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What’s the biggest challenge facing the cannabis industry right now, and how are you and/or your company addressing it?
One of the biggest challenges facing the cannabis industry today is ensuring consistent product safety and quality as the market matures. Contamination, whether microbial, chemical, or heavy metals, remains a persistent issue that threatens both consumer trust and regulatory progress. At XRpure, we’re addressing this head-on with proprietary X-ray technology that safely decontaminates cannabis without compromising the integrity of the plant, preserving its potency and flavor. Our mission is to set a new standard for clean, reliable cannabis that exceeds testing standards and is free of contaminants for use by medical patients and adult-use consumers alike. As the industry professionalizes, technology-driven quality control will be essential to maintaining credibility and unlocking broader acceptance.
Where do you see the most exciting opportunity for growth and innovation in cannabis?
The most exciting opportunity lies in the intersection of science, technology, and consumer transparency. As regulations evolve, innovation in clean processing, testing, and data-backed verification will define the next generation of trusted cannabis brands. At XRpure, we’re focused on technologies that make cannabis safer and more consistent, bridging the gap between medical-grade standards and consumer expectations. I believe X-ray will become a standard step in the post-harvest process, especially as regulations continue to tighten and consumers become more safety-focused. Cannabis is moving toward FDA regulation and oversight. Proven technologies like X-ray decontamination will be key to help growers consistently meet strict quality and potency regulations.
I also see major potential in international markets where regulatory frameworks are just emerging. Companies that prioritize purity, safety, and traceability will lead the global conversation on what “safe, quality cannabis” truly means.
What’s one piece of advice you would give to someone looking to break into the cannabis industry?
The cannabis industry is still somewhat stigmatized in our larger medical and consumer goods industry ecosystem. And so there are still hurdles to jump: you still have pushback from banks, pushback from insurance companies, and pushback from other entities who are hesitant to do business with you because you’re in the cannabis industry. I think almost everyone in the industry has encountered these challenges and resistance. And so, we need certain legislative updates to further bring cannabis into the mainstream business world, such as SAFE Banking. But in the meantime, I’d tell people looking to get into the industry that they should be passionate about cannabis and how they can bring a positive change to the industry and to consumers, because it’s not going to be an easy venture. Be prepared to be disciplined, resilient and learn from other industries, such as pharma, agriculture, consumer goods, and bring those best practices into cannabis. Finally, surround yourself with people who know more than you do. Collaboration and humility are essential if you want to build something that lasts in this complex, rapidly evolving space.
What is the most important thing you have learned from your experiences in the cannabis industry?
The most important lesson I’ve learned is that innovation in cannabis must be grounded in credibility. Persistence and transparency are everything, and compliance is key. There’s no shortcut to earning trust, from regulators, partners, or consumers. Every technology, every claim must stand up to scrutiny. The companies that thrive will be those that embrace accountability, share data openly, and build a culture rooted in doing things the right way, not the fast way.
What do you want your legacy to be as it relates to the cannabis industry?
I’d want my legacy to indicate that I did as much as possible and worked as hard as possible to educate the general population about the benefits of medicinal cannabis. It would be great to have widespread public education campaigns on this. And beyond education, I want to leave a lasting legacy through XRpure and continue our work to decontaminate cannabis in order to eliminate harmful pathogens and help to make products safer.