Today we’d like to introduce you to Adrian Sedlin.
Adrian, please share your story with us. How did you get to where you are today?
Over my 25 year career, I’ve raised over $125MM in startup capital, have created 5 successful exits, and thrived in diverse industries including B2B e-commerce, B2G SaaS, direct response, and consumer packaged goods.Co-founding my first company at age 21, I served as its CEO and sold the business to Student Advantage (NASDAQ; STAD).
Following this early career success, I served as a C-Suite executive in companies such as Credit2B (EVP; sold to S&P in 2001), Bargain Network (COO; Sold to Vertrue in 2004) and CrimeReports (CEO; sold to Motorola in 2014). In addition, I was CEO of Ocenture from 2006-2010, growing sales over 20x, achieving 25% EBITDA margins, and earning Inc. 500 honors for three consecutive years.
In 2015, I left early retirement to launch CANNDESCENT, a California cultivator of ultra-premium cannabis, and the first municipally-permitted cultivator in California. As CANNDESCENT’s CEO, I’ve also served on the board of the Desert Hot Springs Cannabis Alliance Network (DHS CAN), co-chaired the Policy Council for the National Cannabis Industry Association, and have bee a frequent contributor to mg magazine.
Educationally, I earned his BA magna cum laude from Georgetown University and my MBA from the Harvard Business School. More than anything else, I relish spending time with my wife, Kristin, and my three teenage children, Asher, Miles and Sontene.
Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
I try to live in gratitude and will myself to view the road as smooth no matter what happens. No doubt, building the #1-selling flower brand in California has not been without its obstacles. At on point, we lost our entire grow to a pathogen, setting us back millions of dollars and jeopardizing our brand at exactly the wrong time. When stuff like that happens, I step back, inventory my countless blessings, find my inner smile, and steel myself to fight 12 more rounds.
Alright – so let’s talk business. Tell us about Canndescent – what should we know?
Canndescent cultivates ultra-premium cannabis flower for the adult-use California market. We are known for producing the finest cannabis products available and became the #1-selling flower in the entire state in 2017. Most industry observers think of us as the inventors of the cosmopolitan cannabis category.
We are also known for being the first cultivator in the world to abandon traditional strain names and move to an effect or mood-based architecture, categorizing our strains–Calm, Cruise, Create, Connect and Charge. We simplify the category for consumers, naming strains by effect. We call that, “The Art of Flower.”
Canndescent, with a single “n”, means to project light or have a warm glow. I’m most proud that we do that as a company. All of our employees have stock options in our company and we always seek to create win/wins with our customers, suppliers, employees, shareholders, and other stakeholders. We want to be a force for good and build iconic products that resonate with consumers. We’re doing that, and it’s super gratifying.
Any shoutouts? Who else deserves credit in this story – who has played a meaningful role?
There are so many people who deserve credit in my life including the thousands of cultivators and social activists who helped build the cannabis industry long before I arrived. I have 75 colleagues at Canndescent and each of them is critical to our success so it’s tough to single any one individual out. We are a team, a single entity, working together to build an iconic brand.
All this said, I do need to single out and call out my wife, who is my rock and sustenance. She is the gas in my car; I love her shamelessly and am blessed to have found her.
Contact Info:
- Address: 3905 State Street, Ste 7-537
- Phone: 7602052087
- Instagram: @canndescent
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