Subject: TRTC Featured in Forbes

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TRTC Featured in Forbes
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Company: Terra Tech Corp. (OTCQX: TRTC)


Price: 0.3335

Change (%): + 0.0027 (0.82)

Volume: 1,171,576

The Smart and Big Money Continues to Flow into the Cannabis Market

Brad Auerbach, Contributor

I had been under the impression that we are now in the era of gathering picks and shovels when it comes to the smart direction legislators are heading about cannabis. But in a recent chat with Derek Peterson, I became convinced we are much further along. Peterson is CEO of Terra Tech Corporation, which is making huge strides in the burgeoning cannabis market. He asserts that the real era of picks and shovels was in the black market days of cannabis, “but now we are in a gravitational shift to a regulated market.” He points to the development of brands in the cannabis market (such as Whoopi Goldberg and Jane West and his company’s own IVXX brand) as signaling a huge shift in the thinking of those investing in the cannabis market.

Peterson comes to the cannabis market from a background rather different from those who were in the market a few years ago. He was a branch manager at Crowell, Weedon & Co, the largest independent broker-dealer on the West Coast. He held a similar position at Wachovia Securities and was then a Senior Vice President at Morgan Stanley Smith Barney.

Peterson leads Terra Tech, a “vertically integrated cannabis-focused agriculture company that is committed to cultivating and providing the highest quality medical cannabis and other agricultural products.” He spoke to me persuasively about how the cannabis market spent so much time over the last decades becoming commoditized in the black market of yesteryear. When the product was rather fungible and being quickly delivered in a brown paper bag or Ziploc bag, there was no incentive to deliver consistent brand quality. With increasing regulation (also known as decriminalization or legalization), capital is flowing in. “Capital infusion was way too risky when seizure and forfeiture were significant business risks,” observes Peterson.

Peterson and Terra Tech are riding the wave of “real money flowing in.” Peterson presently identifies the two hurdles in the cannabis business as permitting and branding. Those hurdles are due to the dichotomy of disparate state and federal regulations. As the regulatory landscape becomes harmonized, traditional economies of scale can be leveraged. Peterson cites Starbucks as doing a great job of taking a commoditized product and branding it.

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