William Sirois, Co-Founder of Brotherly Bud – Interview Series

In an industry where multi-state operators are becoming increasingly prevalent, one might assume that small, family-owned cannabis businesses are falling by the wayside to massive conglomerates. However, many independent, family-run dispensaries continue to thrive. That unique bond between family co-owners—and the genuine respect they share—often extends directly to their employees.

To get an inside look at the current state of the New Jersey market, and what it’s really like to found and run a dispensary alongside your brother, mycannabis.com had the pleasure of speaking with William Sirois, Co-Founder of Brotherly Bud.

What subjects did you study at Penn State, and which courses proved most useful while working in the cannabis industry?

I studied Business Management at Penn State University. In all honesty there really wasn’t a “traditional class” that could have fully prepared me for the cannabis industry especially at that time. Back then, cannabis wasn’t even viewed as a legitimate career path; it was more likely to land you in a room with bars rather than a room with successful like-minded entrepreneurs; so needless to say, there were zero courses focused on the unique ups-and-down navigational challenges of the weed industry! 

That being said, the foundation I gained through business management has been incredibly valuable. Courses centered around leadership, operations, marketing, communication, and organizational function all became useful once I entered the industry. Cannabis moves extremely fast and requires people to wear a lot of different hats, so understanding how businesses operate at their core has helped me navigate everything from team management and customer experience to branding and strategic growth.

More than anything, my time at Penn State taught me how to think critically, adapt quickly, and problem-solve under pressure, and those skills never really go out of style, especially in an industry that continues to reinvent itself in real time.

Prior to founding Brotherly Bud, what roles and industries did you work in? What would you say were the most transferable skills and roles that you learned during those years?

Prior to founding Brotherly Bud, I spent a lot of time working within and around the music world, and it ended up teaching me skills that translated perfectly into cannabis. Music teaches you how to connect with people from all different walks of life, how to read a room, how to build genuine relationships, and how to create experiences that people remember long after the moment is over.

A lot of the most transferable skills came from networking and interpersonal communication. Whether it was collaborating with artists, organizing events, building partnerships, or simply learning how to navigate different personalities and environments, it all translated directly into what we do today. Cannabis, much like music, is deeply rooted in culture and community. People can tell when something is authentic and when something feels forced.

Relationship building has probably been the biggest skill of all. So much of this industry is built on trust, reputation, and human connection. The ability to make people feel comfortable, heard, and valued has been incredibly important, whether that’s with customers, employees, vendors, or community partners. More than anything, those years taught me that people remember how you make them feel long before they remember what you sold them, and that mindset has become a huge part of the foundation at Brotherly Bud.

What inspired you and your brother to co-found Brotherly Bud? Professionally speaking, what interested you about working in an industry that’s still both so young and federally Illegal?

I really became passionate about cannabis while living in Los Angeles, because it was the first time I got to see what a legal cannabis industry could actually look like when it was treated as a legitimate business and part of everyday culture instead of something hidden in the shadows. It completely changed my perspective on what the industry could become and the kind of impact it could have on people and communities.

Professionally, what interested me most about cannabis was the fact that the industry at least in NJ was and still is being built in real time. There really is no perfect roadmap for it. Every year brings new regulations, new challenges, shifts in culture, and changes in the market, so it forces you to stay adaptable and constantly evolve. I actually found that exciting. You can either be intimidated by an industry that’s still finding its footing, or you can jump in and help pioneer what the landscape looks like for the next generation of operators, brands, and consumers. That opportunity felt incredibly rare to me.

The fact that cannabis remains federally illegal definitely adds some complexity, but honestly, that challenge was always a part of the appeal for me. It requires resilience, creativity, and a willingness to navigate uncertainty while still building something responsibly and sustainably.

At the end of the day, I wanted to create something that felt authentic to who I am and where I come from. My goal was never just to open a dispensary, it was to build a place that felt welcoming, community-driven, and reflective of the culture and people that shaped me.

