Urban Triage has launched a new hemp brand as part of its lineup that capitalizes on its agricultural programming.
Less Noise Wellness launched on April 20 as a “full-spectrum organic hemp and CBD wellness brand.” Urban Triage has been in the hemp game for a few years with its Hemp Specialty Crop Program for Entrepreneurs, but after funding cuts across its agricultural program, it wanted to find a way to supplement what was lost and become more self-reliant. Products sold are cultivated at Farley Center — where Urban Triage runs its agriculture programs — and in partnership with La Crosse-based hemp farm and processors Stacks Family Farms and Carbon Cannabis.
The move to launch a hemp business comes at a vital time for Urban Triage after funding cuts to its agriculture programs. Under the umbrella of its programs cut, its hemp program trained entrepreneurs to start their own hemp businesses.
“Our agriculture program has been running without funding the whole year of 2025 and the whole of 2026,” said Brandi Grayson, CEO and founder of Urban Triage. “What we’re hoping for is by 2027, this product line can generate enough product, enough funding and revenue to run our whole agriculture program.”
The program ran on Urban Triage’s reserves of money donated for unrestricted purposes throughout 2025. Its goal is to raise $200,000-300,000 to cover expenses.
But Less Noise is not just about recovery from financial woes. Grayson calls the brand a healing journey, while she noted a challenging 2025 for her and Urban Triage.
“The year 2026 has been all about healing. Healing out loud, healing our nervous system and doing things that allow us to be great, and Less Noise is a part of that,” Grayson said. “It’s about less noise, more truth and regulating our nervous system.”
The brand features CBD and THCA products tailored for relaxation and getting “present with ourselves,” Grayson said.
The product line currently features gummies and prerolls. Products are orderable online and will ship to your home, but Urban Triage is currently working out the ability to deliver directly to residents across Madison.
While it doesn’t want to do daily deliveries — or deliveries after a certain time of day — Urban Triage plans to have a couple of days a week where they will directly deliver products or have people come to pick it up.
Grayson says the new brand will fill a gap needed in Madison, where people know exactly where products are coming from and that what they buy is local.
“I think what separates us from most products that’s out there, like when you go to a dispensary, you go in, you got all these products to choose from, but they’re not local,” Grayson said. “The dispensaries are local, but the products aren’t.”
Hemp and cannabis industries sit in an odd intersection between federal and state regulations. While a state can pass its own cannabis legislation, it is limited to the state due to federal regulations that prevent the transportation of goods between state lines.
As such, all hemp and cannabis industries are local in a sense, in that its cultivation, processing and sales are domestic per state industries, but larger brands license out production of their goods to local factory operations to be sold in dispensaries.
Urban Triage prides itself on Less Noise’s goods being purely local to its operations and partnerships in La Crosse. What can be found in its store is unique in the entire supply line.
More plans are already in the works as Grayson hopes to cultivate Less Noise’s presence. Agreements to have its products in five other local dispensaries are being finalized and will be announced in the future.
It also plans to have a series of community pop-up events soon to sell products.
