High Growth: Hudson Valley Herbals and the future of canna-tourism in Ellenville and Wawarsing
by Zac Shaw for Ulster Strong
Glimpse the picturesque 120-acre former dairy and sweet corn farm at the southern end of Wawarsing, and you can peek into the future of cannabis and tourism in the Hudson Valley.
Hudson Valley Herbals is not only the latest addition to an explosion of marijuana-based businesses in Ulster County – in many ways, it’s positioned to be the crown jewel.
Near-future plans for the site include cannabis processing and packaging (they recently received their Tier 1 processing license after a lengthy regulatory adventure). Eventually, the founders envision a cultivation operation alongside development of a one-of-a-kind destination for cannabis tourists and community members to congregate.
What drives this vision is the true genius of Hudson Valley Herbals – its founders have hit upon a product concept that’s ahead of the curve. They’re focused on taming THC (the primary intoxicating molecule in cannabis) to create a better-balanced, more accessible experience. The project is geared not just to those who already partake, but also those who’d like to, but are intimidated by the potency of today’s pot.
“For a lot of people that walk into a dispensary, it feels overwhelming,” says CEO and founder Moranda Bromberg. “This is not the product as it was 50, 60 years ago. It was very mild and very low-stakes. Even 20 years ago, 5% was the average percentage of THC. Now the average percent is like 20%. It's a pretty high-stakes experience for some people. Our idea is to give people a product line where there's a lot of brand loyalty and they know they're going to have a regulated experience.”
Co-founder Zach Baum points out the conflict in the cannabis industry’s race to higher and higher amounts of THC:
“My primary professional life is in the fine wine business. The idea that the best wine would be the wine with the highest alcohol percentage is patently absurd, right? Similarly in cannabis, it doesn't really make sense to say that the ‘best cannabis’ is the highest THC percentage. It should be about more than just potency. If high potency alcohol was the best, everyone would be drinking moonshine and overproof rum.”
“A lot of cannabis brands promise that they'll get you really, really high,” adds Bromberg. “The promise here is that almost like we guarantee you won't get too high.”
“It should be a subtle, elegant, good experience,” says Baum.
Rendering
The comparison to the alcohol industry is apt, as it has seen a notable shift toward products with lower alcohol content, driven by consumer demand for moderation – more experiential, less intoxicating. Brands are expanding offerings of sessionable beers, hard seltzers, and no- and low-alcohol spirits to meet the growing interest in mindful drinking. Low-potency weed seems to be an inevitable parallel trend in the consumption of recreational substances.
“There's a niche market that we think is underserved of people who want to partake in cannabis but don't wanna be stoned and stuck on their couch and potentially anxious or paranoid,” says Bromberg. “They've been left out by legal cannabis.”
The revelation that the future of weed is less about getting really high and more about enhancing one’s experience leads to another revelation: This is going to be great for tourism.
Rather than being stuck in an Airbnb watching Netflix, a lower-potency product would better promote an experience of enjoying the outside world – not just nature, but local business and culture, and indeed, each other.
“Our specific products are geared towards how you would use them and what environment you'd use them in, which I think a lot of brands do,” explains Baum. “Being able to be like, ‘Hey, you can smoke this joint and go on a hike and walk around and actually be outside and not be anxious. And be social and not have social anxiety 'cause you're too high.’”
Hudson Valley Herbals seeks to bring people together not just around the product they love but also the property itself.
“We have a long-term vision of turning it into a really cool experiential agri-tourism venue. Think of a North Fork or Finger Lakes winery, but for cannabis,” Baum says, envisioning starting with seasonal events that are focused around both cannabis and community.
The vast size of the farm offers other opportunities. While the business must wait to apply for a cannabis cultivation license (the last application window closed in June of 2022), they are already looking into other crops.
“This gets into Michelle Hinchey,” Bromberg says. “She has a vision for rejuvenating and resurrecting defunct agricultural operations and protecting farmland. We are going to have non-cannabis agriculture on site.”
As area-wide momentum grows around bringing the proud agricultural history of our region back to its former glory, much-needed jobs may not be too far behind.
“To start, there are probably going to be around 15 to 20 employees, and over about three years, we'd like to scale up to more like 30 to 35 employees, “ says Bromberg. These are going to be well-paying jobs, salaried with benefits.”
That’s in addition to the temporary jobs created to build out and renovate the complex, which includes two iconic barns. Bromberg projects the cost to be two to three million dollars.
Hudson Valley Herbals is currently in its fundraising phase, with significant investments already secured. The founders say they’d welcome additional investment, particularly from local prospects. To say they are in love with the area is an understatement.
“We are committed to Ellenville,” Bromberg says. “We are going to raise our family here. We live here. We love this town. We want to see it succeed, and it's already succeeding. There is already a very involved and thoughtful community of longtime residents and new residents. There’s a really good relationship between our community members and it is really a great place to live.”
Baum conveys a laundry list of reasons the area is brimming with potential: Diverse demographics, numerous new businesses and initiatives, ample development opportunities, a thirst for growth, and a community coordinated around a shared vision for what the area could become. There’s no question the Ellenville region is on the rise, and Hudson Valley Herbals is positioned to be a key hub of activity in the area.
“The vibes are a little different, but it's the 2025 version of the great Borscht Belt, Catskill Resort era,” Baum says.
Just as luxurious and maybe a little bit higher.