said growing in-house is critical for competitiveness. “If a grower can produce their flower for $285 a pound and I’m buying it at $650 per pound to manufacture, there’s no way to remain competitive. Cultivation allows us to cut input costs in half and gives us the ability to expand into new products.”
Mitchem emphasized that quality will define CultuR.
“I’m excited to see more people moving away from just chasing THC percentages. The best highs come from really good terpene profiles and trichome-rich plants. Blue Dream, for example, is only about 17 or 18 percent THC, but it delivers one of the best highs because of its terpene profile,” he said. “That’s the kind of flower we want to bring with CultuR.”
The expansion also opens the door for CLOVR to reintroduce products it had phased out.
“We were leading the way with pre-rolls, but once cultivators could produce them after adult use passed, it was tough for us to stay competitive. With our own flower now, I’m really excited to bring pre-rolls back, along with fresh frozen products, concentrates, and other lines we couldn’t price competitively before,” Mitchem explained.
CultuR will also support CLOVR’s existing brand partnerships, including Method Man’s TICAL line.
“TICAL is really a flower brand, and now we’ll be able to grow their strains the way they were intended. That’s something I’m really looking forward to,” Mitchem told Greenway.
Looking ahead, Mitchem sees CultuR as the foundation for CLOVR’s next phase.
“This year is about flower. Next year, we’re focusing on Missouri-based brands. A lot of independent dispensaries have ideas for their own in-house products, and I want to help make that happen,” he continued. “Stores that haven’t sold out to larger groups will need unique offerings. Having their own products that customers can’t get anywhere else will be a big part of that.”
Mitchem said the strategy reflects CLOVR’s long-standing philosophy of collaboration. “The cannabis pie is a very big pie. There’s plenty of room for all sorts of operators and brands inside it,” he said. “I’m not here to put anybody out of business. I want to see everyone who puts their hat in the ring succeed.”
CultuR is already positioning itself with a clear message: “Cultr—where craft quality meets community spirit. Exceptional strains. Artisanal cultivation. Sustainable practices. Diverse customers.”
Find CultuR on instagram @cultur.missouri to learn more.