TheraTrue Taps Chris Ras as CEO to Lead Next Phase of Growth in the Medical Marijuana Market

New Leadership Brings a Strategic and Scalable Vision as Company Expands Retail Operations in Ohio and Georgia

As Atlanta-based medical marijuana operator TheraTrue enters a pivotal stage in its expansion strategy, the company has appointed Chris Ras as its new Chief Executive Officer. This leadership change arrives at a time when TheraTrue is scaling operations both in its home state of Georgia and in newly entered markets like Ohio.

Ras brings a wealth of operational and retail experience in the cannabis sector, positioning him to guide the company through the competitive and complex terrain of multi-state marijuana markets. His appointment reflects TheraTrue’s intention to drive sustainable growth, strengthen customer engagement, and build a team-centered business culture as it navigates this evolving industry.

New CEO Joins as TheraTrue Increases Its Ohio Footprint with New Retail Locations in Key Metropolitan Markets

The company recently opened its first retail dispensary in Cleveland, Ohio, marking its official entry into one of the more tightly regulated yet promising cannabis markets in the Midwest. Plans are already underway to launch a second Ohio dispensary in Cincinnati by the end of the summer.

Ohio’s medical marijuana program, while restrictive in some aspects, is gaining momentum as patient enrollment increases and regulatory conditions gradually evolve. With a presence in two of Ohio’s largest cities, TheraTrue is strategically positioning itself to capitalize on growing demand while reinforcing its brand presence in a new region.

TheraTrue Expands Georgia Operations with Cultivation and Upcoming Medical Dispensary Launches

While its Ohio expansion garners attention, TheraTrue remains firmly rooted in Georgia, where it already operates a cultivation and production facility. These operations support the company’s medical marijuana offerings and lay the groundwork for upcoming dispensary openings across the state.

Georgia’s medical marijuana framework remains highly controlled, with limited licenses and strict product categories. Nonetheless, TheraTrue aims to carve out a prominent position within this market by leveraging its vertically integrated operations and focusing on patient-centered care and consistency in product availability.

Chris Ras Brings National Cannabis Experience from Deep Roots Harvest and Columbia Care to TheraTrue’s Executive Suite

Chris Ras arrives at TheraTrue after serving as Chief Growth Officer at Deep Roots Harvest, a Nevada-based cannabis operator known for its vertically integrated model. There, he oversaw retail marketing, procurement strategies, and wholesale operations across a competitive and fast-changing state landscape.

Prior to that, Ras spent nearly seven years at Columbia Care, now known as The Cannabis Co., one of the largest multi-state operators in the U.S. He held executive leadership roles focused on national retail operations and marketing, during which he helped scale the company across 17 states and grow revenues to more than $400 million annually, supporting over 80 retail locations.

This blend of deep industry experience, national oversight, and operational scale makes Ras a strong fit for TheraTrue’s ambitions. His understanding of both startup-style agility and enterprise-level infrastructure is expected to serve the company as it confronts new regulatory, market, and competitive challenges.

Building on Core Business Pillars of Customer Experience, Operational Strength, and Employee Engagement

Ras brings with him a structured approach to corporate growth rooted in key business pillars. He has emphasized the importance of combining operational efficiency, financial discipline, employee engagement, and exceptional customer experience to form the backbone of a resilient and adaptable cannabis company.

This strategic philosophy draws from his earlier retail leadership roles at major national brands such as Target Corporation and Hannaford Supermarkets. His ability to merge traditional retail excellence with the demands of the regulated cannabis market places him in a unique position to implement time-tested systems and scalable processes at TheraTrue.

The integration of standard operating procedures (SOPs) from mainstream retail into cannabis operations allows for better consistency, accountability, and adaptability—essential elements for surviving and thriving in the ever-changing legal cannabis landscape.

Navigating Fragmented Regulations and Market Saturation in the Evolving Cannabis Economy

Among the core challenges Ras is expected to address in his new role are the fragmented state-by-state regulatory environments that define the cannabis industry. Unlike traditional retail, cannabis operators must customize strategies by jurisdiction, adhering to widely differing rules, compliance standards, and product availability guidelines.

This lack of regulatory uniformity adds complexity to expansion efforts and slows down the scaling process. Each new market requires individualized planning, tailored operations, and flexible systems—demanding a highly responsive and locally attuned leadership model.

In addition to regulatory fragmentation, Ras must also contend with price compression, a widespread issue as cannabis markets mature and product supply begins to outpace demand. Companies that overextend their production capacity without proper forecasting can face falling prices and shrinking margins, leading to financial stress or consolidation.

TheraTrue’s expansion will need to be measured and strategic, entering markets with a clear understanding of local supply dynamics and consumer behavior, and avoiding the pitfalls of overly ambitious capital deployment.

Employee Loyalty and Mission-Driven Culture Seen as Competitive Advantages in Cannabis Retail

One differentiator Ras intends to leverage at TheraTrue is the depth of employee engagement typically found within the cannabis industry. Unlike traditional retail settings where turnover is high and mission alignment is often low, cannabis workers tend to be deeply committed to their company’s goals and the social impact of their work.

TheraTrue plans to nurture this culture by continuing to invest in its people, promoting from within, and emphasizing professional development. A highly engaged workforce not only delivers superior customer service but also supports long-term retention and knowledge building—both essential for operational continuity.

The alignment of staff with the company’s broader mission—serving medical patients, advancing public health, and contributing to community wellbeing—positions TheraTrue to stand apart in a crowded and increasingly commoditized market.

TheraTrue’s Forward Momentum Aims to Blend Local Market Expertise with Scalable National Strategies

Looking ahead, Ras’s leadership is expected to help TheraTrue balance local responsiveness with scalable infrastructure, a key challenge for multi-state cannabis operators. By adapting national best practices to the needs of regional markets like Ohio and Georgia, the company hopes to maintain brand consistency while meeting the unique regulatory and cultural expectations of each community it serves.

TheraTrue’s next phase will likely involve expanded product lines, patient outreach programs, and data-driven retail strategies that prioritize long-term sustainability over short-term growth. With Ras at the helm, the company has signaled its commitment to a deliberate, values-driven expansion strategy.

As the cannabis sector continues to mature and consolidate, operators like TheraTrue will need to stand out not just through product offerings, but through leadership, culture, and a consistent, customer-first business model. Chris Ras appears ready to guide the company on that journey.