Experience. Vision. Commitment.

Our Story

We set out to redefine the standards for cannabis manufacturing – beginning with launching a state-of-the-art cGMP* production facility in Santa Rosa, CA. 

NewTropic was founded in 2016 by Alex Rowland and Nelson Becerra, veteran entrepreneurs in the technology and media industries. Prior to founding NewTropic, they spent many years studying the burgeoning cannabis industry, learning about everything from growing and manufacturing to consumer products to advertising and media. After successfully launching NewTropic as a consumer brand focused on cannabis concentrates, they decided to turn their full focus to manufacturing. They teamed up with manufacturing and operations expert Todd Christian, who had spent the prior five years leading operations for Bronnor, one of Colorado’s leading cannabis manufacturers.

The team set out to build a business that redefined the standards for cannabis manufacturing – beginning by launching a state-of-the-art cGMP* cannabis production facility in Santa Rosa, California, that opened in late 2019. The facility would break new ground utilizing cutting-edge processing equipment and professional processes that set new standards in the cannabis industry. 

Now that the model has proven successful, the team has set its sights on expanding to additional facilities, both in California and across the U.S., and eventually around the world.

My vision for NewTropic has always been to take cannabis manufacturing to a whole new level, one that’s on par with professional food, beverage, and pharmaceutical manufacturing.

- Alex Rowland, Founder & CEO
beyond the business

Mission

NewTropic’s vision is for all consumers to be able to enjoy a safe and reliable cannabis experience. To achieve that, the company is dedicated to professionalizing cannabis manufacturing, to enable our partners to deliver superior products with consistency and scale.

It’s this mission and focus that drives everything we do at NewTropic.

guiding principles

Values

The following core values guide how we run our business:

Community

Community

We strive to serve and build community in all of our business practices, and believe that part of our role as a company is to help lift the entire cannabis industry up.

Quality

Quality

Quality is the cornerstone of all our operations, both for our customers as well as for ourselves.

Safety & Reliability

Safety & Reliability

We adhere to strict safety practices for our employees, partners, and customers, and strive to always produce safe, reliable, and dependable products.

Professionalism

Professionalism

We adhere to the highest professional standards in everything we do, from manufacturing processes to business dealings to customer service.​

Customer Success

Customer Success

We are dedicated to our customers’ success, and strongly believe that their success is our success.​

Fun

Fun

We like to have fun with everything we do, and hope that all of our constituents have fun working with us.​
Talent + passion

The Team

The NewTropic team combines deep cannabis manufacturing and operations expertise with extensive experience in high-growth businesses in technology, media, and beyond.

Alex Rowland

Co-Founder / CEO

Alex Rowland

Alex is the co-founder and CEO of NewTropic. He also serves as the co-founder of Ensemble Brands, an accelerator for cannabinoid-infused product companies, and as co-founder of ANP Holdings, a financial services company focused on the cannabis and hemp markets.
Full Bio

Nelson Beccera​

Co-Founder / SVP of Sales

Nelson Beccera​

Nelson is co-founder of NewTropic and leads all sales and business development efforts. He’s a passionate sales leader with over three decades experience across multiple industries including technology, media, and cannabis.
Full Bio

Todd Christian

SVP of Operations

Todd Christian

Todd leads all operations for NewTropic, and oversaw the company’s entire Santa Rosa facility buildout from start to finish. He served as the former Director of Operations at Bronnor, a leading cannabis manufacturer out of Colorado, where he oversaw all production, training, supply chain, and distribution.
Full Bio

Brian Harenza

SVP of Finance & Corporate Development

Brian Harenza

Brian oversees finance for NewTropic and drives strategy and corporate development. He has over 20 years of investment banking experience raising over $7 billion of debt and equity capital and providing strategic advice for energy companies, infrastructure projects, and start-ups in various industries.
Full Bio

Dean LaTourrette

VP of Marketing

Dean LaTourrette

Dean leads marketing for NewTropic and is a multi-year cannabis veteran and marketing leader with prior experience in technology, financial services, and consumer products. He’s worked with startups as well as Fortune 500 companies leading marketing, product, and program launches.
Full Bio

Scott Simonich

SVP of Business Development

Scott Simonich​

Scott is a 30-year bank and real estate finance executive. He was founder and former CEO of Commerce Home Mortgage, a national mortgage banking firm with annual sales of over $1B. He executed sale of the firm in May of 2018, and joined the NewTropic team to lead corporate and business development efforts.
Full Bio

Dan ONeill

Director of Business Development

Dan ONeill

Dan is an accomplished sales & marketing professional with extensive experience across several vertical industries including cannabis, technology, and agriculture. He was a founding partner of Emerge Services Group, LLC, in Denver where the team designed and executed on disruptive vertical farming methods for indoor cultivation.
Full Bio

Sean Halal

Operations Manager

Sean Halal

Sean oversees the day-to-day manufacturing operations at NewTropic. He has a chemical engineering degree from UC Berkeley, and prior to NewTropic worked as a process engineer for extraction facility in Costa Mesa, California, where among other things he operated and maintained a variety of industrial food processing equipment.
Full Bio

Partners & Clients

NewTropic has always viewed its role in the cannabis industry as helping elevate not just its own business, but the entire industry. We’ve taken a partnership-centric approach from the outset, and consider our clients our partners and our partners our clients. We believe that we all stand to benefit if collectively we can improve manufacturing quality, standards, reliability, and customer service across the board.

join us

Invest

NewTropic is expanding rapidly and has ambitious aspirations to become the premier cannabis manufacturer in the world. If you’d like more information about investment opportunities, please fill out the form below and a member of our team will be in touch.

