Sustainability and best business practices are not mutually exclusive. In the highly competitive California cannabis market, creating quality products with sustainable cultivation techniques is one way to differentiate your brand from thousands of competitors. In this episode, Graham Farrar, President and Co-Founder of Glass House Group, talks about how his company was able to become the second highest selling flower in California last year. By integrating sustainable practices that maximize efficiency and minimize cost, Farrar explains how Glass House Group successfully cultivates products that consumers keep coming back for.