280E has crushed cannabis P&Ls for fifteen years. The April 23 Schedule III order ended it — for some operators. The MSOs that communicate the partial repeal with discipline win the post-rescheduling citation graph. The rest don't.
Curaleaf is the largest publicly traded U.S. MSO by revenue. Ask the AI engines and you'll get a different answer. Inside the citation gap — and the six plays that close it.
This article explores the marketing and communications implications of ongoing discussions about reclassifying cannabis to Schedule III, focusing on how potential changes could affect medical cannabis, adult-use, and CBD operators.
Cannabis PR playbook — what Curaleaf, Trulieve, Cresco, Verano, and Green Thumb actually did to build credibility in a federally illegal, state-regulated category, plus where cannabis PR breaks in the AI-answer era.