What were the most difficult or arduous parts to the licensing process in New Jersey? Were there any unexpected requirements?

Without question, the hardest part of the licensing process in New Jersey was being denied during the first medical round over a technical glitch that happened to about 30 other teams. At the time, it felt devastating because we had poured everything we had into the process: time, money, energy, and years of work to feel like it just disappeared overnight. What followed were lawsuits, uncertainty, and a lot of moments where it genuinely felt like the odds were stacked against us. In the end it was a blessing in disguise. Even though it was genuinely heartbreaking, it all happened exactly the right way.

As for unexpected requirements, honestly, not really. We knew we were entering one of the most heavily regulated industries in the country, so we expected the requirements to be extensive. If anything, what surprised me wasn’t the requirements themselves, it was the sheer number of roadblocks that seemed to appear along the way. Every time we cleared one hurdle, another seemed to pop up behind it. The challenge wasn’t any single requirement; it was maintaining momentum through years of setbacks, delays, and uncertainty.

Ironically, that became fuel for me. Every time someone said, “You can’t do this,” or implied we were in over our heads, it pushed me harder to keep moving forward. The process forced me to become incredibly resilient and resourceful very quickly. You learn how to problem-solve in real time because you really don’t have any other option.

It also taught me something else that has stayed with me ever since: never take for granted the people in this industry who are willing to lend a helping hand. During some of the toughest moments, there were individuals who offered advice, encouragement, introductions, or simply took the time to answer a question when they didn’t have to. Those moments mattered more than they probably realized.

A big part of our philosophy at Brotherly Bud comes from that experience. Helping others has become one of the pillars of our brand because we know firsthand how much a little support can mean when you’re trying to build something big. Sometimes you just need people to believe in you and what you’re doing. We were fortunate enough to encounter people who believed in us when the path forward wasn’t always clear, and I’ve always felt a responsibility to pay that forward whenever I can.

Looking back, the adversity honestly shaped the foundation of how we operate. It was a lesson in persistence, patience, humility, and how to navigate pressure without losing sight of what started this in the first place. In many ways, surviving the process became one of the things that prepared us most for actually operating in the cannabis industry itself.

What are some notable ways that the New Jersey cannabis industry has changed since opening Brotherly Bud? How has the business had to alter itself and adapt to those changes?

The New Jersey cannabis industry has changed dramatically since we opened. We opened our doors in a wave of several other dispensaries being open and in the early days, the focus was simply on getting open, building awareness, and helping people understand what legal cannabis looked like. Today, the market is becoming much more mature, competitive, and diverse.

One of the biggest changes has been the expansion of opportunities for both businesses and consumers. We’re seeing new product categories enter the market, delivery services are common, consumption lounges are not just taking shape but are well established, and there are just so many more ways to participate in the industry. The pace of change has been remarkable.

At the same time, customers have become more savvy and intentional with their purchasing decisions. They’re asking better questions, paying more attention to terpenes, looking for quality products and seeking out brands that align with their values and needs. And they are also increasingly choosing to support locally owned businesses. That’s been incredibly encouraging for us as a family-owned dispensary.

Our approach has always been to stay adaptable. Cannabis changes quickly, and we’ve learned that you have to evolve alongside it. Whether that’s adjusting our product mix, investing in technology, expanding community initiatives, refining our customer experience, or preparing for new regulations, we’ve tried to remain flexible while staying true to who we are.

At the end of the day, the industry will continue to evolve, but our goal remains the same: provide an exceptional experience, support our community, and make sure customers feel welcomed every time they walk through our doors.

From a customer service standpoint, what are the best ways to “create an experience tailored to each and every customer”? How do you and the Brotherly Bud team take into account the wide variety of possible customer preferences?

There is no cookie-cutter cannabis customer, but there are universal customer service principles that everyone expects. That’s where we start.

