For Allie and Carter, cannabis wasn’t simply a business idea. It was the relief they needed and a solution worth sharing.
Between working, parenting, and simply existing in today’s world, life is stressful. That stress deepened for Allie and Carter when their then-3-year-old son (now 8) was diagnosed with autism. Coping with the diagnosis and navigating a new way of life was not easy for Allie. She experienced grief and depression in ways she hadn’t before.
In an effort to take control of her own wellbeing, she found relief in hemp-derived THC. But, like many women, she quickly realized the market wasn’t built for someone like her. The options felt inconsistent, overly intoxicating, or disconnected from what she actually needed. And the shopping experience sucked.
“I’ve used cannabis recreationally for years, but I wasn’t looking to check out,” she says. “I needed something to take the edge off and help me parent. When I found that in hemp-derived cannabis, my first thought was, ‘Women need to know.'”
That distinction became the foundation for MOONLIGHT Cannabis.
When Minnesota launched its low-potency hemp edible market in 2022, products flooded shelves almost overnight. There were questionable ingredients, varied potencies, and unpredictable effects. For consumers seeking something intentional, there was a clear gap.
Allie saw it.
With Carter, her partner in life and in business, they set out to build something different. Instead of creating products designed simply to get people high, they focused on formulations that support the body more holistically. Each product is built with intention, combining low-dose THC with other cannabinoids and functional ingredients to address specific needs.
Over the past four years, MOONLIGHT has become one of the most well-received brands in Minnesota, stocked in stores across the state and nationwide. As the market evolves, so do their formulations, often reflecting Allie’s own journey.
This year, they are launching new products focused on women’s hormonal health and relief for perimenopause, another part of Allie’s journey.
“When I turned 40, my brain said, ‘I’m so excited for this chapter. I feel so good!’ My body said, ‘The [expletive] you do!'” she says. “Perimenopause hit me like a freight train, and I meet women all the time who are going through it, seeking relief, but not sure what to do.”
A perimenopause gummy felt like a natural next step for MOONLIGHT.
While the brand is deeply rooted in Allie’s experience as a woman and a mother, its mission extends far beyond a single audience. At its core, it’s about creating functional cannabis options that support people in real life. MOONLIGHT is launching products into the adult-use market, including high-dose gummies, pre-rolls, and vapes.
Carter has been an integral part of that journey from the beginning. A longtime advocate for cannabis and a steady partner, he brings a strong sense of collaboration and shared purpose. Together, they are raising two boys with an emphasis on empathy, respect, and understanding—values reflected in everything they build.
That partnership comes into even sharper focus with the launch of MOONROVER.
While MOONLIGHT centers on products, MOONROVER represents access. As Minnesota’s adult-use market takes shape, MOONROVER provides transport and delivery, connecting cultivators, manufacturers, testing facilities, and retailers—critical infrastructure in these early days.
In many ways, MOONROVER is Carter’s baby. But like everything they’ve built, it exists within a shared vision: creating an ecosystem that is intentional, supportive, and rooted in care.
“Customer service means everything to us,” Carter says. “We’re building long-lasting partnerships.”
Together, MOONLIGHT and MOONROVER are a story of evolution—from personal need to public offering, from private challenges to shared solutions.
This isn’t just about entering a new market.
It’s about helping shape it—with love and intention.
