The cannabis industry has never been an easy place to build a business, but for some operators, the struggle has sharpened their vision and forced them into resilience. I recently sat down with Massachusetts-based founder Jason Reposa, who’s been carving out his lane in the edibles market with his Good Vibes line. What struck me most wasn’t just the product; it was Jason’s unflinching honesty about the hard mode that is cannabis entrepreneurship.
“I started the company because I had a medical issue,” Jason told me. “I needed to fix my body. I tried cannabis, and it worked really, really well. But I didn’t want to smoke it because I have kids at home. So I developed some non-combustible formulas that worked as fast, or almost as fast, as smoking it.”
That personal motivation led to the launch of their first formulas in 2022, and eventually the high-dose Good Vibes line, now a staple in Massachusetts dispensaries. “At our core, we believe if people feel good, they can do more good,” Jason said. “We’re really about that positivity in the world versus attacking other brands. We weren’t the first; we weren’t fueled by VC money. Instead, we came from a passionate side of getting a product on the market that I could stand behind. And we’re profitable, that’s a badge of honor in cannabis today.”
Playing Startup on Hard Mode
Ask Jason what resilience means in cannabis, and you’ll get a blunt answer. “You’re playing Startup in hard mode,” he said. “Banking’s harder. Finding a location is harder. If you mention cannabis to a real estate agent, the rent doubles, if not triples. Resiliency for us is about resourcefulness. Resourcefulness beats resources.”
That scrappy approach even applies to the nuts and bolts. “How many things have I bought off Facebook Marketplace and said, ‘Hey team, we could use this instead’?” he laughed. “We once bought air filters off some guy and just used them to keep our food-safe area clean. That scrappiness got us cash flow positive, and once you’re there, you can unlock what I call the infinite money hack: shorten the time you get paid, extend the time you pay out. Do that over and over, and you can survive.”
The Massachusetts Battleground
Massachusetts remains one of the most tightly regulated cannabis markets in the U.S., a fact that both constrains and shapes opportunity. As of mid-2025, adult-use (recreational) cannabis establishments in Massachusetts have surpassed $8 billion in gross sales. Meanwhile, medical cannabis sales are shrinking: medical sales dropped from about $17.9 million in early 2023 to $11.7 million by January 2025, while recreational store sales consistently exceeded $127 million per month in 2024.
Regulation remains a defining feature. The state imposes strict dose caps of 5 milligrams per serving and 100 milligrams per package for edibles and similar products, something Jason mentioned as setting Massachusetts apart. Licensure limits are another key hurdle. Currently, a single operator is capped at holding three retail licenses, though legislation is moving to raise that to six over a few years to give established and social equity businesses more room to scale.
Local control also plays a big role: municipalities control zoning, bylaws, host community agreements, and local fees. Jason’s emphasis on being “boots on the ground” in Massachusetts mirrors what many operators say they can’t just rely on flashy branding or VC backing. They need deep local networks to navigate licensing, cost pressures, and regulation, while optimizing cash flow and staying resilient.
While New York and New Jersey have stolen a lot of East Coast headlines, Jason insists Massachusetts is still the crucible. “We’re northeasterners, pirates, really,” he said with a grin. “This company, especially, we’re a bunch of misfits. We just have this weird, crazy passion for cannabis and work drive that goes beyond a day job.”
That pirate ethos is necessary in a state with strict limits: 5 milligrams per serving, 100 milligrams per package. “If you can make it in Massachusetts, you can make it anywhere,” Jason said. “You have to be boots-on-the-ground. Flashy brands come in with one marketing person and vanish. This market forces resilience.”
From Low-Dose to High-Dose
Ironically, Jason himself is a “five-mig person.” But demand pushed him higher. “We had people telling us, ‘Can you make it stronger? 100 milligrams is like two servings for me.’ I was blown away. But once we saw another brand prove out a 500-milligram product, we said, okay, let’s put ours out. It got a crazy reception because we had spent so much time on taste and formulation.”
Flavor is where he lights up. “Taste is everything. The bar is so low for cannabis. If you just surpass it, you’ll win. We did Rainbow Candy for Pride, which literally tasted like Skittles. Orange Creamsicle for summer. Apple Pie with real cinnamon for fall. Everything we put out, I’d consume myself.”
Who’s Buying High Dose?
Jason doesn’t talk demographics so much as occasions. “Our consumers are replacing alcohol, or they want to hang with friends without smoking, or they’re heavy users looking for better value. Gummies give you 100 milligrams for $20. Our 500 milligram box might be $40, but it’s five times more cannabis for twice the price. That value speaks volumes.”
Medical patients are part of the story, too. He told me about a parent who wrote in: “My son has a medical condition… the 1,000 milligram unflavored keeps him sane and focused.” Jason himself used cannabis after serious jaw procedures. “The one thing that worked was cannabis,” he said simply.
Hemp Drinks and Access
On the rise of hemp-based beverages, Jason is pragmatic. “There are people who will never walk into a dispensary. But they’ll grab a six-pack at a liquor store. For us, hemp is about accessibility and a playground for new formulations. We’re not huge in hemp, but it lets us test for a much bigger, more diverse audience.”
Staying Grounded, Planning Ahead
For all the expansion talk, Jason keeps Massachusetts at the center. “We’re 100% dedicated to Massachusetts. It’s our stomping ground and our testing ground. Once we nail it here, we can look at the tri-state area of Connecticut, New York, and New Jersey. But we won’t expand without cash flow positivity behind us. We’re in this for the next 20 years. This is probably the last company I’ll ever start.”
His advice to other founders is equally grounded. “Focus on two things before fundraising: product-market fit, and keeping expenses low. Don’t take on bad debt. Angels are out there, but VCs will undervalue you. Network, build relationships, and don’t give up equity to someone you don’t like. Cannabis is hard enough without bad partners.”
Jason’s mix of scrappiness, discipline, and stubborn optimism feels like a blueprint for surviving the next decade of cannabis. In a market full of overpromises, he’s focused on something simpler: making people feel good, so they can do more good.