Alex Rowland

CEO

Alex is the co-founder and CEO of NewTropic. He also serves as the co-founder of Ensemble Brands, an accelerator for cannabinoid-infused product companies, and as co-founder of ANP Holdings, a financial services company focused on the cannabis and hemp markets. Prior to entering the cannabis and hemp markets, he founded several advertising technology companies including Emerge Digital Group, which was ranked the 8th fastest growing business in the US in 2013 and the fastest growing company in California that year. Before his career in media, Alex founded USPowerSolutions, an enterprise SaaS company focused on the deregulated energy market, which ultimately sold to Green Mountain Energy in 2002. He currently serves on several advisory boards across a variety of industries and works to help upcoming entrepreneurs realize their vision in complex markets.

Nelson Beccera

SVP of SALES

Nelson is co-founder of NewTropic and leads all sales and business development efforts. He’s a passionate sales leader with over three decades experience across multiple industries including technology, media, and cannabis. Prior to NewTropic, Nelson held senior management positions at Potente Media, AmpDesk, and Emerge Digital, in the media and ad tech spaces, and originally built his sales career with various sales and sales management roles in office solutions. He believes that the key to success in sales and in business in general is the ability to build real relationships that truly matter. Nelson lives in Santa Rosa with his family, and revels in the fine food and wine of Northern California.

Todd Christian

SVP of Operations

Todd leads all operations for NewTropic, and oversaw the company’s entire Santa Rosa facility buildout from start to finish. He served as the former Director of Operations at Bronnor, a leading cannabis manufacturer out of Colorado, where he oversaw all production, training, supply chain, and distribution. Prior to that he held a variety of operational roles in the healthcare, energy, and import/export industries, building extensive expertise in operational optimization and efficiency. Within the cannabis industry he’s a recognized expert in manufacturing, supply chain, and distribution, as well as regulations and compliance including METRC. Todd lives with his family in Healdsburg, and when not working to maximize operational efficiencies, likes to hit the golf links, read, and go camping, hiking, and fishing.

Brian Harenza

CFO

Brian oversees finance for NewTropic and drives strategy and corporate development. He has over 20 years of investment banking experience raising over $7 billion of debt and equity capital and providing strategic advice for energy companies, infrastructure projects, and start-ups in various industries. He's held senior leadership positions in banking, energy firms, and at his own advisory, investment and wine importing firms. Brian is fluent in German, dabbles in wine making, and is an advocate for the advancement of children's education in the United States.

Dean LaTourrette

VP of Marketing

Dean leads marketing for NewTropic and is a multi-year cannabis veteran and marketing leader with prior experience in technology, financial services, and consumer products. He’s worked with startups as well as Fortune 500 companies leading marketing, product, and program launches. He’s also a professional writer with numerous magazine and book credits. He lives with his family in San Francisco and has been known to go surfing from time to time.

Scott Simonich

SVP of Business Development

Scott is a 30-year bank and real estate finance executive. He was founder and former CEO of Commerce Home Mortgage, a national mortgage banking firm with annual sales of over $1B. He executed sale of the firm in May of 2018, and joined the NewTropic team to lead all business development efforts.

Dan ONeill

Director of Business Development

Dan is an accomplished sales & marketing professional with extensive experience across several vertical industries including cannabis, technology, and agriculture. He was a founding partner of Emerge Services Group, LLC, in Denver where the team designed and executed on disruptive vertical farming methods for indoor cultivation. He also led sales & marketing efforts for a top concentrates brand in Colorado, and does ongoing work building strategic investing relationships within the CBD and Hemp markets. Dan’s specialty is his ability to ignite strategic connections across the cannabis and hemp ecosystems.

Sean Halal

Operations Manager

Sean oversees the day-to-day manufacturing operations at NewTropic. He has a chemical engineering degree from UC Berkeley, and prior to NewTropic worked as a process engineer for extraction facility in Costa Mesa, California, where among other things he operated and maintained a variety of industrial food processing equipment. He utilizes his multiple years in cannabis manufacturing along with his chemical engineering background to further optimize NewTropic’s processing efficiencies and product quality. Originally from Orange County, Sean moved to the Bay Area six years ago, and has no immediate plans to move anywhere else.

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