5 Questions with Natalia Kaminskaya, Head of Brand & Culture at MFNY

New York’s cannabis market is unlike any other, shaped by the city’s fast-paced energy, diverse culture, and discerning consumers who know quality when they see it. As the state’s legal cannabis industry continues to evolve, homegrown brands like MFNY (Marijuana Farms New York) are proving that New York can produce top-tier cannabis products that stand shoulder to shoulder with the best in the country.

At the heart of MFNY’s mission is a commitment to “bringing high-quality plant power to the people,” with a focus on terpene-rich products that prioritize the full spectrum of cannabis effects over THC percentages alone. From their Hudson Valley farm to the city’s bustling dispensaries, MFNY is creating a brand that truly reflects New York’s spirit—bold, innovative, and unapologetically unique.

We were so excited to interview Natalia Kaminskaya, Head of Brand & Culture at MFNY, to discuss the brand’s roots, its dedication to quality, and how it’s shaping the future of New York cannabis.

As a New York-based cannabis brand, how does MFNY's "mission to bring high-quality plant power to the people" align with the unique culture and needs of New Yorkers?

New Yorkers are a special breed of humans. We run on adrenaline and have a healthy amount of skepticism while truly believing anything is possible. We are a melting pot of cultures, backgrounds and experiences that are so vibrant and diverse everyone has an equal chance to shine - with enough skill, confidence and luck. We are also discerning and proud; we know good quality, will stand behind it and fight for it. 

Before cannabis was legally cultivated, manufactured and sold in New York, New Yorkers were exposed to some of the best cannabis coming out of California, albeit illegally. As the regulated market started heating up in New York, some doubted our ability to produce great cannabis in New York. Our mission has always been to make the highest quality products by New Yorkers, for New Yorkers and demonstrate that we can produce outstanding quality. MFNY gives New Yorkers a cannabis brand of our own that we can be proud of.

MFNY emphasizes the importance of terpenes over THC content. Can you explain how this approach influences your product development and educates consumers about cannabis quality?

High THC levels, just like the designations ‘indica’ and ‘sativa,’ are indicators by which many people typically navigate their buying decisions. However, the strongest cannabis isn’t the best cannabis and THC percentages don't necessarily help consumers understand the nuances of the plant’s many benefits. The most widely used extraction processes strip away most terpene expressions to achieve a high THC percentage but in doing so, they remove the nuance of the product and actually reduce the quality of the product.

It’s the combination of terpenes and THC that truly make the magic happen, and it is the entourage effect or interplay between the two rather than ‘a sativa, or an indica’ that directs the high. At MFNY we are just as inspired by the terpenes themselves, and the extra magic that can happen from blending combinations of hybridized plants and genetics. 

MFNY is one of the only NY brands that uses concentrated live rosin and live resin in all of our non-flower products. Live rosin and live resin retain more of the natural plant terpenes and full-spectrum of cannabinoids which are directly responsible for the mind/body effects of cannabis. Those elements provide a more full-flavored expression of the cannabis plant.

What we’re doing at MFNY is preserving the elements of the plant that can often get lost in extraction processes. We also prioritize education so budtenders and consumers know what to look for and can tell the difference between the different types of products on the market in New York. 

MFNY emphasizes being "New York's very own cannabis brand." How does your Hudson Valley farm contribute to creating products that authentically represent New York's cannabis culture?

MFNY was born from HFNY (Hemp Farms of New York), which we started in 2018 after the 2018 Farm Bill passed. We assembled a team of proud New Yorkers with strongly held beliefs in the myriad benefits of cannabis, both hemp and marijuana. With the passing of the Marihuana Regulation & Taxation Act (MRTA) in 2020, the team focused our efforts on bringing New Yorkers the quality they deserved with a cannabis brand and product they could be proud of, and that could stand out in any market.

The majority of our team of founders, like many New Yorkers, are first generation immigrants. Our Hudson Valley operations employ New Yorkers from diverse backgrounds, mirroring the melting pot of our market, and speaking at least five different languages in and around our facilities. We celebrate all of our differences, our shared respect for the plant, and our overall mission to provide uncompromising quality to New Yorkers. 

Just like New York and many New Yorkers, the MFNY brand is creative with a unique personality. We lean into this and celebrate the creativity and uniqueness that is within all New Yorkers through our product development, packaging design, activations and events. 

Your background spans high-end hospitality, real estate, and now cannabis. How have your experiences in these diverse industries shaped your approach to brand and culture at MFNY and what inspired you to enter the cannabis industry?

My experience prior to cannabis taught me about the power and value of meaningful brand and human connections. I was working at Starwood Hotels & Resorts, which has an umbrella of very diverse hotel brands, and in that high-end hospitality environment I experienced first hand what makes a meaningful brand and how to bring the “soul” of a brand to life through different touch points. I learned the importance of creating memorable, relatable experiences for people with the brand which is what we do every day at MFNY.

Throughout my career in both hospitality and real estate, consumer education has also played a big role in ensuring brand messages resonate with your audience.  As cannabis producers, especially in a relatively new market like New York, we have an obligation to educate consumers about our products but also about cannabis consumption in general - benefits and possible harmful effects if not consumed responsibly. With more educated, sophisticated consumers in the market, they will be more discerning about what they consume so will choose brands that consistently deliver high-quality, consistent and innovative products.

Do you have a personal favorite MFNY product?

That’s a tough one! We just launched a new line of liquid live resin tinctures this month to deliver more terps, effects, and flavor—in any dose you want—directly to your endocannabinoid system. My current favorite is the Honey Banana Live Resin tincture.