How POSIBL's Jesus Burrola works

Added on 19 May 2023

Can you share a bit of your background and how you and your company got to the present day?

I worked for 15 years at Beacon Building Products, the largest publicly traded building materials distributor in North America. During my time there, the company grew from $1 billion to $8 billion through a combination of 30-plus acquisitions and launches into new markets. I worked my way up from a trainee to a National Vice President, managing a $700-million business segment. I held roles in both sales management and operations, and was tasked with integrating several large acquisitions.

In 2022, when the founder of POSIBL presented this role to me at his newer company, I could not pass up the opportunity to build structure and accelerate a business in a very new, unique industry. Our business is really built on two core beliefs: one, that with the right technology, you can produce indoor-quality flower in a high-tech greenhouse in a more sustainable, cost-efficient and scalable way; and two, that like most industries, vertical integration is too hard and expensive, and that focusing on our core strength (cultivation) and partnering with brands that are focused on consumer acquisition is a better way to scale. That philosophy has led us to work with over a dozen brand partners representing several of the top 100 highest selling brands in California.

What tool or software in your cultivation space can you not live without?

The tool in our cultivation space that we cannot live without is our newly installed PRIVA climate and irrigation system, which creates smart greenhouses with leading edge technology that can steer a crop through climate and irrigation strategies. PRIVA creates optimal water flow through every part of the growing process from pre-treatment to fertilizing to post-treatment and recycling. Not only are we growing smarter, but we are now growing even safer with more environmentally friendly operations.

What purchase of $100 or less has most positively impacted your business in the last six months?

Push sensors are less than $100 and make a strong, positive impact on our day-to-day operations. Push sensors give us the ability to coordinate controls with humidity and other sensors, which ultimately control the ultimate climate in our greenhouses and curing rooms.