Vireo Growth and Curio Wellness Forge Partnership to Enter New York Market

LOS ANGELES- Vireo Growth Inc. and Curio Wellness have announced a manufacturing-and-distribution agreement aimed at introducing Curio’s Best Self Collection into New York’s licensed cannabis market. Vireo will leverage its existing infrastructure to produce and distribute Curio’s full product portfolio—topicals, tablets, chews, and vapes—under a licensing model

The deal adopts a capital-light approach: Curio gains market access without deploying major new resources, while Vireo enhances its product mix with proven, GMP-certified offerings. GMP certification ensures Curio products adhere to recognized quality and consistency benchmarks, which is increasingly crucial for health- and wellness-oriented consumers.

John Mazarakis, CEO of Vireo, emphasized operational efficiency in aligning Vireo’s manufacturing capabilities with Curio’s brand value, noting potential synergy in supply-chain and distribution channels. Curio CEO Michael Bronfein highlighted the move as a strategic step, leveraging Vireo’s strong presence in New York to maintain product integrity and quality standards.

From a market timeline perspective, the partners expect Curio-branded products to reach licensed dispensaries in New York during Q4 2025 .

Financially and strategically, the agreement aligns with industry trends of collaboration and market penetration via licensing. Vireo diversifies offerings without investing heavily in R&D or branding, and Curio accesses a major market through a low-capex strategy—both reflect cost-effective competitive positioning.