From the Ground Up: How Michelle Litvack Built Dom Jackson into Canada’s Craft Cannabis Powerhouse

Michelle Litvack, the force behind Dom Jackson, isn’t the type to hide behind a logo. At every major cannabis event, you’ll find her running her own booth, shaking hands, answering questions, and educating consumers one-on-one. She’s not outsourcing the grind, she’s living it.

On the brand’s site, the message is clear: “A woman-led, quality-obsessed craft brand, fueled by integrity, driven by passion, and just getting started.” And that feels true. In an industry full of big talk and empty branding, Michelle stands out by actually showing up, turning hustle into authenticity instead of just another marketing buzzword.

Craft Is a Verb: The Dom Jackson Way

Dom Jackson’s story is about taking cannabis seriously, as both a product and a culture. With years of experience in national sales and medical cannabis, Michelle Litvack knows what it takes to connect consumers to quality. That background shows up in how she represents the brand: direct, informed, and unapologetically hands-on.

The brand’s focus stays sharp where it counts. Micro-cultivation ensures every plant gets attention. Traditional hang-drying and hand-trimming keep the flower’s natural aroma, texture, and character intact. And the approach? Premium craft made accessible, designed for real people, not just niche collectors.

But what really sets Michelle apart is how she puts in the work. You’ll find her at trade shows, events, and community activations, running the booth herself, talking with budtenders, and educating consumers face-to-face.

“In-person events and budtender engagement are by far the most effective,” she told AdCann. “Nothing replaces the impact of face-to-face connection in this industry.”

That line hits harder than it sounds. While most brands chase digital hype, Michelle’s out there doing the grind, setting up tables, answering questions, and keeping Dom Jackson grounded in something the industry often forgets: real connection.

What the Market Sees & Why It Matters

Consumers are done with recycled strain names and the same tired packaging. They want something real. With Michelle Litvack leading the charge, Dom Jackson brings that rare mix of credibility and connection. She’s out there herself, setting up booths, talking to budtenders, answering questions, and building relationships the old-school way. That kind of face-to-face commitment hits different.

And the product backs it up. The Gas Pack delivers dense, terp-heavy buds that smoke as smooth as they look. Ghost Banner brings a gassy punch with a clean finish, while Banjo offers a bright, citrus lift that’s quickly becoming a sleeper favorite. Even the Gas Mask Variety Pack Pre-Rolls prove the brand’s consistency; top-tier flower, perfectly rolled, ready to go.

What’s Next for Dom Jackson?

Dom Jackson is clearly on an upward path, and there are a few moves worth keeping an eye on. The brand’s already got a strong base with its flower, pre-rolls, and extracts under the FUME line, but expansion into vapes or edibles could take its craft credibility even further.

As the brand grows, expect more storytelling around genetics, growers, and micro-batches, the kind of transparency that builds trust and keeps true cannabis heads engaged. There’s also room for community-driven education, whether that’s brand activations, industry events, or meetups that bring consumers closer to the people and processes behind the product.

And with sustainability becoming a real differentiator in the space, Dom Jackson’s deliberate, small-batch approach puts it in a strong position to champion eco-conscious practices, from packaging to cultivation. It’s the kind of evolution that turns a craft name into a lasting brand.

Final Puff

At the end of the day, Dom Jackson isn’t just a cannabis brand; it’s a reflection of Michelle Litvack’s relentless work ethic and belief that real connection still matters. While most founders are chasing headlines, she’s out there setting up tables, talking to budtenders, and shaking hands with the people who actually move this industry forward.

That’s what makes the brand special, it’s not polished hype, it’s grassroots hustle. Dom Jackson is built on authenticity, education, and a deep respect for the plant and the people who consume it.

In a space that’s crowded with noise, Michelle reminds us that the future of cannabis doesn’t belong to the loudest voice; it belongs to the one who shows up, does the work, and builds from the ground up.