REEF Dispensaries: A Look Inside

By Sohum J Shah | July 11, 2016

The Southwest has quickly become a cannabis hot bed within the last year. From Phoenix to Las Vegas, dispensaries and cultivators alike are serving a thriving medical cannabis program with an eye on the looming recreational-use vote in November.

One of the largest operators in the Southwest, REEF Dispensaries, is truly elevating the in-store experience and backing it up with world class genetics.

Recently, I caught up with Matt Morgan, the CEO at REEF Dispensaries to discuss the company’s fast start and plans for the future.

What’s your background, why cannabis?

I’m a farm kid from Montana. I became a partner at a real estate firm in my early 20’s.  In 2008, my attention turned to cannabis after my best friend died of an opiate overdose. I felt strongly that an effective medicine like cannabis should be accessible to those who need it. Beyond that, I also recognized the potential business opportunity.

Where did the name REEF come from?

When I was younger I loved the ocean and coral reefs. So I thought why not have a freshly designed coral reef theme for our shops.


What are Reef Dispensaries best known for?

Reef is known for our exceptional purchase experience and customer service. Additionally, we carry a variety of products that cater to all demographics; from the connoisseur to the price-conscious patient.


What’s your relationship with Berner/Cookies Co and Wiz?

Currently, there is no relationship with Wiz (still in negotiations).  We do have a relationship with Berner to release his cookies line, as well as previously unreleased genetics.

What are your thoughts on Nevada’s legalization initiative?

I’m confident that recreational will pass in Nevada in November 2016 and am backing the movement 100%, and feel the voters will speak for themselves. The West Coast is spearheading this movement and we get to be a part of history.


Sohum Shah

Sohum J Shah

Denver-native and long-time consumer of Colorado cannabis. University of Arizona Graduate (Eller - Finance & MIS) and COO of Cannabis Commodities Exchange.

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