Flora Growth, an all-outdoor cultivator and manufacturer of global cannabis products and brands, announced today the appointment of operations and personnel development expert, Joël Reyes as Senior Vice President of Global Operations. Mr. Reyes brings extensive experience in operations management and optimization, leadership and C-suite consultation and development, business development, and strategic consultative sales, both within startups and large corporations.
Mr. Reyes is charged with implementing operational excellence across the organization, beginning with Flora’s robust Columbian activities, including the optimization of Flora’s pipeline of cannabis derivatives and raw materials into the global market, assessment of supply chain, evaluation of R+D and product development, and identification of distribution opportunities. Given the new Colombian law allowing the export of dried flower and Flora’s receipt of an export quota of up to 7,900 kilograms of high-THC cannabis dried flower in 2021, the Company has begun ramping up production at its Cosechemos cultivation and extraction facility to support pent-up demand which will support both wholesale relationships and owned-resource supply needs.
“2022 is the year for Flora to rapidly grow sales and revenue, and being surgical in our operational execution at every touchpoint will be critical to achieving our goals,” said Luis Merchan, President and CEO of Flora Growth Corp. “As an award-winning expert in operations management, the appointment of Joël Reyes comes at the perfect time as Flora Growth’s aggressive global brand expansion and M&A strategy continue to be implemented.”
The appointment of the SVP of Global Operations role comes as Flora Growth expands its global reach via recent acquisitions and partnerships, including: Hoshi International, which provided Flora with a pathway to European distribution and Vessel Brand Inc., which offered the Company a cannabis accessories company with a foothold in the North American cannabis market. Flora has also struck a distribution deal with the Tonino Lamborghini brand to distribute cannabis beverages, and a sales agreement with Tropi, Colombia’s largest food and beverage distributor.
Named one of the "Faces of Innovation'' by the Consumer Technology Association (CTA), Reyes has founded four startups awarding him an intimate understanding of the level of commitment, consistency and determination needed to address challenges and achieve goals at scale.
“Flora Growth is well-positioned for rapid revenue growth after strategically building a house of brands and global pipeline for the sale of cannabis derivatives in 2021,” Reyes said. “With this growth, combined with aggressive revenue targets, comes the need for operational acuity within every go-to-market pillar, across every market we enter — and that is the work I most look forward to taking on, alongside this all-star team.”
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