Brands like Weed Water and A Walk in the Pines offer a variety of drinks, snacks, and extracts. Mike Dulen, chief executive officer of A Walk in the Pines, was on hand answering shoppers’ questions on a recent day. He partners in the pop-up effort with Kyler.

The pop-up also features products from Ananda Farms and Honest Pharm Co., where CBD topical products are available.

For Kyler, premium product was key in ensuring customer satisfaction.

He thinks gray-market shops tend to be a nervous experience and want consumers to feel welcomed when buying cannabis products. Now, with new security features like QR codes, consumers can scan their products beforehand to ensure it is authentic and safe.

“I was worried about guys undercutting me, but with it being safe and licensed and tested — that’s all they care about,” says the Herbal IQ owner of his customers. Those gray-market “shops like vape stores with weed — you don’t know what you are buying. Here, you know what you are getting. It’s not a mystery.”