FOR IMMEDIATE RELEASE, June 15, 2026: SALEM, VA. – Roanoke College will host the inaugural Root & Rise Symposium July 23-25, 2026, bringing together cannabis researchers, regulators, policymakers, operators, educators and business leaders from across Virginia and the Southeast for three days of immersive programming focused on science, policy, education and emerging markets.
Greener Things, a Virginia-based retail operator committed to consumer education and responsible access, has joined the symposium as a founding partner. Organized by industry veterans Kelly Riddle of The CannaJo!nt and Eric Welch of Greener Things, the symposium is expected to draw hundreds of attendees from Virginia and beyond including cannabis cultivators, hemp operators, multi-state operators exploring partnerships, academics and students, and policy advocates.
Why The Timing Matters
Virginia remains one of the nation’s most closely watched cannabis markets. While adult possession has been legal since 2021, lawmakers have yet to establish a regulated retail framework. Meanwhile, hemp-derived cannabinoid products face growing regulatory uncertainty at both the state and federal levels, raising questions about consumer access, public safety, economic development and the future of emerging markets across the Southeast.
Root & Rise was designed around a simple belief: progress happens faster when people with different perspectives have the opportunity to learn from one another.
Among the featured speakers is Dr. Allyn Howlett of Wake Forest University School of Medicine, whose groundbreaking research helped identify the CB1 cannabinoid receptor and advance scientific understanding of the endocannabinoid system. The symposium will also feature Jamie Patten, Chief Administrative Officer of the Virginia Cannabis Control Authority, along with researchers, educators, attorneys and industry leaders from across the country.
“Virginia has an opportunity to learn from markets that came before us,” said Eric Welch, Founder of Greener Things and Co-Founder of Root & Rise Symposium. “We don’t have to repeat every mistake. Root & Rise is about creating a space where people can share what they’ve learned and have honest conversations, what’s working, what isn’t, and what Virginia can learn moving forward.”
Hosted on the campus of Roanoke College, one of the nation’s pioneering institutions in cannabis studies and workforce development, the symposium combines academic rigor with real-world application through two educational tracks: Research & Education and Industry & Policy.
Additional programming includes the Welcome Block Party in downtown Salem, The Quad, optional pre-event workshops throughout the Roanoke Valley and the Root & Rise Trailblazer Awards Dinner recognizing contributions to research, education, policy, business and community impact.
“The best ideas rarely emerge from people who already agree,” said Kelly Riddle, Co-Founder of Root & Rise Symposium. “We wanted to create an environment where people can ask questions, challenge assumptions and leave with a broader understanding than when they arrived.”
Registration, speaker information, sponsorship opportunities and exhibitor applications are available at rootandriseevents.com.
Root & Rise Event Schedule
Thursday, July 23, 2026
Pre-Event Workshops & Experiences
Morning and afternoon experiences throughout the Roanoke Valley.
Welcome Block Party
Downtown Salem | 6:00 p.m. – 10:00 p.m.
The official kickoff featuring live music, local food and beverages, exhibitors, community partners and a welcome from city leadership.
Friday, July 24, 2026
Symposium Day One
Research, education, policy and industry programming at Roanoke College.
The Quad
The central gathering space for partner activations, educational exhibits, research displays and networking throughout the day.
Root & Rise Trailblazer Awards Dinner
Cregger Center | 7:00 p.m. – 10:00 p.m.
An evening celebrating leadership, innovation, and impact across research, education, policy, business, and community service.
Saturday, July 25, 2026
Symposium Day Two
Additional keynote presentations, educational programming, and discussions focused on emerging markets, science, policy, and opportunity.
What Makes Root & Rise Different
Hosted at Roanoke College
One of the nation’s leading institutions in cannabis studies and workforce development.
All-Inclusive Experience
Registration includes meals, coffee service, and evening hospitality, creating opportunities for meaningful interaction throughout the event.
Education First
Root & Rise was designed around learning, dialogue, and collaboration rather than a traditional trade show model.
The Quad
An open gathering space woven into the symposium experience rather than separated from it, encouraging conversation between sessions and across disciplines.
About Root & Rise Symposium
Root & Rise Symposium is a three-day educational gathering focused on cannabis, cannabinoids, research, education, policy, and emerging markets. Hosted at Roanoke College in Salem, Virginia, the symposium encourages learning, collaboration, and informed dialogue across disciplines.
About Greener Things
Greener Things is a Virginia-based cannabis retailer focused on consumer education, responsible access, and community engagement. Through its retail operations and advocacy efforts, the company supports transparency, public understanding, and the sustainable growth of Virginia’s cannabinoid marketplace.
Media Contacts
Kelly Riddle
Co-Founder, Root & Rise Symposium
kelly@rootandriseevents.com
419-377-6969
Eric Welch
Founder, Greener Things
Co-Founder, Root & Rise Symposium
eric@rootandriseevents.com
DorothyBelle (DB) Poli, Ph.D.
Professor of Biology and Cannabis Studies
Roanoke College
poli@roanoke.edu