Jerry Millen and the $32 Billion Cannabis Industry’s Search for a Lifeline

The U.S. legal cannabis industry, now valued at an estimated $32 billion, stands at a crossroads. Despite steady consumer demand and growing social acceptance, businesses within the sector continue to struggle under crushing taxes, regulatory burdens, and competition from a resilient illicit market. For many entrepreneurs, survival has become a daily battle.

Jerry Millen, a successful cannabis retailer and longtime media professional, believes he has found an unconventional but potentially game-changing solution. His proposal: reality television.

Millen, CEO of Greenhouse in Walled Lake, Michigan, has teamed up with veteran TV producers to launch “CannaBiz Rescue,” a show modeled after the wildly successful Bar Rescue. He envisions it not only as entertainment but also as a way to educate the public, drive industry reform, and help struggling cannabis businesses find their footing.

From Bar Rescue to CannaBiz Rescue: Borrowing a Proven Formula

Millen’s vision is straightforward yet ambitious: take a formula that has worked in hospitality and entertainment and apply it to cannabis. Just as Bar Rescue gave failing taverns a second chance while captivating audiences, CannaBiz Rescue aims to spotlight struggling dispensaries and guide them back to profitability.

Alongside producers Todd Nelson and Kevin Kay, Millen crafted a pilot episode to demonstrate the show’s potential. Nelson, a veteran of hit reality series like Master Chef, and Kay, a television executive whose resume includes SpongeBob SquarePants, bring credibility and experience. Together, they argue the formula is tried and tested.

The Harsh Reality of Today’s Cannabis Retail Market

The stakes for cannabis retailers could not be higher. As Millen notes, the industry is beset by challenges:

• High tax rates that eat into already thin margins.
• Onerous regulations that vary widely from state to state.
• Persistent illicit markets that undercut legal businesses with lower prices.
• Lack of federal support due to ongoing prohibition.

For many dispensary owners, the dream of success in a booming new industry has become a nightmare of mounting debt and dwindling revenue. By putting these struggles on television, Millen hopes to bring both public awareness and practical solutions.

Breaking the Cycle of the “Marijuana Lifestyle”

In Millen’s view, not all of the industry’s woes come from external forces. He points to what he calls the “marijuana lifestyle”—a leftover mentality from the pre-legalization era when cash flowed freely and risks were high.

Too many entrepreneurs, he argues, overspend on image, branding, or lifestyle perks rather than investing wisely in operations and sustainability. This self-inflicted wound, combined with regulatory and tax burdens, accelerates failure.

Through CannaBiz Rescue, Millen aims to hold business owners accountable, forcing them to confront their missteps and redirect their efforts toward long-term success.

A Show with Substance: More Than Just Entertainment

While CannaBiz Rescue promises the familiar mix of tension, drama, and transformation that fuels reality television, Millen insists the show is not merely about spectacle. It is also about education.

Each episode will take struggling owners on field trips to successful cannabis businesses, where industry veterans share insights into best practices. By highlighting real success stories, the show seeks to demystify cannabis operations and normalize the industry in the eyes of the public.

“It’s not a weed show,” Millen emphasized. “It’s a show for the general public.”

The hope is that by presenting cannabis retail as a legitimate and professional business—rather than perpetuating outdated stereotypes—the show can help reshape public perception.

Correcting Missteps from Past Cannabis-Themed Television

Millen is quick to point out that previous attempts at cannabis-focused reality shows have often backfired. In particular, he criticized a Hulu program produced by Jimmy Kimmel that portrayed dispensary employees as bumbling, stereotypical stoners.

“It made us look like a bunch of stoner goofballs,” Millen said. “That’s not me. That’s not this industry.”

With CannaBiz Rescue, the goal is to flip the script. Instead of feeding into clichés, the show will highlight serious professionals navigating complex challenges in a legitimate industry.

Jerry Millen: From $200,000 Startup to $20 Million Enterprise

Millen’s credibility as the star and anchor of CannaBiz Rescue comes not only from his television experience but also from his entrepreneurial journey.

Launching Greenhouse with a modest $200,000 budget, Millen grew the business into a thriving operation now worth over $20 million. His personal story of resilience and discipline positions him as both mentor and relatable figure for struggling dispensary owners.

With his silver hair, gravelly baritone, and no-nonsense demeanor, Millen has even been compared to Anthony Bourdain—a charismatic figure who combined storytelling with hard-earned wisdom.

Why Reality Television Could Be the Industry’s Secret Weapon

The cannabis industry has long faced challenges of legitimacy in the eyes of both the public and policymakers. Millen believes television has the power to change that.

“The best way to change people’s minds is the power of television,” he said.

By showcasing cannabis as a serious business—and cannabis entrepreneurs as hardworking professionals—CannaBiz Rescue could help normalize the industry and build momentum for national legalization.

At the same time, the show provides a lifeline for small businesses struggling to survive, offering practical solutions and a second chance at success.

The Bigger Picture: National Legalization and the Future of Cannabis

Millen’s ambitions extend far beyond rescuing a few failing dispensaries. He sees CannaBiz Rescue as a platform to promote larger industry goals, including:

• National legalization that would remove the patchwork of state regulations.
• The rise of major brands that could compete with established industries.
• Increased public trust in cannabis as a legitimate business sector.

By combining entertainment with advocacy, Millen hopes the show will both captivate viewers and drive meaningful change.

At the Tipping Point of Change

The cannabis industry is at a tipping point. With billions of dollars at stake and countless small businesses on the brink of collapse, new solutions are urgently needed. Jerry Millen’s CannaBiz Rescue offers one such solution—part reality television, part business intervention, and part public education campaign.

If successful, the show could do more than just rescue struggling dispensaries. It could help rescue the entire industry from stagnation, push forward the cause of federal legalization, and redefine how cannabis is perceived by the American public.

For now, the pilot is being pitched to streaming services. But if Millen and his team succeed, the next chapter of cannabis history may very well be written on the small screen.