When Chris Marroquin, who had been living in Nevada for the past decade, moved to California in 2020 he entered the heart of American cannabis. California’s crowded market, divided into niches, was in stark contrast to Nevada, which had a tight-knit community. Yet it was the perfect place for Rove, a brand that started with vape cartridges in 2016 and has since expanded into 16 states, from California and New York to Michigan and Missouri.
“Here in California, it seems like it’s so vast that it seems like there are industries within the industry,” said Marroquin, Rove’s Director of Manufacturing. “Whether it’s processors or really equipment manufacturers, it’s really a hub and it’s a great community.”
Rove’s growth strategy is equal parts formula and flexibility. Marroquin says that “we definitely have a recipe where we can replicate what we did in other states and also face those challenges.” The company’s next frontier will be Colorado, which Marroquin says is eager to receive premium products. For Rove, the move offers the ability to scale while still testing what consumers want next.
CO2 and the “Secret Sauce”
Extraction is where science drives Rove’s innovation. The company relies heavily on CO2 extraction for its efficiency and the unique terpene fractions it delivers.
“CO2 extracted terpenes are going to be vastly different than, let’s say, a hydrocarbon extracted terpene or even water-extracted terpenes from rosin,” Marroquin explained. Marroquin compared it to washing machines: instead of soap or water, he said, CO2 is used under pressure to gently strip away oil. For Marroquin, the target is always terpenes.
“That’s what I consider our secret sauce in our product,” he said. When you taste a flavor profile it won’t be a single note. This layered experience keeps Rove cartridges from being generic. Live Resin and flash freeze
If the CO2 extraction gives Rove consistency, flash-freeze provides variety. The company produces live resin by cutting plants at peak ripeness and freezing them immediately, often within 24 hours.
“Conventionally, you would chop flower and then dry and cure it,” Marroquin said. When that happens, certain terpenes oxidize, while others convert. You’re capturing the profile of that resin at its peak. Both are good, but they offer very different experiences. Data, Palates, and Product Cycles
Rove relies heavily on data and feedback from consumers to develop its products. The numbers reveal regional patterns: East Coasters prefer sativas while West and Midwesters prefer indicas. “If we see a significant drop in sales, we know there is something wrong or that the profile has become a bit tired,” Marroquin explained. Focus groups help refine decisions and tailor products for different demographics. “One thing that’s resounding is if one market really, really likes a certain profile, it tends to transfer over nationwide,” Marroquin said.
Terpenes Beyond Flavor
Cannabis science has advanced by leaps and bounds in the past decade, particularly in the understanding of terpenes. For example, researchers have found that beyond flavor, terpenes are biological keys that may influence absorption, potency, and even duration of effect.
Marroquin compared terpene infusion to dietary supplements.
“Say curcumin, which is the active compound in turmeric. Many people take curcumin supplements. However, in order to absorb it, the supplement may contain pepper extract. I definitely think adding terpenes can make a more holistic product overall.” I definitely think adding terpenes can make a more holistic product overall.”
Research is still catching up, but Marroquin is confident science will validate what consumers already feel.
“Some of those terpenes actually help flush out the receptors from THC that isn’t active anymore, and it allows you to receive fresh THC into those receptors to really have a more pronounced effect,” he said.
Fighting Counterfeits with QR Codes
As Rove grew, counterfeit products flooded the market. Marroquin recalls that counterfeit products were once so convincing, they even appeared in mainstream media. “We ordered some, and they were nowhere near what they said.” “It was somewhat challenging on the production side, but it was definitely worth it because we saw counterfeits diminish substantially.”
The system also lets consumers access rewards while confirming authenticity. Marroquin says that the system protects new customers’ first impression. “It’s important for us to make sure that whoever’s trying Rove for the first time is actually trying what we try.”
Innovation as Survival
Cannabis extraction has traveled far from the clandestine basements of the 1990s. The CO2 systems of today are comparable to pharmaceutical laboratories, flash-freeze refrigerators preserve molecular details, and terpenes have been studied with the same seriousness that was once reserved for wine tannins. Rove is at the forefront of this transition combining manufacturing rigor with customer curiosity. The company’s expansion is as much about spreading a brand as it is about pushing the boundaries of what cannabis can be.
“Legalization has really opened up that path to start really understanding the plant a little bit better,” Marroquin said. “It’s just that evolution, the innovation–and really, the more people know, the better for the industry.”
Aron Vaughan is a journalist, essayist, author, screenwriter, and editor based in Vero Beach, Florida. He is a cannabis activist and tech lover who takes pride in bringing the latest content to readers of Cannabis & Tech Today. You can find his articles in Innovation & Tech Today as well as TechnologyAdvice and biaskllr. View all posts
