Jushi’s Strategy Chief On Markets, Regulation, and The Value Of Showing Up In Chicago

IgniteIt’s Cannabis Capital Conference returns to Chicago on June 15–16, bringing together operators, investors, policymakers, and advisors for two days of dealmaking and straight talk about where the industry is headed. With more than 120 speakers and thousands of attendees expected, the event remains one of the few places where executives can compare notes with regulators in the morning and meet potential capital partners that same afternoon. 

Among those joining the conversation this year is Trent Woloveck, chief strategy director at Jushi, a multistate operator with a growing footprint in key East Coast markets.

Jushi’s Current Focus and Market Priorities

Jushi enters 2026 with a clear operational focus. Woloveck says the company’s priorities remain “disciplined execution, profitable growth and maximizing returns from the markets where we have established leading positions.” That work is centered on Pennsylvania, Virginia, and Ohio, three states where shifting regulatory frameworks continue to shape the competitive landscape. 

Pennsylvania remains one of the strongest medical markets in the country, while Virginia’s ongoing push toward adult use presents a long-term opportunity. In Ohio, Jushi is positioning itself to serve both patients and new adult-use consumers as the market transitions.

The company is also investing heavily in policy engagement. As Woloveck notes, “sound regulation and enforcement are critical to ensuring legal operators can compete fairly while protecting consumers from the growing unregulated intoxicating hemp market.” That focus on regulatory clarity has become a defining theme across the industry, making IgniteIt’s Cannabis Capital Conference in Chicago a timely venue for operators and policymakers to compare perspectives.

Why Chicago Matters for Industry Leaders

For Woloveck, the value of the conference is rooted in the mix of people it attracts. He looks forward to connecting with investors, operators, service providers, and others who are “helping shape the future of cannabis.” With capital constraints, competitive pressure, and regulatory uncertainty all converging, he sees the event as a place to exchange ideas and understand how peers are positioning themselves for the next phase of growth.

“The best conferences bring together the people who are actively building the industry, not just talking about it,” he says. That is exactly the environment IgniteIt aims to create.

Attendees in Chicago will hear from leaders like Woloveck who are navigating these challenges in real time. Their insights and the conversations they spark remain a core reason the Cannabis Capital Conference continues to be one of the industry’s most valuable gatherings.