MESQUITE, Nevada — Deep Roots Harvest, Nevada’s fastest-growing cannabis company, announced it has hired experienced retail executive Pedro Fonseca to lead its retail efforts as Senior Director of Retail Operations. In this new role, Fonseca will lead all aspects of Deep Roots Harvest’s retail operations, including managing all retail business strategies, product mix and selection, and vendor relationships. Fonseca will work from the company’s Vegas headquarters and will report to Chief Operating Officer Jon Marshall.
Prior to joining Deep Roots Harvest, Fonseca served as Senior Director of Retail and Supply Chain for StateHouse, a leading vertically integrated operator with cannabis licenses covering retail, major brands, distribution, cultivation and manufacturing. At StateHouse, Fonseca managed a team of over 200 budtenders, store managers, and inventory and cash management staff. He cut his retail teeth at Whole Foods beginning in 1992, rapidly advancing through various retail-focused roles to become the company’s Executive Vice President of Operations until Amazon’s acquisition of the grocery retailer for $13.7 billion in 2017.
“As Deep Roots Harvest continues to grow its presence in Nevada, we could not have dreamed of a more dynamic and experienced leader than Pedro to help us navigate the months and years ahead,” said Jon Marshall, Chief Operating Officer of Deep Roots Harvest. “With his unique background of working with one of the nation’s most recognized retail brands combined with his California industry knowledge and experience, Pedro will bring an invaluable perspective to our retail operations. We’re eager to hand him the reins.”
A demonstrated retail leader, Fonseca has overseen retail operations with more than $1.2 million in revenue and team sizes ranging from 200 to up to 10,000 employees. He possesses more than two decades of experience expanding dynamic, multi-location retail businesses. He specializes in rapid-growth retail operations and oversees cross-functional product development teams that design and launch new products and markets in highly regulated industries. He is also well-versed in navigating teams through mergers of multiple retail entities.
“Deep Roots Harvest represents an amazing opportunity and a great new challenge in my retail journey,” Fonseca said. “With the company’s position in Nevada, its strong brand presence in the state and the loyalty it enjoys from customers, we have a great retail foundation to build upon. I look forward to working with the entire Deep Roots team as we embark upon the next stage of growth for the company.”
Nevada’s fastest-growing cannabis company, Deep Roots Harvest has steadily expanded its operations and facilities throughout its history. In 2024, the company announced it had executed an Asset Purchase Agreement of The Source Holdings, LLC, which will add four new locations to the company’s retail presence. In addition, the company completed work on a $3 million cultivation equipment and technology investment to its Mesquite cannabis cultivation facility. The upgrades enable Deep Roots Harvest to continue its trajectory as the state’s leading provider of high-quality cannabis products while lowering overall production costs, increasing capacity and improving quality. All told, Deep Roots Harvest now has more than 240 employees statewide.
About Deep Roots Harvest
With decades of experience from a team with a true passion for the plant, Deep Roots Harvest has been cultivating, processing, manufacturing and distributing high-quality cannabis products in Nevada since 2015. Utilizing one of the largest cultivation facilities in the nation, premium extraction processes and a focus on natural and sustainable ingredients, Deep Roots creates premium strains and products distributed at a wide variety of retailers, including a growing list of Deep Roots Harvest locations across Nevada.
