CO-FOUNDER & CEO

Steve’s professional career has been primarily focused on family and private equity owned consumer product companies in multiple industries. Steve began his career with E&J Gallo Winery in sales and sales management and advanced to corporate leadership roles working directly with the Gallo Family. After more than ten years with E&J Gallo, Steve transitioned to private equity-owned companies in Chicago, Tennessee, and Southern California, assuming leadership roles culminating in multiple acquisitions/exits.

In 2014, Steve founded a consulting firm centered on the cannabis industry, which led to the ownership and management of one of the most renowned dispensaries in the San Francisco Bay Area. In 2017, Steve joined Grupo Flor, a vertically integrated cannabis company, where he established and managed multiple business units before taking on the CFO/EVP position. Steve serves as the CEO of ProForma Labs and holds advisory roles in several cannabis industry companies.

Throughout Steve’s career, he has occupied all C-Suite positions and has been hands-on in managing supply chain, sales, marketing, IT (e-commerce), customer service, operations, and product development functions in the alcohol, lighting, and cannabis industries. Steve earned his B.S. in Finance/Economics from California State University-Chico.

CO-FOUNDER & PRESIDENT/COO

Adam grew up around the beer distribution industry in the Midwest, with guidance from his father, who has been in the beer industry his entire career. As a teenager and in college, Adam worked many jobs at the distributor, wherever help was needed, including warehouse work, washing delivery trucks, working in the sign shop, merchandising at retail, executing special events, and managing promotional teams.

After college at the University of Nebraska, Adam took on a multi-state role with alcoholic beverage sales and marketing firm McKenzie River Corporation. McKenzie River Corporation’s brands and sales team were purchased by what is now Molson Coors, which led Adam to hold multiple sales management positions for Miller Coors throughout the country in St. Louis, Missouri, Reno, Nevada, and Houston, Texas over a nine year period. Adam then took a role at Heineken USA, based in San Francisco, California, where his last role led sales for Northern California.

In 2018, Adam became the VP of Sales at cannabis vape manufacturer LEGION of Bloom and in 2021, he became the VP of National Brand Strategy at cannabis sales agency Petalfast.

Adam is located in Sebastopol, California with his wife Hannah and their golden retriever Maple.