40 Under 40: Influential Cannabis Leaders & Entrepreneurs

Cannabis Now’s “40 Under 40” once again honors influential leaders in the cannabis industry. These young trailblazers have collectively moved the needle in significant ways in the US, impacting millions. Did your favorite make the cut? Let’s find out. 

By Zack Ruskin, Melissa Reid & Bill Weinberg

Aaron Morris 

Aaron Morris, 35, is the co-founder and CEO of Wyld, the popular multistate edibles brand based in Portland. From humble beginnings in a small Oregon farmhouse in 2015, Morris and his team perfected recipes for their now-iconic fruit gummies, focusing on natural flavors and quality ingredients. Under his leadership, Wyld has rapidly expanded across multiple states, becoming the best-selling edible brand in the US. Morris says his innovative approach combines strategic market expansion with a commitment to community engagement and environmental protection. 

Bryan Gerber 

Bryan Gerber, 32, has revolutionized the cannabis accessories industry with his entrepreneurial acumen. The co-founder and CEO of Hemper and Hara Supply has transformed his college dorm room idea into a multimillion-dollar empire. His innovative subscription box service, Hemper, boasts 30,000 monthly subscribers and has served more than two million customers. Hara Supply produces an astonishing 100 million pre-rolled cones monthly for major brands. Gerber’s innovative approach combines community building, product development and strategic pivots, making Hara Supply the largest cone manufacturer in the US.

Cat Packer

During her final year of law school at Ohio State, Cat Packer had the opportunity to take a course on cannabis law on policy, sparking an interest in the subject that would go on to shape her career. After serving in roles for the Drug Policy Alliance and Californians for Responsible Marijuana Reform, Packer was hired by Los Angeles Mayor Eric Garcetti in 2017 to establish and lead the city’s new Department of Cannabis Regulation. Having left that post in 2022, Packer now continues her work promoting civic engagement through cannabis policy reform as Director of Drug Markets and Legal Regulation for Drug Policy Alliance. Looking to the future, Packer believes we have, collectively, “an unprecedented opportunity to bring about meaningful reform at the federal and international level.” And thus, the fight continues. 

“Legalization and regulation are about much more than the cannabis industry,” Packer says. “Our efforts are a part of a larger social justice movement to protect and empower underserved communities. It’s important that these reforms prioritize people—not just the industry—and that these reforms include efforts to acknowledge and address related disparities.” 

Charles Hoch

Once a competitive snowboarder, Charles Hoch is currently Senior Vice President of Product and Brands for Greenlane Holdings. Hoch took the position following Greenlane’s acquisition of his innovative Eyce product—a silicon mold smokewear brand that makes durable pipes and bongs. The company came about after Hoch’s brother proposed the siblings work together on a frozen waterpipe mold design. The resulting concept would go on to become Eyce’s flagship product, with the business eventually hitting a milestone of over one million silicon pipes sold before Greenlane bought it in an eight-figure deal in 2021. Today, Hoch continues to push the envelope, hinting at a forthcoming “mind blowing” release related to the vaporizer sector that will place his company “toe-to-toe with the best of them.” 

“Building a business that somebody was interested in buying, that was built well enough for somebody to be interested in acquiring it and integrating it into their business, really represent the great products we’ve made and how we’ve connected with our consumers,” Hoch says.  

Dae Lim 

Dae Lim is founder and creative director of Sundae School, a lifestyle cannabis brand that’s revolutionized the intersection of weed culture and fashion. Lim, 28, has grown his Korean-inspired smokewear brand into a multifaceted enterprise producing streetwear apparel, accessories and cannabis products. Before starting Sundae School, Lim worked at consulting firm McKinsey & Company and studied applied mathematics at Harvard University. Lim’s innovative business approach blends counterculture with high fashion, content and community. He has been featured in numerous tastemaker publications, including Vogue and was Forbes. 

Dr. Riley Kirk 

Dr. Riley Kirk teaches cannabis at the University of Rhode Island. After earning her Ph.D. in pharmaceutical sciences, the 32-year-old has focused her research on fighting antibiotic resistance and alternative pain management methods. Dr. Kirk is a social media sensation with more than 425,000 TikTok followers tuning in for her bite-sized cannabis science lessons. Her unique perspective blends cannabis research with broader medicinal plant knowledge. Combining expert knowledge with her ability to break down complex topics has made Dr. Kirk a go-to source for cannabis education. She also hosts a bi-weekly podcast, Bioactive, that explores the chemistry and pharmacology of natural products, covering the latest news and research on cannabis, psychedelics and more. 

Emily Fisher

Emily Fisher is the CEO and founder of Leafwell, an industry-leading healthtech and data company, serving more than 400,000 patients across 37 states in the country. The platform now attracts more than one million monthly visitors seeking cannabis education. A breast cancer survivor and medical cannabis advocate, Fisher founded Leafwell to revolutionize cannabis healthcare. Her mission, she says, is to increase patient access, gather real-world data and advance clinical research on cannabis as medicine. Fisher’s innovative approach combines telehealth services with data collection, contributing to a deeper understanding of cannabis therapeutics. Under her leadership, Leafwell has become a powerful force in reshaping public perception and advocating for cannabis as a legitimate medical treatment, impacting lives through improved access and education. 

