Coming from blue chip CPG companies like Clorox, Troy Datcher came on board as CEO for TPCO Holding (GRAMF) last year. Troy said that he's longed to have a relationship this intimate with the consumer in previous industries. "Candidly, I didn't own the experience." In cannabis TPCO reaches about 70% of California consumers. Creating a different company from how it started. Encouraged by legislative changes in California, but it's not enough. For those that can, influence the outcome.