35 Cannabis Innovators To Watch In 2024: Leaders Shaping The Green Revolution

As the cannabis industry continues to blossom, it becomes increasingly important to spotlight those at the forefront of the green revolution. In this evolving landscape, visionaries are emerging, shaping the industry, societal perceptions and legal frameworks.

Here are the stories and prospects of 35 of the most influential people in the space, exploring how their endeavors and innovations are poised to make waves soon.

Boris Jordan, Executive Chairman, Curaleaf

Under Boris Jordan’s leadership, Curaleaf CURLF has seen remarkable growth, reporting quarterly revenue of $339 million in 2023, a testament to his strategic foresight. The anticipated expansion in the European market, especially Germany, and the launch of innovative products like the BRIQ vape and Select Liquid Diamonds position Curaleaf under Jordan’s stewardship as a company to watch for continued innovation and market leadership.

Kim Rivers, CEO, Trulieve

Kim Rivers has helped Trulieve TCNNF make significant progress in the cannabis industry. The company has invested tens of millions of dollars in lobbying for the legalization of adult-use cannabis in Florida and challenged existing federal cannabis tax regulations, seeking a $143 million tax refund from the IRS. This action aligns with Trulieve’s strategy to address tax laws that they perceive as disproportionately affecting the cannabis industry.

Trulieve also streamlined its portfolio by withdrawing from specific markets, including California and Massachusetts, to strengthen its financial standing and concentrate on more profitable regions. Looking into 2024, the potential legalization of recreational marijuana in Florida and the anticipated federal reclassification of cannabis, along with the progress of the SAFER Banking Act, are pivotal developments that could significantly benefit Trulieve and the cannabis sector at large, indicating a promising future for the company.

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Anne Milgram, Administrator, Drug Enforcement Administration

During Anne Milgram’s tenure at the Drug Enforcement Administration (DEA), her leadership has overseen several developments related to cannabis regulation. The DEA has maintained its stance on the illegality of dispensing THC in pharmacies in Georgia, marking a continued, if outdated, adherence to federal law where marijuana remains a Schedule I substance.

Additionally, there’s an ongoing conversation about the potential rescheduling of marijuana, prompted by the U.S. Health and Human Services Department’s recommendation to classify it as a Schedule III drug under the Controlled Substances Act. This rescheduling proposition, now in DEA’s hands, could mark a significant policy shift, pending the agency’s response.

Keith Stroup, Legal Counsel, National Organization for the Reform of Marijuana Laws (NORML)

Keith Stroup, as the founder of the National Organization for the Reform of Marijuana Laws (NORML), has influenced the cannabis legalization movement for over 50 years. His leadership and advocacy have helped shift public opinion toward cannabis, with recent data showing a historic 70% of U.S. adults support legalization.

This marks a notable change from the 12% support when NORML began. Stroup’s efforts have contributed to legislative milestones, including Ohio’s recent legalization, making it the 24th state to legalize cannabis use and sales. Stroup’s ongoing work with NORML is crucial in driving further policy changes and legislative victories for cannabis legalization as we head into 2024.

Ethan Nadelmann, Founder, Drug Policy Alliance

Ethan Nadelmann, founder of the Drug Policy Alliance (DPA), has been a prominent figure in shaping cannabis policy worldwide for over three decades. His advocacy and work have played a crucial role in reforming cannabis and drug policies at various levels, including state, federal, and international platforms.

In a significant move in 2023, Nadelman joined the board of Green Thumb Industries Inc., a leading company in the cannabis sector, as an independent director. This role leverages his vast experience in drug policy reform and reflects his ongoing commitment to the cannabis industry. Nadelmann’s academic achievements and published works in various journals highlight his deep understanding and influence on cannabis policy.

Food And Drug Administration

In 2023, the Food and Drug Administration (FDA) acknowledged that its current regulations are unsuitable for CBD, leading to a collaboration with Congress to establish new guidelines for CBD and hemp products. This change marks a significant shift in policy and points to a more tailored regulatory approach for the industry. In 2024, these evolving regulations could redefine standards and unlock growth opportunities in the CBD and hemp sectors, indicating a prominent year for cannabis industry development.

