Small-joint brand has made a big impact on industry
Like Chapstick and Band Aid, Dogwalkers has become somewhat of an eponym for small joints in the cannabis industry. The brand was the first to really tap into the appeal of small joints and the trend has taken off in nearly every recreational market.
Marijuana Venture reached out to the brand’s parent company Green Thumb Industries to discuss Dogwalkers’ history and ongoing success with vice president of brand equity Todd Bellucci.
Marijuana Venture: When was the Dogwalkers brand founded and what was the motivating idea behind the product?
Todd Bellucci: Founded in 2016 The Dogwalkers brand was inspired by the long walks founder, Ben Kovler, took with his own dog, Bailey. During those strolls, the idea behind Dogwalkers was born. We believe the best pre-rolls offer a moment of unconditional enjoyment, just like a walk around the block with your loyal four-legged friends.
MV: Can you give me a sense of how well the product line is performing since it was first introduced?
Bellucci: The brand has expanded across multiple states, introduced new formats—including infused Show Dog prerolls and the limited edition 7g Great Dane—and continued to drive strong sales.
MV: Where has the product performed best? Any thoughts as to why?
Bellucci: Dogwalkers has seen strong performance in states with established cannabis markets like Illinois, Nevada, New York, Massachusetts, and Maryland. These regions have a consumer base that values convenience, premium quality, and consistent experiences. The rise of pre-rolls as a go-to format for both new and experienced consumers has also contributed to our success, with Dogwalkers standing out as a reliable, well-crafted option.
MV: What are the user demographics for Dogwalkers? Is the name an apt description of the user base?
Bellucci: Dogwalkers attracts a diverse adult consumer base, but our core audience includes professionals, social consumers, and active lifestyle enthusiasts who appreciate high-quality, portable cannabis experiences. While the name “Dogwalkers” was inspired by founder Ben Kovler’s walks with his own dog, the brand resonates beyond pet owners—many consumers simply love the idea of a perfectly portioned pre-roll that fits into their daily lives.
MV: How does the company feel about “dogwalkers” becoming a pseudo name for the product category, like Kleenex or Bandaid?
Bellucci: We’re flattered to be recognized that way in the industry. Dogwalkers helped popularize the concept of smaller, sessionable pre-rolls, and if the name has become shorthand for that format, it speaks to the strength of the brand.
MV: The brand has pledged support to numerous charities, what was the motivation behind that decision and how much has been donated thus far?
Bellucci: Though Bailey has unfortunately passed on, her legacy lives on through the unwavering passion that the brand maintains for helping animals in need nationwide. That’s why a portion of proceeds from every Dogwalkers product sold is donated to deserving animal shelters across the country, to ensure more dogs are loved, and walked, often! Through 2024, Dogwalkers has donated roughly $400,000 to shelters since the brand originally launched, with nearly 25% of that in 2024 alone. We partner with nine animal rescue organizations in each state where Dogwalkers are sold: Badass Animal Rescue (NY), Homeward Bound (NJ), The Bond Between (MN), Foundation for TJO Animals (MA), TAPS No-Kill Shelter (IL), the Nevada SPCA (NV), PetConnect Rescue (MD), Martinsville Henry County SPCA (VA) and Dogs Playing for LifeFL).