Nugz: A Purpose Driven Passion
A Purpose Driven Passion
NUGZ Premium Cannabis
By James Bridges
Publisher-Herbage Magazine
“Greens is kind of my gig because I like, do salads.”
Shannon Illingworth is the CEO and founder of NUGZ Premium Cannabis and Elixir House of
Flowers. He led myself and my team of observers through the gates of his hidden fortress. What
awaited us had been anticipated for months. We were finally visiting NUGZ Premium and their
state of the art cultivation facility.
As we entered the 100,000 SQ Ft facility I was nearly overwhelmed by its enormity. This was a
first of its kind for my eyes. Rows and rows of precisely monitored and controlled custom
containers inside of a giant warehouse. Mostly controlled and monitored by an automated
system with assistance from very few, yet very skilled cultivators.
“I like healthy salads and I know what a “good healthy” salad is. I very much prefer a clean and
natural product that is actually “cleaner” than most available in stores today.
It’s essentially impossible to grow anything outdoors here in Oklahoma, at least year round.
Maybe a couple months out of the year you'll see something nicer. Like that brown lettuce…”
We both smiled.
Shannon is also the creator of Produce Now. This is the launching pad for NUGZ.
“So the idea behind it is that Produce Now stands on its own. Produce Now is the reason why it
got into this cannabis industry. It was to revolutionize the way we grow produce. Self
sustainable produce, right?” Shannon was explaining, “Anybody can grow the best produce on
the planet if you had your own modular greenhouse. So I created them in 2016.”
Produce now is a system where anybody can grow inside at the ease of flipping on some
switches and maintaining a very navigable and functional home grow. “So you can grow your
own leafy greens or whatever you decide to grow inside.” Shannon was happy to state, “We're
doing leafy greens, we're doing strawberries, we're doing peppers, we're doing tomatoes, so we
have different environments for all those different kinds of grows.”
The company prides itself on giving people the opportunity to be self-sustainable.
“For some reason our government doesn't seem to want to allow us to be self-sustainable.”
Shannon was true from the heart, “They're trying to take our ability to produce or grow our own
food. They'll control your food costs. We need a better way to manage our own costs, so we can
grow our own food.”
The conversation flowed effortlessly into the intricacies of their operation. NUGZ has mastered
the art of small-batch production on a large scale, a feat made possible by their extensive facility
and a keen understanding of the specific needs of different strains. “So many strains, because every strain needs its own ecosystem. Everything needs its own way of growing.” He elaborated, underscoring the precision and care woven into their cultivation practices.
Their product lineup is as diverse as it is impressive, with strains like Blueberry Muffin,
Raspberry Pie, and Sunday Driver, each perpetually grown to ensure a constant supply of top-
quality cannabis. This meticulous attention to detail extends beyond cultivation to their
innovative approach to product offerings, including the intriguing concept of fresh salads sold at
local dispensaries—a nod to their commitment to health and wellness.
Our discussion ventured into the broader vision of “Produce Now,” an initiative born from the
desire to revolutionize the way we grow produce. The idea is simple yet profound: empower
individuals to cultivate their own sustainable produce, thereby reclaiming control over their food
sources. This ambition, fueled by a blend of technological innovation and a deep respect for
nature, is a reflection of the broader ethos that guides NUGZ.
As we delved deeper, the conversation took a turn towards the regulatory and societal
challenges facing the cannabis industry. The passion and frustration were evident as we talked
about the hurdles of bureaucracy, the need for community unity, and the importance of public
education and advocacy. The discussion highlighted the stark contrasts and contradictions
within the industry. From the joy of cultivation to the complexities of navigating an ever-evolving
regulatory landscape.
I decided to approach a topic that, quite honestly, keeps popping up during my visits to industry
folks. There’s a notion of sorts that Oklahoma cannabis business owners are getting shut down
on purpose as there seems to be a sort of miscommunication between the business owners and
those that seek to regulate. “The wrong people are in place that are making the decision.
There's a lot of good, there's a certain good thing too.” Shannon calmly stated, “We need better
representation.”
“There's a lot of black market stuff that needs to get shut down. The legal growers that are
growing and doing it right, that are investing in the community, like we invest in this community
too. We give back every year. We hire locals and also employ families. Almost 30 people work
for us that have lives and children, right? So those people got displaced. So they were, in the
beginning, seeing all this opportunity to bring their families to Oklahoma for this thriving market.
It was a smart thing to do at the time.”
“Oklahoma wanted to bring new blood in here.” I could sense Shannon’s passion as he spoke,
“Their whole idea is to bring people in here, entrepreneurs and bring 'em into Oklahoma. So I
say to those that are making those decisions, don't bring people in here and slap them in the
face. So, give them an opportunity. Let everybody thrive.what I mean? So, everybody thrives,
everybody legally does their work.”
“We focus on everything to ensure compliance.” Shannon reiterated, “Businesses always sort
themselves out. So, if you let it sort itself out, it might work better that way. Like, it's always
going to be, you're always going to have people fall off because they can't make it out there. But
if you choose that to make it harder on them then I think that's a little overstepping in control. To
me, I think that's where I feel like our boundaries, even in life, are being pushed on, and
stomped on a little bit.”
Our tour concluded with reflections on the future. A future filled with hope, determination, and an
unwavering commitment to quality, innovation, and sustainability. As I left NUGZ, I carried with
me not just a story to share with my readers but a renewed sense of optimism for the cannabis
industry and its potential to inspire change far beyond the confines of Oklahoma.
This visit wasn't just about seeing a cannabis operation up close. It was about witnessing the
heartbeat of an industry at a crossroads, poised between tradition and innovation, challenges
and opportunities. NUGZ stands as a beacon of what's possible when passion meets purpose,
a lesson in resilience, and a reminder that, in the world of cannabis, the pursuit of excellence is
always worth the journey.