Ben Kovler, CEO, Green Thumb Industries

Ben Kovler, CEO of Green Thumb Industries, is not just growing – it’s thriving, expanding into new markets, and innovating at every turn. Kovler’s strategic vision transforms how we think about cannabis, blending business acumen with a passion for the plant. Keep an eye on Kovler as he steers Green Thumb Industries toward new heights in a rapidly evolving market.

Jason Wild, President, J.W. Asset Management

J.W. Asset Management’s president, Jason Wild, navigated a complex year in the cannabis investment world. His firm, known for its substantial gains from cannabis investments in 2020, encountered a more challenging market environment, highlighting the sector’s inherent volatility. A notable move was the firm’s increased investment in TerrAscend Corp, reflecting a strategic belief in the long-term growth of the cannabis industry. Wild will be one to watch with his notable moves in the past few years.

Scott Greiper, President, Viridian Capital Advisors

Scott Greiper, president of Viridian Capital Advisors, significantly influenced the financial dynamics of the cannabis industry. With his extensive experience, Greiper led Viridian, one of the first financial advisory firms in the U.S. cannabis sector, offering vital insights into market trends and investment strategies.

He has moderated panels discussing the trends in mergers and acquisitions within the cannabis industry, highlighting fundamental changes such as decreased capital raises and mergers and acquisitions. His expertise in navigating the complex financial landscape of the cannabis industry will continue to be critical in 2024.

Ricky Sandler, CEO, Eminence Capital

Ricky Sandler of Eminence Capital is a figure to watch in 2024. His move into cannabis, marked by strategic stock picks, reflects a strong belief in the industry’s growth prospects. Beyond cannabis, Sandler’s influence shines through in Eminence Capital’s savvy investments in companies like Masimo and SentinelOne. Known for cultivating a team that values competitiveness and the humility to admit when they’re wrong, his investment approach is as innovative as it is reflective.

As we head into 2024, Sandler’s upcoming decisions, especially in the cannabis sector, could be key indicators of market trends and investor sentiments, reinforcing his role as a central figure in the narrative of cannabis investments.

Wanda James, CEO, Simply Pure

Wanda James, CEO of Simply Pure, continues to drive diversity and equity in cannabis. Her recent endeavors include expanding Simply Pure to New Jersey in collaboration with Tahir Johnson, slated to open by late 2023. This strategic growth underlines her commitment to inclusivity in the cannabis world, further establishing her as a pivotal figure in championing equity in the sector.

Andrew DeAngelo, Cannabis Activist

Andrew DeAngelo, a major figure in cannabis activism, has embarked on a new journey with creating Pipeline. This venture, in collaboration with Christopher Peak, blends DeAngelo’s extensive background in cannabis with Peak’s corporate acumen. These two aim to guide those taking their first steps to established entities seeking new directions or revitalization.

Pipeline’s mission extends beyond mere business consultancy; it embodies DeAngelo’s dedication to instilling responsible, socially conscious practices in the cannabis industry. This endeavor positions him at the forefront of industry transformation and advocating for meaningful change.

Weldon Angelos, Reform Advocate

Weldon Angelos, once a music producer for stars like Snoop Dogg, has focused on advocating for fairness in the cannabis world. After being pardoned from a lengthy prison term for a minor cannabis offense, he started REEFORM, a brand aimed at helping those jailed for similar offenses. Angelos is also behind The Weldon Project and Mission [Green], pushing for legal reform and helping people regain their lives after cannabis convictions and incarceration. His efforts make him someone to watch in 2024 as he continues to drive changes in cannabis policy and justice reform.

Nancy Mace, Congresswoman

Congresswoman Nancy Mace (R-SC) has become popular in federal cannabis reform efforts through her legislative endeavors, notably with the “States Reform Act of 2023.” This act seeks to remove cannabis from Schedule I of the Controlled Substances Act and introduce a federal regulation model similar to that for alcohol. Her strategy, which involves garnering bipartisan backing and suggesting a reduced federal excise tax on cannabis, is notable in the context of cannabis legislation.

Mace’s efforts in shaping more pragmatic and inclusive cannabis policies make her a significant figure to watch in 2024. Her potential as a vice-presidential candidate alongside Donald Trump adds another layer to her profile, further amplifying her influence in cannabis reform and broader political spheres.

