BOSTON, MA / PITTSFIELD, MA, July 28th, 2020
Berkshire Roots, Inc., a Massachusetts-based cannabis cultivator and dispensary operator headquartered in Pittsfield, MA, announces Holly Alberti has joined their executive team as the Senior Director of Marketing.
Holly brings an impressive 10 years of entrepreneurial and corporate experience in the cannabis industry across several states. Most recently, Holly was the Northeast Regional Director of Marketing & Sales at iAnthus Capital Boston-based office, establishing the marketing department and assisting in the “Be.” National Retail brand launch, including opening the first Staten Island Medical dispensary. Prior, Holly worked with “Flrish”, better known as “Harborside”, Oakland, California’s leading cannabis dispensary, founded by industry icon Steve DeAngelo. At Harborside, she worked alongside Steve, focused on customer experience, retail flow, onsite consumption as well as orchestrating the 2018 “first-day” event ushering in Adult-Use sales in CA.
Holly’s marketing experience, in and out of the industry, will benefit Berkshire Roots, as she applies her skills to opening the 2nd Boston Adult-use dispensary and generally expanding the Berkshire Roots’ reputation for premier products and service across the entire state of Massachusetts. Holly’s background includes starting and managing a cannabis ancillary products in-home sales’ company, Healthy Headie, leading fundraising for her start-up including being selected to the industry’s premier incubator program, Canopy Boulder, winning pitch contests and expanding her business to Colorado and California. She has been a sought-after consultant, cannabis event expert panelist, and frequently interviewed by local and national media, including Huffington Post, CBS This Morning, and VICE.
“I am really excited about the team and culture Berkshire Roots has been cultivating here in my home state,” Alberti noted. “The quality, dedication, and passion that is delivered through every facet of the business is one of the many reasons I joined.”
Berkshire Roots operates a cultivation facility in Pittsfield that produces Berkshire Roots branded products including packaged flower, edibles, topicals, tinctures, capsules, concentrates and vape cartridges. They also work with local Massachusetts wholesale partners, carefully curating additional products to offer a unique retail line up. The Pittsfield location services both Medical and Adult-use customers.
Berkshire Roots focuses on small-batch, high-quality cannabis products with thoughtful ingredients in a range of product types to treat multiple, approved ailments and conditions as well as offering a variety of choices for Adult-use customers. The local ownership has earned a reputation in Massachusetts for producing great products, providing extensive training to its retail personnel, and collaborating with the communities they operate in to be a good neighbor, as well as provide donations to local and national civic groups.
“Our goal is to bring the Berkshires to Boston by replicating the warmth of our dispensary, providing best-in-class training to our retail team and delivering our unique Berkshires’ inspired products,” according to Berkshire Roots’ CEO, James Winokur, Holly is a great addition to our team because of the insights she has gained through her work in the industry that will help guide us in our ongoing effort to bring our customers the products and experience they are looking for.”
“The store is ready, we have great neighbors and it's really a special place in Boston given the mix of cultures, language, and history,” stated Winokur. “We have a heavy emphasis on hiring from East Boston and surrounding neighborhoods and bringing in products that will fit our East Boston patrons’ needs and palette.”

About Berkshire Roots
Berkshire Roots is one of Massachusetts leading cannabis cultivation and dispensary operators providing craft-grown cannabis from Berkshire County, the highest elevation in the state. Its team members in cultivation, extraction lab, and infused products are considered amongst the best in the state. Strict quality control and lab testing ensure patients and consumers experience the ultimate cannabis experience no matter the product type. Berkshire Roots branded product is sold in its own dispensaries and in select stores around the state. Berkshire Roots is committed to using our voice to end racial injustice within our community and at the national level through its diversity training, hiring practices, and donations to related organizations.