When Trump Attorney General Jeff Sessions announced that he was going to allow federal prosecutors to enforce federal marijuana law, even in states where cannabis is legal under state law, my initial reaction was that this move would have a chilling effect on investors. Initially, my fear was realized as marijuana stocks suffered a dramatic drop in price.

However, after the industry, and our allies, struck back, cannabis stocks went back up and it became crystal clear that the industry’s future is bright. While I’m not personally advocating the purchase of cannabis stocks, their prices do somewhat reflect the optimism of investors. The International Cannabis Business Conference (ICBC) in San Francisco on February 1st and 2nd will be a great opportunity for investors and entrepreneurs to learn the latest and organize for the future.

The ICBC features two presentations on investing, “High Stakes Domestic/International Cannabis Investments and Opportunities” by Nic Easley, founder and CEO of 3C Consulting out of Colorado. Easley, an air force veteran with experience in the cannabis industry in the first state to legalize cannabis, as well as across the country, understands firsthand the opportunities and risks the industry presents.

Also, focusing on investment will be Paul King of Cannafornia. King’s presentation, “Investing in California Cultivation” will tackle the ins and outs of securing the necessary funds and partners to grow cannabis commercially in the world’s sixth largest economy. According to King, Northern California currently provides the best opportunities for investment as he told me that, ”These counties have recently finished their ordinances and allowed for greenhouse grows. Greenhouses provide the best value per dollar invested, quickest returns, and highest output.”

When considering whether to invest in a cannabis cultivation operation, King implores investors to do their due diligence and ultimately to trust their gut. “Look at the team, their strategy for cultivation and distribution, and then ask yourself if it feels right. You always know. Then, trust yourself.”

With uncertainty at the federal level and a ton of competition, investing in the cannabis industry isn’t for the timid or those looking to make a quick buck. If you are a strong supporter of cannabis legalization and are in it for the long haul, then investing in cannabis may be for you. There will be plenty of ups and downs, but marijuana businesses will only continue to generate more revenue over time. Within five to ten years, we should see an end to federal prohibition, opening up the possibility of interstate commerce. If things go right, international commerce isn’t out of the question.

With Vermont becoming the 9th state to legalize cannabis, New Jersey poised to become the 10th, and a supermajority of voters agreeing that states should have the ability to legalize cannabis without federal interference, the momentum to end prohibition is simply too great for Jeff Sessions, or any other Reefer Madness prohibitionist, to stop. If you are getting into the cannabis industry for the right reasons, there is no need to delay, but you need to be as informed as possible.

If you are in the industry, or are thinking of joining, the ICBC in San Francisco is a great place to take the next step, or to take your business to the next level. Get your tickets today!