Top Cannabis Execs See New Era For Industry As Rescheduling Optimism Grows

Price compression may be squeezing cannabis operators in the U.S., already burdened by capital constraints and uneven state regulations. Still, two of the industry’s seasoned executives suggest that the outlook is not entirely grim.

In a fireside chat moderated by Brian Schinderle of SSC Advisors at IgniteIt’s Cannabis Capital and Policy Summit in Washington, D.C., George Archos of Verano Holdings Corp. (Cboe CA: VRNO) (OTCQX: VRNO) and Charlie Bachtell, CEO of Cresco Labs Inc. (CSE: CL) (OTCQX: CRLBF) (FSE: 6CQ), shared their views on today’s challenges and opportunities.

“Units are up… THC is thriving across the country,” Archos said, responding to concerns raised during the third quarter earnings season. While acknowledging ongoing price pressure, he noted that broader consumption trends point to growth.

Bachtell agreed, saying that focusing only on regulated state-market sales misses the larger picture.

“Total THC consumption in the United States… is a growth story everywhere,” he said.

Executives said the industry is entering a period of maturation defined by consolidation, operational discipline and strategic expansion.

The New Era of Capital

This era is also marked by a shift in how operators deploy capital. Companies are now spending more selectively compared to the heavy outlays that built early multi-state cultivation footprints.

“We’re pinpointing our dollars rather than broad strokes of building massive facilities,” Archos said, adding that Verano is prioritizing yield improvements, automation and infrastructure upgrades.

Cresco, meanwhile, is pursuing “capital-light” and “asset-light” strategies, including international pilots that require little or no investment, Bachtell said.

“We’re gonna learn a lot… without having to invest a lot of capex dollars—zero capex dollars,” he said.

Markets to Watch

Looking ahead, Archos said Verano has invested heavily in Florida. That’s driven by expectations of eventual adult-use legalization, despite the measure not yet advancing.

“Would I change my decision today? No… Not being ready for that transition would have been worse,” he said, adding that regulatory change in the state remains a matter of “when,” not “if.”

Both CEOs also pointed to Pennsylvania and Virginia as states where they expect positive momentum.

Cannabis Rescheduling

Even though federal cannabis rescheduling by year-end is unlikely, both CEOs remain optimistic that policy change is approaching.

“I think we’re in the best position we have ever been in with the current president [Donald Trump] to have something happen with rescheduling,” Archos said. “He’s mentioned it multiple times, even as recently as a few weeks ago.”

Bachtell echoed the sentiment. “We do have the benefit of the president of the United States putting a post out on his social media account with a video that explained how the endocannabinoid system is the future of tomorrow’s medicine.”

The executives agreed that upcoming state and federal policy changes could create the most meaningful growth phase yet.

Join Us at Our Upcoming Events

As federal cannabis policy enters a pivotal stretch, IgniteIt will continue convening the operators, investors, regulators, and policymakers shaping the future of the industry. We invite you to join us at our upcoming national and regional events:

New Jersey Policy & Capital Forum

February 10, 2026 — Jersey City, NJ

Missouri Policy Roundtable

April 2026 — Kansas City, MO

Chicago Cannabis Capital Conference ‘26

June 14–16, 2026 — Chicago, IL

Industry leaders, policymakers, and investors will reconvene for three days of capital-market insights, policy briefings, and strategic networking. For agenda details, registration, and scholarship information for minority- and women-owned businesses, visit https://events.igniteit.com/