Proper Brands operates 11 dispensaries statewide and two cutting-edge manufacturing facilities across Missouri, with flagship stores in St. Louis and Warrenton, plus retailers across the state. Their 90,000 square foot facility can grow up to 13,000 medical marijuana plants, focusing on popular and exotic strains, hand-selected through high-integrity cultivation.The company's diverse brand portfolio serves different consumer needs. Proper Cannabis offers premium flower and concentrates with over 70 strains. RATIO delivers targeted wellness experiences through microdosed THC-to-CBD formulas in vaporizers and mints. Honeybee presents artisan edibles crafted by Chef Dave Owens, featuring award-winning gummies made with real fruit purees and no artificial flavors. Goodnight specializes in sleep-focused products with CBN, CBD, and THC blends.The company cultivates over 100 carefully selected strains and manufactures extracts and edibles, blending large-scale efficiency with boutique craftsmanship. Proper is powered by award-winning cultivation experts, hand-selected genetics, and careful human touch to ensure consistent quality standards.
Proper Cannabis was founded by John Pennington and Matt LaBrier, who brought their real estate development expertise to Missouri's emerging cannabis market. Pennington co-founded Proper while also running Savoy Properties, a commercial real estate development company where he worked since 2007. The company received its cultivation license in December 2020 and manufacturing license in January 2021, becoming the first company in Missouri to both cultivate and manufacture medical marijuana.Proper Brands has evolved into a vertically integrated Missouri cannabis company comprised of multiple brands: Proper Cannabis, Honeybee Edibles, RATIO, Goodnight, Odyssey, Lotus, Bold Lane Logistics, and the New Growth Horizon Charitable Foundation. The company has grown strategically through acquisitions, including Nirvana Investments in 2023, which brought additional manufacturing capabilities and the Bold Lane Logistics transportation expertise.In December 2024, Proper Brands announced a major milestone with its merger into Vireo Growth Inc. in a $397 million all-stock transaction, expanding operations across seven states while maintaining its Missouri identity and leadership. Throughout this growth, Proper has maintained its commitment to premium quality and community impact.
Proper Brands has a vision to lead and inspire their community through the power of cannabis. The company prides itself on growing the highest quality cannabis and building premium brands aimed at providing personalized experiences for every individual, paired with exceptional customer service and support.They've developed the "Proper" dispensary experience to best serve customer needs, with carefully curated products and expert Proper Care Specialists who ensure customers leave confident in their purchases. The company emphasizes accessibility and education, believing cannabis should improve people's lives while maintaining the highest quality standards.Through their charitable arm, the New Growth Horizon Foundation, Proper demonstrates commitment to social responsibility and community impact. CEO John Pennington teaches "Business, Purpose, and the Bible" in the St. Louis County jail system and advocates for policy changes and re-entry programs for formerly incarcerated individuals, reflecting their dedication to cannabis justice and community healing.
At Calm Effect, we're impressed by Proper Cannabis's commitment to both quality and community impact. What sets them apart is their true vertical integration—from being Missouri's first company to both cultivate and manufacture medical marijuana to operating their own retail locations and logistics network.Their diverse brand portfolio offers something for every cannabis consumer. Honeybee's artisan edibles crafted by Chef Dave Owens using real fruit purees represent some of the finest confections in Missouri, while RATIO's microdosed formulas provide precise wellness experiences. The company's exceptionally low turnover rate reflects the intentional culture they've built where every team member feels valued.We appreciate their transparency about hand-selected genetics and award-winning cultivation experts, plus their dedication to social equity through the New Growth Horizon Foundation. For deal-seekers, Proper consistently offers quality products across price points, making premium cannabis accessible while never compromising on standards. Their recent expansion through the Vireo merger positions them for continued growth while maintaining their Missouri roots.