3 LESSONS THIS CANNABIS CEO LEARNED PLAYING THE LONG GAME

KushyPunch founder Ruben Cross. When KushyPunch first hit dispensary shelves in 2014, founder Ruben Cross didn’t have a lot of insight into how the market would mature. Back then, dosing within the edibles market was largely inconsistent, and much of what was available was high-calorie, high-sugar and not friendly to medical patients with dietary requirements. With KushyPunch, Cross set out to change all of that and become the leading edible brand in California. As his line of THC gummies—and eventually vapes—attracted an extraordinarily passionate following, Cross began to establish a foundation for becoming a blockbuster national brand. “Scale was always the goal,” says Cross, who is 39. “Once we understood how well our product worked for our patients and patrons, we felt a sense of obligation to bring it to…

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Green Entrepreneur (Digital) - 1 Issue, Spring 2019

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