Step inside Proper Brands’ 100,000-square-foot Rock Hill facility, and you’re not only walking into a cannabis operation—you’re stepping into a purpose-driven ecosystem where passion, science, and artistry meet.
Headquartered in St. Louis County, Proper is one of the few fully vertical cannabis companies in Missouri, meaning it controls every step of the process, from the moment a plant begins as a clone to the moment it’s handed to a customer by a well-trained budtender.
Founded by a team of industry veterans who cut their teeth in Colorado’s pioneering cannabis market, Proper was built with one goal: to raise the standard of cannabis in Missouri. The leadership team—many of them proud St. Louisans—brought home everything they learned to build a brand that reflects world-class quality, community values, and relentless innovation.
“Great cannabis doesn’t happen by accident,” says co-owner and COO Matthew LaBrier. “It takes a level of obsession with what we do to raise the level of cannabis in Missouri and in the country. Our team eats, sleeps, and breathes it and pushes one another.”
A Zero-Waste Philosophy That Honors the Plant And Meets Needs
Proper treats cannabis with the reverence it deserves. Its zero-waste philosophy means that no part of the plant goes unused. Trim and bud that are not fit for flower sales are turned to an ultra-pure distillate to be used in chocolate bars, gumdrops, or vape pens. It’s a system similar to the concept of whole-animal butchery—every part is respected, every part is useful.
This approach isn’t just efficient; it’s intentional, sustainable, and shows deep respect for the plant and the people it helps.
“That’s always been top of mind since we started the company,” says LaBrier. “For us, it’s about understanding that different consumers need and want different things, and that’s what led us to creating this house of brands across a number of different products… This is a way to not only be more efficient in what we’re doing and minimizing waste, but the reality is that there’s value in all of that product—not just from a financial standpoint but in what it brings to someone’s life.”
From top-tier flower to budget-conscious options, Proper creates every product and brand in its portfolio. Whether you’re looking for something premium or affordable, edibles or vapes, relaxation or creative focus, Proper makes it—and makes it well.
And if a strain doesn’t quite meet Proper’s high standards for flower, it’s no problem. It’s reimagined as a different product. That flexibility gives Proper the power to serve every type of consumer, without ever sacrificing quality.
A Dive Into The Seed-to-Sale Journey
Proper’s commitment to excellence starts long before a product hits dispensary shelves.
The Nursery & Tissue Culture Lab: It all begins with genetics. Proper primarily works from trusted mother plants, cloning them to ensure consistency and quality in every harvest. This approach delivers repeatable results—a must for customers who fall in love with specific strains. A state-of-the-art tissue culture lab allows Proper to preserve a wide array of genetics in a tiny footprint, ensuring a robust library of cannabis varieties.
Vegetative & Flowering Stages: Once cloned, the plants move into the vegetative phase, where they grow under a 24-hour light cycle until they reach their ideal size. From there, they’re transferred to one of nine specialized flower rooms, where each strain is given the exact time it needs—eight, nine, or 10 weeks—to flourish. This level of customization is rare in commercial grows, but Proper believes giving each plant what it needs results in a better, more effective product.
“This is one area where our facility is unique,” LaBrier says. “People have gotten used to a turn-and-burn, one-size-fits-all concept, but we know that’s not the case. It’s important to know the plants and treat the plants because those plants then treat people.”
Harvest & Allocation: After flowering, the harvest begins and so do the decisions. The Proper team considers not just what the plant is but what the market needs. It’s a smart, efficient system designed to maximize both quality and utility.
Extraction, Edibles, and More: Proper’s lab and kitchen are buzzing daily. The extracts—live resin, live rosin, and distillate—feed a variety of in-house products like gumdrops, chocolates, mints, vape pens, and dabbables. Whether it’s Honeybee edibles or a new vape cartridge, everything is made under one roof. Proper even has an in-house chef and chocolatier, Dave Owens, who has been the driving force behind creating the brands’ tasty edibles, from Salted Brownie Batter chocolate bars to Sour Watermelon Passionfruit gumdrops. The team also adjusts output based on seasonal demand (such as making less chocolate in summer in favor of more vapes and gummies). It’s a dynamic, responsive model powered by data and customer insight.
Packaging, Retail, and Personal Connection: Once the products are crafted, they head to one of Proper’s 11 stores, including its newest in Kirkwood. What sets the retail experience apart? Highly trained budtenders, called Proper Care Specialists, who know the products inside and out, and, more importantly, get to know you and guide you to products you’ll love. It’s not just customer service—it’s connection.
Driving the Future of Cannabis in Missouri and Beyond
At Proper Brands, greatness doesn’t happen by accident. It’s the result of obsession, intention, and a passionate team of 400 people who believe in what they do. From seed to sale, Proper is creating more than cannabis—it’s creating an experience, a standard, and a legacy.
Because when it comes to cannabis in Missouri, there’s a right way. And there’s the Proper way.
This post was created by SLM Partner Studio on behalf of Proper Brands. To learn more, visit propercannabis.com or stop by any of its locations, in Crestwood, University City, South County, Bridgeton, Ellisville, Festus, House Springs, Kirkwood, Warrenton, or Kansas City.
