Trulieve Cannabis Corp., one of the largest multistate operators (MSOs) in the cannabis industry, has announced that co-founder Jason Pernell will step into the role of president. This leadership transition reinforces Trulieve’s commitment to leveraging experienced guidance as it continues to grow in an evolving and competitive market.
Pernell, who helped establish Trulieve in 2015 alongside CEO Kim Rivers, has been a key figure in the company’s rapid rise from a small startup to a dominant force in the cannabis sector. With over 20 years of business experience, his leadership has played a crucial role in shaping Trulieve’s success. In a company statement, Rivers emphasized Pernell’s contributions, stating, “Jason has been a driving force behind our success over the past ten years. His leadership in Florida, in particular, has been invaluable to our performance.”
Expressing enthusiasm about his new responsibilities, Pernell shared, “Being part of Trulieve’s growth from its inception to where we are today has been an incredible journey. I look forward to continuing to innovate, improve our product offerings, and enhance customer experiences as we expand our footprint.”
The leadership shift follows the departure of former president Steve White, who exited the company in October 2023 before officially retiring at the end of the year.
Looking ahead, Trulieve plans to sustain its momentum through expansion and innovation. The company reported a 5% increase in fourth-quarter revenue, reaching $301 million, while annual revenue also rose 5% to $1.2 billion. Among its significant milestones is the launch of Onward, a nonalcoholic THC-infused beverage, and the addition of 33 new retail locations—bringing the company’s total to 225 nationwide.
Trulieve remains focused on diversifying its offerings and prioritizing consumer needs. The introduction of Onward signals an effort to broaden its product range, while continued store openings reinforce its dedication to improving accessibility and strengthening its presence across key markets.
As the cannabis industry becomes increasingly competitive, strategic leadership appointments like Pernell’s will be crucial for companies looking to stay ahead. Trulieve’s focus on seasoned leadership, product development, and market expansion positions it well for future success.
Industry experts and investors will be keeping a close eye on the company’s next moves under Pernell’s direction, particularly in terms of innovation, scaling operations, and adapting to regulatory changes. Trulieve’s ability to evolve with the market and meet consumer demands will be instrumental in maintaining its status as an industry leader.