- Joe, you came from the packaged food business, from what I understand, you worked with brands like Dr Pepper, like Snapple and Cadbury.

Do you see marijuana becoming mainstream, a mainstream product like that?

- We do, we do.

And that's why I'm excited about being part of the cannabis industry.

I think, we believe the industry has potential to grow to, you know, somewhere around a hundred billion dollars in the U S. And that's because there are so many different uses for cannabis.

I mean, people see one view of it which is the traditional consumption pattern of legacy consumers.

But when you think about the benefits that cannabis can deliver to a number of people across the US and across the world to help with other more non-traditional needs states like helping with anxiety and sleep and depression and chronic pain, you know, I think there, you know there's a lot of application for cannabis in the US.

And that's what we're trying to do as a company is trying to educate our consumers and the marketplace about all the benefits of cannabis.

And we're trying to, you know build brands that people can trust and love.

And we're trying to build products backed by science that actually help improve, you know the lives of our consumers every day.

So it's a very compelling mission.

We think there's somewhere around a 5% to 7% penetration of US households today, but we think that could be 95%.

Because there are so many different benefits that cannabis can deliver.