For Pedro Tavarez and Mike Feyler, success was never measured by how far they could get from Lynn. It was measured by whether they could build something meaningful where it all began. Both graduated from Lynn English in 2013. They grew up just blocks from Kiley Park, attended Lynn Public Schools, and spent countless afternoons in the same neighborhood where their business now operates.
“Anyone from Lynn knows that’s not the easiest thing to navigate,” Feyler said of growing up in the city. “But you definitely build character doing it.”
ON ROOT is a cannabis delivery service that’s approaching its first anniversary. Headquartered in Lynn, just steps away from Kiley Park, it is the only cannabis delivery service on the North Shore, and the first Latino-owned cannabis business in the region, offering delivery to areas such as Beverly, Lynn, Malden, Marblehead, Nahant, Salem, Saugus, Swampscott, and Winthrop. Thirteen years after graduation, Tavarez (CEO) and Feyler (CMO) would become two of five founders.
“I used to live right down the street from where we’re headquartered,” Tavarez said. “Being able to start a business in the same neighborhood I grew up in … it’s a blessing.”
That character, and hometown pride, became a driving force behind opening a business in the very city that helped shape them.
“It feels great to be able to open up a business back in Lynn,” Feyler said. “Especially within an industry where we can help change perceptions while creating opportunities.”
We’re not trying to build something and walk away from it. Pedro and I are incredibly passionate about this company, what it means to the community, and what it’s going to mean down the line.
Mike Feyler
The company grew out of a home-cultivation hobby dating back to the early days of the COVID-19 pandemic. Tavarez and his friend, Juilo Palma (CCO), longtime cannabis enthusiasts, grew their own plants — legal in Massachusetts up to six per household. Looking for a path into the cannabis industry that didn’t require a lot of money in startup capital, Tavarez and Palma attended NECANN (New England Cannabis Convention Series), the largest and longest-running cannabis and hemp convention of the Northeast. From there, they connected with one of the organizers of the state’s Cannabis Social Equity Program, a free, statewide technical assistance and training program that creates sustainable pathways into the cannabis industry, which Tavarez applied for and got accepted into in 2021.
“We got really into it,” Tavarez said. “That’s when we started asking, ‘How do we actually get into this industry? What’s the path of least resistance?’”
One of the perks that Tavarez was able to use since being accepted into the program was access to certain licenses, including delivery. Through the program, Tavarez gained access to licensing opportunities, including a Marijuana Delivery Operator license, which allows a business to purchase products wholesale and deliver them directly to adult consumers.
“From there, we just said, ‘Let’s give it a shot,'” Tavarez said. “We were off to the races.”
Tavarez began the licensing process with Palma not long after, and came up with the name of the business himself: ON ROOT. It wouldn’t take long for the team to grow as Feyler was brought on board, as well as Gabriel Matias De Leon (CTO) and Kimberly Calaj (CAO). Andres Castañeda served as the Chief Compliance Officer for the company before unfortunately passing in 2022.
The company had its licenses approved, and ON ROOT officially launched on July 13 of last year, a four-year buildout, longer than the founders expected.
Once ON ROOT officially launched, the focus shifted from securing licenses to earning customers.
“It was hard. It was four years. We thought we’d start within the year … No, it took a lot longer, but we made it happen,” Tavarez said.
What started with five founders has since grown into a team of 20 employees just nearly a year later, with plans to continue hiring as demand increases. The catalog also expanded as ON ROOT carries more than 55 cannabis brands. Vapes and flowers trade off as top sellers, with pre-rolls close behind. What differentiates ON ROOT from other businesses in the industry on the North Shore is the service and ease of it all. One-tap reordering, flexible delivery times, and drivers trained to be discreet and helpful.
While convenience is a major draw, Feyler believes the personal relationships are what keeps customers coming back. Drivers don’t simply complete deliveries; they answer questions, help customers understand products, and often assist elderly or those with disabilities who may need extra support.
“A lot of our demographic are elderly people or people with disabilities. Our drivers go the extra mile. We want every customer to have an experience that’s tailored to them,” Feyler said. “There’s no way to undersell the convenience factor. We’re providing a service, and it’s a community-rooted one.”
While Tavarez initially anticipated that support would primarily come from friends and family, he soon witnessed individuals he had never met become loyal, returning customers who valued the company’s products and services.
“That was really rewarding,” Tavarez said. “Knowing people genuinely enjoy the service we built … that’s special.”
Tavarez and Feyler insist growth isn’t measured solely by numbers. For them, success means becoming part of the community fabric. The accomplishments they’re most proud of aren’t measured in sales.
Long before ON ROOT ever made its first delivery, Tavarez believed business success meant giving back. Tavarez has been partnering with Lynn Ward 3 City Councilor and Council President Coco Alinsug for years now to sponsor a family for Christmas, support Alinsug’s annual Ward 3 Easter Egg Hunt at Kiley Park, and hand out Market Basket gift cards around Thanksgiving.
“We never announced it or promoted it; we were just doing it out of the kindness of our hearts,” Tavarez said.
Building on their first year of operations, ON ROOT expects these community-focused efforts to expand during their second year. Among the upcoming initiatives are a school-supply drive titled “Back to School with Roots,” which aims to provide supplies through a partnership with Thurgood Marshall, and a program to cover an employee’s day by providing service at a local nonprofit.
It’s personal for Tavarez, who remembers being sponsored at Christmas as a child while at the Boys and Girls Club. He and his family were brought to Best Buy and told to pick out whatever he wanted. Tavarez walked out with a brand-new PSP that day.
“I will never forget that moment … how I felt, how my family felt, seeing my mom’s face,” Tavarez said. “Being able to recreate that for other families, that’s important to me. I want to get the business to a point where we can do that.”
He also recalls when former Thurgood Marshall principal, Dr. Richard Cowdell, decided to reward students with ice cream for a report card full of A’s.
“I would get straight A’s and be like, ‘Hey, Dr. Cowdell, you owe me ice cream,” Tavarez said.
For the company’s anniversary, they plan to host a small gathering featuring family, friends, and staff, but in August they aim to host a bigger, public block party, echoing last year’s launch celebration.
“We’re not trying to build something and walk away from it,” Feyler said. “Pedro and I are incredibly passionate about this company, what it means to the community, and what it’s going to mean down the line.”
ON ROOT also plans on putting out an apparel line in the near future, and hopes to collaborate with local artists, and work with other businesses as well. They hope to become more than a delivery service; they want ON ROOT to become a recognizable community brand.
Tavarez and Feyler are also closely watching a proposal headed to Massachusetts voters this November. The ballot question, titled “An Act to Restore a Sensible Marijuana Policy,” would repeal the state’s recreational cannabis law if approved. The Massachusetts Supreme Judicial Court cleared the measure for the ballot in June. If passed, it would dismantle Massachusetts’ regulated $1.6 billion adult-use (recreational) cannabis industry, eliminate the legal framework governing recreational sales, and prohibit home cultivation for non-medical use.
For Tavarez and Feyler, the outcome is personal. “Make sure you vote,” Feyler said.
For now, though, the focus stays close to home.
“Thank you to our customers, our supporters, our investors, and our team,” Tavarez added. “And to any local artists or brands who want to work with us … reach out. We’re here.”
