Michael Johnson, CEO of Metrc – Interview Series

Michael Johnson was appointed Metrc’s CEO in 2022. He previously served as the company’s President and CFO, where he was responsible for driving the company’s strategic and financial decisions. Prior to joining Metrc, Michael served as CFO at InformedDNA in St. Petersburg, Florida, and CM Group Global, in Nashville, Tennessee.

Metrc is a leading provider of cannabis regulatory systems in the United States. Its solution integrates advanced software, radio-frequency identification (RFID) technology, customer support services, and a secure database to facilitate the tracking and tracing of cannabis throughout its lifecycle—from cultivation and harvest to processing, testing, transportation, and sale.

Under your leadership, Metrc has experienced significant growth. What key strategies have you implemented to scale the company while maintaining its reputation as the most trusted cannabis regulatory technology provider?

Since I stepped into the role of CEO, we have been fortunate to partner with new states, including new markets which have emerged organically by way of legalization, driving our company’s growth. However, something I take immense pride in is redefining our view of the customer. While we contract directly with states, the majority of our daily users are licensees in the industry, and compliance is table stakes for operating their businesses. While Metrc’s system is required for compliance, we strive to be a software that empowers our users – one that they’d choose to use regardless of the requirement.

We often refer to this objective of improved user experience as shifting “from required to desired.” To support this, we have enhanced feedback opportunities, introduced in-person educational events, improved user training, and expanded our technology team to accelerate the development of essential solutions. Of these solutions, I believe Metrc Retail ID will revolutionize supply chain transparency by providing unprecedented item-level visibility while offering significant improvements in both cost and labor efficiency to the industry.

Given your experience in high-growth companies and private equity, what lessons have you applied from other industries to optimize Metrc’s operations and market expansion?

Agility, scalability, and metrics-driven decision making. I’ve learned from my experiences at high-growth companies, and we’ve embraced many of these ideas at Metrc. By keeping track of the right metrics, we can adjust our approach and make sure we’re always focusing on what truly matters to move the needle. For us, that means looking at things like NPS scores to measure customer experience and building an outcomes-based roadmap to highlight what users will get from each update. This keeps us aligned with what our customers need and helps us keep improving.

Metrc recently secured a new track-and-trace contract with the State of Illinois, marking its fourth time replacing an incumbent vendor. What challenges do you typically encounter when transitioning states from legacy systems, and how does Metrc ensure a smooth integration for regulators and licensees?

While each experience has been unique, Illinois will be the most tenured market we’ve stepped into to date. During each implementation, we collaborate closely with the state to ensure a smooth transition, keeping regulators and licensees aligned throughout the process. While challenges inevitably arise, we prioritize clear communication and continuously improve with each migration. Implementing a new system or process comes with a learning curve, so we’ve put tools in place to support users as they adapt. Our extensive training modules and documentation provide new users with the resources they need to learn our system effectively. We also offer in-person roadshows to meet users where they are, offering a hands-on training approach. We will be in Illinois the week of April 21 in 3 locations throughout the state and in Virginia in May.

One of the biggest concerns in legal cannabis markets is preventing diversion to the illicit market. How effective has Metrc’s track-and-trace system been in addressing this issue, and what additional measures could further strengthen compliance efforts?

One of the biggest challenges in legal cannabis markets is competing with an already established illicit market. Naturally, preventing diversion is a top priority. Metrc provides a powerful advantage by creating a transparent, auditable record of every plant’s journey—not just at a state level, but also within individual businesses. This level of traceability makes it easier to identify inconsistencies that could signal diversion. Sometimes, what’s missing from the system can be just as telling as what’s recorded.

A key part of this security is Metrc’s anti-counterfeit technology, which uses RFID-enabled tags to prevent fraud and ensure authenticity. Similar to government-issued identifiers like driver’s licenses or currency, these tags are designed to be extremely difficult to replicate. This technology allows inspectors to verify thousands of plants in minutes, making compliance more efficient for both regulators and businesses.

That said, no single system can prevent diversion on its own. It requires a coordinated effort among regulators, law enforcement, agricultural agencies, and other governing bodies. As technology continues to evolve, AI-driven insights and advanced monitoring tools will play an increasingly vital role in strengthening compliance efforts—and that’s something we’re actively exploring.

