Eli Melrod, CEO and Co-Founder of Solful – Interview Series

While the regions of Humboldt and Mendocino County are globally renowned for cannabis cultivation, many consumers overlook another area of Northern California that is equally ideal for outdoor and greenhouse growing. Although this region is famous as Wine Country, Napa Valley and Sonoma County could be just as well known for the quality of cannabis produced in the area’s near-perfect climate and soil.

For a deeper look into cannabis cultivation in Wine Country, mycannabis.com spoke with Eli Melrod, CEO and Co-Founder of Solful.

What subjects did you mainly study at Wesleyan and how did those studies later become useful in the cannabis industry?

I initially studied economics at Wesleyan, which gave me a strong foundation in business principles—skills that have been valuable in building and running a company. About halfway through college, I decided to step away from a traditional academic path to pursue a career in the cannabis industry full-time.

What student organizations were you involved in while attending Wesleyan? How did your experience with those organizations spark your interest in working and creating a business in the cannabis industry?

In addition to studying economics, I was involved in entrepreneurship clubs. Looking back, my path into the cannabis industry feels like a natural extension of that curiosity and drive to create something of my own.

What were your first experiences with cannabis? How was your father’s fight with cancer eased by cannabis products in ways that pharmaceuticals didn’t help?

My first meaningful experience with cannabis came during my early adolescence, when I watched my father go through cancer treatment. During that time, I saw firsthand how cannabis could provide relief and help improve quality of life —particularly with pain management and improving appetite. That experience gave me an early understanding of the plant’s therapeutic potential. Growing up in San Francisco and attending school in Haight-Ashbury, cannabis was also a part of the culture around me. 

How did your father’s battle with cancer inspire you to eventually co-found Solful? What were some other influential factors and moments in the decision to create Solful?

In addition to watching the positive effects cannabis had on my father while he was going through treatments, I also worked at a cannabis testing lab, where I connected with farmers from the Emerald Triangle. Learning about their cultivation methods and the intention behind their work was incredibly inspiring. That experience was a turning point for me—it sparked my initial idea of creating a business that could serve as a bridge between these small, craft farms and dispensaries.

What were some financial and/or regulatory struggles that you and the Solful team faced when first starting the company? How would you describe the overall process of applying for a cannabis license in California?

Being a pioneer in a new and highly regulated industry comes with a unique set of challenges. As one of the first licensed cannabis businesses in California, we had to learn quickly how to navigate a rapidly growing industry. Specifically on the financial side, raising capital was difficult due to limited access to traditional financing. Despite these challenges, we’ve always been able to adapt and successfully secure the resources needed to grow Solful.

What have been some of the most prestigious accolades that you and Solful’s products have received? Why are those awards so important to you and the business?

While we’re proud of all the accolades we’ve received, the ones that stick out are those recognizing our work beyond the cannabis industry—particularly those that highlight our commitment to giving back. Those honors reflect the core ethos behind Solful and what we aim to stand for as a business. We were the first cannabis company to receive , and we also helped set a new standard as the first dispensary to join Recognition like this is especially meaningful because it affirms that our impact extends beyond our products and into the communities we serve. We are also proud of the California State Fair awards that we have received for both Solful products and products we have manufactured for clients – this recognition reinforces our mission to set the standard for producing clean, high quality sun-grown products. 

From your experience, what benefits does outdoor, sun-grown cannabis cultivation methods have over indoor-grown cannabis? How do the cultivation conditions of outdoor versus indoor methods change the overall quality and terpene profiles of the harvested cannabis?

From our experience, outdoor, sun-grown cannabis offers the purest expression of the plant. Our partner farmers share our belief that hands-on care, regenerative agriculture practices, and meticulous attention to detail are what define quality. Sun-grown cannabis benefits from natural light cycles, living soil, and a spectrum of environmental factors, which lead to more complex and nuanced terpene profiles. Our mission in working with heritage, craft Northern California farmers has been to help set the standard for premium sun-grown cannabis. As the only California dispensary that hand-selects 100% of our flower directly from local farms, we’re able to ensure that the cannabis reaching our customers is clean, fresh, and cultivated with exceptional care.

While many people know Sonoma County as “wine country” and lush with grape vineyards and wineries of all kinds, how does the region also provide a great climate for cannabis cultivation as well? What are the similarities between grape cultivation and cannabis cultivation?

Northern California, especially Sonoma County, offers an exceptional growing environment for many crops, including both cannabis and wine grapes. Similar to viticulture, cannabis cultivation benefits from the region’s diverse microclimates. Sonoma County’s proximity to the coast offers  warm, sunny days and cool nights, which helps develop depth, complexity, and balance in the plant. The combination of climate, soil, and geography is often referred to as terroir—is just as important in cannabis as it is to grapes. In both industries, these environmental factors influence flavor, aroma, and overall quality, allowing farmers to produce truly distinctive, regionally expressive plants.

In the decade since you co-founded Solful, how have you seen the California cannabis industry change over the years? What have been the most detrimental changes and what have been the most beneficial adaptations for business owners?

The California cannabis industry has evolved from a  grassroots movement into a highly regulated and increasingly sophisticated market. While that evolution has brought greater legitimacy and structure, it has also created significant challenges—particularly for small farmers who have been growing for decades and now face compliance requirements and increased costs. At Solful, we’ve been fortunate to find ways to support these small farmers and help them navigate the rapidly changing landscape. One of the most positive shifts has been on the consumer side. Customers today are more informed and intentional with their purchases. They have defined preferences and a deeper appreciation for quality and cultivation methods. 

What are some exciting future plans for Solful? What does the company hope to accomplish with the upcoming store opening in Petaluma?

Petaluma is an important step forward now being the first city north of the Golden Gate Bridge to permit legal cannabis sales. The opening of Solful Petaluma, our fourth Solful store location, is an especially exciting milestone for us, as it expands access to high-quality cannabis for consumers in Marin and the greater North Bay. Solful has also continued to evolve as a company. We’ve expanded into manufacturing, with operations in both Santa Rosa and Humboldt County, which allows us to continue to produce and evolve our own line of Solful-branded products. This has been particularly rewarding, as it gives us the opportunity to collaborate with our longtime farming partners to create some pretty awesome and unique Solful branded products.