Jacobi Holland 

Jacobi Holland, 32, is co-founder of On The Revel, a dynamic platform dedicated to building community and inclusivity within the cannabis industry. Since launching in 2016, Holland has grown On The Revel into a must-attend event series, including the popular Revelry conferences that promote collaboration and education. His commitment to democratizing access to cannabis knowledge is evident in the diverse networking events and educational experiences he curates. Additionally, Holland founded Jade Insights, a supply-chain data analytics platform, and is a partner at Tierra Terpenes. 

Javier Hasse 

Javier Hasse, 32, has established himself as a prominent voice in cannabis journalism and entrepreneurship. As the CEO of El Planteo, a Spanish-language media outlet and a managing director at Benzinga Cannabis, Hasse has significantly influenced cannabis reporting and business intelligence. His best-selling 2018 book, Start Your Own Cannabis Business, cemented his status as an industry thought leader. Hasse’s innovative approach to cannabis content has earned him bylines in major publications, including Forbes, CNN and Entrepreneur. His work spans multiple languages and platforms, bridging cultural gaps in cannabis education and market analysis. Hasse’s success lies in his ability to blend journalistic integrity with entrepreneurial insight, making complex cannabis topics accessible to a global audience. 

JM Balbuena 

JM Balbuena, 39, is a decorated US Navy veteran, cannabis advocate and multifaceted entrepreneur. As co-founder and CMO of Prime Harvest, a tech-focused full-service company across various segments of the cannabis value chain, she spearheaded the company’s SEC approval to raise $50 million under Regulation A+, a rare achievement for a minority-owned, women-led cannabis business. Balbuena’s innovative approach extends to her cannabis-focused media company, Synergy Studios, known for the “Boycott Shitty Weed” advocacy apparel. Her best-selling book, The Successful Canna-preneur: The Practical Guide To Thrive In The Legal Cannabis Space, showcases her industry expertise. With additional ventures in medical mushrooms and Latinx food production, Balbuena’s diverse portfolio demonstrates her creative vision and business acumen. 

Jocelyn Sheltraw 

Jocelyn Sheltraw is setting new standards for transparency and community engagement in the cannabis space. The 35-year-old is co-founder and CEO of Budist, the world’s first dedicated social review platform for cannabis products. Sheltraw says Budist equips consumers with the tools they need to discover the right products for their specific needs and use cases. Expert “Budists” lead the Budist community of certified Ganjiers, cannabis cup judges and everyday consumers, blending expert opinions with consumer experiences. Sheltraw’s vision extends beyond reviews, as Budist also celebrates California’s cannabis culture and heritage through editorial content. 

Joe & Jack Tran

Joe (29) and Jack (27) Tran are the co-founders of Hitoki whose signature product is the Trident. This patent-pending laser combustion smoking device delivers cleaner smoke while preserving the pure flavors of the flower. Joe, the visionary behind the concept, spent five years perfecting the technology, while Jack helped bring the product to market. Their “Cannatech” brand combines luxury with cutting-edge technology, mimicking the effect of sunlight through a magnifying glass. Launched in 2019, Hitoki has quickly gained attention for its sleek design and health-conscious approach, positioning the Tran brothers as rising stars in the cannabis accessories industry.

John Yang

Long before John Yang co-founded the revolutionary cannabis commerce platform Treez, he was working in his father’s computer shop. It was during these formative years that the entrepreneur first became enamored with technology-based solutions. Treez is now one of the cannabis industry’s premier options for retail point of sale software, including analytics, cashless payments and integrated partner solutions.  Look at photos of Oakland’s Harborside ringing up California’s first legal sale back in 2018 and you may just see Yang crouched in a corner, making sure everything was humming along. It’s a testament to how long Yang’s been focused on the thorny task of streamlining the retail cannabis experience—a problem that continues to drive his thirst for innovation and global growth. 

“What this industry needs is more collaboration and normalization—especially between companies across states,” Yang says. “Even if we’re competitors, there are ways to work together to benefit the retailer. Retailers are our core customer base. If they’re not profitable and they’re not healthy, then this industry won’t be healthy. Collaboration is key for those still in the space today.” 

Juliia Deviatkina 

A background in industrial design gives Juliia Deviatkina a human-centered approach to business. As co-founder and CEO of Work’N’Roll, she created New York City’s first women-owned, cannabis-friendly co-working space and startup incubator. The initiative provides a much-needed affordable platform for cannabis entrepreneurs to collaborate, create and network in a supportive environment. Work’N’Roll partners with HighGarden host cannabis events that blend professional development with culture in Gotham’s weed scene. Further, as the CEO of The Boring Media Group, Deviatkina says she helps small companies develop impactful social media strategies. 