Metrc has emphasized its commitment to social equity through partnerships with organizations like the Minority Cannabis Business Association (MCBA) and Minorities for Medical Marijuana (M4MM). What tangible impacts have these initiatives had so far, and how do you measure their success?

We are continuously expanding our partnerships, enhancing education, and creating more equal opportunities. This year alone, we’ve significantly increased our engagement with these groups, surpassing the number of touchpoints we’ve had in previous years. For example, we have several implementations that we’re working through right now and we attend their monthly meetings to provide updates and answer any questions. We are also attending the MCBA’s equity workshop tours throughout the year to provide additional support.

As more states legalize cannabis, do you foresee a need for a standardized federal track-and-trace system, and would Metrc be positioned to play a role in shaping such an initiative?

As cannabis legalization evolves, Metrc remains committed to supporting industry growth and potential federal legalization. We are uniquely positioned to be able to support market expansion by nature of our footprint in 29 regulated markets.

Market standardization is crucial for helping a new market normalize by establishing clear regulations, quality controls, and operational consistency. Standardized practices create trust among consumers, investors, and businesses, fostering stability and reducing uncertainty. They also streamline compliance, making it easier for companies to operate efficiently while ensuring product safety and transparency.

Metrc is a leader in RFID-based track-and-trace technology. How do you see this technology evolving over the next five years, and what role might blockchain or AI play in strengthening compliance and transparency in cannabis regulation?

Over the next five years, we’re going to see RFID technology become even more advanced, more affordable, and more widely used across different industries. Chips are getting smarter, with better efficiency and added sensors that improve real-time tracking and automation. As supply chains demand more transparency, RFID will be a game-changer for ensuring security, authenticity, and compliance—especially in highly regulated industries like pharmaceuticals, food, and cannabis.

RFID’s role in supply chains will only continue to expand. Major players like Walmart (WMT ) have already mandated RFID tagging across product categories, demonstrating how critical this technology is for traceability and inventory management. As cannabis regulations mature, RFID will help standardize compliance, reduce manual errors, and streamline inspections, making it easier for both businesses and regulators to ensure product integrity. Plus, with cloud-based systems and AI-driven data analytics becoming more integrated, RFID will work seamlessly with IoT networks, making operations smoother and more scalable than ever.

With the increasing complexity of cannabis regulations across different states, how does Metrc ensure that its track-and-trace system remains both adaptable to evolving compliance requirements and user-friendly for operators navigating these changes?

Metrc was fortunate enough to be a part of the first recreational market that came to fruition when Colorado decided to legalize in 2014 – here, we were able to help build a foundation for which many markets to follow adopted regulation, best practices, and standards from. By way of this, we became the choice vendor that helped new markets launch , and therefore our system was built to be intentionally agile for new markets and their respective requirements. We remain close to our state partners to ensure Metrc remains a key tool for them to have effective regulation and evolve with both the regulatory landscape and the industry.

With Metrc now operating in 29 jurisdictions, what challenges come with scaling track-and-trace compliance across different regulatory frameworks, and how do you ensure adaptability while maintaining consistency in security and compliance?

Diverse regulatory landscapes means that each state has unique compliance mandates, reporting standards, and enforcement priorities. This requires a flexible yet somewhat standardized approach, and our technology was built to accommodate this. Being the first to establish cannabis track-and trace-standards in partnership with the state of Colorado, we worked with regulators to establish what a standard looks like, and from there have adapted to every market we work in.

What’s next for Metrc? Are there any upcoming innovations, partnerships, or expansions that you’re particularly excited about?

The cannabis industry is at a pivotal moment, with legalized markets making up the majority of the U.S. As the sector matures, the need for standardization and consumer transparency is becoming increasingly clear, especially amid concerns about product safety.  One step we have taken to address this is through Metrc Retail ID—a solution that enhances transparency with a single QR code scan, helps streamline complex labeling requirements, and empowers brands to build trust and maintain integrity in a rapidly evolving industry.

Thank you for the great interview. Readers who wish to learn more should visit Metrc.