What Surterra Wellness does

Surterra Wellness is a Florida-based medical marijuana dispensary chain operating 43 retail locations statewide, from Key West to Pensacola. Founded in 2014 and headquartered in Atlanta, the company is a subsidiary of Parallel, a multi-state cannabis operator. Surterra sells medical cannabis products to Florida-registered patients under the state's vertically integrated Treatment Center license framework, serving one of the largest US medical-only cannabis markets.

The company's core offering spans seven product categories — flower, pre-rolls, edibles, vaporizers, concentrates, oral/sublinguals, and topicals — delivered through a multi-brand house strategy. Proprietary sub-brands include Float (premium flower, vapes, and concentrates), Galileo (CO2 Sauce and Live Rosin concentrates), Heights (edibles), The Fix (topical balms), and the Surterra Wellness line (tinctures, capsules, topicals, vapes), supplemented by third-party brand Wana for gummies. Underlying technology assets include a CO2 extraction capability for concentrates and an in-house cannabis genetics breeding program initiated in 2019, which has produced proprietary strains such as Top Nug, Space Case, Gaspar's Grapes, and Top Shelf Daddy. The retail technology stack uses Dutchie's e-commerce platform with Dutchie Pay by Bank for cashless checkout.

Surterra's business model is product-led retail: patients browse products online or in-store, with new-patient acquisition driven by a 60%-off first-two-visits promotion and retention through a points-based loyalty program. Revenue is generated through one-time unit-priced dispensary sales, with both in-store pickup and home delivery channels. The company sells exclusively to Florida medical marijuana cardholders, meaning addressable market is constrained by the state's medical-only framework and a single-state regulatory exposure.

Name

Surterra Wellness

Legal name

Surterra Wellness

Website

https://surterra.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

101–250 employees

Short description

Surterra Wellness operates 43 medical marijuana dispensaries across Florida, selling flower, concentrates, vapes, edibles, and topicals through proprietary sub-brands (Float, Galileo, Heights, The Fix) to registered Florida medical cannabis patients as a subsidiary of Parallel.

Ownership category

akta.pro rank

Product category

Medical Cannabis Dispensaries

NAICS

Pharmacies and Drug Retailers (456110)

SIC

Medicinal Chemicals & Botanical Products (2833)

akta.pro primary industry

Medical Cannabis Dispensaries (CRANAFAB)

akta.pro secondary industry

Cannabis Dispensary + Delivery/Online Pickup (Omnichannel Retail) (CRANAFAG)

Keywords

• Medical cannabis dispensary
• Cannabis retail dispensaries
• THC concentrate products
• Cannabis edible products
• Medical marijuana delivery

Headquarters

HQ city

Atlanta

HQ country

United States

HQ region

North America

Offices45 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Supply Chain, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Retail Medical Marijuana Sales: In-store and online sales of medical marijuana products including flower, concentrates, vapes, edibles, tinctures, and topicals through company-owned dispensary locations across Florida.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Surterra Wellness operates a network of 43+ medical marijuana dispensary locations across Florida, retailing cannabis products including flower, pre-rolls, edibles, vaporizers, concentrates, oral sublinguals, and topicals through in-store shopping, online ordering, and home delivery. The company serves registered Florida medical marijuana patients with multiple in-house sub-brands (Float, Galileo, Heights, Surterra Wellness, The Fix) covering diverse consumption formats.

Product overview

Surterra Wellness is a Florida-based medical marijuana dispensary offering a diverse portfolio of cannabis products through multiple sub-brands. The company operates a unified retail platform with both in-store pickup and delivery options. The product portfolio spans seven core categories: Flower (indoor and greenhouse), Pre-Rolls, Edibles, Vaporizers, Concentrates, Oral & Sublinguals, and Topicals. Key sub-brands include Float (premium vapes, concentrates, and flower), Surterra Wellness (tinctures, capsules, topicals, and vapes), Heights (edibles including chocolates and gummies), Galileo (premium CO2 Sauce and Live Rosin concentrates), and The Fix (topical balms). The company also carries third-party brands such as Wana. Surterra operates an in-house genetics breeding program initiated in 2019, developing proprietary strains including Space Case, Gaspar's Grapes, and Top Shelf Daddy. The company offers a loyalty rewards program and provides Dutchie Pay as a payment integration option.

