Curaleaf Strengthens Florida Market with New 'Reef' Cannabis Brand
Florida, Monday, 3 February 2025.
Curaleaf launches its ‘Reef’ brand in Florida, featuring tropical-flavored strains to enhance its portfolio in the state’s thriving medical cannabis market.
Strategic Market Expansion
Curaleaf Holdings, Inc. (TSX: CURA) (OTCQX: CURLF), a leading international cannabis provider, has launched its latest flower brand ‘Reef’ across Florida on February 2, 2025 [1][4]. The brand is now available at 66 medical dispensaries throughout Florida and select wholesale partners [1]. This strategic move follows Curaleaf’s expansion in the second half of 2024, during which the company opened three new retail locations in the state [1].
Product Innovation and Portfolio
The new Reef brand showcases a diverse range of cannabis flower products, including Sativa, Indica, and Hybrid strains, featuring distinctive tropical flavor profiles such as Big Lime Key, Lemon Slush, Apple Bottom Genes, and Orange Peelz [1]. Boris Jordan, Chairman and CEO of Curaleaf, emphasized the brand’s Florida-centric approach, stating that Reef represents a ‘uniquely Florida flower brand’ [1]. The launch aligns with Curaleaf’s commitment to enhancing access to regulated medical cannabis in Florida’s medical-only market [1].
Market Context and Growth
Florida continues to be a significant market for cannabis operators [5]. The timing of Reef’s launch coincides with broader industry developments, including ongoing discussions about cannabis policy and regulation [5]. Curaleaf’s position as the largest vertically integrated cannabis company in Europe [1], combined with its multi-brand portfolio including Select, Grassroots, JAMS, Find, and Zero Proof [1], demonstrates its commitment to market leadership and expansion [GPT].