Martha Stewart, CBD Products, Canopy Growth

In collaboration with Canopy Growth CGC, Martha Stewart is changing the CBD market with her new line of gummies. This collaboration represents a significant step in normalizing and popularizing cannabis products, especially within the wellness market. Stewart brings her renowned flair for flavor to these products, while Canopy Growth contributes its deep cannabis industry knowledge.

Together, they aim to create accessible CBD options for a broad audience. Going into 2024, Stewart’s overall popularity and influence in this field are pivotal factors in shaping the public perception of CBD products.

Seth Rogen, Houseplant

Seth Rogen’s venture into the cannabis industry with his brand Houseplant, co-created with Evan Goldberg, marks a well-marketed entry into the celebrity cannabis space. Houseplant, originating in Canada and expanding into the U.S., is a testament to Rogen’s deep-rooted passion for cannabis, design, and art. The brand distinguishes itself by offering a variety of high-quality cannabis products, mainly targeting experienced users with its high THC content.

Houseplant’s commitment to quality and potency, combined with Rogen’s influence, positions it uniquely in a market crowded with celebrity-endorsed products. In 2024, Houseplant could continue to shape trends in cannabis.

Melissa Etheridge, Medical Cannabis Advocate

Melissa Etheridge’s transition from Grammy Award-winning artist to medical cannabis advocate is rooted in her battle with breast cancer and the relief she found in cannabis. Through her journey, she founded Etheridge Farms in 2016, focusing on wellness-oriented cannabis products for medical patients in California. Etheridge has continued to emphasize cannabis’s therapeutic benefits and its role in holistic well-being.

With her personal experiences and already successful platform, she aims to destigmatize medical cannabis and foster broader acceptance. Her efforts have been vital in the ongoing conversation about medical cannabis, contributing significantly to public awareness and policy discussions.

Tahira Rehmatullah, Managing Director, Hypur Ventures

Tahira Rehmatullah from Hypur Ventures brings a plethora of experience, having previously held roles at Marley Natural and Privateer Holdings. Her background has helped her build a unique blend of financial acumen and brand-building skills. Beyond investments, she champions diversity, advocating for more female and minority leadership in cannabis. Her role at Hypur Ventures significantly impacts the ventures she supports and steers the course of the industry.

Todd Harrison, Founder and Chief Investment Officer of CB1 Capital

If you’re watching the cannabis industry’s financial trends, Todd Harrison, founder and chief investment officer of CB1 Capital, should be on your list. He’s the brain behind CB1 Capital, known for its savvy investments in the burgeoning field of cannabinoid wellness.

In 2024, Todd’s understanding of companies spearheading innovations in cannabinoid therapies and wellness is priceless. It’s not just about the cultivation of cannabis; it’s about nurturing groundbreaking health solutions.

With his finger on the pulse of market shifts, Todd’s foresight and investment choices are a beacon for those navigating the rapidly evolving cannabis sector, particularly in health and therapeutic areas. Watching the strategies unfold at CB1 Capital will give you a front-row seat to the upcoming transformations in cannabis wellness.

Drew Tybus, Founder and CEO, Oak PR

Drew Tybus is a trailblazer in cannabis marketing, having launched Oak PR, a standout state agency in the food and beverage sector against the backdrop of the cannabis industry. With a rich experience in brand marketing and public relations, Drew is redefining how cannabis brands connect with consumers. Expect Drew to continue pushing boundaries and setting new standards in cannabis marketing, making Oak PR a name synonymous with innovation and strategic brand growth.

Roger Volodarsky, CEO, Puffco

Under Roger Volodarsky, CEO and founder of Puffco, the company has developed standout products like the Peak Pro, renowned for its user-centric design and functionality. His commitment to creating high-quality and innovative products marks him as someone to follow in 2024 for the latest advancements in cannabis technology.

Beth Stavola, Chief Strategy Officer, MPX Bioceutical

Beth Stavola, as the chief strategy officer at MPX Bioceutical, is steering the company towards groundbreaking achievements in the medicinal cannabis sphere. Her goals center around advancing patient-focused cannabis therapies, emphasizing both innovation and efficacy. Stavola’s vision includes expanding the accessibility of medical cannabis while ensuring the highest standards of product quality. Her leadership could catalyze pivotal developments in medical cannabis in 2024.

