Alex Levine thrives in Colorado’s crowded recreational cannabis space despite facing a tall task: separating his company from the hundreds of others that operate in the state’s competitive Green Rush.
Just a teenager when he first started working in legal cannabis back in 2010, he now oversees Green Dragon’s 16 dispensaries and 300 employees.
Why weed? Levine recognized the momentum surrounding the plant in the last decade as an opportunity to end prohibition at a scale not seen since alcohol was relegalized in 1933.
Still shy of 30, Levine has spent his entire professional career in the cannabis industry. The expertise he’s developed during the past dozen years has helped him grow his company—formerly named Greenworks—from a small operation to one of Colorado’s largest cannabis companies.
“For us, it’s been about offering premium bud at great prices. We know what people want, and we’ve always put our patients’ and customers’ needs first,” Levine says.
This story was originally published in the print edition of Cannabis Now.