Vireo: California’s new MSO

During the go-go years before the pandemic, major MSOs including Green Thumb Industries, Trulieve, Curaleaf and Cresco Labs tried to establish beachheads in California's massive market. None still has a significant presence here. The competition, taxes and complexity outweighed the benefits of doing business in what's still generally considered the world's largest legal weed market.

Their struggles have generally served as a warning to outsiders trying to take on the Golden State. But in recent months, the much smaller, Minnesota-based MSO Vireo Growth has quickly, and . . .