Dave Valese of HoneyProjects on the Importance of Community-Driven Marketing

Leveraging events, art collaborations and word-of-mouth

Dave (aka “Big Dave”) is chief visionary officer of HoneyProjects. His portfolio includes the award-winning HoneyGrove dispensary, which curates small-batch, mom-and-pop brands, while uniting cultivators who share Dave’s vision. In 1996, inspired by a cousin’s battle with cancer, he began by blending genetics expertise with a focus on wellness. Today, he leads a filmmaking team for HoneyProjects.

We spent two minutes with Dave to learn more about his background, his creative inspirations and recent work he’s admired. 

Dave, tell us …

Where you grew up, and where you live now.

I grew up in Bloomfield, N.J., and now I live in Medford, N.J.

How you first got interested in cannabis.

My initial experience was recreational, enjoying its cultural and social aspects. My perspective transformed in 2003 when my cousin was battling cancer. Witnessing his struggle with pain and the heavy toll of opiates was profoundly impactful. I saw how cannabis could alleviate his suffering, offering relief and restoring a sense of dignity. That experience ignited a passion for the plant’s potential to heal and improve lives. It drove me to immerse myself in cultivation, genetics and the wellness side of cannabis.

One of your favorite projects you’ve ever worked on.

Building HoneyGrove. This went beyond simply opening a dispensary—it was setting a new standard for craft cannabis in New Jersey. We connected with passionate, small-batch cultivators to curate a lineup that’s authentic, high-quality and true to the plant’s roots. But what really lights me up is how HoneyGrove has become a community hub. We host events with local art, music, food, vendors and good vibes that bring people together, break down stigma and show what cannabis culture can be. 

A recent project you’re proud of.

We just celebrated the grand opening of HoneyStash, Metuchen’s first adult-use dispensary, which has sparked excitement among the local community, Mayor Jonathan Busch and the Downtown Alliance. The energy—from our dedicated team to the live art and music at the grand opening—created an unforgettable experience.

The biggest challenge cannabis marketers face today, and how to approach it.

Navigating restrictive advertising regulations that prevent us from using terms like “cannabis” or boosting posts without risking shadow bans or platform penalties. To tackle this, we focus on authentic storytelling and community-driven marketing, leveraging events, local art collaborations and word-of-mouth. We build trust and connection without relying on traditional ads. 

One thing about how the cannabis industry is evolving that you’re excited about.

The rise of organic craft cultivators who are pouring their passion into high-quality cannabis. This shift toward artisanal, sustainable growing practices is bringing back the plant’s authentic roots, prioritizing flavor, potency and wellness over mass production.

Someone else’s work, in cannabis or beyond, that you’ve admired lately.

I’m inspired by Veda Warrior’s Smrita M. Choubey, especially her passion for blending cannabis with Ayurvedic wisdom to elevate its medical potential. Her commitment to educating people about the plant’s holistic benefits—through cannabis-infused products like gummies and cooking essentials—shows a deep respect for its healing roots. 

A book, movie, TV show or podcast you recently found inspiring.

The Telepathy Tapes podcast really moved me, showing the incredible, magical communication abilities of non-speaking autistic kids, like my special-needs nephew. It’s inspiring to see their gifts celebrated, pushing us to listen deeper and rethink connection. 

A visual artist or band/musician you admire.

James Brown, Cypress Hill, Bob Marley, the Grateful Dead, FUNGKSHUI and the Beatles. We book local bands like Sheik’s Garage, Crickets & Cicadas and the Steve Dio Reggae Trio for our events, channeling that authentic, unifying energy. 

Your favorite fictional character.

Homer Simpson. He’s been bringing laughter to my life since childhood. 

Someone worth following on social media.

B-Real and Sen Dog from Cypress Hill on Instagram. They celebrated 420 with us at HoneyGrove. Their posts keep the community vibe strong with music and advocacy.

Your main strength as a marketer/creative.

Having an open mind.

Your biggest weakness.

Perfectionism.

What you’d be doing if you weren’t in the cannabis industry.

Florist.