Glass House Brands Is 'At The Cutting Edge Of Cannabis Science,' Exec Says: Here's Why

In an industry often overshadowed by novelty and regulatory hurdles, Graham Farrar, president of Glass House Brands and upcoming speaker at Benzinga’s Cannabis Market Spotlight: California event, stands out for his forward-thinking and environmentally conscious approach to cannabis cultivation.

With a background in technology as a former member of the Sonos team, Farrar’s journey into the cannabis world with the founding of Elite Garden and now at the helm of Glass House Brands is a story of creation and environmental entrepreneurship.

Bridging Technology and Agriculture

Farrar’s transition from tech to cannabis is not just a career shift but a reapplication of his systems thinking approach. “There’s a lot more tech in cannabis and agriculture than people usually realize,” Farrar explains.

Viewing agriculture through a technological lens, Farrar approaches cultivation with the precision and predictability of a computer system, ensuring consistent quality by controlling inputs for the desired outputs. This methodology maximizes efficiency and underscores the symbiotic relationship between people and plants at the core of Glass House’s operations.

He says, “Every business has at least one biological system in it — people. Agriculture happens to have two — people and plants. We bring the two together in an innovative way to remain on the cutting edge of the industry.”

A Commitment to the Environment

A deep-seated commitment to the environment is at the heart of Glass House Farms’ operations in Southern California. Farrar’s involvement with local environmental groups underscores his dedication to eco-friendly practices.

“The ocean, the climate, and the overall environment are major parts of my life,” Farrar says, highlighting the integration of precision agriculture and water recapture techniques that steer Glass House away from pesticides towards a partnership with nature. This approach not only serves to protect the local ecosystem but also sets a precedent for environmentally conscious agriculture in the cannabis industry.

Ensuring Quality in a Competitive Market

In the competitive landscape of California’s cannabis market, maintaining quality and consistency across diverse product lines is paramount. Farrar’s strategic mindset, influenced by his tech background, plays a crucial role.

“A large part of this business is being able to think strategically and make bets on your strategy,” he notes, emphasizing the importance of a holistic understanding of the products, market, and consumers. This comprehensive view, combined with a readiness to adapt, has been crucial for Glass House in navigating the complexities of the cannabis sector.

Benzinga Cannabis Conferences are coming to Los Angeles. Join the Benzinga Cannabis Market Spotlight: California and unlock the future of cannabis at the premier networking event in Culver City on February 22. Connect with top industry leaders like Chong, gain insider insights into the investment landscape, and shape the evolving markets in California and beyond. Don’t miss this chance to be at the forefront of the cannabis industry’s growth and innovation! Join now.

Image: Graham Farar/Glass House