Justin is an entrepreneur and innovator in the cannabis space. He is an activist and a driver in the regenerative living and regenerative agriculture movements. He is also the funder of the Angel round, and the vision for Emerald Road.

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Justin founded The Mendocino Appellation Project which created the world’s first cannabis appellation map that mirrors the authentic French wine bottle with D.O.C. designations. Through his consultancy, Medicine Garden West, he helps other cannabis regions and farmers create their own Appellation of Origin designation by guiding them through the process of creating standards of practices, drawing maps, cataloging the traditional knowledge component, and identifying key expressions of each phenotype. He guides brands in creating a go-to-market strategy based on a unique estate-grown approach to cannabis.