Wendy Berger, Board Member, Green Thumb Industries

Wendy Berger has been serving as a board member at Green Thumb Industries GTBIF since 2015 and has been helping in the company’s strategic growth, particularly in the cannabis market. Her extensive background in real estate development and her experience in strategic planning and transactions play a role in navigating the complexities of the cannabis industry’s infrastructure and retail expansion. Berger’s expertise is not just limited to business development; she is also a prominent figure advocating for women’s roles in the cannabis industry.

At the Benzinga Cannabis Capital Conference this year, she highlighted the importance of expanding women’s access to business networks and capital, emphasizing the need to invest in women-led enterprises for better stock outcomes and industry growth. Berger’s strategic vision for Green Thumb Industries, combined with her commitment to elevating women in the cannabis sector, has made her stand out.

Cynthia Salarizadeh, Founder, House of Saka

Cynthia Salarizadeh, the founder of House of Saka, is making a substantial impact in the luxury cannabis beverage industry with her pioneering work in alcohol-free, cannabis-infused wines, known as “vinfusions.” The launch of Saka Pink, a rosé-like beverage crafted from Napa Valley Pinot Noir, marked the company’s successful entry into the market, followed by the introduction of Saka White, a Chardonnay-based infusion.

Beyond House of Saka, Salarizadeh’s influence extends across the cannabis industry as a founder of AxisWire and a co-founder of Green Market Media. Her unique blend of cannabis expertise and entrepreneurial skills sets her apart as someone who is driving innovations in luxury cannabis.

Dr. Patricia Frye, Cannabis Expert

Dr. Patricia Frye has had numerous achievements in 2023, particularly her role in the Medical Cannabis Science & Therapeutics Masters Program at the University of Maryland, where she showed her commitment to education and medical cannabis research.

As a respected member of the Society of Cannabis Clinicians, Dr. Frye is not just a physician, she’s a titan who turned to cannabis medicine after a near-retirement, transforming into an internationally recognized expert. Her approach is holistic, treating a spectrum of conditions with cannabis-based therapies and advocating for its integration into healthcare. Watch for her continued impact on education and clinical research as she brings a unique blend of expertise to the forefront of cannabis science.

Hope Wiseman, Founder, WISECO

Hope Wiseman, the founder and CEO of WISECO, stands out in the industry as the youngest African-American woman to own a dispensary. Her journey from an investment banker to a cannabis entrepreneur is more than just a career shift; it’s a bold statement in an industry that often lacks diversity.

Her dispensary, Mary and Main, in Maryland, highlights her commitment to social equity and community empowerment. With WISECO, Wiseman is crafting a future where the cannabis industry is inclusive and accessible, particularly for Black, Indigenous and people of color. In 2024, watch for her continued strides in breaking down barriers in the cannabis world.

Pablo Zuanic, Cannabis Analyst

Pablo Zuanic, a respected cannabis analyst, is particularly notable for his recent insights into significant industry shifts. His analysis of the burgeoning Canadian cannabis flower market and the potential growth amid changing trends reveals his market expertise. Zuanic’s foresight on the impact of Maryland’s full legalization is another highlight, suggesting ripple effects on neighboring states like Pennsylvania and Ohio. His thoughts on the strategic implications of the Cresco-Columbia Care deal show his ability to dissect complex business maneuvers within the cannabis space.

Moreover, Zuanic’s commentary continues to be a guiding light for investors and stakeholders in the cannabis industry, offering a blend of detailed market analysis and an understanding of the broader economic and political landscape.

Kansas Governor Laura Kelly

This year, Kansas Governor Laura Kelly’s advocacy for medical marijuana has been a beacon of progressive change in a traditionally conservative state. Her support for medicinal cannabis use, while cautiously still resisting recreational use, aligns with a broader societal shift toward acceptance of the plant. This is underscored by the Kansas Silver Haired Legislature’s push for legalization and the compelling data from a Fort Hays State University survey, revealing nearly 70% of Kansans favor recreational marijuana legalization and Medicaid expansion.

Governor Kelly’s stance is not just about healthcare. It’s a strategic move intertwining economic recovery and job creation, positioning medical marijuana legalization as a health imperative and an economic catalyst. Her efforts set the stage for potentially transformative legislative changes in Kansas, reflecting a possible change in the Midwest in 2024.

