Viola Archives - Green Market Report

StaffStaffJanuary 20, 2020
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5min4400

Full birth name: Ericka Pittman

Title: Chief Marketing Officer

Company: Viola

Years at current company: Less than a year, previously was at Combs Enterprises for almost a decade

Education profile: Bachelor’s Degree Corp Comm- Bernard Baruch College 

Most successful professional accomplishment before cannabis: Becoming Chief Marketing Officer of the #2 Premium PH Bottled Water Company

Company Mission: Viola is a purposeful brand that uses the power of cannabis to transform the lives of minorities by increasing representation, facilitating community building and providing employment opportunities.

Company’s most successful achievement: Viola is one of the largest independently owned African American Cannabis companies in the US with multi-state operations in Colorado, Oregon, California, and Michigan. 

Has the company raised any capital (yes or no): Yes

if so, how much?: Viola recently raised a $16M in a Series A funding round which will go toward Viola’s continued expansion mission into the Michigan and California markets.

Any plans on raising capital in the future?

Viola is poised to achieve substantial growth over the upcoming months.  We have developed an iron-clad business plan that we believe will carry us through this next business cycle. As we continue to assess the ever-expanding world of cannabis, we will evaluate the need for external capital and decide accordingly.

Most important company 5-year goal:

Viola plans to spearhead a purpose-driven lifestyle movement that results in more than 10,000 jobs, hundreds of new business owners and increased industry diversity through job opportunities, training programs, cannabis startup incubation and more.

Personal Bio

Ericka Pittman is a highly accomplished Marketing Executive with more than 25 years of success in the CPG, beauty, luxury goods, wine & spirits, food & beverage, tech and media industries.  Prior to joining Viola brands, Ericka was the Chief Marketing Officer at AQUAhydrate, Inc. where she was responsible for spearheading and directing the Company’s marketing, sales functions, and departmental goals, objectives, and operating procedures. Before, AQUAhydrate, Ericka spent 9 years at Combs Enterprises holding multiple roles within the organization including Vice President of the Chairman’s Office.  Ericka had previously spent 15 years working in interactive and publishing media, holding positions at iVillage.com; Honey, Heart & Soul, and Savoy Magazine (Vanguard Media Group); Baby Talk Magazine (Time Inc.); Glamour Magazine (Condé Nast); Vibe & Vixen Magazines (Vibe Media Group); and GIANT Magazine (Radio One Inc).

She currently serves as a member of a number of organizations including Women in Entertainment Empowerment Network (WEEN), National Association of Professional Women and Advertising Women of New York (AWNY). She also lends her time and energy to a number of causes and other organizations, including Dress for Success and Network for Teaching Entrepreneurship (NFTE).

Ericka holds a Bachelor of Science (B.S.), Corporate Communications from Baruch College as well as an Executive Women in Leadership certification from eCornell University. Originally from Brooklyn, NY, she now resides in Los Angeles, CA.

 


Video StaffVideo StaffDecember 30, 2019

1min3770

Cannabis industry experts like Al Harrington from Viola and Ed Keating with CannaBiz Media believe there will be more consolidation within the cannabis industry in 2020. Sadly, some expect to hear of more failures as many entered the space thinking it would be easier that it is. Thank you for watching the Green Market Report! Be sure to subscribe to stay up to date with all out videos.


William SumnerWilliam SumnerOctober 7, 2019
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4min4100

It’s time for your Daily Hit of cannabis financial news for October 7, 2019.

On the Site

NBA Veteran Al Harrington’s Viola Closes on $16m Financing Round

NBA veteran Al Harrington’s Viola closed on a $16 million funding round led by Gotham Green Partners. This is the first institutional investment in the company. The company said that this latest round of funding will assist with the acquisition of a 34,500 sq. ft cultivation, processing and distribution facility in Adelanto, California as well as the completion of Viola’s 48,000 sq. ft facility in Detroit, Michigan. The funds will also enable Viola to continue to advance the growth of the company’s personnel with key new hires that will continue to establish Viola as a leader in the cannabis marketplace.

Surterra Wellness

Surterra Wellness today announced that it has changed its corporate name to Parallel effective today. In June, Private cannabis company Surterra Wellness closed on the initial $100 million Series D funding round and expanded its Board of Directors.  The company noted back then that the participants in the round included existing and new investors including former Patrón Spirits Company CEO, Ed Brown.

The Power That Data Has On Brand

Knowledge is power and the more data you have the better choices you can make for your brands. Akerna has been gathering data through its MJ Platform and will demonstrate how this data can be used for success with your brand. This panel was taped at the green Market Summit on September 11 in Los Angeles.

In Other News

TerrAscend

TerrAscend Corp. (CSE: TER) (OTCQX: TRSSF) announced that Health Canada has approved the company’s plan to expand its facility in Mississauga, Ontario from from 17,800 sq. ft. to 51,800 sq. ft. The expansion will include additional cultivation capacity, a commercial kitchen, formulation rooms and increased primary and secondary packaging capacity. “Achieving this approval milestone is a crucial step in our plan to cultivate premium grade cannabis at scale for distribution to the EU and other international markets,” said Michael Nashat, CEO of TerrAscend.

Emerald Health Therapeutics

Emerald Health Therapeutics (TSXV: EMH) (OTCQX: EMHTF) announced that its subsidiary, Verdélite, has a received a license amendment from Health Canada for the complete growing and processing area in its 88,000 square foot indoor facility. This will allow the company to increase its production space from 4 to 21 highly-controlled-environment grow rooms and to a total of 16 processing rooms. “This new license amendment allows Verdélite to transition into its full commercial phase and positions Verdélite as a key growth contributor to Emerald’s financial results in 2020,” said Riaz Bandali, CEO of Emerald Health.


Debra BorchardtDebra BorchardtOctober 7, 2019
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5min16000

NBA veteran Al Harrington’s Viola closed on a $16 million funding round led by Gotham Green Partners. This is the first institutional investment in the company.

The company said that this latest round of funding will assist with the acquisition of a 34,500 sq. ft cultivation, processing and distribution facility in Adelanto, California as well as the completion of Viola’s 48,000 sq. ft facility in Detroit, Michigan. The funds will also enable Viola to continue to advance the growth of the company’s personnel with key new hires that will continue to establish Viola as a leader in the cannabis marketplace.

“Over the last five years, Viola has been dedicated to creating and producing quality herbal experiences for our customers,” said Al Harrington, CEO of Viola. “With the financial support and investment of Gotham Green Partners, our ability to dedicate more physical space to growing and cultivating our flowers and team will make the possibilities endless.”

Viola was founded in 2011 by NBA veteran Al Harrington.  The brand is named after and inspired by Al’s grandmother, who suffers from glaucoma and diabetes and finds solace in cannabis remedies.

Viola makes a range of cannabis that range from  cultivating premium flower to processing butane extracts. Viola  is currently available in Colorado, Oregon, Michigan and California.

“We are thrilled to be aligned with Viola as the company expands its lifestyle brand into new markets,” said Jason Adler, Managing Member of Gotham Green Partners. “As the firm’s visionary, Al has successfully launched the concept and subsequently surrounded himself with a top-notch management team. Further, Al’s background and the company’s mission resonate with a broad and engaged consumer base, and we are excited to see Viola products on more retail shelves across the country.”

Gotham Green Partners has been deploying capital in the cannabis space with a presence in both New York and California.



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The Green Market Report focuses on the financial news of the rapidly growing cannabis industry. Our target approach filters out the daily noise and does a deep dive into the financial, business and economic side of the cannabis industry. Our team is cultivating the industry’s critical news into one source and providing open source insights and data analysis


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