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PVP Special Feature: Spotlight on Gerry Greathouse

Welcome back to our PVP Special Feature blog series, where we explore the remarkable stories of our team of industry trailblazers. Today, we shine a spotlight on Gerry Greathouse, a pioneer whose path from dairy farming to cannabis cultivation is as captivating as it is inspiring.

It all began with Gerry’s venture into dairy farming—driven by a passion for quality and sustainability. From the onset, he believed in running a vertically integrated cow-to-customer milk operation, ensuring every aspect of the supply chain upheld his non-negotiable focus on excellence. The bedrock of his achievement in the dairy industry was an unwavering dedication, the resilience to overcome challenges, and a commitment to continually evolving practices concerning both crop cultivation and animal care.

In this interview, we explore how these foundational principles not only fueled daily dairy triumphs but also seamlessly transitioned into the Greathouse family’s bold new venture: cannabis cultivation.

 

Gerry, can you share what inspired the initial start of your dairy venture at Pecos Valley and how those beginnings shaped the ethos of your family’s business?

In 1975, Lupe and I were working in California, she as a nurse and I as a traveling dairy nutrition consultant. I had a burning desire to get into the dairy industry, so we worked hard trying to get ourselves into a position from which we could transition into dairy ownership. What drew our interest to New Mexico was the absence of the stringent marketing rights required in states like California and Arizona to market milk.

There weren’t many dairies in NM, and there was a significant need for milk. My parents lived in Clovis, NM, so we sold everything we had and took the chance of a lifetime with our newborn son, Jason, and in 1978 we moved to Clovis. We were approved for our first FHA loan to purchase a 90-cow dairy farm, which later grew into the opportunity to create Nature’s Dairy.

 

What were some of the core values and practices that defined your dairy operation, and how have these influenced your approach to cannabis cultivation and retail?

I believe in a hands-on approach, just as we practiced 24/7, 365 days a year on the dairy. You have to be present day to day to oversee every aspect of daily work expectations in order to guarantee successful business operations. This approach has proven essential not only for running a successful dairy but also for transitioning into the new adventure of cultivating cannabis.

We are very proud to have kept over 10 employees from Nature’s Dairy to our “Dank” operations for over 30 years. We are hopeful to keep our Pecos Valley Production employees for as long as possible, relying on the loyal relationships we build with them to continue the success required for a vertically integrated business like PVP.

 

Transitioning from dairy farming to the cannabis industry is quite an unprecedented move. Can you elaborate on what motivated this shift and the moment you realized it was time for change?

We sold all the cows in 2014; the dairy industry as a whole was not moving in a positive direction. The transition from the dairy industry to cannabis was more similar than you would think, as the same hands-on approach was required. There were lots of learning curves trying to understand a new industry, but as I had been a trusted consumer of cannabis, I had the desire to serve southeastern NM in the same way we had been distributing milk.

We also understood the importance of utilizing our land and water rights to the best of our ability. This unique opportunity allows us to provide a vertically integrated business model in the cannabis industry.

 

How did your family and you navigate the challenges inherent in moving from a more traditional industry to one as dynamic and sometimes controversial as cannabis?

We were scrutinized by our friends and community for venturing into the cannabis world. But through a lot of prayer and the excitement of our end goal—to bring safe and successful cannabis production to patients all over NM—we found the determination to keep pushing forward.

 

The principle of sustainability has been a cornerstone for both your dairy and cannabis ventures. How do you ensure these practices are implemented and maintained in the cultivation and sale of cannabis?

Sustainability has been a top priority for me all my life. From turning manure into methane, recycling water, and even utilizing employees and family members to handle any and every need to take care of business, it has always been a no-brainer. We created SOPs and worked through a plethora of cultivators and unique growing methods to find what works best for PVP.

 

 

Your journey “from dairy to dank” is fascinating. Could you share any unexpected similarities between dairy farming and cannabis cultivation that surprised you during this transition?

It is more similar than you would expect. With the non-stop need for hands-on attention and constant strategic planning for all the “what if’s” of your cannabis crop, just like with dairy cows, you must maintain top-notch communication with your crew. Compliance is our #1 priority.

 

Adapting business models in response to shifting industry landscapes is challenging. What advice do you have for entrepreneurs facing the need for significant change in their businesses?

Data is so important. Knowing your margins, production goals, and in-house capabilities, staying on top of daily output, and constantly discussing and re-evaluating realistic margins is vital.

 

Leadership and a strong work ethic are clearly important values for you and your sons. How do you cultivate these qualities within your team at Pecos Valley Cannabis Co.?

You are an example – your employees look to you for leadership. Spend the time being present to make the difference, everyone is relying on you to make this vertically integrated complex business a success. Be knowledgeable in your craft and have compassion.

 

The cannabis industry is ever-evolving. How do you and your team stay ahead of the curve in terms of innovation and industry trends?

We have utilized numerous new technologies in our cultivation and manufacturing processes to streamline our vertically integrated system. Our goal is to develop the footprint and perfect the cultivation, manufacturing, distribution and retail processes. We are constantly seeking out new and innovative ways to keep PVP ahead of the curve.

 

Looking to the future, where do you see Pecos Valley Cannabis Co. in the next five to ten years, and what legacy do you hope to create through your work in the cannabis industry?

I think our direct footprint will change hands in the near future, which is a great thing. I would love for the legacy that we leave to be our commitment to compassionate support and easy access to the highest quality, most affordable cannabis in the state of NM.

 

A Testament to Innovation & Resilience

As we conclude our deep dive, we are reminded that success in any industry—whether dairy farming or cannabis cultivation—comes from an unwavering dedication to quality, resilience in the face of challenges, and a forward-thinking approach to innovation.

Gerry’s story, from his vertically integrated cow-to-customer milk operation to the dynamic and sustainable practices of Pecos Valley Cannabis Co., serves as an inspiring example of how core values and a passion for excellence can drive transformation and growth. His ability to adapt and evolve, while always maintaining a focus on sustainability and quality, has been instrumental in his success.

We hope Gerry’s journey has inspired you as much as it continues to inspire us every day. Stay tuned to our blog for more captivating stories and interviews.

The contents of this blog are intended for informational purposes only. Always seek the advice of a physician or other qualified healthcare provider with any questions you may have regarding a medical condition.

 

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