Laurie Holcomb, CEO, Gold Flora

As CEO of Gold Flora, Laurie Holcomb has guided the company through significant growth, focusing on efficiency and compliance in the competitive cannabis market. Under her leadership, Gold Flora has undergone a transformative merger with The Parent Company, establishing itself as a massive operator in California. This move has been accompanied by a 95% year-over-year increase, reaching $32 million in revenue in Q3 2023.

Additionally, Holcomb’s management has led to savings of around $30 million annually, surpassing their initial goals. These accomplishments highlight Holcomb’s ability to navigate the complexities of the cannabis industry successfully, setting new benchmarks for success for other CEOs.

Lise Bernard, President and CEO, Green Vault Systems

Lise Bernard, the CEO of Green Vault Systems, is making strides in how cannabis is packaged and stored as she leads the charge in creating machines that weigh cannabis flowers accurately, ensuring each package has just the right amount. This tech is a game-changer because it maintains the quality of cannabis during the packaging process.

Interestingly, her approach enables companies to customize their packaging process, making it more efficient without losing out on quality. These accomplishments are all thanks to Bernard’s leadership and understanding of the industry’s needs. She’s making Green Vault Systems stand out with these advanced solutions.

Ricardo Baca, Founder and CEO, Grasslands

In 2023, Ricardo Baca’s Grasslands continued to be a powerhouse in cannabis media and P.R. This year, Baca has led several high-profile P.R. campaigns for major cannabis companies, showcasing his agency’s prowess in shaping public perception and brand narratives.

His participation in key cannabis conferences as a speaker and panelist has further solidified his standing as a thought leader in cannabis communications. Baca’s insights and innovative approaches in 2024 could significantly influence the public narrative surrounding cannabis.”

Aaron Morris, Co-Founder and CEO, Wyld

Aaron Morris at Wyld has made significant strides in 2023. Under his direction, Wyld launched new gummy flavors and entered into strategic partnerships, expanding its distribution network across North America. Morris’s strategic vision for product development and market expansion has been key to Wyld’s impressive revenue growth and brand recognition in the competitive edibles market. In 2024, Morris is expected to lead Wyld through further innovative expansions, making it a company to closely monitor.

Kris Walker, President and Chief Commercial Officer, Hoodie Analytics

Kris Walker is at the forefront of data analytics in the cannabis sector with Hoodie Analytics. This year, the platform has introduced groundbreaking features that provide real-time market data and consumer insights to cannabis businesses. Walker’s innovative approach to data analysis is helping companies navigate the complex cannabis market landscape and make informed strategic decisions. Expect Walker to unveil more advanced analytical tools in 2024 that could revolutionize cannabis market strategies.

Joe Caltabiano, Entrepreneur and Co-Founder of Cresco Labs

Joe Caltabiano’s insights, gleaned from co-founding Cresco Labs and subsequent ventures, are shaping new industry trends. In 2023, Caltabiano has been involved in advising several cannabis startups, sharing his expertise in market expansion and operational efficiency, contributing significantly to the growth and innovation in the sector. In 2024, Caltabiano’s ventures and strategic advice will be crucial in guiding emerging cannabis companies through a rapidly evolving industry.

Steve DeAngelo, Co-Founder of Harborside and Cannabis Activist

2023 has seen Steve DeAngelo cement his legacy in the cannabis industry. His advocacy efforts have contributed to significant policy changes, while his business acumen drove Harborside to success.

Nowadays, DeAngelo focuses his efforts on advocacy and helping people affected by the War on Drugs through Last Prison Project, an organization he founded. DeAngelo’s continued activism and business innovations in 2024 are likely to make waves in both the industry and policy arenas.

As we delve into the evolving cannabis world, these 35 visionaries stand at the forefront, steering the industry towards new horizons. Their contributions are more than mere business advancements, they symbolize a shift in societal norms, medical breakthroughs and economic opportunities.

Their actions are not just shaping the cannabis sector. They are creating a path for cannabis in our daily lives. Keep an eye out for these names as they continue to redefine the boundaries of the cannabis landscape, setting new standards and opening doors to uncharted possibilities.

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