Brooklyn native and pizzaiolo brings Chrome Flwrs, new cannabis dispensary with community focus to Greenpoint

Greenpoint has a new spot to unwind — and it’s as local as it gets. Chrome Flwrs, the neighborhood’s newest legal cannabis dispensary, opened its doors last week, blending community roots with a deep respect for New York’s growing cannabis industry.

The shop officially opened Oct. 29 with a grand opening. Owner and CEO Greg Van Roten — not to be confused with the New York Giant of the same name — called the launch a powerful milestone.

“I got my license at the end of 2022, and the process has been grueling, but we definitely pulled through,” Van Roten told Brooklyn Paper. “There was pushback because of the stigma still around cannabis. But at the end of the day, it was such a welcoming opening from the community.”

Van Roten, 48, was born in Brooklyn and has spent more than three decades in business. He also owns a pizza shop in Bed-Stuy, another neighborhood staple. To him, both ventures are about the same thing: serving the community.

“In New York, you think bagels, pizza, Italian food — and a lot of people think cannabis,” he said with a laugh. “Pizza is sustainable in one aspect, but both of them are community things. Your local pizza place, your local cannabis store — you go where you feel comfortable and where the products are good. The community is what keeps you going.”

That commitment to the neighborhood is reflected in every detail of Chrome Flwrs. Located on the corner of Nassau Avenue and Humboldt Street, the space is designed to feel approachable — modern yet warm, with a layout that encourages conversation.

Chrome Flwrs, a new cannabis dispensary in Greenpoint, Brooklyn, opened its doors Oct. 29.Photo by Aaron Ghitelman

“Opening a dispensary wasn’t really just a business move; it was personal,” Van Roten said. “This neighborhood has its own rhythm and soul, and we wanted to build something that truly belongs here. The space definitely reflects that. It’s beautiful, intentional and local. We want to show that cannabis dispensaries can raise the bar. We’re rooted in the community, and we run it with integrity. We built what Greenpoint deserves.”

Van Roten is no stranger to the challenges of breaking down cannabis stigma, but he believes education, not just commerce, is key to change.

“I don’t think my past businesses helped me fight the stigma,” he said. “It’s just something that’s been there, and people think in their own ways. But the knowledge that we can give back to the community and some of the people who are misinformed has definitely been changing perspectives.”

A native Brooklynite, Van Roten hopes Chrome Flwrs will become a staple in Greenpoint.Photo courtesy of Aaron Ghitelman

That education happens one conversation at a time. Van Roten said even when people disagree about cannabis use, respectful dialogue can help bridge misunderstandings.

“You can have a conversation where you both don’t agree on certain things, but you still get through it,” he said.

Every product sold at Chrome Flwrs, from flower to edibles to tinctures, is grown and manufactured in New York State, something Van Roten takes pride in.

“A lot of people think that we could bring in product from everywhere, but being part of this whole big community, it’s awesome. Being able to represent New York and show what the growers and manufacturers can really do — it’s safer, it’s tested, and I’m really proud to represent them.”

Van Roten’s local-first philosophy isn’t just about state pride, it’s about safety and quality. Legal cannabis in New York undergoes rigorous testing to ensure purity and potency, in contrast to unregulated street products.

“This has so many more benefits,” he said. “It’s a great collaboration to be able to retail products that the community can really trust.”

All products at Chrome Flwrs are sourced and manufactured in New York, something incredibly important to Van Roten.Photo courtesy of Aaron Ghitelman

Though Chrome Flwrs is in its first week of operation, Van Roten already has big hopes for the future. He envisions expanding the shop’s reach and continuing to serve both recreational and medicinal users.

“My vision is positive,” he said. “We’ll be providing more services to more people who need them because there is a medicinal use to this as well. You’d be surprised how many elderly come in with ailments that cannabis provides relief for — PTSD, glaucoma, back pains and more.”

Beyond products, Van Roten hopes Chrome Flwrs becomes a social space: a place to learn, talk and connect. He encouraged people to “just come in, hang out and say hi — we’re here!”

“I just want to be the best provider I can be, with knowledge, products and a welcoming space,” he added.