Intrinsic Launches as Leading Processor, Product Innovator, Wholesale Partner for Michigan Cannabis Market

As Michigan’s legalized cannabis marketplace continues to mature, attracting a broad range of knowledgeable consumers, Intrinsic (formerly Choice Labs and Glorious) announced its launch as a premium Michigan cannabis brand built on heritage, craftsmanship, scale, and an uncompromising commitment to quality. Headquartered in Jackson, with cultivation located in Lake Orion, Intrinsic is one of the state’s leading licensed wholesale processors and cultivators, serving more than three-fourths of Michigan’s provisioning centers.

Backed by an experienced leadership team and a deep bench of long-tenured managers and staff, Intrinsic enters the market with a clear mission: to deliver exciting products with unprecedented quality. Products that serve the full range of adult-use consumers while advancing sustainability, transparency, and reliability across the supply chain. The company operates exclusively in Michigan and is focused on wholesale distribution to provisioning centers rather than retail sales.

“Michigan was one of the first states to legalize cannabis, with medical use in 2008 and recreational use in 2018, It is also one of the few states with unlimited licenses. As a result, it is a robust and highly competitive marketplace valued at $3 billion a year," explains Wes Lutz, CEO of Intrinsic.

“This brand relaunch emphasizes that we have the market knowledge, operations expertise and efficiencies, as well as scale, to compete aggressively on wholesale costs to our provisioning centers, with outstanding product purity and innovation.”

Substantial Processing Capabilities and Product Development

Intrinsic’s operations are anchored by a 33-acre campus in Jackson and a 70,000-square-foot processing plant, which makes it one of the largest cannabis processing facilities in Michigan. The company processes biomass from outdoor grows, including flower cultivated by its own growing unit, and serves a broad wholesale network across the state.

The company’s product portfolio spans seven major cannabis categories and includes flagship offerings such as Choice Chews, a top-selling gummy product that has become a cornerstone of its brand presence in Michigan. Intrinsic also plans to refresh and reintroduce existing product lines under the Intrinsic name, including: Crude Boys, Drip and Cannabis PM, signaling a broader commitment to new formulations, packaging, and future product development.

Intrinsic’s launch also underscores its focus on quality systems and innovation. This focus includes beings Michigan’s only GMP-certified production facility, a proprietary distillation process for highly refined distillate, and continued investment in terpene testing and consumer education to help customers better understand and personalize their cannabis experience.

Jake Lutz, Head of Branding and Product Innovation at Intrinsic, added: “Intrinsic stands for the kind of brand people can feel good about — thoughtful, dependable, and built with care. We’re focused on creating products that connect with consumers, reflect the quality of our team, and bring something fresh and meaningful to Michigan’s cannabis market.”

Sustainability also remains central to the brand’s long-term strategy. Intrinsic is exploring post-consumer recycled, biodegradable, and compostable packaging while developing premium offerings designed for eco-conscious consumers. The company is also building digital wholesale tools, including a direct ordering platform, to improve service, reliability, and convenience for its provisioning center partners. Intrinsic is proud to announce that it will be the first cannabis company in the country to offer wholesale products to provisioning centers on Shopify.

Intrinsic employs approximately 290 people and says its team includes many employees with eight or more years of tenure. With a focus on a large selection of diverse products, on-time deliveries, and strong customer relationships, with dozens of new and reformulated SKUs, the company is positioned to expand its market share and support continued growth in Michigan’s competitive cannabis sector.

About Intrinsic

Intrinsic is a Michigan-based cannabis processor and wholesale supplier headquartered in Jackson. The company serves provisioning centers across the state with medical and adult-use cannabis products, emphasizing quality, innovation, transparency, sustainability, customer service and community engagement.