Creating a personalized experience begins with listening. Every customer walks through our doors with different goals, preferences, experience levels, and comfort levels. Some people know exactly what they want, while others may be visiting a dispensary for the very first time. Our job is to meet them where they are.

There is a lot of effort spent educating our team so they can ask thoughtful questions, understand customer needs, and make recommendations that feel relevant rather than scripted. Our buyer works to curate a menu that offers something for a wide range of preferences, price points, and desired experiences.

Most importantly, we want people to feel comfortable. Cannabis can still be intimidating for some customers, so our goal is to create an environment where people feel welcomed, respected, and genuinely heard. When you listen first and sell second, the experience becomes more personal and customers can feel the difference.

What are some noteworthy accomplishments and press that Brotherly Bud has received since opening? As the co-founder, how does Brotherly Bud stand out among other New Jersey cannabis brands?

We’ve been fortunate to celebrate some accomplishments that we are incredibly proud of. 

Being recognized as Google’s best dispensary in Camden County through customer reviews and community support was a huge honor because it came directly from the people we serve every day.

We’re also incredibly proud that one of our team members was recognized as Budtender of the Year. That award reflects the work of an individual and the support that the entire team offers them. It speaks to the culture that has been built inside the walls of our store and the level of care our team brings to every customer interaction.

Outside of the store, one of our greatest accomplishments has been staying true to our commitment to community involvement. Since opening, we’ve worked to support local charities, raise money for important causes, partner with community organizations, and create events that bring people together. Those efforts matter just as much to us as any business milestone.

What sets Brotherly Bud apart is simple: we’re building something we expect to be judged by for decades. Every customer interaction, community partnership, and business decision carries our family name with it. That creates a level of accountability, pride, and personal investment that goes far beyond a bottom line.

We’ve always believed our responsibility extends beyond selling cannabis. We want to create experiences, support our neighbors, and contribute something positive to the communities that have supported us. In my experience, customers genuinely feel that difference.

We also gave away 2 Super Bowl tickets in 2025 when the Eagles beat Kansas City!!! I’m pretty proud of that and as much as I couldn’t stand to give them away, I was so happy to make a dream come true for one of our customers.

How would you describe operating a cannabis business with your brother, and how do you keep Brotherly Bud a family-owned business? This sounds like the plot to a sitcom on paper.

I say all the time that somebody should give us a reality tv show. First, because letting people peek behind the curtain of the cannabis industry would break down a lot of misconceptions. Second, because running a family-owned cannabis business really is as entertaining as it sounds on paper.

We’re a family business in every sense of the phrase.

While this all started with my brother and me, it quickly grew into something that includes nearly our entire family. Some companies have board meetings. We have family dinners that somehow turn into board meetings and end with either everyone celebrating or everyone mad at each other. That’s just the nature of a family business. We rise together, struggle together, problem-solve together, and celebrate together. Everyone sinks or swims together, and the journey is never boring.

At this point, some of our employees have known our children longer than our children have known themselves. That’s really what keeps Brotherly Bud family-owned. It isn’t a marketing slogan. It isn’t something we put on a website because it sounds nice.

It’s our actual reality.

What predictions do you have for the future of the New Jersey industry? What do you think the next few years hold for the state industry?

I mean, we’ll see. New Jersey cannabis always has a way of surprising you.

If there’s one thing I’ve learned, it’s that predicting this industry is a dangerous game because the landscape changes so quickly. 

That said, I think we’ll continue to see the industry mature, product innovation will continue to accelerate, and consumers will become even more educated about what they’re purchasing.

I also believe we’ll continue to see strong support for locally owned businesses. As markets mature, customers often become more intentional about where they spend their money, and many people genuinely value supporting companies that are invested in their communities.

Whatever happens next, I’m excited to both lead the charge and watch it unfold. I often still feel like we’re witnessing the early chapters of an industry that’s writing its story in real time and that’s super exciting to be a part of.

Thank you for joining us, William! For more information on Brotherly Bud, please visit its website.