Consumer
A Medical Marijuana Pioneer Prepares for Pot to Go Big
Curaleaf’s Joe Lusardi talks about how brands will determine the future of cannabis.
Curaleaf products at the company’s store in Queens, N.Y.
Photographer: Jeenah Moon/Bloomberg
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With your $948 million acquisition of the Select brand—a big supplier of branded vaping oil—many say you’re making a major gamble on adult recreational use, and really on vaping.
It’s a calculated investment based on the thesis that we believe more and more states that have a medical program will adopt adult-use programs. Our brand will fit into that marketplace.