SALEM, Va. – Root & Rise Symposium will take place July 23-25, 2026, in Salem, Virginia, bringing together cannabis researchers, regulators, policymakers, operators, educators and business leaders from across Virginia and the Southeast for three days of immersive programming focused on science, policy, education and emerging markets.

Co-founded by industry veterans Kelly Riddle of The CannaJo!nt and Eric Welch of Greener Things, the symposium is expected to draw hundreds of attendees from Virginia and beyond, including cannabis cultivators, hemp operators, multi-state operators exploring partnerships, academics and students, healthcare professionals, public officials and policy advocates.

Why the timing matters. 

Virginia lawmakers recently approved a framework for adult-use cannabis sales, with regulated retail sales scheduled to begin July 1, 2027. The Virginia Cannabis Control Authority is expected to begin accepting applications in early 2027, creating a critical planning window for entrepreneurs, operators, policymakers and local communities preparing for the new market.

At the same time, hemp-derived cannabinoid products face growing regulatory uncertainty at both the state and federal levels, raising important questions about consumer access, public safety and economic development in emerging markets.

As policymakers, regulators, researchers, and industry leaders work through these issues, decisions made in Virginia are likely to influence conversations across the Southeast, where several states continue to evaluate the future of cannabis policy.

Root & Rise was designed around a simple belief: progress happens faster when people with different perspectives have the opportunity to learn from one another.

Among the featured speakers is Dr. Allyn Howlett of Wake Forest University School of Medicine, whose groundbreaking research helped identify the CB1 cannabinoid receptor and advance scientific understanding of the endocannabinoid system. The symposium will also feature Jamie Patten, Acting Head and Chief Administrative Officer of the Virginia Cannabis Control Authority, along with researchers, educators, attorneys, and industry leaders from across the country.

“Virginia has an opportunity to learn from markets that came before us,” said Eric Welch, Founder of Greener Things and Co-Founder of Root & Rise Symposium. “Root & Rise is about creating a space where people can share what they’ve learned and have honest conversations about what’s working, what isn’t, and what Virginia can learn moving forward.”

Hosted on the campus of Roanoke College, one of the nation’s pioneering institutions in cannabis studies and workforce development, the symposium combines academic rigor with real-world application through two educational tracks: Research & Education and Industry & Policy.

“One of our goals at Roanoke College is to connect students with the professionals, researchers and policymakers shaping this field,” said DorothyBelle Poli, Ph.D., Professor of Biology and Cannabis Studies at Roanoke College. “Root & Rise creates a unique opportunity to bring academic research and real-world experience together, helping inform the decisions that will shape Virginia and emerging markets for years to come.”

Additional programming includes the Welcome Block Party in downtown Salem and optional pre-event workshops throughout the Roanoke Valley.

Friday evening’s R&R Trailblazer Awards Dinner & Reception will honor the individuals and organizations whose work is helping open doors, advance conversations and create new opportunities across emerging cannabis markets. Winners will be selected through a public nomination process recognizing impact, leadership and lasting contributions to the field.

“The best ideas rarely emerge from people who already agree,” said Kelly Riddle, Co-Founder of Root & Rise Symposium. “We wanted to create an environment where people can ask questions, challenge assumptions and leave with a broader understanding than when they arrived.”

Registration, speaker information, awards nominations, sponsorship opportunities, and exhibitor applications are available at rootandriseevents.com.

About Root & Rise Symposium

Root & Rise Symposium is a three-day educational gathering exploring cannabis, cannabinoid research, education, policy, and emerging markets. Produced by Root & Rise Events in partnership with Roanoke College, the symposium brings together cultivators, processors, retailers, hemp operators, researchers, academics and students, healthcare professionals, public officials, entrepreneurs, and policy advocates

 to encourage learning, collaboration and informed dialogue across disciplines.

About Roanoke College

Roanoke College is a nationally recognized liberal arts college in Salem, Virginia, and home to one of the nation’s pioneering institutions in cannabis studies, research and workforce development. The College serves as the academic partner and host campus for the Root & Rise Symposium.

