While cannabis retail requires operational discipline, compliance, and business strategy, Coombs believes it also carries a unique responsibility: employees are often helping consumers navigate products and experiences they may not fully understand. Education, in his view, is one of the industry’ s most powerful tools.
“ When someone is educated on it the right way, you can see a lot of positive results,” Coombs said.
A knowledgeable employee can help a consumer feel more comfortable, make a more informed decision, and develop a healthier relationship with cannabis. Those interactions may be brief, but their effects can extend far beyond the sales transaction.
“ It’ s really hard to be here without the right connections,” he said.
That awareness appears to motivate his commitment to developing others. Coombs’ journey began because leaders saw potential in a young cashier who had not yet decided where he was going. Years later, he is in a position to offer others the same kind of direction, encouragement, and belief.
His success is not simply a story of climbing the professional ladder. It is a story of what can happen when opportunity meets preparation, mentorship becomes leadership, and experience is transformed into purpose.
“ There is a uniqueness in the ability to affect change in people’ s overall well-being through cannabis,” he said.
That sense of purpose is part of what makes his current work feel significant. Coombs did not necessarily imagine himself building a career in cannabis. Now he sees the industry as a place where his background in retail leadership, entrepreneurship and team development can create a meaningful impact.
“ I never imagined I would be here, getting to work in this industry and having an impact,” he said.
Ricky Zac with Coombs, at the Elevate Cannabis indoor grow facility.
His ambitions, however, extend beyond individual stores or companies. Coombs is thinking about the broader questions that will determine how the cannabis market develops: How can businesses reach new consumers? How can brands build trust? How can companies grow without losing authenticity? And how can operators of different sizes work together rather than becoming increasingly divided?
Coombs is particularly interested in strengthening connections between cannabis businesses, their customers, and the communities they serve. He recognizes that the industry includes large organizations with significant resources as well as smaller operators fighting to remain competitive. Businesses positioned between those two extremes can face their own set of challenges.
“ It is hard to be in the middle range,” he said.“ There are large organizations and smaller operators, and we have to find ways to leverage one another and grow together.”
His own rise within the Missouri cannabis industry demonstrates the importance of relationships, access, and professional support. Talent and effort matter, but Coombs also understands that success often depends on whether someone has mentors willing to offer guidance, open a door, or provide an opportunity.
Zac Coombs( center), cuts the ribbon at a recent Key Dispensary grand opening.
For Coombs, the goal is not merely to advance. It is to build strong teams, educate consumers, create authentic community impact, and help shape a more collaborative cannabis industry.
“ Not taking success for granted is a big piece of it,” he said.
That humility, combined with his operational experience and peoplefirst leadership style, may be exactly what propels Zac Coombs up the ladder.
Do you have a story about cannabis and its impact on your life? We want to hear it! We plan to highlight patient stories monthly. If you are interested in being featured, please reach out directly to our publisher, Bill Crowmell, at bill. c @ theevolutionmag. com.
Kassie Ferrero is a cannabis advocate, educator, and professional musician based in Kansas City, MO. With years of experience in Missouri’ s medical and adult-use cannabis industry, she is passionate about helping consumers better understand cannabis through education, thoughtful storytelling, and reallife experiences. As the founder of Infused Sound Healing and co-president of We Are JAINE, Ferrero explores the intersection of cannabis, music, wellness, and community while advocating for greater access, connection, and education.
Notice: The information contained herein is not intended as medical advice, diagnosis or treatment, but rather a sharing of knowledge and information based on research and experience. The content is for general informational purposes only.
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