How Large-Scale Operators Can Achieve Craft-Quality Cannabis
As commercial cannabis continues to expand across the country, one of the longest-running debates is whether MSOs (Multi-State Operators) or other large cultivation sites can produce finished flower that competes with craft growers.
While not all craft growers produce high-quality flower, expectations for craft grows tend to be higher due to their reputation for greater consistency and quality on average compared to MSO grows. In competitive states, the highest-quality flower often comes from craft cultivation. The real question, however, is whether an MSO can scale craft-level quality to a true commercial operation, even if it remains uncommon.
A logical starting point for this conversation is the high-level similarities between these operations. Having built, operated, consulted for, and toured dozens of craft and commercial-scale grows, I’ve learned that infrastructure is often more similar than different. While many growers have their preferred lighting brands, irrigation systems, and fertilizer recipes, there isn’t a clear trend distinguishing MSOs from craft grows in these aspects. You commonly see the same tools used on both sides, yet results vary widely.
No two growers will ever fully agree on ideal environmental parameters for all growth stages, but I’d argue that as long as consistent and fundamentally sound conditions are maintained, a skilled grower can produce strong results with a variety of equipment. To put it another way, I’ve had both amazing meals cooked on a hot plate and disappointing ones from a top-of-the-line kitchen. Both are suitable tools, but neither guarantees quality—it ultimately comes down to the user.
Craft vs. MSO Grows
One constant variable in every grow is the decision-makers—the individuals steering the direction of the operation. The difference here can be stark between MSOs and craft grows. Craft grows are often designed, built, and operated around the vision of a single head grower who remains involved throughout the facility’s lifecycle.
This level of cohesiveness ensures alignment across all variables that impact the crops. In contrast, MSOs frequently experience high turnover in leadership roles, disjointed strategies across multiple facilities (or even within a single grow), and facility designs driven by non-operators. Decisions impacting crops are often made by corporate staff with little to no cultivation experience. These inherent differences are significant and should not be overlooked.
Returning to the restaurant analogy, this is akin to a chef-owner meticulously selecting ovens, cookware, and ambiance to match their vision versus placing a handcrafted baker in a commercial bread factory and expecting them to replicate the same results. The outcome simply won’t compare to what they could achieve in the former scenario.
Leadership and the Post-Harvest Process
Strong leadership also requires a decision-maker who truly understands the highest quality cannabis—its appearance, aroma, and taste—and upholds quality control. MSOs often push lower-quality crops to dispensaries due to pressure to meet yield targets that take precedence over quality standards. Growers are judged by their worst crops, not their best. This is an area where MSOs could learn from craft producers, who are more willing to send a subpar crop to extraction rather than compromise their brand.
Another often-overlooked aspect of this discussion is the post-harvest process. I’ve seen countless examples of beautiful, aromatic flower ruined between harvest and packaging. Scaling these labor-intensive processes efficiently at a commercial level is extremely difficult, requiring numerous individuals to oversee various functions. In contrast, craft grows typically handle much smaller batches, with the dry and cure process overseen directly by the head grower, who relies as much on intuition as on data. If they are highly skilled, they can compensate for the lack of precise data and ensure proper moisture management and handling.
Additionally, craft grows often hand-trim and hand-sort 100% of their product using a small, experienced team. Every touch impacts quality—from squishing the buds to the slow erosion of trichomes due to physical handling. The difference in final quality can be striking when flower is carefully handled by a dedicated, preservation-focused team versus a large workforce driven by KPIs. Many would be surprised to learn how similar flower can be at harvest between two grows and how dramatically different the final consumer experience can be based on post-harvest handling alone.
Strategies for MSOs to Meet Craft Quality Standards
Based on these observations, MSOs can adopt several strategies to better align with the quality and expectations of craft growers:
- Leadership – Hire or partner with a proven cultivation leader who has designed, built, and operated multiple cannabis facilities. Integrate them into the process from day one and allow their vision to shape the enterprise, ensuring that decisions are made with a “plant-first” perspective.
- Post-Harvest Handling – Do not cut corners in facility design. Ensure the ability to both dehumidify and humidify in all drying, curing, and vault spaces. Minimize handling that degrades quality, and opt for hand-trimming when aiming for a higher price point. You cannot create quality in post-harvest, but you can certainly lose it.
- Technology – While a craft grow can be run on brute force, scaling across multiple facilities requires a more structured approach. Standardizing hardware, software, irrigation systems, and methodologies will improve consistency across grows and enable better remote oversight.
While there is no foolproof method for achieving craft quality at MSO scale, success is possible by focusing on the right areas. The key is making quality a top-down priority rather than an afterthought. The cannabis market is evolving, and consumers are becoming increasingly educated on what high-quality flower should look, smell, and smoke like.
MSOs that continue to prioritize yield over quality risk losing market share to smaller, more agile craft growers that refuse to compromise. However, for those willing to adapt, there is an opportunity to set a new standard—one that merges the efficiencies of large-scale production with the care and precision of artisanal cultivation.
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