An eviction notice on 4/20. That’s how Jesce Horton’s first foray into state-licensed cannabis cultivation ended in 2017. Part of it had to do with a one-in-a-million regulatory quirk that forced him to shut down a successful grow, and part of it was not being “passionate” about a not-so-successful retail arm. But Jesce remained confident in his process and product while never losing his love for the craft, so he tried again. The result is Lowd, Horton’s “dream company” that “embodies the art of urban craft cultivation.” In this episode of Seed to CEO, Jesce shares: How his education and experience in industrial engineering helped elevate his operations. The importance of authenticity in creating loyalty and differentiating your brand in saturated markets. Lessons he learned from his first foray into the regulated cannabis market. How to raise capital for a second company after your first one fails. Who is Jesce Horton? Jesce Horton, CEO at Portland, Oregon-based Lowd, is a professional engineer specializing in automation and energy management. He started his cannabis cultivation journey growing medical marijuana in his basement for two elderly cancer patients. Jesce is the co-founder of the Minority Cannabis Business Association and a former chair and current member of the board of directors at the Resource Innovation Institute. He also sits on the Oregon Cannabis Association’s board and is an advisory board member for MJBizDaily. Jesce and his wife, Jeannette Ward Horton, founded the nonprofit organization Nu Project, which supports Black and brown cannabis entrepreneurs.