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Curaleaf

‘Cannabis is sexy’: Marketers are ditching traditional companies for the weed industry.

By Media

Chris Melillo spent 10 years at Nike, working his way up to senior director of stores before joining medical marijuana startup Curaleaf as svp of retail. As the interest in and the legality of marijuana has grown, Melillo joins other execs who have left the traditional marketing world to get in on the ground floor of a burgeoning industry that’s expected to bring in $57 billion by 2027.

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Curaleaf Media page

Coca-Cola is eyeing a deal in the marijuana industry, and insiders say it’s a sign that other beverage giants may soon dive in.

By Media

As more mainstream corporations signal their interest in marijuana, industry insiders said they expect more consumer packaged goods (CPG) companies to explore deals. Joseph Lusardi, the CEO of Curaleaf, agreed. “The involvement of an industry leader like Coca-Cola, with arguably the best-known brand in the world, both validates and highlights the market potential of the cannabis industry,” Lusardi said. “We would expect to see similar indications of interest across the mainstream consumer packaged goods industry, as these mature companies look to breathe new life into new brands and expand into new categories.

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