Edun, a Colorado-based developer of premium live rosin cannabis products, has appointed John "Trey" Brock as its new vice president of sales. Brock brings more than a decade of experience in Colorado's cannabis industry, having served in sales and customer success roles at established companies including Native Roots Cannabis Co., DabLogic, and Verde Natural.
Brock will oversee all sales operations and strategy for Edun, focusing on driving revenue growth, developing key partnerships, and managing the expanding sales team. He will report directly to CEO Jimmy Brinkerhoff and oversee newly appointed Sales Executive Graham Proctor. The appointment signals Edun's strategic focus on scaling its operations while maintaining its commitment to quality and sustainable practices.
The company's family-run founders are focused on revolutionizing the industry through regenerative farming practices that produce superior products. Brock's extensive industry experience in research and development, marketing, and production, combined with Proctor's success in growing brands, positions Edun to expand its market presence while meeting growing customer demand for high-quality cannabis products.
CEO Jimmy Brinkerhoff emphasized the significance of the appointments, stating that Brock is a proven sales professional with intimate knowledge of the sales process, while Proctor brings unmatched determination to the team. Both executives are described as true cannabis enthusiasts with longstanding appreciation for the plant, making them ideal additions to Edun's mission-driven team.
Launched in 2021, Edun's mission centers on growing what they describe as "the cleanest cannabis on the planet" to innovate unique products that elevate the human experience. As the commercial cannabis industry has expanded, cultivation practices have increasingly shifted toward mass production processes that prioritize yield and cost efficiency, often at the expense of product quality and strain uniqueness.
Edun's adherence to regenerative natural farming practices represents a disruptive approach in the established market, combining beyond-organic cultivation processes with cutting-edge technology. The company's solventless live rosin product line includes various offerings available through their website at https://edun.co, including cold cure badder, sauce, vape carts, live rosin infused pre-rolls, and gummies made with either live rosin or RSO.
Brock expressed enthusiasm about joining a company that shares his passion and respect for the plant, noting that he looks forward to traveling across Colorado to promote Edun's products and cultivation methods. The company's approach to cannabis horticulture and product development reflects a growing trend toward sustainable and quality-focused practices in an industry increasingly dominated by large-scale production.
This leadership appointment comes at a time when consumers are becoming more discerning about cannabis quality and production methods. Edun's focus on regenerative farming and solventless extraction methods positions the company to capitalize on market demand for premium, sustainably produced cannabis products while challenging industry norms around mass production and cost-cutting measures.
