Ross is a proven entrepreneur with four successful exits from cannabis auxiliary companies under his belt. He founded or served as CEO of four thriving indoor gardening and hydroponic companies, giving him critical understanding of the powerful partnership between manufacturer, retailer, and cultivator. A pioneer in the cannabis industry, Ross is the CEO of Truth Enterprises which maintains licenses in cannabis cultivation, distribution, and manufacturing in California.Ross started his first retail hydroponics business as a teenager in Truckee, Calif. In 2001, he launched Ag Natural Supply, a retail hydroponics store that expanded into three locations in Northern California before he sold the business in 2005.In 2004, Ross started Bio-Organic Solutions Inc. - operating as Vermicrop Organics - an organic nutrient and soil company currently based in Yuba County. An industry leader with 50 employees, the business doubled sales every year over the next decade. In 2013, his team founded VermiTrust, a non-profit organization that distributes gardening supplies and supports sustainability around the world.2011, Ross was named CEO of General Hydroponics Inc. (GH), a major international supplier of liquid nutrients. Ross made Bio-Organic Solutions and GH sister companies by merging layers of operations for maximum efficiency.High profile industry magazines argued that GH “quickly became the standard for hydroponic growers and their meteoric success spawned many imitators” and that their labs “continue to make improvements in all aspects of plant science.” That industry leadership led Hawthorne Hydroponics, a division of Scotts Miracle Gro (SMG), to acquire Bio-Organic Solutions and GH in 2015 for approximately $130 million, marking Scotts’ biggest acquisition since a European expansion in the 1990s. As part of the agreement, Ross served as CEO to GH for several years post-acquisition.In November of 2020, Ross led the sale of The GrowBiz to GrowGeneration (GRWG), the nation’s largest chain of hydroponics stores, marking his fourth successful exit. Ross co-founded The GrowBiz in 2010 and grew it to be one of the largest suppliers of greenhouse, nursery, hydroponics, and garden products in the United States, with brick and mortar stores in California and Oregon. GrowGen noted that they expected an additional $50 million in revenue per year with the acquisition.Ross currently serves as CEO of​Truth Enterprises, which he started in 2017. He is a member of the Entrepreneur’s Organization and is an avid aviator.