EXCLUSIVE: 'We're Finally On The Cusp Of Something Big' — Verano CEO Sees Cannabis Rescheduling As Game-Changer

"We're finally on the cusp of something big," said George Archos, CEO of Verano Holdings Corp VRNOF, during his keynote conversation with Tom Zuber on Tuesday at Benzinga’s Cannabis Capital Conference.

Archos was referring to the potential rescheduling of cannabis from Schedule I to Schedule III, which he predicted would mark a monumental shift for the industry.

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"Rescheduling will be the first real reform in a long time, and it's going to be huge—not just in terms of removing 280E tax burdens, but as the first big domino to fall for further reforms like banking access," Archos said.

Adapting To A Fragmented Regulatory Environment

The discussion also focused on the difficulties of navigating cannabis regulations across different states, a challenge Archos has experienced firsthand while leading Verano’s operations in 14 states. "We face different hurdles every day. The ability to adapt and pivot is crucial for success in this space."

Zuber, managing partner at Zuber Lawler, echoed Archos’ thoughts, framing the confusing regulatory landscape as a potential advantage for companies that know how to manage it.

"The confusion in this fragmented regulatory landscape can actually be an opportunity," Zuber said. "If you can navigate it better than others, you gain a competitive advantage."

Personal Stories Fuel Verano's Mission

Archos also shared how personal experiences have shaped his leadership at Verano. He recalled the impact cannabis had on his family, from an uncle suffering from multiple sclerosis to a cousin who benefited from cannabis for nerve pain.

"That personal connection drives our mission every day. We're not just here to sell products; we're here to help people. We've seen firsthand how cannabis can improve lives—whether it's helping someone move away from alcohol or manage chronic pain."

This personal connection to the wellness aspect of cannabis, according to Archos, is what fuels Verano's commitment to providing safe and consistent products to consumers.

"Changing people's lives for the better is what this is all about. The fact that we've created jobs, brought in taxes, and helped local communities is just an extension of that mission," he said.

A Hospitality Approach To Cannabis

Zuber also explored how Archos' background in hospitality informs Verano's customer experience, particularly across the company's 150 retail stores.

"We treat our customers like they're going to a restaurant—getting to know their names, their preferences," Archos said. "Hospitality is part of our DNA, and it's key to building long-term relationships with our customers."

"We want our customers to feel at home. It's not just about the product; it's about the whole experience," he added.

Zuber noted how this focus on hospitality sets Verano apart from other cannabis companies, emphasizing the importance of building brand loyalty through exceptional service. "Your background in hospitality clearly gives Verano an edge in customer experience, which is critical in building long-term relationships," Zuber said.

Preparing For The Future

As the conversation turned toward the future, Zuber asked Archos where he sees Verano in five years, especially considering the uncertain landscape of federal cannabis reform. Archos acknowledged that while the industry is in flux, Verano remains prepared to adapt to whatever changes arise.

"It all depends on what happens with federal reform. But the key is being ready for whatever comes—whether that's crossing state lines or scaling our operations even further," Archos said. He added that Verano builds its strategy on having the right people, maintaining a clean balance sheet, and fostering a culture of adaptability.

"We don't know exactly what the next five years will look like, but we're always preparing. If federal reform happens, we'll be ready to scale, and if not, we'll continue to adapt," Archos said. "We might even explore other industries like CPG (consumer packaged goods) or alcohol if the opportunity arises."

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George Archos, CEO of Verano Holdings, speaks at the Benzinga Cannabis Capital Conference on Tuesday. Photo by Wendy Davis.