
One observes, with a certain detached amusement, the relentless expansion of Vireo. In late December, the company absorbed the Eaze brand for a sum of forty-seven million dollars, extending its reach into the lucrative markets of Florida, California, and Colorado. This was not a measured step, but a stride, almost a lunge, following closely upon the acquisition of PharmaCann’s Colorado assets for forty-nine million dollars – seventeen additional dispensaries added to their tally. And before that, the absorption of Medicine Man Technologies, secured with sixty-two million dollars in Vireo stock, granting control over a network of forty-six dispensaries and two manufacturing plants. It is a pattern of accretion, a relentless hunger for territory, reminiscent of the great land grabs of centuries past, though here, the prize is not soil, but the potential for profit. The additions of Deep Roots Harvest, Proper Brands, and WholesomeCo Cannabis only serve to illustrate the sheer velocity of this expansion.