Daniel Firtel

Co-Founder and President
TRP Co

Daniel Firtel is a seasoned real estate and cannabis professional with nearly two decades of experience advising top-tier companies—both in cannabis and other sectors—on market strategy, expansion, and operations. He blends his expertise in retail, real estate, and brand development to help guide TRP Co., one of the largest privately held multi-state operators (MSOs) in cannabis.

As Co-Founder and President of TRP, Firtel draws on deep knowledge of the retail sector to align business operations with customer demand. He specializes in forming strategic partnerships between retailers and distributors, managing supply chains, driving marketing initiatives, and expanding into new retail and production locations. He also plays a key role in company acquisitions and onboarding new brands and partners.

Since entering the cannabis space in 2019, Firtel has overseen the entitlement and launch of more than 40 cannabis-related businesses across 14 states, Puerto Rico, and the Netherlands. He currently manages licenses for over 30 operating dispensaries, two cultivation sites, and a manufacturing and distribution facility, spanning six states: California, Nevada, Colorado, Florida, Illinois, and Massachusetts.