At any major cannabis event these days, there is a new kind of gathering that starts before the panels, before the product displays, and before the haze fills the room. Somewhere in a side lounge or early breakfast space, you will find a table full of bagels, hot coffee, and laughter. The people there are entrepreneurs, advocates, journalists, and artists. Some are old friends, others are meeting for the first time. Together, they make up one of the most surprising new communities in cannabis culture: Jews in Weed.
And at the center of it all is Jordan Isenstadt, a seasoned public relations strategist who has managed to turn connection itself into a form of healing.
A PR Pro With a Purpose
By day, Jordan is a Senior Vice President at Marino, a communications firm known for guiding clients through the complex worlds of cannabis, education, and energy. He has spent his career connecting brands with people.
But after October 7, 2023, that work took on new meaning. The violence and confusion that erupted across the world left many Jewish professionals in the cannabis space feeling isolated. Conversations grew tense. Social media turned hostile. The cannabis industry, usually known for empathy and openness, suddenly felt quiet and divided.
Jordan sensed that something was missing. The community that prided itself on being inclusive no longer felt safe or connected for everyone. So he decided to fix that, one Friday at a time.
The Shabbat Calls That Started It All
In the weeks after October 7, Jordan sent out a simple invitation to a few friends and colleagues: join a virtual Friday afternoon pre-Shabbat call at 4:20 PM to connect and talk. There was no agenda and no politics. The goal was to create a space where Jewish people in cannabis could breathe, share, and feel supported.
The first call was small, but meaningful. A handful of people joined from New York, California, and beyond. They talked about their week, their families, and how strange it felt to experience silence in an industry that had always embraced counterculture and compassion.
Those calls became a ritual. Every first Friday of the month, more people joined. Word spread through dispensary teams, marketing circles, and LinkedIn groups. Some attendees rolled joints on camera. Others lit candles. The focus was connection, not ceremony. What began as a few friendly check-ins slowly became the heart of something larger.
Among the early regulars was veteran PR pro Stu Zakim, who quickly earned the affectionate title of “Rabbi Stu” for his wisdom, humor, and ability to keep the conversations grounded in perspective and heart.
From Zoom to Bagel Bash
By the time winter rolled around, the spirit of the calls had outgrown the screen. When Jordan traveled to MJBizCon in Las Vegas that December, he decided to recreate the feeling in person. He partnered with a prominent cannabis lawyer, Mitch Kulick, who offered up his suite for breakfast, ordered a few trays of bagels and coffee, and called it a Bagel Bash.
They expected a couple dozen people. More than two hundred showed up.
The room filled with warmth, laughter, and reunion. People who had only met online were hugging. Newcomers were welcomed like family. Competitors in business became collaborators in the community. There was no stage, no branding, just a shared sense that something special was happening.
That first Bagel Bash became a legend. It captured what cannabis has always stood for: humanity, humor, and connection. Since then, the event has appeared at cannabis conventions from Boston to Las Vegas, growing into a national movement that mixes tradition with modern culture.
As the gatherings grew, the creative vision and energy of Shelby Poole helped shape their identity — from the visual design and vibe of each event to the small details that made the Bagel Bash feel like a true celebration. And behind the scenes, Dave Kushner helped bring the community to life online, launching the social media channels and helping Jews in Weed find its voice in the digital world.
He’s been joined by writer and storyteller Seth Lorinczi, who crafts the group’s newsletter and written content with warmth, humor, and heart — capturing the essence of what makes this community so special.
The Hall of Flowers Moment
The most recent Bagel Bash, held at the inaugural Hall of Flowers New York, confirmed that Jews in Weed had become part of the fabric of the industry. The event drew hundreds of attendees, from dispensary owners and brand founders to press and policymakers. It was one of the most talked-about gatherings of the show, standing out precisely because it was about people, not products.
There were bagels and lox, music playing softly in the background, and conversations that ran deeper than business cards. A few guests shared stories about their grandparents’ delis in Brooklyn. Others talked about their hopes for a more compassionate industry. It was both networking and nostalgia, a reminder that culture can exist inside commerce.
Why There Are So Many Jews in Weed
The phrase “Jews in Weed” may sound catchy, but it reflects something real. Jewish involvement in cannabis has roots that stretch back decades. Jewish scientists and advocates were instrumental in early cannabis research, policy reform, and patient advocacy.
Part of that connection comes from shared values. In Jewish culture, the idea of tikkun olam repairing the world is central. Cannabis aligns with that purpose. It heals, connects, and challenges stigma. Many Jewish professionals see the plant not as rebellion but as restoration.
There is also a cultural familiarity with being misunderstood. For generations, Jewish people have built lives on the edges of convention, transforming what was once taboo into something celebrated. That same spirit runs through the history of cannabis. Both communities know what it means to fight for legitimacy and to find joy even while being underestimated.
A Space Without Politics
Jews in Weed is careful to remain a non-political space. It exists to support people, not positions. Attendees come from all perspectives, observances, and backgrounds. What unites them is a belief that community can exist without division.
At every event, that principle shines through. There are no speeches or slogans, just conversation. Someone might talk about their work in cannabis law while another describes making infused challah for Shabbat. The atmosphere is open, grounded, and deeply human.
Jordan’s ability to create this kind of environment comes from his own background in communications. He understands that real connection happens when people feel seen and safe. That philosophy has carried over from his client work into this deeply personal project.
From PR to Purpose
For Jordan, Jews in Weed represents something larger than a side project. It is a community that continues to evolve organically. The calls still happen, though now they’re monthly, each one bringing together people from across the country who need a place to feel connected.
The Bagel Bashes now attract hundreds at every major event, and new chapters are forming in cities across the United States. There is talk of retreats, mentorship programs, and future collaborations that bring the spirit of Shabbat into the energy of modern cannabis culture.
Through it all, the message remains simple. In a world that often feels divided, the cannabis community can still come together around shared humanity, humor, and love for the plant.
Jews in Weed began as a conversation between friends and has grown into a movement that celebrates identity, compassion, and joy. It is proof that in cannabis, as in life, the smallest act of kindness can spark something extraordinary.
And sometimes, all it takes to change the tone of an industry is a bagel, a smile, and a little space to exhale.
All photos courtesy of Jordan Isenstadt.
