Adam Rosenberg, Chairman of the Board for the National Cannabis Industry Association – Interview Series

With the American cannabis industry now a multi-billion-dollar powerhouse employing a massive workforce, the need for a central organization representing its diverse sectors is undeniable. Furthermore, the existence of a professional student organization at the University of Michigan dedicated to this field stands as a testament to the industry’s strength and potential. To explore the dynamics of leading both a national trade association and a collegiate group for the ‘canna-curious,’ mycannabis.com spoke with Adam Rosenberg, Chairman of the Board for the National Cannabis Industry Association.

What subjects in business did you mainly study while attending the Ross School of Business at the University of Michigan? What student organizations were you involved in, and how did those organizations better prepare you for a career?

My concentration was always on cannabis as a tool for advancing therapeutic development, access, and education. When I applied to the Ross School of Business, my application essays focused on my passion for “alternative medicine.” I founded Green Wolverine within my first year at Ross, and all of my group projects became focused on cannabis because I was known as the “weed guy.” I also took courses outside of the business school related to pharmaceuticals and botany to better understand cannabis and other natural medicines. All of these experiences helped shape my understanding of the limitless possibilities of natural therapeutics and the importance of advancing research across a variety of academic disciplines.

How did your studies at the University of Michigan and living in a state with such a vibrant local industry give you a greater big picture understanding of the cannabis industry?

During my freshman year, I worked at a medical cannabis dispensary in Ann Arbor before the first licensing regulations. Although the store operated in regulatory obscurity, it was clear that the patients I spoke with each day were having their lives improved, and sometimes saved, by access to the plant. A year before Michigan legalized adult-use cannabis, the experience inspired me to found Green Wolverine to support growing the industry responsibly through an influx of young talent. Thanks to serendipitous timing, I experienced the full growth cycle from a caregiver-based medical program into an enormous licensed adult-use market.

Prior to working in the cannabis industry to the huge extent that you have, what industries and roles did you work in? What became the most transferable or otherwise useful skills you learned during those times?

My plan growing up was to become a doctor, so I sought experiences to learn about the medical field. Over a summer in high school, I started an internship at a pain management medical center. They assigned me to the urine-testing lab (because no one else wanted to do it). My responsibility was drug testing patients, and I noticed many pain patients were testing positive for THC. I began to understand that they were gaining miraculous relief from a plant without the risks and downsides associated with the opioids that were being prescribed. Much to my parents’ dismay at the time, I shifted my focus to cannabis and other natural therapeutics as platforms for human health. Since then, I have built upon my experience in medicine to shape my vision and strategy for supporting the future of cannabis-derived therapeutics.

What all went into the creation of the Green Wolverine organization, and what influenced you to create the organization? Did you face any initial pushback from any University of Michigan officials at first?    

I was influenced to found the organization through my experience working in a medical cannabis dispensary during my freshman year. In addition to witnessing countless miracles for patients, I came to understand that a thriving industry would be the most effective tool to advance access. My peers at universities were not taking the industry seriously at the time, so I founded Green Wolverine to educate and fuel the growing job market with the next generation of professionals. I expected pushback from university officials because adult-use cannabis was still illegal at the time, so I set up meetings with the decision-makers ahead of each application step to calm their baseless fear of losing billions of dollars in federal funding.

What are some unique ways in which Green Wolverine helps aspiring professionals in college find successful opportunities in the cannabis industry? What have been some of the most notable events that Green Wolverine hosted, and why were those events so important? 

Green Wolverine has connected dozens of students with internships and full-time roles across plant-touching and ancillary cannabis businesses through recruiting platforms and networking events. One notable event happened during my time as a student: the Cannabis Science Symposium. Through funding from the College of Pharmacy and School of Nursing, we flew in leading experts from across the country to educate on the most up-to-date research. Speakers included Dr. Sue Sisley, Dr. Daniele Piomelli, and Dr. Marilyn Huestis, the former Chief of Chemistry and Drug Metabolism at the National Institute on Drug Abuse. I also supported the founding of the PharmSci420 Medicinal Cannabis Course at the College of Pharmacy. These efforts were crucially important for educating pre-med and pre-PharmD students on the effects of cannabis while medical schools failed to cover the subject.

How did you become Chairman of the Board for the National Cannabis Industry Association? What are your regular and lesser-known duties of the role? 

I was elected Chairman by the members of the Board of Directors based on a vision of leveraging my uniquely comprehensive background to bridge divides across the cannabis ecosystem. It is a privilege to work with the leaders at NCIA to support the growth of the cannabis industry. My favorite role is education, which includes speaking at university courses and industry conferences. Education is the key to overcoming stigma and misinformation, and I have witnessed how knowledge of this plant can change lives.

What are some special ways that the NCIA has represented the needs of its members in the cannabis industry in numerous different sectors? 

NCIA represents a wide breadth of categories including plant-touching operators and ancillary businesses. Members benefit from unique networking opportunities, industry insight, and access to shaping the future of federal cannabis policy. The most impactful event is the annual Cannabis Industry Lobby Days, during which members convene in Washington, D.C. to meet directly with lawmakers and their staffers. Beyond Lobby Days, NCIA provides year-round representation through sector specific committees, educational webinars, and industry events that connect leaders across sectors to exchange practical insights, identify commercial opportunities, and collectively address shared challenges.

For both Green Wolverine and NCIA, how does having a professionally diverse Board of Directors from many sectors of the cannabis industry benefit the strength and possibilities of the organization? 

Cannabis is a uniquely versatile industry, resulting in vastly diverse knowledge and perspectives. In representing and supporting the needs of the industry, it is imperative that a well-rounded understanding is applied for making the right decisions. It is an honor to work with a wide range of industry leaders in fostering a health cannabis market. 

On a global scale, where have your studies and specialties taken you? What were the local people’s views on cannabis?  

During my junior year, I gained approval from the Ross School of Business to study in Barcelona to learn about the cannabis social lounges. During that time, I travelled to other parts of the world with the intention of better understanding the plant and its cultural significance. These locations included the Netherlands, Morocco, and Nepal. My experiences in Nepal, where cannabis has grown naturally for millions of years, have been the most profound in shaping my perspective of the plant as a gift of nature.

With federal rescheduling around the corner, how will such a large reform impact your operations across both roles at NCIA and Green Wolverine?  

Removing cannabis from its Schedule I classification and recognizing its medicinal value is a historic step in the right direction. While there are benefits for advancing research and improving burdensome taxation of cannabis businesses, more reform is necessary to modernize federal law. I will continue to focus my efforts on fostering a successful cannabis industry as a tool for unlocking the plant’s potential for improving health, safety, and prosperity.

Thank you for joining us, Adam! For more information on NCIA, please visit its website.