Ep 1. The Profit In Marijuana Country

The Profit season 5 episode 1, titled "The Profit In Marijuana Country," follows business magnate Marcus Lemonis as he ventures into the burgeoning marijuana industry. Lemonis travels to California's Emerald Triangle, a region known for its high-quality marijuana, to meet with a startup cannabis dispensary called Northern Emeralds.

Lemonis initially expresses surprise at the professionalism of Northern Emeralds, noting how the dispensary differs from the "old school stoner culture" he had expected. The founder and CEO of Northern Emeralds, Cody Stross, gives Lemonis a tour of the company's facilities and showcases their impressive growing operation. While impressed by Northern Emeralds' product, Lemonis expresses concerns about the lack of branding and marketing the company has done thus far.

As Lemonis delves deeper into Northern Emeralds, he discovers that the company has been struggling financially due to inefficient processes and a lack of focus on their core business. Stross admits to Lemonis that he has been investing in other ventures with Northern Emeralds' funds, leading to financial strain on the company.

Despite these challenges, Lemonis sees the potential for Northern Emeralds to become a leading player in the cannabis industry. He advises Stross to refocus the company's efforts on its core business and to divest from his other ventures. Lemonis also provides guidance on streamlining the company's processes to improve operational efficiency and cut costs.

Throughout the episode, Lemonis also grapples with the legal and ethical challenges associated with investing in the marijuana industry. He consults with lawyers and lobbyists to gain a better understanding of the ever-changing cannabis laws in California and beyond. Lemonis also considers the impact that Northern Emeralds, and the industry as a whole, could have on public health and safety.

In the end, Lemonis decides to invest in Northern Emeralds, seeing their potential for growth and success. He helps the company to rebrand and market their product to a wider audience, and works with Stross to implement more efficient processes and cut unnecessary costs. The episode ends with Northern Emeralds poised for success in the competitive marijuana industry.

Overall, "The Profit In Marijuana Country" is a fascinating look at the challenges and opportunities facing businesses in the cannabis industry. Lemonis' guidance and investment ultimately helps Northern Emeralds to reach its full potential, while also highlighting the need for responsible and ethical business practices in a rapidly evolving industry.