Differentiator

Problem solved

Functional benefit

Brands

• Float: Premium flower brand featuring indoor and greenhouse cannabis products, including strains like Gorilla Puff and Ice Cream Social.
• Galileo
• Heights
• Surterra Wellness
• The Fix
• Serene
• Wana

Products and services

• Float sub-brand products In-house sub-brand offering premium cannabis flower, pre-rolls, vaporizers, and concentrates for registered Florida medical marijuana patients.
• Galileo sub-brand products In-house sub-brand specializing in CO2 Sauce vaporizers and Live Rosin concentrates produced via the company's CO2 extraction process, targeting concentrate consumers.
• Heights sub-brand products In-house sub-brand offering cannabis-infused edible products including chocolate bars and fruit chews for registered Florida medical marijuana patients seeking non-smokable formats.
• The Fix sub-brand products In-house sub-brand offering cannabis-infused topical balms intended for localized application by registered Florida medical marijuana patients.
• Surterra Wellness sub-brand products In-house sub-brand offering cannabis tinctures, capsules, topicals, and vaporizers for registered Florida medical marijuana patients.
• Wana branded products Third-party cannabis edible brand carried at Surterra Wellness dispensary locations alongside in-house offerings.
• Cannabis flower products Cannabis flower available across multiple in-house sub-brands for registered Florida medical marijuana patients, including proprietary strains from the company's genetics breeding program.
• Cannabis pre-roll products Pre-rolled cannabis products available at dispensary locations, online ordering, and via home delivery.
• Cannabis edible products Edible cannabis products including chocolate bars and fruit chews available through the Heights sub-brand and other offerings.
• Cannabis vaporizer products Cannabis vaporizer cartridges and disposable vape products including Float and Galileo CO2 Sauce lines.
• Cannabis concentrate products Cannabis concentrates including Live Rosin and CO2 Sauce products produced through the company's CO2 extraction technology.
• Cannabis oral and sublingual products Tinctures, capsules, and other oral/sublingual cannabis products under the Surterra Wellness sub-brand.
• Cannabis topical products Topical cannabis balms and lotions including The Fix sub-brand offerings for localized application.
• Online ordering service (Dutchie platform) Online ordering service operated via the Dutchie e-commerce platform allowing registered Florida medical marijuana patients to place orders for dispensary pickup.
• Home delivery service Home delivery of medical cannabis products to registered Florida medical marijuana patients across the company's service area.
• New patient promotion Introductory promotional offer providing a discount on a patient's first two visits to a Surterra Wellness dispensary.
• Loyalty rewards program Points-based loyalty rewards program offering registered medical marijuana patients accumulating benefits on purchases.

Named customers3 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature2 records

Partnerships

Two partnerships are on record, tiered core.

• ParallelcoreOthersParent company of Surterra Wellness. Parallel is a multi-state cannabis operator that owns Surterra and other cannabis brands.
• DutchiecoreTechnology or IntegrationE-commerce and payments integration partner. Surterra uses Dutchie Pay by Bank for secure checkout experiences and online ordering platform.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Jushi Holdings: Multi-state cannabis operator with Florida retail (Beyond Hello) and vertically integrated operations; comparable dispensary model and product portfolio in the same Florida market.
• Trulieve Cannabis Corp: Largest Florida-focused medical cannabis MSO with extensive Florida retail and cultivation footprint; directly comparable dispensary model, vertical integration, and patient base in the same state.
• Curaleaf Holdings: Multi-state cannabis MSO with significant Florida retail presence; competes head-to-head with Surterra in the Florida MMJ market with similar vertically integrated grow-to-dispensary model.
• Fluent Cannabis Care: Florida-based medical cannabis operator with dispensaries and cultivation across the state; directly comparable single-state MMJ retail model with similar patient acquisition strategy.
• MüV Cannabis (AltMed): Florida-based medical cannabis dispensary chain with proprietary product lines and statewide presence; similar patient-focused retail model and vertically integrated operations.
• Green Thumb Industries: Vertically integrated multi-state cannabis operator with Florida retail locations; comparable cultivation, brand portfolio (e.g., Rythm, Dogwalkers), and dispensary model.
• AYR Wellness (formerly Liberty Health Sciences): Multi-state cannabis MSO with Florida operations through its Liberty Health Sciences subsidiary; comparable dispensary and cultivation footprint in the same Florida medical market.

Others

• Dutchie: Cannabis e-commerce and payments technology provider that Surterra uses for online ordering and Dutchie Pay; an ecosystem enabler rather than competitor but highly relevant for retail infrastructure benchmarking.

Broad incumbents

• Cresco Labs: Large multi-state cannabis operator offering cultivation, brands, and retail; overlaps with Surterra's vertically integrated model at a broader geographic scale.

Regional players

• Vera Therapeutics / Sunnyside: Sunnyside is the retail brand for multi-state cannabis operators; provides comparative benchmarks for dispensary operations, store design, and patient-experience frameworks.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/surterra
• Facebookfacebook.com/surterrawellness
• Instagraminstagram.com/surterrafl
• LinkedInlinkedin.com/company/surterrawellness

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Surterra Wellness