Kristin Rogers, Co-Founder and CEO of LEVIA – Interview Series

As the cannabis industry has grown – even with all the prohibitive laws and conditions against it – acquisitions of popular brands by larger multi-state operators has become common. What remains uncommon, however, is for acquired brands to be repurchased by its original owners. This is exactly the case with Massachusetts-based beverage brand, LEVIA. For a more detailed understanding of this re-acquisition process, and also a greater look at the meaningful professional background of its leadership, mycannabis.com had the pleasure of speaking with Kristin Rogers, Co-Founder and CEO of LEVIA.

So what subjects did you primarily study while attending the University of Massachusetts Amherst? How would you say that those studies prepared you for graduate school?

At UMass Amherst, I studied psychology and legal studies, with a focus in behavioral health and systems of care. I was and still am fascinated by why people make the choices they do and how environment, trauma, and opportunity shape those choices. That foundation prepared me for graduate school because it taught me to think critically and compassionately and to understand the human story behind statistics, and the policy implications behind human behavior. It also gave me the academic discipline and curiosity to pursue dual master’s degrees later in mental health counseling and forensic psychology.

How did receiving your Master of Arts in Criminal Justice give you a greater understanding of previous cannabis laws and how socio-economically damaging those policies have been?

That program opened my eyes to the structural harm caused by decades of punitive drug policy. Through coursework and field research, I saw how the “War on Drugs” criminalized poverty and addiction rather than addressing root causes. Communities of color, low-income neighborhoods, and individuals struggling with substance use were disproportionately punished. Understanding how laws were written, enforced, and weaponized helped me see the urgent need for reform. It also inspired my advocacy today and my work to build a legal cannabis industry rooted in healing, inclusion, and opportunity rather than punishment and stigma.

During your time with Eliot Community Human Services, what were your regular duties and what do you feel were some of your greatest and most important accomplishments/milestones while working there?

At Eliot, I worked in crisis intervention, outpatient mental health, and substance use services. My days were unpredictable. I might be in a detox facility one morning and in a courthouse or family home the next. My role was to stabilize people in crisis, coordinate treatment, and advocate for them within complex systems. One of my proudest accomplishments was helping to implement trauma-informed care practices that empowered both clients and clinicians. My favorite part of the job was helping individuals transition from institutional settings back into the community safely and with dignity. It was emotionally taxing work, but it shaped my entire professional philosophy. To meet people where they are, without judgment.

How did your experiences at both Eliot Community Human Services and Easterseals NH inspire you to create Prevention Partners LLC? How did you further assist those struggling with addiction through that organization?

Those experiences made it clear that the system was reactive, not preventive. I founded Prevention Partners LLC because I wanted to help individuals before they hit crisis. The company provided behavioral health consulting, education, and direct support for families navigating addiction and recovery. We worked with schools, treatment centers, and community organizations to reduce stigma and connect people to appropriate resources early on. It allowed me to bridge clinical expertise with real-world prevention and to see how wellness tools like cannabis could fit into that broader continuum of care.

What professionally interested you about working in the then very new Massachusetts cannabis industry and starting a beverage brand in that very industry?

The legal cannabis industry represents a rare intersection of all my passions: wellness, social change, and entrepreneurship. When Massachusetts legalized adult use, my husband and I saw an opportunity to reshape the narrative around cannabis and move away from fear and toward wellness, connection, and responsibility. We co-founded LEVIA to create a product that embodied that mission. Beverages felt approachable, safe, and social. People can easily  integrate beverages into their lives in the same way they might enjoy a glass of wine, but without the hangover or harm.

How would you describe the process of the LEVIA brand being acquired by Ayr Wellness and what all went into the acquisition?

The acquisition by AYR Wellness was both an exciting milestone and a complex transition. LEVIA had quickly become one of the top-selling cannabis beverages in Massachusetts, and AYR recognized that value. The process involved months of due diligence, legal negotiation, and strategic alignment to ensure that our values and product integrity would be carried forward. While AYR brought scale and resources, we remained closely involved to ensure the brand stayed true to its roots. Specifically, New England craftsmanship, all-natural ingredients, and purpose-driven wellness. I stayed with AYR and it was an incredible learning experience. 

Conversely, what all went into you once again re-acquiring the brand? I’m pretty sure this is the first time I’ve heard about an MSO-acquired brand being re-acquired by the original brand owners.

You’re right! It’s incredibly rare. Reacquiring LEVIA was a labor of love, persistence, and conviction. We began discussions to bring LEVIA home in January 2024. It took 18 months of legal work, financial modeling, and collaboration with regulators, but we truly believed that LEVIA belonged in Massachusetts, guided by the same people who built it. For us, this wasn’t just a business transaction, it was a homecoming. We built this brand from a garage with a dream to make cannabis more responsible, joyful, and human. Now we get to continue that mission on our own terms.

Assuming everything regulatory-wise goes according to plan and you officially re-acquire the LEVIA brand, what different directions will you be taking the brand in than how Ayr were operating the brand? Simultaneously, what will you keep similar to how Ayr operated the brand?

We’ll keep what worked, LEVIA’s commitment to quality, consistency, and consumer trust. AYR maintained high standards of production, and for that we’re grateful. But we’ll bring back what made LEVIA special at the start. That includes our deep community roots, our humor, and our hyperlocal approach to connection. We plan to expand our product line in Massachusetts and other regulated markets that allow for beverages. We also want to prioritize social responsibility, supporting harm reduction and mental health initiatives nationwide.

As someone who has operated a cannabis beverage brand practically since recreational sales started in Massachusetts, what advantages does the beverage market have over the other product types in the cannabis industry (flower, concentrates, vapes, etc.)?

Cannabis beverages are uniquely approachable. They lower the barrier for new consumers. They’re discreet, precise, fast-acting, and familiar. You don’t need to smoke; you can share one with friends just like any other social drink. Beverages also represent wellness in a way that aligns with modern lifestyles and feature hydration, flavor, balance, and control. For those looking to replace or reduce alcohol, they’re a perfect alternative that still allows ritual, relaxation, and connection.

What are some exciting future plans that you have for the LEVIA brand? In general, what do you think the future holds for the Massachusetts cannabis industry?

LEVIA’s future is bright. We’re launching new collaborations, expanding into multiple states through co-packing agreements, and building new product lines. We want to continue proving that cannabis beverages can be both fun and functional-bridging wellness, celebration, and community.

As for Massachusetts, I believe our state will continue to lead the way in innovation and integrity. The future here depends on collaboration between operators, regulators, and consumers to sustain a fair, inclusive, and thriving industry. And as someone who has seen this movement from both the clinical and entrepreneurial sides, I can confidently say that this is just the beginning.

Thank you for joining us, Kristin! For more information on the LEVIA brand, please visit its website.