Chief Executive Officer
Current
Rob Pero is a serial entrepreneur, savvy marketer, and proud member of the Bad River Tribe. Like preceding generations of Ojibwe people, his core values are rooted in love for family, support for community, respect for the natural world, and a commitment to doing everything, as the Ojibwe say, ‘in a good way’. With the passage of the 2018 Farm Bill, the ability to grow hemp (CBD and Industrial) presented itself. In the sky-rocketing cannabis industry, Rob saw both an opportunity to capitalize on a market void, and a tool to use for the betterment of his Indigenous relatives.Rob felt CBD lacked a high-quality, authentic brand. Something with local ties that Wisconsinites could enjoy because it was local and better. With faith in corporations at a low and lawsuits against drug companies at a high, Rob saw a market thirsty for a brand that was transparent in their practices, trustworthy in their stance, legitimate in their roots, and sincere in their commitment to better health for the greater good.Native Americans have historically experienced disproportionate levels of socio-economic challenges versus the greater population. Higher unemployment rates, lower median incomes, greater instances of substance abuse and drug addiction, and limited access to mental health support are but a few of the obstacles. With a cannabis company, Rob saw a chance to empower and eventually employ fellow Indigenous people. And he saw a product that could provide natural, safe, and beneficial wellness alternatives to harmful and addictive pharmaceuticals. Our goal is to be leaders in the cannabis optimization space. Not just in the production of CBD, but in the responsible and complete usage of everything that goes into, and comes out of the process. We aim to be a climate-smart farm where every element of our plants is processed for industrial usage, contributes to the regeneration of our farm’s soil, or goes towards the development of new bio-mass textiles and technologies.