Press Photos

Root & Rise Press Photos

Media Contacts

Kelly Riddle
Co-Founder, Root & Rise Symposium
kelly@rootandriseevents.com
419-377-6969

Eric Welch
Founder, Greener Things
Co-Founder, Root & Rise Symposium
eric@rootandriseevents.com

DorothyBelle (DB) Poli, Ph.D.
Professor of Biology and Cannabis Studies
Roanoke College
poli@roanoke.edu

Virginia Market Snapshot

• Virginia adult-use retail sales are scheduled to begin July 1, 2027, moving the Commonwealth from legalization into full market implementation.
• The Virginia Cannabis Control Authority is expected to begin accepting license applications on February 1, 2027, making the months ahead a critical planning window for applicants, operators, investors and local communities.
• The framework authorizes up to 350 retail licenses, with opportunities also expected across cultivation, processing, delivery, testing, workforce development, compliance, security, packaging, technology and other ancillary services.
• Existing medical operators may enter the adult-use market through a $10 million conversion fee, while entrepreneurs, hemp operators and smaller businesses are watching closely for details on microbusiness and transition pathways.
• Adult consumers will be able to purchase up to 2 ounces per transaction, with products subject to serving-size and package limits, including 10 mg THC per serving and 100 mg THC per package.
• Cannabis sales will carry a 6% state excise tax, increasing to 8% beginning July 1, 2029, in addition to retail sales tax and potential local taxes.
• Local governments will not be able to opt out of allowing cannabis businesses, making zoning, municipal readiness, and community education major implementation issues.
• The Virginia Cannabis Control Authority will oversee the adult-use market and take on expanded oversight of hemp products, including changes to the current hemp framework.
• Public consumption penalties will increase from $25 to $250, raising continued concerns among advocates about equity, enforcement and public education.
• A legislative commission will study future opportunities, including on-site consumption licenses and microbusiness event permits, signaling that Virginia’s market may continue evolving after launch.

Root & Rise Event Schedule

Thursday, July 23, 2026

Pre-Event Workshops & Experiences
Morning and afternoon experiences throughout the Roanoke Valley.

Welcome Block Party
Downtown Salem | 6:00 p.m. – 10:00 p.m.
The official kickoff features live music, local food and beverages, exhibitors, community partners, and a welcome from city leadership.

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Friday, July 24, 2026

Symposium Day One
Research, education, policy, and industry programming at Roanoke College.

The Quad
The central gathering space for partner activations, educational exhibits, research displays, and networking throughout the day.

Root & Rise Trailblazer Awards Dinner
Cregger Center | 7:00 p.m. – 10:00 p.m.
An evening celebrating leadership, innovation and impact across research, education, policy, business and community service.

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Saturday, July 25, 2026

Symposium Day Two
Additional keynote presentations, educational programming, and discussions focused on emerging markets, science, policy, and opportunity.

What Makes Root & Rise Different

Hosted at Roanoke College
One of the nation’s pioneering institutions in cannabis studies and workforce development, creating a unique environment for education, research and dialogue.

All-Inclusive Experience
Registration includes meals, coffee service and evening hospitality, creating opportunities for meaningful interaction throughout the event.

Education First
Root & Rise was designed around learning, dialogue, and collaboration rather than a traditional trade show model, creating opportunities to learn from different perspectives and experiences.

Beyond the Classroom
From pre-event workshops and immersive experiences throughout the Roanoke Valley to the Welcome Block Party and Trailblazer Awards Dinner, programming extends well beyond traditional conference sessions.

The Quad
A central gathering space for exhibits, activations, research displays, and networking, intentionally integrated into the symposium experience to encourage connection throughout the event.

Attend. Exhibit. Partner. Nominate.

Registration, exhibit space, partnership opportunities, and R&R Trailblazer Awards nominations are now available. Organizations can participate through symposium sponsorships, Welcome Block Party activations, exhibits, educational programming, and custom collaborations.

Learn more at RootandRiseEvents.com.