Proper Brands operates as a fully vertically integrated Missouri cannabis company comprised of multiple award-winning sub-brands: Proper Cannabis flower, Honeybee Edibles, RATIO wellness products, Goodnight sleep formulas, Odyssey prerolls and flower, and Lotus concentrates. The company also manages Bold Lane Logistics for distribution and operates the New Growth Horizon Charitable Foundation. With 11 dispensaries across Missouri—primarily concentrated in the St. Louis area with one Kansas City location—Proper maintains a commanding retail presence throughout the state.The company's 90,000+ square foot state-of-the-art cultivation and manufacturing facility in Rock Hill houses their entire production operation. Their product portfolio spans premium flower from an extensive genetics library of over 70 handpicked strains, live resin concentrates including diamonds and sauce, artisan edibles crafted by Chef Dave Owens using real fruit and premium chocolate, and targeted wellness products. RATIO offers microdosed vaporizers and mints with specific THC-to-CBD ratios designed to foster targeted effects, while Goodnight features a specialized 1:1:1 blend of CBN, CBD, and THC formulated specifically for sleep support.Proper employs small-batch, environment-controlled cultivation rooms for optimal growth conditions, followed by meticulous drying, trimming, and curing processes to enhance terpene profiles. All products undergo a rigorous internal six-point quality control protocol before reaching the market.
Proper Brands emerged from the vision of three St. Louis natives—CEO John Pennington, COO Matt LaBrier, and President Craig Parker—who set out to elevate Missouri's cannabis experience. The company's journey began in 2020 when they received state approval to launch cultivation operations from their Rock Hill facility, establishing the foundation for what would become one of Missouri's premier vertical cannabis operations.Founded officially in 2022, Proper quickly distinguished itself as a quality-focused player in Missouri's medical marijuana market. The brand seamlessly transitioned into adult-use when recreational cannabis became legal in the state, never compromising on their commitment to premium products. In August 2023, Proper made a strategic move by acquiring Nirvana Investments and its N'Bliss dispensary chain, doubling their retail footprint and cementing their position as one of Missouri's largest independent operators.Between 2022 and 2023, Proper earned industry recognition from Greenway's Best of the Industry Awards, winning for best concentrate, best edible (Honeybee), best manufacturer, best cultivator, and brand of the year. In June 2025, Proper completed a major milestone, merging with Vireo Growth Inc. in a $102 million transaction while maintaining their Missouri identity, leadership team, and unwavering commitment to local excellence.
Proper Cannabis operates with a clear philosophy that sets them apart in the industry: their goal was never to be the biggest company in Missouri, but simply to improve the lives of Missouri citizens through thoughtfully and carefully crafted cannabis products. The company's vision is to lead and inspire their community through the power of cannabis, believing that quality and intentionality matter more than scale and shortcuts.This mission extends beyond products to encompass the entire customer experience. From education and accessibility to contemporary design and unparalleled customer service, Proper has created boutique-like retail environments that make cannabis approachable for everyone—whether you're a seasoned enthusiast or first-time patient.Through their New Growth Horizon Charitable Foundation, Proper demonstrates meaningful social responsibility by supporting organizations like NAMI St. Louis and The Last Prisoner Project, working to repair harm caused by cannabis prohibition while building a more equitable industry. Quality, community, and care drive every decision at Proper Brands.
At Calm Effect, we're genuinely impressed by Proper's unwavering commitment to craft cannabis in an increasingly corporate industry. Their cultivation approach—using small, environment-controlled rooms rather than massive warehouses—ensures each strain receives the individual attention it deserves, and the difference is evident in every jar you open.What particularly resonates with us is their culinary expertise with Honeybee Edibles, where Chef Dave Owens creates exceptional confections using real fruit purées and premium European chocolate—not the standard distillate gummies many brands rely on. Their Black Maple 22 even made Missouri's Top 10 Cannabis Cultivars of 2023, proving their genetics game is truly exceptional.For deal-seekers on our platform, Proper's vertical integration means better value—they control quality from seed to sale without markup-heavy middlemen inflating prices. Plus, with 11 locations and consistent wholesale distribution statewide, finding Proper products on special is significantly easier than many boutique brands. They've genuinely mastered the balance of premium quality at accessible prices.