Growing Something Beautiful in Cape Girardeau
Micro Biz News ~
Grass Roots, a Microbusiness
Growing Something Beautiful in Cape Girardeau
by Samantha Blum, contributing writer
Grass Roots is a business built on genuine community values. Once you learn its story, its purpose and impact become even clearer. The name Grass Roots was born in a kitchen conversation between owner Rina Jerls and her mom. It fit perfectly: simple, clever, and grounded, just like the business she envisioned. Built from the ground up, rooted in the local community, and focused on strong foundations.
Jerls is the license holder for Grass Roots dispensary and helps run the business behind the scenes through administration, purchasing, and back-of-house operations. At the same time, her husband, Ian, spends much of his time in the dispensary with customers.
Grass Roots is a true small business in every sense: family effort, risk, long days, and enough faith to keep going when the finish line felt far away.
Cannabis was not always part of the plan. Jerls entered the industry almost on a whim and never expected to win a license. When she did, her reaction was pure disbelief.“ I literally thought to myself, I never win anything,” she said.
But turning that chance into an open door required real sacrifice. For Grass Roots, the financial side was the hardest part, requiring savings, maxed-out credit cards, and the weight of building something that still had to prove it could stand.
That is what makes opening the doors so meaningful: grit, family, and a small business refusing to give up.
Originally, the vision for Grass Roots was simply a local dispensary. Now, it has grown into something more. Grass Roots helps customers find quality cannabis at fair prices, supports new growers, and gives back to the community. The goal is for it to be more than a dispensary. It is meant to be a local business that helps the community grow.
That is where the heart of Grass Roots really starts to show.
This store isn’ t just about selling cannabis; it’ s about doing business with care. Here, cannabis is viewed as
Kurt Cubberley, manager,( on left) with Ian Jerls, co-owner of Grass Roots Dispensary.
a tool people may use for wellness, and customers are encouraged to research and make informed choices about what they consume, whether cannabis or otherwise.
That perspective is important when someone comes in seeking help. Some people are looking for pain relief. Others are new to cannabis and may feel nervous asking questions. Some are going through cancer treatments and need help with their appetite. These are real, personal moments. Grass Roots wants to respond with education, patience, and care.
As Missouri’ s third microdispensary to open, Grass Roots plays a special role in this growing industry. It offers Cape Girardeau something meaningful: a locally owned dispensary run by people who care about the community.
The community response has been wonderful.“ The community loves us,” Jerls shared.“ It’ s wonderful to see them so excited when they realize we’ re the only locally owned dispensary in Cape.”
There is pride in that. You can feel a sense of ownership when a small business starts to succeed. Grass Roots is working hard to earn that support.
Customers are seen as people, not numbers, and the dispensary is meant to feel welcoming. The staff learns names, remembers preferences, and helps each person find what they need.
“ No customer is just a transaction,” said Jerls.“ They’ re more than that, they’ re our community, and why we stay open.”
That is not something you can fake. A business either believes it or it does not.
Behind Grass Roots is a team that makes the place feel personal. Ian helps lead the dispensary alongside his best friend, Kurt Cubberley, who moved to Cape Girardeau to help bring the dispensary to life. Michael has been with Grass Roots since its opening and has become one of its foundational team members. Drey Farmer brings a love of customer education to his role as budtender, while Hayley adds her plant knowledge and perspective to the space.
20 JUNE 2026