Geoff Hoopes is the founder and CEO of UpNorth Distribution. With a passion for community, for creating a positive work place culture, and for the cannabis plant itself, Geoff has been able to build a company that supports over sixty-five living wage jobs throughout the state of California. Geoff takes great pride that many of these positions are based in Humboldt County, the area where he was born and raised, and where UpNorth Distribution’s story first begins.Although Geoff’s path in the licensed California cannabis recreational market started with a focus on distribution in October of 2015, that road quickly led to the creation of the UpNorth and Daze Off indoor flower brands. UpNorth’s success, establishing itself as a leading brand in California’s competitive market, led to the brand’s expansion into the Illinois and Arizona markets in 2022; thus far, the brand launch has posted an impressive trajectory in both markets. In addition to being UpNorth Distribution’s acting CEO, Geoff now travels between the three states advising on post-harvest production processes, brand development, genetic portfolio expansion, and sales strategy for UpNorth’s partner, Aeriz Holdings. Geoff’s past notable work experience also includes environmental restoration projects, management of public lands, building trades, lumberyard and millwork, retail, food service, and cannabis cultivation. He holds a B.S. in Natural Resources Planning and Interpretation fromCal Poly Humboldt (2011) and an A.A. from College of theRedwoods. Geoff currently resides in Humboldt County, California.