In New York’s fast-evolving cannabis scene, few names carry the mix of grit, heart, and legacy that Jayson and Britni Tantalo do. With over 30 years of combined experience in the legacy market—and more than a decade running successful hydroponic and distribution ventures—the duo brought deep roots and business savvy when they launched Flower City Dispensary just outside of Rochester in Victor, New York.
As a Conditional Adult-Use Retail Dispensary (CAURD), Flower City embodies the spirit of legacy to legal—a model of what equity-driven entrepreneurship can look like in the Empire State. Now, with their doors open and their community behind them, the Tantalos are taking things even higher: Flower City will serve as one of the few locations offering custom-curated judging kits for the inaugural High Times New York Cannabis Cup: People’s Choice Edition. These judging kits will include not only the top New York cannabis products but also a limited 50th Year Edition High Times Magazine.
Opening Doorways: Flower City Dispensary’s Rise
When New York State began accepting retail license applications in mid-2022, the Tantalos were ready. Yet it would take more than two years and a great deal of persistence and patience before Flower City Dispensary could finally open its doors. The Tantalos credit their success to the industry community’s unwavering support. Without the help of Grow America, Temeka Group, Myers Security, and many others, their dream may never have become a reality.
Driven by the Tantalos’ entrepreneurial vision and commitment to excellence, Flower City Dispensary has evolved into more than just a dispensary; it stands as a hub for culture, education, and community.
As Jayson Tantalo, Co-Founder and COO, shared in a recent interview: “Legal cannabis is thriving, and we are excited for people to see our take on it.” When asked what it means to be a minority, woman-owned dispensary, Britni Tantalo, Co-Founder and President, reflected: “As we continue to grow, we’re committed to fostering an inclusive and forward-thinking community that celebrates cannabis culture and supports the responsible evolution of the industry.”
That “take” now includes helping bring one of the most recognized cannabis competitions to New York consumers for the very first time.
The High Times Cannabis Cup: People’s Choice Comes to New York
The High Times Cannabis Cup: People’s Choice Edition is the world’s largest consumer-judged competition, designed to celebrate the best cannabis products in each state. What makes it unique is that anyone can be a judge. There are no secret panels or industry gatekeepers. Consumers simply walk into a participating dispensary, purchase a People’s Choice judge kit, and take part in history by sampling and scoring products from licensed New York brands.
Each kit contains a curated selection of products within a specific category, accompanied by an online voting system that lets judges rate flavor, effect, aroma, packaging, and overall experience.
This Year’s Categories:
- Flower (Sativa, Indica, and Hybrid)
- Infused Pre Rolls
- Non-Infused Pre-Rolls
- Distillate Vapes
- Non Distillate Vapes
- Edibles
- Beverages
Judge kits range from $89 to $229, offering a range of entry points for both newcomers and connoisseurs. Kits are available at select dispensaries across the state, including Flower City, which will proudly represent Rochester in the statewide rollout.
For the Tantalos and their team, being part of the People’s Choice Cup is about more than sales. It’s about giving customers a chance to help shape the culture of New York cannabis. Instead of reading about the best brands or watching others judge, New Yorkers can now experience the competition firsthand.
For retailers, it is an opportunity to bring foot traffic, spotlight local products, and show that the regulated market can deliver both quality and excitement. For High Times, it’s the next chapter in decades of honoring cannabis excellence while giving the community a true voice.
NYCRA: Shaping the Future of Equity and Inclusion
Beyond their storefront ambitions, Tantalos’ broader impact lies in founding and leading the New York Cannabis Retail Association (NYCRA). Together, they co-founded NYCRA with two others to build a strong, inclusive network of cannabis retailers across the state, championing collaboration, social equity, and a fair, vibrant marketplace.
Its guiding philosophy is simple: “Collaboration over Competition”. NYCRA’s policy and advocacy efforts focus on making sure legal operators have a seat at the table when new regulations, taxes, or enforcement decisions are made. The organization has championed reforms to simplify potency taxes, zoning, and proximity regulations, strengthen enforcement against the illicit market, and ensure retailers can market to their customers using discounts/loyalty points, etc.
Tantalos’ decades of legacy and ancillary experience give them credibility with both policymakers and peers, while their advocacy amplifies the voices of the first generation of licensed dispensary owners navigating one of the most complex regulatory frameworks in the country.
The Cannabis Cup collaboration aligns perfectly with NYCRA’s mission. It celebrates licensed New York products, educates consumers about the difference between regulated and unregulated markets, and amplifies the visibility of retailers who have worked tirelessly to become compliant and community-focused.
The Stakes for New York’s Cannabis Future
New York’s adult-use cannabis industry is still in its infancy, but it faces enormous challenges. Hundreds of dispensaries are opening across the state, yet many still struggle against unlicensed operators, high taxes, and restrictive marketing laws. For many retailers, success isn’t guaranteed.
That is why the work of people like Jayson & Britni Tantalo, and organizations like NYCRA, matters.
- Market legitimacy: Events like the High Times Cannabis Cup put licensed products front and center, building consumer trust in the legal marketplace.
- Consumer education: The People’s Choice model provides a hands-on learning experience, showing consumers how to evaluate cannabis quality and understand category distinctions.
- Equity and empowerment: NYCRA’s advocacy ensures that small business owners, social equity operators, and first-time licensees have the same chance to thrive as corporate players.
- Community cohesion: With “Collaboration over Competition” as its foundation, NYCRA helps unify a fragmented market into a shared ecosystem that supports retailers, workers, and consumers alike.
For readers of High Times, the Tantalos represent just one of many heartbeats of New York’s cannabis story. Once legacy operators grounded in ancillary wholesale and hydroponics, they’ve emerged as high-end retail pioneers proving that perseverance, vision, and integrity can build something that stands the test of time.
Looking Ahead
As Flower City Dispensary begins offering judge kits for the Cannabis Cup, it marks more than the start of a competition. It’s a sign that New York’s legal market is growing into its own identity.
Each kit sold represents a customer engaging with the licensed system, each score submitted helps define what “good cannabis” means in this new era, and each retailer that participates helps build a culture rooted in quality, community, and pride.
Through Flower City Dispensary, Jayson and Britni are helping shape the customer experience. Through NYCRA, they’re shaping the structure that allows businesses like theirs to survive. And through the Cannabis Cup, they’re helping connect consumers directly to the heart of the industry they’ve waited years to enjoy.
What started as a dream in a small distribution center on Thurston Ave in Rochester, NY, has become a movement that blends policy, retail, and culture. In New York, cannabis is more than a product. It’s a shared story of persistence, passion, and progress, and the Tantalos are helping write the next chapter.
All photos courtesy of Jayson Tantalo.
