The thesis was the farmers.
I grew up in Northern California. My family had been renting movies to the same farmers in the hills for thirty years — long before legalization, long before the gold rush. When we started SISU in 2017 with Joe Wynne and Shannon Byers, the pitch was simple: build the most reliable, consistent distillate in the state, and pay the people growing the flower a 70/30 split in their favor.
Five years later, SISU was the largest distillate brand in California. We grew from zero to $101M in annual revenue, built one of the most respected operations in the industry, and were acquired in a $1B transaction with Jay-Z stepping in as Chief Visionary Officer. The company is now employee-owned — exactly how we wanted it.
"Every dollar we made, we made because a farmer trusted us first."
SISU taught me that the right founders, the right operating discipline, and the right values compound faster than capital. We didn't have the biggest war chest. We had the deepest relationships, the cleanest product, and the most patient team.