Scaling cannabis operations that actually work.
Came to the industry through conviction about plant medicine. Built a career running the full operational surface — retail, cultivation, production, compliance, and safety — training 1,000+ operations leaders across six states, now leading Florida operations through one of the market’s largest license integrations.
We’ve operated in adult-use markets that are very hyper-competitive. The new operators coming in are going to raise the standards for everyone.
— Jeffrey Trappe, Green Market Report, 2025I build the operational systems that scale cannabis companies.
Came in through personal conviction about plant medicine. Stayed because cannabis operations is one of the hardest, least mature operating problems in consumer.
I came to cannabis in 2016 through a personal belief in plant medicine — that mattered then and it still does. What kept me here was the work. Cannabis is one of the least mature operating categories in consumer — and one of the highest-stakes. Regulation on top of regulation, rapid-fire expansion, teams assembled in weeks, margins measured in basis points.
Retail is the visible surface. Cultivation, production, compliance, safety, and supply chain are the machine underneath. I’ve run all of it. My career has moved through every operational surface cannabis has — dispensary floors, grow rooms, production suites, multi-site compliance regimes, and cross-state logistics — and the lesson is always the same: the category is won on the ops side, not the marketing side.
I started on the training floor. National Director of Training & Development meant I was the one writing the playbook — first for the re-opening of Medizin Las Vegas and the launch of Planet 13 OC in Santa Ana, then as the operator baseline as we expanded state by state, function by function. That view, from the floor up, still shapes how I run operations today.
Today I lead Florida operations for Planet 13 Holdings. That includes the post-close integration of our $49M VidaCann acquisition, a 34-store retail footprint, associated cultivation and production for the Florida MMTC, full OMMU compliance across every site, and the team building the category-defining experience Floridians will walk into over the next decade.
Hospitality taught me that every floor is a stage. The Marines taught me that systems beat individuals. Cannabis gave me a market that rewards both.
Five principles I run ops by.
What a decade running cannabis operations teaches you, compressed into the things I won’t compromise on. Edit ready — these are my draft.
Selected roles & outcomes.
Operator path — floor to leadership — inside one of the few US multi-state operators with both Las Vegas and Florida retail at scale.
The operating work, in specifics.
Three representative projects. Each is a short read — context, what I did, outcome, what I learned.
Notes from the floor.
Writing about Florida cannabis, operations at scale, and the gap between how operators talk and how the category actually works.
Where I’ve appeared.
Podcasts, articles, videos, panels, press releases, and recognition. A running log across the industry — auto-monitored for new coverage, curated and published with approval.
Pick the lane that fits.
Tell me what you’re working on and which of these you’re reaching out about. I respond personally.