The Beginnings of a Business
Justin Cooper’s love for cannabis cultivation and horticulture led him to establish garden stores in Canada in the late 90s. One of his early ventures was Pacific Northwest Garden Supply, which he co-founded with Jeremy Deichen.
Justin grew up in British Columbia, Canada, which was known for producing BC Bud, a highly potent and popular strain of cannabis.
Reflecting on those early years, Justin expressed, “A lot of what we built was the opportunity for employees to own a store. We built the company from within. Making others successful was the secret to our success.”
This philosophy guided Justin’s future endeavors, including Growing Exposed, and became his legacy in the cannabis industry.
Turning Adversity into Innovation: Green Planet Nutrients
Justin Cooper primarily focused on retail ventures in the cannabis industry. However, when the husband and wife who owned GroTek, a nutrient company he partnered with, divorced, he found himself cut off from the brand.
Despite the challenging situation, Justin saw an opportunity. “The darkest hours sometimes lead to the best things,” he said. Overnight, they had to create their own line of nutrients for cannabis cultivators.
Driven by the desire to provide growers with superior products and better yields, Justin collaborated with his team to develop Green Planet, a line of high-quality nutrients that quickly gained a loyal following in the cannabis industry.
Today, Green Planet is an award-winning brand with a strong reputation among growers.
The Birth of a Cultivation Show: Growing Exposed
Justin and his team created a video to promote their new nutrient line. The video went viral, sparking the idea for Growing Exposed, a show that takes viewers behind the scenes of the most innovative and successful cannabis operations.
Jeremy Deichen, Justin’s oldest friend since grade six, played a vital role in bringing Growing Exposed to life. With Jeremy’s creative vision and Justin’s entrepreneurial drive, the two friends set out to showcase the best practices and techniques in the industry.
Navigating Risks in Illegal Cannabis Cultivation
In the early days, growing and selling marijuana was illegal and extremely risky. Authorities closely monitored hydroponic supply stores, and many were raided.
To avoid detection, hydro store owners had to be cautious and refrain from selling supplies to anyone open about their cannabis cultivation. Justin would turn away customers interested in growing cannabis and redirect them towards growing tomatoes. This unspoken rule helped hydro store owners evade the authorities.
Advocating for Medical Cannabis in Canada
Justin Cooper had the opportunity to be involved in the Coalition Against Repeal in Canada, which aimed to change the country’s laws and allow people to grow cannabis for medicinal purposes.
Joined by his dear friend Jason Wilcox, Justin provided seed capital for the cause. Although larger nutrient manufacturers took credit for the movement, Justin’s team made a significant impact. They successfully changed the laws in Canada, preventing individuals from losing their medicine and plants.
Embracing Sustainability
Sustainability is a core value for Justin Cooper. Being in the cannabis industry has taught him the importance of promoting a sustainable lifestyle in everyday life.
Justin not only talks about sustainability, but he also lives it. He uses solar power, cultivates his own food in a large organic garden using non-synthetic nutrients, and promotes a sustainable lifestyle.
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