Pot firm Cresco Labs hires major marketing muscle

Cresco Labs, a fast-growing marijuana marketer, is on a mission to rehab weed’s image. Founders Joe Caltabiano and Charlie Bachtell want to vanquish the shady, skunky vibe of traditional head shops and replace them with a cannabis version of Starbucks or Kraft.

“The word ‘appropriate’ has been our North Star,” says Bachtell. “It needed to stop being ‘pot’ and needed to become professionalized and normalized.”

To help speed that process— and to appeal to the booming group of medical marijuana consumers who Bachtell describes as “North Shore [Chicago] women battling chemo-induced nausea”—Cresco has hired a slew of executives with experience at Apple, Gatorade and MillerCoors.

Credit: Cresco

On Friday, the Chicago-based company, which began trading on the Canadian Securities Exchange earlier this week, said it tapped two marketers for senior roles: Cory Rothschild, former director of

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