High Life Farms with Cofounders Ben and Vinnie Celeni today on Dazed And Infused only on Cannabis Radio. High Life primarily conducts cultivation, manufacturing, and distribution in California, while its Michigan operations are more vertically integrated. The brothers take a divide-and-conquer approach to operations, with Vinnie overseeing sales and marketing and Ben leading the cultivation side of the multi-state operator (MSO). The brothers said they grew up with a love for cannabis and a respect for its ability to improve lives. Although they always wanted to set up their own shop, they initially found roles within the industry to gain knowledge and get comfortable with the sector. Upon founding the business, High Life grew rapidly. In Michigan, the company grows flowers and produces edibles, working closely with partners at Wana and Kiva on product development. The company currently has 150 employees and plans to add more than 50 more jobs by the end of 2021. The company’s success hasn’t been without its challenges, and Vinnie admits that High Life tried to expand too quickly. The company previously had operations in Colorado, but they decided to leave the already established market for better opportunities in California and Michigan. While they were selling in Colorado, they were ramping up in California and Michigan, and Ben admits that they bit off more than they could chew. However, the growing pains helped the brothers become more methodical, building the business piece-by-piece.