How It Started: Helping Plants Thrive with Kevin Rampelberg, SVP of Cultivation at Ascend Wellness

As part of our “How It Started” interview series, we had the pleasure of chatting with Kevin Rampelberg, SVP of Cultivation at Ascend Wellness (AWH), a vertically integrated operator with assets in Illinois, Maryland, Massachusetts, Michigan, New Jersey, Ohio and Pennsylvania. AWH owns and operates state-of-the-art cultivation facilities, growing award-winning strains and producing a curated selection of products for retail and wholesale customers. The company produces and distributes its in-house Common Goods, Simply Herb, Ozone, Ozone Reserve, Effin', and Royale branded products.
What was it about cannabis that first piqued your interest, and when did that happen? Can you tell us about your path to Ascend Wellness and working in cultivation?

I’ve always been fascinated by how things work, and about 15 years ago, I became deeply interested in the science behind growing cannabis. It wasn’t just the process of cultivation that intrigued me, but also the incredible medical benefits the plant offers. A friend of mine was growing cannabis at home at the time, and I was captivated by the genetics—how different strains performed and expressed themselves. Working hands-on with the plants quickly became something I truly loved. There’s something incredibly rewarding about caring for each plant, observing its growth, and understanding its needs to help it thrive. That connection deepened my appreciation for the plant—not just as a crop, but as a living organism with so much potential to help people.

To build on my passion and gain a deeper understanding, I took classes at UMass in farming and agriculture. This experience gave me valuable knowledge about soil science, plant biology, and sustainable farming practices, which I’ve been able to apply to cannabis cultivation. The combination of formal education and hands-on experience has been key in shaping my approach to growing. This journey eventually brought me to Ascend Wellness, where I’m proud to be part of a team dedicated to pushing the boundaries of quality, innovation, and sustainability in the cannabis industry.
·
What is it about the company's cultivation that makes it stand out?

Ascend Wellness is set apart in cultivation by our unwavering focus on growing what the patient and consumer truly want and need. We’re deeply committed to quality, even as we operate on a large scale. Each plant is cared for with attention to detail, ensuring we consistently produce premium cannabis that meets the highest standards, exemplified in our Ozone brand and flagship strains such as Butterstuff.

Our team is always pushing to make things better—whether that’s refining our processes, innovating with new techniques, or introducing exciting new cultivars to the market. We listen closely to feedback and adapt to stay ahead of industry trends while staying true to what matters most: the people who rely on our products. Equally important, we prioritize the safety and well-being of our employees. Creating a safe, supportive environment allows our team to excel, which translates directly into the quality of the cannabis we cultivate. This commitment to quality, innovation, and our people is what truly makes Ascend Wellness stand out.

What does your typical day look like and what do you enjoy most about your work? What has been the highlight of your cannabis career to date?

These days, my typical day is a balance between meetings and walking the grows with the teams. I make it a priority to be present on the ground, ensuring I stay connected to the day-to-day operations while supporting my team. A big part of my role involves being their advocate—making sure their voices are heard when I communicate with corporate leadership.

The highlight of my cannabis career so far has been my growth within Ascend Wellness. I started as a site leader, moved into a regional role, and now oversee cultivation operations across the entire network. It’s been an incredible journey, but what I value most is the opportunity to build and develop teams along the way.

We’re fortunate to have such talented and skilled leaders across our organization. Seeing them thrive, innovate, and lead with passion is something I highly regard and take pride in. It’s that collaborative effort and shared dedication that makes my work truly rewarding.

Can you give us one cannabis trend that excites you?

One cannabis trend that excites me is the growing focus on the science behind the plant. For so long, cannabis was misunderstood and stigmatized, but now we’re finally starting to see it studied properly. Although there’s still a long way to go and more funding is desperately needed, the progress being made is incredible.

We’re beginning to understand the “why” and “how” behind cannabis—how it interacts with our bodies, the specific effects of various cannabinoids and terpenes, and how different cultivation methods influence the plant’s chemistry. This deeper understanding opens up endless possibilities for more effective medical applications, tailored products, and innovations in cultivation. It’s an exciting time to be in the industry, knowing that the science we’re uncovering today will shape the future of cannabis for years to come.

Is there a product or service you hope someone creates to serve the cannabis community?

I hope to see more college courses and programs specifically focused on cannabis science within agriculture. There’s a growing need for formal education that dives into the unique aspects of cultivating cannabis, from understanding its complex genetics to mastering the best agricultural practices for optimal growth.

That said, I also believe college education isn’t always necessary to succeed in the cannabis industry. Hands-on experience is invaluable, and many of the best growers in the industry have honed their skills through years of direct work with the plant. However, combining experience with further education—whether through college courses, certifications, or industry workshops—can give cultivators a deeper understanding of the science and help them refine their craft.

Offering accessible education options for those looking to expand their knowledge would help the industry continue to grow, innovate, and professionalize, while also welcoming a diverse range of talent with varied backgrounds.

What is the biggest change you want to see in the sector?

The biggest change I want to see in the cannabis sector is a shift toward a smaller carbon footprint and more sustainable agricultural practices. As the industry continues to grow, it’s crucial that we prioritize environmentally friendly methods, from energy-efficient lighting and climate control systems to water conservation and waste reduction strategies.

Cultivating cannabis at scale can be resource-intensive, so adopting practices like renewable energy, organic soil amendments, and closed-loop water systems can make a significant impact. Additionally, moving away from single-use plastics in packaging and finding biodegradable or reusable alternatives would help reduce waste across the supply chain.

Sustainability isn’t just good for the planet—it’s good for the industry. It’s a change that’s both necessary and entirely possible with innovation and commitment.

Any advice you would give to someone looking to enter the cannabis industry?

My advice to anyone looking to enter the cannabis industry is simple: be patient, be passionate, and focus on the three P’s—plants, people, and process.

Patience is key because this industry is constantly evolving, and success often takes time. You’ll face challenges, but staying committed and adaptable will help you grow alongside it. Passion is equally important. This is not just a job; it’s a labor of love. Whether you’re working with the plants, supporting a team, or innovating new processes, your genuine enthusiasm for cannabis will shine through and set you apart.

Finally, focus on the plants, the people, and the process. Learn everything you can about the plant and how to care for it, build strong relationships with the people you work with, and respect the process of cultivation and business. Mastering these three elements will set a strong foundation for a successful career in cannabis.

What’s next for you? What should we be on the lookout for?

What’s next for me in 2025 is setting and achieving new standards for excellence. My focus is on driving high-performing grows that consistently deliver exceptional quality at scale. I’m also excited about genetic partnerships that will allow us to bring innovative and exciting new cultivars to the market, keeping us at the forefront of what consumers want.

Additionally, developing leaders from within remains a top priority. Building and mentoring a strong team is not only rewarding but essential to sustaining long-term success. By fostering talent and supporting growth, I’m confident we can continue to raise the bar for what’s possible in the cannabis industry.