GEDDES, N.Y. — New York’s legal cannabis market is getting new opportunities to reach consumers and for the first time, cannabis consumers have an organized advocacy presence at one of the state’s biggest public events.
Governor Kathy Hochul signed a law earlier this month expanding the ability of cannabis microbusinesses to participate in cannabis showcase events. The move builds on a 2025 law that allowed licensed businesses to sell products at approved pop-ups, farmers markets and public markets.
At the Great New York State Fair, the Empire State Green Standard Alliance has set up its first-ever booth to talk with fairgoers about New York’s legal cannabis market, responsible consumption and New York-grown cannabis.
New York’s cannabis industry has expanded since adult-use cannabis was legalized in the state five years ago. Leaders of the new advocacy group say they want to make sure consumers have a voice as the market continues to grow.
“We know that almost a million people come through the state fair doors, so we wanted to be able to reach consumers in New York State and make them aware that there’s a New York State advocacy group on their behalf,” said Herb Barbot, board chair of the Empire State Green Standard Alliance.
The group plans a different focus each day, highlighting the people and industries shaping New York’s cannabis market. Wednesday is Gov. Hochul Day.
The alliance’s debut at the fair comes as the state continues to expand where and how legal cannabis businesses can reach customers. Barbot emphasized the role of growers in the supply chain and described the early push for additional sales outlets when dispensaries were limited.
“Everything starts with the farmer. They’re the ones growing the cannabis that will be sold in New York. I think the entire industry supported the idea; it originated at the beginning when there weren’t too many dispensaries open as an outlet for processors and cultivators to be able to sell, so it was brought back and it’s going to be a great part of what summer in New York is going to be like,” Barbot said.
Barbot said the group is also focused on educating consumers about legal versus illegal dispensaries and addressing misconceptions about crime and cannabis use. The alliance emphasized it is not promoting consumption, but says people who do consume should understand how to do so responsibly.
“I think that today, the industry is pretty optimistic. Every day new stores are opening up; last year around this time we had about 350 dispensaries, now it’s over 710,” Barbot said.
The Empire State Green Standard Alliance is scheduled to be at the fair for all 13 days, answering questions and helping people better understand New York’s cannabis laws and market.