Verano's MÜV Palatka Opening: Accelerating Multi-State Cannabis Expansion in Florida

Verano continues its aggressive retail rollout in Florida with the launch of MÜV Palatka, marking another milestone in the company’s nationwide dispensary network. The newly opened location represents the 55th retail point across the Sunshine State and the 109th facility under Verano’s operational umbrella, demonstrating the company’s commitment to capturing market share in key regional markets.

Strategic Location with Solid Foot Traffic

The MÜV Palatka dispensary is strategically positioned at 850 S Moody Rd in Northeast Florida, situated near Route 19 at a commercial intersection averaging 9,400 daily vehicle passes. This high-traffic placement in a city of over 10,500 residents provides immediate accessibility to a patient base seeking regulated cannabis products. The location choice underscores Verano’s data-driven site selection methodology, prioritizing areas with demonstrated consumer demand.

Rapid Expansion Tempo Across Florida

Since late June, Verano has accelerated its Florida presence by opening eight MÜV locations, with Palatka being the latest addition to this expansion wave. This aggressive deployment strategy reflects broader market confidence and positions Verano ahead of competitors in one of America’s largest cannabis markets. The company’s vertical integration—combining local cultivation capacity with retail distribution—creates a competitive moat that enables rapid market penetration.

Operational Scale and Production Capacity

Verano’s operational footprint spans 13 U.S. states with 109 dispensaries now in operation, supported by 13 cultivation and processing facilities boasting over 1 million square feet of indoor and outdoor cultivation capacity. This infrastructure scale provides the company with supply-chain resilience and production flexibility to meet fluctuating patient demand across diverse markets. The Palatka location benefits directly from one of Verano’s two Florida production facilities, enabling efficient local inventory management.

Product Portfolio and Patient Experience

MÜV Palatka extends the company’s signature hospitality model through comprehensive cannabis offerings—from Verano Reserve premium flower to specialized products like EnCaps™ capsules, 72-hour transdermal patches, and metered-dose inhalers. The dispensary features digital menus, complimentary one-on-one consultations, and mobile app ordering for express pickup, streamlining the patient journey from browsing to purchase. These convenience-focused services differentiate MÜV in an increasingly competitive retail environment.

Operating hours accommodate diverse patient schedules: Monday-Saturday 9 a.m. to 7 p.m., and Sunday 11 a.m. to 5 p.m. (local time), ensuring accessibility for working patients and weekend visitors.

Market Implications

Verano’s expansion velocity in Florida—the nation’s second-largest cannabis market after California—signals confidence in the regulatory environment and consumer demand trajectory. The company’s portfolio brands (Verano™, Avexia™, Encore™, and MÜV™) collectively address various customer segments, from premium consumers to value-conscious patients, maximizing market coverage and revenue opportunities across demographic groups.