With Millions on the Line, This Cannabis Giant’s CEO Says the Industry Finally Has a Clear Path Forward

“The time really is now, and this is our moment to hopefully come together to push forward on [cannabis] reform.” That is according to Kim Rivers, CEO of Trulieve Cannabis Corp. (CSE: TRUL) (OTCQX: TCNNF).

Rivers told the crowd gathered at IgniteIt’s Cannabis Capital and Policy Summit in Washington, D.C., in November that rescheduling cannabis at the federal level has been one of her main goals. “I have been very singularly focused on rescheduling,” she said during a fireside chat with Todd Harrison, founding partner of CB1 Capital.

“Because I truly believe that rescheduling is the key that will unlock additional reform that we’re all so anxious to get,” Rivers said.

She called rescheduling the unifier, which she said the industry has failed to find for now. For years, she added, cannabis companies fragmented themselves across dozens of simultaneous efforts, such as the SAFER Banking Act, descheduling, and social equity. That approach made it harder for lawmakers to understand the industry’s objectives, she continued.

However, this time, she believes it is different. “I believe we are at a bit of a tipping point,” she said. Conversations with congressional sponsors confirmed that rescheduling is the prerequisite for meaningful progress. “This isn’t like a could be or hearsay,” she said. “This is directly from the folks who have raised their hand and agreed to carry this legislation forward for us.”

Rivers is not a silent observer of cannabis legalization, noting that Trulieve’s investment in reform efforts related to cannabis legalization in Florida exceeds 160 million dollars, according to public filings and state-level disclosures.

According to federal campaign records, Trulieve also gave $750,000 to President Donald Trump’s inaugural committee following his election in November 2024.

Despite the spending, Rivers’ enthusiasm has not faded.

“Look, I feel like we have a president who, generally speaking, does what he says he’s going to do,” she said. “I’m cautiously optimistic… that we could absolutely see something happen here.”

But the industry must continue to push for it, as rescheduling has not yet happened, Rivers emphasized.

She called on the audience to ask members of Congress whether they support rescheduling, and if yes, to ask them to “put a call in to the White House around rescheduling.”

“It’s important to make contact with the Congressman and or the Senators that are in your District,” Rivers said. “In this particular case, it would be really helpful if they happen to be a republican, just because that’s our audience.”

When discussing what rescheduling could mean for operators and investors, Rivers said there is no room for fear. “You can’t be in cannabis and scary,” she said, adding that entrepreneurs should plan for every scenario. “When you build a great core business, you’re setting yourself up for optionality.”

Join Us in Chicago

As federal cannabis policy enters a pivotal stretch, industry leaders, investors and policymakers will reconvene at IgniteIt’s Cannabis Capital Conference ‘26, June 8–10 in Chicago. For agenda details, registration and scholarship information for minority- and women-owned businesses, visit events.igniteit.com/cannabis-capital-2026