The cannabis industry in the United States is booming, and a few individuals have risen to the top as gurus—masters with deep knowledge and experience who are shaping the future of the industry. Whether they are independent entrepreneurs or working with Multi-State Operators (MSOs), these experts have decades of experience and influence. Here are the top four cannabis gurus in the USA and where you might find them spreading their wisdom.
1. Steve DeAngelo – The Father of Legal Cannabis
When it comes to cannabis, Steve DeAngelo is a name you cannot ignore. Often called the “Father of the Legal Cannabis Industry,” DeAngelo has been a passionate advocate for cannabis reform for over 40 years. He is the co-founder of Harborside, one of the first six dispensaries licensed in California and a significant player in the state’s legal cannabis market.
DeAngelo is not directly affiliated with an MSO but is highly influential across the industry. His activism, combined with his business acumen, has helped shape cannabis policy both in California and nationwide. In addition to his work at Harborside, DeAngelo is the co-founder of the Last Prisoner Project, which focuses on criminal justice reform related to cannabis.
Experience: Over 40 years
State: California
Affiliation: Independent (Harborside)
Focus: Activism, social justice, business innovation
Source: Steve DeAngelo
2. Berner – The Master of Branding (Founder of Cookies)
If you’re into cannabis culture, you’ve likely heard of Berner. Born Gilbert Milam Jr., Berner is a rapper turned cannabis entrepreneur and the co-founder of Cookies, one of the most recognizable brands in the cannabis world. While Cookies is often associated with California, the brand has expanded its reach into other states and internationally.
Berner is not affiliated with a traditional MSO, but Cookies operates similarly by licensing its brand to various operators across the country. Cookies is renowned for its genetics and strain creation, including the legendary Girl Scout Cookies (GSC). Berner’s ability to blend cannabis with culture, particularly hip-hop, has made him a household name in the industry.
Experience: 15+ years
State(s): California, Nevada, Colorado, and others
Affiliation: Independent (Cookies)
Focus: Branding, strain development, and product innovation
Source: Cookies Cannabis
3. Kim Rivers – CEO of Trulieve
Kim Rivers is a force to be reckoned with in the world of Multi-State Operators. As the CEO of Trulieve, one of the largest MSOs in the U.S., Rivers has guided the company from its inception to its current status as a cannabis powerhouse. Trulieve has over 100 dispensaries nationwide, with a stronghold in Florida.
Under her leadership, Trulieve has expanded its operations into several states, including California, Massachusetts, and Pennsylvania. Rivers is known for her keen business sense and her ability to manage large-scale operations while staying committed to patient care. With nearly a decade of experience in the legal cannabis space, Rivers has become one of the top executives in the industry.
Experience: 10+ years
State(s): Florida, California, Massachusetts, Pennsylvania
Affiliation: Trulieve (MSO)
Focus: Large-scale operations, patient care, and medical cannabis
Source: Trulieve
4. Wanda James – Pioneer and Social Equity Advocate
Wanda James is another trailblazer in the cannabis industry. She made history as the first Black woman to own a legal dispensary in the United States, founding Simply Pure in Denver, Colorado. She and her husband, Scott Durrah, opened Simply Pure in 2010 and have been vocal advocates for social equity in the cannabis space.
James has been at the forefront of cannabis reform and criminal justice advocacy, focusing on repairing the damage done by the War on Drugs, particularly in communities of color. She frequently speaks at cannabis events across the country and has helped push forward legislation that supports equity in the cannabis industry.
Experience: 14+ years
State: Colorado
Affiliation: Independent (Simply Pure)
Focus: Social equity, policy reform, dispensary management
Source: Simply Pure
The Future of Cannabis in Their Hands
These four cannabis gurus have earned their place at the top of the industry, each contributing to its evolution in their own unique ways. From building billion-dollar brands to pushing for social equity, these leaders are paving the way for a brighter, more inclusive future in cannabis.
Whether they’re working within the framework of an MSO like Kim Rivers, or taking the independent route like Berner and Wanda James, they share a common goal: to advance the cannabis industry while remaining true to their values.
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