Laura Bell 

A protégé of the legendary Frenchy Cannoli, Laura Bell, 34, has seamlessly blended her culinary background with traditional hash-making techniques to create innovative, high-quality products. As the lead hash maker and director of manufacturing at Heritage Hash Co, Bell’s unique approach emphasizes cleanliness, organization and patience, drawing parallels between hash-making and fine cuisine. Bell’s expertise extends beyond production; she’s instrumental in educating consumers and shaping industry standards. As co-founder of the world’s first public cannabis hatchery, Bell’s bringing transparency to the process, allowing customers to witness hash-making firsthand. 

Leland Radovanovic 

Leland Radovanovic, 35, is a dynamic force in cannabis communications and policy. His journey began in college, where he founded a campus chapter of Students For Sensible Drug Policy at City University of New York, advocating for cannabis law reform. This initiative caught the attention of the Cannabis and Hemp Association, where Radovanovic interned, honing his skills in event coverage, reporting and promotion. The founder and CEO of Radovanovic Consulting says his firm combines strategic communications, government relations and crisis management, helping clients navigate the complex cannabis landscape. 

Maha Haq 

Maha Haq, 29, is a rising star and influential connector in the cannabis industry. As the founder of UCLA’s Cannaclub in 2018, she pioneered weed education on campus, sparking a movement that spread to other universities. Her ability to bridge the gap between corporate cannabis and local community has made her a sought-after resource, particularly for Gen Z consumers and young professionals in the industry. Recognized for her resilience and collaborative spirit, Haq has become a beacon for women of color in cannabis. Her diverse industry experiences span consulting for consumption lounges, working with testing labs and assisting multistate operators. 

Maxwell Alejandro Frost 

Maxwell Alejandro Frost (D-FL) made history as the first Gen Z member of the United States Congress, representing Florida’s 10th District since 2023. The 27-year-old’s political journey began as a teenage activist fighting against gun violence, becoming the national organizing director for March For Our Lives before he ran to be a congressman. Frost has already introduced significant legislation, including the Office Of Gun Violence Prevention Act. On cannabis policy, he supports federal legalization and advocates for comprehensive reform, including expunging past cannabis-related convictions and ensuring social equity in the industry. Frost co-sponsored the Fair Future Act, which aims to end housing discrimination against individuals with prior drug convictions, demonstrating his commitment to addressing the long-term impacts of the War On Drugs. 

Nick Warrender 

Nick Warrender, CEO and founder of Lifted Made, has transformed a small vape additive startup into a leader in the hemp-derived cannabinoid space. Under his leadership, Lifted Made grew from $5 million in revenue in 2020 to an impressive $57 million by 2022. Warrender’s commitment to quality, innovation and legitimizing the industry has positioned URB, Lifted Made’s flagship brand, among the top ten cannabinoid brands in the US. With more than 100 SKUs and a focus on product purity and traceability, Warrender has built a company that prioritizes both consumer needs and industry standards. 

Nohtal Partansky 

Nohtal Partansky is modernizing cannabis manufacturing through operational efficiency and automation. As the co-founder and CEO of Sorting Robotics, his company’s flagship product, the Jiko, is an AI-powered pre-roll machine that has transformed production efficiency for cannabis manufacturers. Partansky’s background in mechanical engineering and robotics has enabled him to address critical industry challenges, such as labor shortages and quality control. Under his leadership, Sorting Robotics has expanded its product line to include the Stickee, further streamlining cannabis packaging processes. 

Olivia Alexander 

Olivia Alexander, 35, is the founder and CEO of Kush Queen. Her career in cannabis began as a budtender in 2006, and she soon converted her passion for the plant into a multimillion-dollar empire with the creation of CBD-infused bath bombs. Under her leadership, Kush Queen has expanded to more than 50 hemp products and some 1,000 wholesale partners worldwide. Alexander’s influence extends beyond product development as she’s also widely recognized as a social media powerhouse and industry thought leader. Strategic collaborations with fashion brands and celebrity endorsements have positioned Kush Queen at the intersection of cannabis, wellness and popular culture. 

Sara Stewart 

Sara Stewart has been instrumental in shaping the future of consumption lounges in the US. As the visionary behind the country’s first licensed cannabis cafes, including Lowell Cafe in West Hollywood and Rise Mundelein in Illinois, 35-year-old Stewart has set new standards for cannabis hospitality. Drawing from her extensive background in high-end restaurants and event management, Stewart co-founded Ritual Hospitality Group, offering full-service operations and business development for cannabis lounges. Her expertise extends to shaping regulations across multiple states as co-founder of the Cannabis Hospitality Coalition. 

Willy Vlasic 

You may recognize Willy Vlasic’s name from his family’s pickle empire. However, as the co-founder and CEO of Vlasic Labs, he has forged his own path in the plant-based wellness industry. Under Vlasic’s leadership, his company has evolved from a CBD extraction lab to a multi-faceted brand offering a full suite of hemp-derived products, specializing in products containing minor cannabinoids CBN and CBG with innovative delivery methods. He has also created subsidiary brands—Vlasic Flower and Vlasic Extracts—further expanding his reach. His entrepreneurial vision doesn’t end there, as Vlasic says he plans to open a METRC Cultivation Facility in North Las Vegas.