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Back in January 2019, it looked like a party every day outside Theory Wellness. The Great Barrington dispensary had just begun retail recreational cannabis sales, and lines of enthusiastic shoppers snaking across the parking lot were a daily occurrence at the Berkshire’s first adult-use recreational dispensary.

Now the secret’s out, the lines are a memory (thanks to improved efficiency), and inside Theory Wellness, the party goes on.

A dispensary of firsts, Theory continues to evolve with top-notch customer service, a first-of-its-kind social equity initiative, and innovative products. Its Great Barrington location was the first medical dispensary in the Berkshires when it opened in the fall of 2017, and its Sheffield outdoor cultivation facility was one of the first licensed recreational outdoor cultivation on the East Coast.

“Theory Wellness has six dispensaries throughout Maine and Massachusetts; the Great Barrington location set the tone going forward as our first adult-use location,” says Vice President of Marketing Thomas Winstanley.

Theory’s focus on customer service has helped elevate its popularity. Winstanley points to the dispensary’s net promoter score (NPS) as proof: An index ranging from 0 to

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