Max Montrose is the cannabis industry’s authoritative voice and a key educational advisor to the government, business, and public sectors for cannabis-related projects. Max specializes in cannabis safety, education, and awareness. He works with lawyers, doctors, and scientists in the cannabis industry to understand, discover, and educate people about the truths and complexities of the cannabis plant. Max is the co-founder of a new cannabis education company, The Trichome Institute, which specializes in providing a certifiable cannabis curriculum for professionals and fun cannabis educational tools for recreational users. Max is also developing a line of products to help people understand the process of Interpening™ and he is helping with a scientific project to map the cannabis genome.
With more than 30 years of experience as a strategist in the marketing services and branding industry, Jim has based his career on thinking differently and creating unique growth opportunities. Jim’s infectious energy for what he does has helped him influence customer and associate engagement and marketing strategies of both national and global brands, including top retailers, travel companies, utilities and government agencies. Jim is a renowned expert in organizational development, technology, operations, and strategic initiatives, lending his considerable talents over the years to companies such as CarMax, Booking.com, and FileMaker, and Apple subsidiary. As President of Target Marketing for nearly three decades, Jim focused on redefining the company’s sales strategy, effecting double digit revenue and EBITDA growth over the course of his leadership. As co-founder and CEO, he brings that same passion to Trichome where his drive to actualize great ideas makes him a galvanizing leader and a strong partner.
Woody van Horn
Director of Strategic Planning
Woody van Horn joins the Trichome Institute as Director of Strategic Planning with a wealth of experience in operations, hospitality, and business management.
During his career in hospitality he worked at some of the best restaurants and hotels in the country and has earned numerous certifications, degrees, and recognition from the top institutions in the hospitality.
Woody is a graduate of The Culinary Institue of America and accredited through The Court of Master Sommeliers and Cornell School of Hotel Administration.
Woody also maintains a position on the Board of Advisors for SommCon, a bicoastal, semi annual sommelier education conference as well as his Consulting Agency, WvH Hospitality LLC.
Alice is a multitasker and executor, bringing ideas from paper to reality. Upon graduating from Northwestern University, Alice spent two years teaching underprivileged elementary students through Teach for America. After transitioning out of the classroom, Alice managed marketing and development projects for a public charter high school, helping the organization from one school to a network of three serving students across the state. Currently Alice manages national accounts for a promotional marketing company while executing marketing, product development, and graphics projects for the Trichome Institute. Her blended background in education, marketing, and project management is critical in bringing the Trichome Institute product line and educational materials to life.
Andrew’s professional career began in the technology and games industry. After having his artwork released in numerous published video game titles, Andrew aligned his focus towards another passion; cannabis. Andrew began working as a budtender in Colorado Springs and in that time he became Trichome Institute Responsible Vendor Certified and a Level 2 Interpener. Additionally, Andrew founded Top Shelf Budtending, an upscale onsite cannabis and budtending service for weddings, private parties and other events. Combined with his background in art and technology, becoming a Trichome Assurance Grading tech was a perfect fit. Additionally, Andrew will be helping out with social media and other projects as Trichome grows.