Experience. Vision. Commitment.

Our Story

We set out to redefine the standards for cannabis manufacturing – beginning with launching a state-of-the-art 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 experts in Colorado and California with a vision to completely transform cannabis manufacturing.

The team set out to build a business that redefined the standards for cannabis manufacturing – beginning by launching a state-of-the-art 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 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, co-Founder & CEO
beyond the business


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


The following core values guide how we run our business:



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 contribute to the cannabis industry as a whole.



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.



We strive for the highest level of integrity 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.​



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.

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


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.

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