Colin Disheroon decided in 2010 while working in park and land management that cannabis was something he was not just interested in but felt he could build an experience around. As with everything Colin does (self quoted takes a special kind of crazy) he jumped in with both feet building out his Santa Cruz Naturals dispensaries in Santa Cruz and Monterey County.

The Cannabis industry is tough. From taxation, regulation, packaging, testing, product availability, metrc and pricing. Then you add the Covid-19 virus which is crippling the world is having the reverse effect at the moment. Cannabis is on fire as state after state putting shelter in place requirements and deeming cannabis as an essential service. Colin had the foresight to develop SDash delivery for his customers and right now with everything going on is helping his customers get their medicine.

Black Swan, an event that has high unexpected impact. Colin feels Covid-19 falls into this category as we are faced with a situation we have never dealt with in our lifetime. Opportunities will expand, businesses will cease to exist and when we come out of this period expect things to be different as we know it. The hope is California regulation/taxation can change to better help the growth of the cannabis industry instead of strangling it.

Passion is a big driver for Colin, which is why he took another shot at being on the edge and launched Power of Flower the first cannabis music festival on Santa Cruz County. The inaugural event went off without a hitch which was held at the Santa Cruz County Fairgrounds coupling cannabis consumption and music together.

Make sure to check out Santa Cruz Naturals on Instagram @believe_in_a_higher_flower and Power of Flower on Instagram @poweroflowerfestival