hat would happen if you took the coziness and good cheer of your favorite neighborhood bar and wove it into the DNA of a medical marijuana dispensary? You’d probably end up with something like Firefly.
Tucked away on a quiet street just north of downtown Missoula, the craft dispensary Firefly serves as a valuable reminder that, as adult-use cannabis inches towards implementation, small businesses that are the backbone - and the gems - of our cannabis community.
As anyone who has ventured into a store or restaurant in recent months can attest, signaling warmth and welcome from behind a face mask is no easy task, but Firefly owner Jerry Spurlock possesses a sunniness that simply can’t be covered up (Jerry declined to be photographed for this post). His shop is equally disarming. Boasting high ceilings, gorgeous wooden floors and a cozy array of couches, it’s the kind of place where you want to sit down and not leave for a good long while. Jars of big, healthy buds fill up a display case towards the back of the store, daring you to try them all.
On a recent visit, I decided to sample a small amount of three excellent (and affordable) strains: a sumptuous Montana Silvertip hybrid, a mild Royal Purple Kush and a dazzling Gorilla Zkittlez. I’d recommend any of them, but the Zkittlez was the winner: clocking in at 27% THC, it provided a thoroughly soothing and sedating high. But it was its terpene profile - overflowing with fruity notes and cakey sweetness - that made it such a standout.
From decadent strains to excellent service, Firefly is the kind of dispensary that showcases our industry at its best.