Cameron Forni knows a thing or two about building a billion dollar cannabis company. The CEO of Cura and founder of Select Oil has always been an innovative thinker. In 2015, he identified and developed the need for an organic cotton wick vape pen, providing a healthier consumption method. From there, he set his mission to be the leading provider of cannabis oil to both consumers and premium brands in legal markets, both in the U.S. and internationally.
We spoke to Forni about his entrepreneurial journey, Cura’s record-breaking success in the cannabis industry, and his predictions for the future of cannabis.
Cannabis Aficionado: Tell us a little bit about your journey through entrepreneurship and how you ended up in the cannabis world.
Cameron Forni: I’ve been an entrepreneur my entire life and have had many incredible mentors. Entrepreneurship was in my blood; I did everything from selling flowers on the side of the street in Milwaukie, Oregon as young as four-years-old, to managing a car detailing business in high school, to building an event company in college. I have always been interested in business and entrepreneurship.
Right out of college, my goal was to create jobs, not to take a job. I started my journey in entrepreneurship when I co-founded TextNoMore, an app designed to reward drivers avoiding texting while driving. From there, I co-founded TryEco LLC, which holds a patent on a starch-based, biodegradable super-absorbent polymer used primarily in agricultural applications. I always had a focus on building businesses that helped people live better lives and achieve more and that’s what led me to cannabis.
With both a medical card and a caregiver card on hand, I started looking at what the future of cannabis would be. I knew that combustion wouldn’t be a long-term option for most cannabis consumers, so I started focusing on safety and vaporization. I started taking apart every vaporizer pen in the market and learned that silica fiberglass was commonly found in most cartridges, so I built a new cartridge, innovated with organic cotton and unique absorption systems.
That’s when Select was born. It’s been quite the journey!
Over the last 18 months, Cura has seen record-breaking success in the industry. You became the first cannabis company to appear in INC. magazine’s annual top 50 companies in 2018. Now, your billion-dollar deal with Curaleaf Holdings is said to be the largest ever among American companies. How does it feel to be behind one of the industry’s golden unicorns?
Wow, what an incredibly cool question to hear. It’s often difficult for me to pause and reflect, so thank you! I’m thankful for the team who has helped build this incredible company with me every day. When you are relentlessly working and traveling (on pace for 300 flights this year alone) because you are so obsessed about something, it’s hard to turn it off. It’s been more than four years of hard work, but in cannabis years, they say that for every one year you multiply by seven because it’s moving so fast!
Sometimes it’s really hard to step back and look at what the work has become. People think that achieving milestones like the Inc. 500 placement or our billion-dollar acquisition must be all we think about, but it’s not always straight forward. We face federal regulatory approval, state licensing approval, audits and regulatory change in each state so often that it’s difficult to master balancing it all. That’s why you need an incredible team.

Cameron Forni (left) started his entrepreneurial path at a young age.
Cura is widely respected in the industry for innovative extraction techniques and its focus on setting high standards for quality products. How has it evolved from its beginnings into the industry leader it is today?
First of all, it’s always been about building the best team possible and taking care of people along the way.
Our evolution over a short period of time is due to our constant focus on innovation, setting best practices and our never-ending pursuit of better.
Senate Bill 582 will allow Oregon to import and export cannabis products across state lines — but only if the federal government changes its policies. What are your thoughts on this?
The main hurdle is the federal Controlled Substances Act which bans interstate shipments of cannabis. That would have to change. Otherwise, the states that attempt to implement this are subject to crackdown by the Federal Government. There is much work to be done here before this becomes a reality.
Which international markets do you think are really leading the charge right now?
The industry is in the first of a nine-inning ball game. With now 11 states with adult use policies, 33 states with medical cannabis laws and 62 percent of Americans in favor of legalizing cannabis (according to PEW), I expect the industry to have massive growth and significant consolidation.
Canada is the leader from the standpoint of the financial market because it came in early, established policies and amassed significant capital to deploy into international markets. However, the leaders in medical cannabis and cannabis research is still Israel who has been making significant investments into research and development in cannabis science.
Will vape pens replace flower? Why or why not?
There’s a nostalgia and ritual to consuming joints and using flower. With baby boomers and longtime cannabis users that will undoubtedly continue. However, U.S. consumer preferences always gear more towards convenience. The closer we can create the experience of vaporizing unique cannabis terpene and oil formulations, the closer we can get to replicating the experience to that of flower. Long term you will see vaporization pass combustion of flower and in the end, it’s safer.
What new challenges will the industry face going forward?
Banking, taxation, legislation and real estate have always been the major challenges facing cannabis operators. We are the most heavily taxed industries in the world. We are also one of the most heavily tracked — meaning track and traced — industries in the world. In every legal state we use RFID chips on each product case that goes to stores in order to track the product from seed to sale.
Last but not least, cannabis companies achieving profitability is becoming critical to survival in this space. With large gluts of products in states like Oregon, it makes it very hard to run a profitable business under incredibly high taxation.

What trends are shaping cannabis in 2019?
I expect unique terpene profiles and oil formulations to become more popular. Additionally, innovative, discreet and more elevated devices will be the main drivers for 2019.
What demographic do you see having the most growth?
We’re seeing more and more young professionals 25-35 come on board to cannabis at a quick rate. Millennials are seeking cannabis options that suit their own personal needs and they’re becoming more willing to share their interest in cannabis publicly.
What are your one year, five year, and 10-year predictions for the cannabis industry?
1 year: More states will continue to come on board and legalize adult-use cannabis. With that, we’ll also see an uptick in normalization around the country.
5 year: Ideally, the STATES Act will pass, providing more people with access to cannabis, jobs and business opportunities around the country.
10 year: Cannabis is treated by society and regulated by the government like alcohol and will become mainstream.
What do you know now that you wish you knew when you started?
The biggest piece of advice I’d offer to new cannabis entrepreneurs would be to surround yourself with people who fill in your weaknesses early on.
It’s important to be agile and never get stuck to a plan. The plan is always changing because the regulatory environment is always changing. You can’t work in this industry without being agile and nimble with decision-making.
Finally, what are the three things people don’t know about being a cannabis entrepreneur?
- Time commitment: If you want to be successful in this business be prepared to give up your social life. I find myself traveling 48 weeks a year. Having a very understanding partner is critical as well!
- The regulatory environment WILL shift beneath your feet. Expect to order one million boxes of packaging and 2 weeks later that package is obsolete in one of the states you operate in because they need a new sticker
- Cost and funding: Traditional capital is not readily available to the cannabis entrepreneur, you need to make sure your business can survive and thrive. It’s very expensive to handle all the taxes and fees that accompany a cannabis business. For example, in California we face 44% supply chain tax, 12% excise tax, 11% sales tax, 5% gross revenue tax, 35% 280E tax, along with licensing fees and higher-than-normal rates for real estate… just because we’re a cannabis company.