Everyone has their eyes on Cannabis, from governments seeking tax revenues to regulators, venture capitalists, entrepreneurs, and yes – even cartels! After a steep 5 year learning curve in the THC & CBD/HEMP marketplace, I’ve seen far more than I could have ever imagined. The space is exciting of course, with huge revenue potential, yet far more complex than it appears and fraught with obstacles… it is unlike any other marketplace in the developed world, it’s closest counterpart: liquor at the end of prohibition. My talk will touch upon the issues of ‘green’ vs. grey vs. black market, counterfeit, brand / market awareness with an overview of the solutions offered by AuthentiBrand Inc. through our HoloShield® Security Holograms and QR Manager® application.