Welcome to The Dab Digest, where we dive deep into the world of cannabis with insights, trends, and news from across the industry. This year, we’re excited to introduce a new format - each month, we’ll be bringing in industry leaders and innovators to discuss their businesses, share their expertise, and explore the latest developments in the cannabis space.
Our first guest of the year is David Petersen, founder of C4, a key player in California's cannabis distribution sector. David’s journey through the cannabis industry is filled with passion, growth, and a commitment to innovation. Let’s dive into his story and see what’s shaping the future of cannabis distribution in 2025.
Road to C4
David Petersen’s journey to founding C4 is anything but conventional. Born in the Bay Area and later moving to Butte County, David developed a deep connection to Northern California’s lifestyle. After high school, he joined the military, serving for 20 years. Toward the end of his career, he began experiencing PTSD symptoms from combat-related stress. Seeking traditional therapy, David was disheartened by the constant prescription of narcotics, which led him to seek alternative forms of healing.
It was through a close friend in cannabis cultivation that David discovered the healing power of the plant. Though he wasn’t consuming cannabis directly, working with it and touching the resin from the flowers had profound effects on his PTSD symptoms, reducing hypertension, improving sleep, and alleviating anxiety.
Inspired by this experience, David decided to shift his focus to cannabis, beginning with small-scale cultivation and learning extraction techniques. In 2021, after retiring from the military, David saw Chico, California, pass a cannabis-friendly vote, aligning perfectly with his goals.
"This was the perfect opportunity to dive in," David said. "Cannabis was my next step."
David’s commitment to helping veterans heal through cannabis continues to drive C4’s mission, as he works toward making cannabis-based PTSD treatments accessible to those who need it most.
A Day in the Life at C4
Running C4 is no small feat. Every day brings new challenges, but for David and his team, the mission remains clear: to streamline operations while maintaining compliance with evolving regulations. "No two days are the same," David notes, speaking to the constant hustle and adaptability required to succeed in this space.
To meet the demand for a variety of products, C4 has invested in some of the most sophisticated equipment available. From producing high-grade concentrates to infusing pre-rolls with cannabis concentrates, the operation is anything but basic.
"We’ve installed a hydrocarbon C1D1 booth that creates butane oil for concentrates, an ethanol lab for high-grade distillate, and automated machines that handle everything from pre-rolls to packaging," David says. "We’re doing a lot under one roof for a very small space."
The production processes at C4 are cutting-edge. From automating pre-roll production with the Apex machine, capable of creating 6,000-10,000 pre-rolls per shift, to crafting high-quality gummies and cartridges, the scale of operations is impressive. And with a dedicated kitchen staff certified in food handling, C4 ensures every edible is made to the highest standards.
The Evolution of Concentrates
The demand for concentrates, particularly solventless options, has grown significantly in recent years. As more consumers seek out organic and pesticide-free products, the focus has shifted to high-quality concentrates like rosin and live resin.
"There’s been a huge uptick in interest for solventless concentrates," David says. "With all the media attention on distillate carts and their potential pesticide contamination, people are moving towards rosin and live resin for a more organic experience."
Interestingly, this shift to concentrate-based products, such as infused pre-rolls, also has a direct impact on the supply chain. "To make concentrate, you need a lot of flower, so the demand for concentrates is tied to the farming side of the industry. The ebb and flow of farming directly affects retail pricing," David notes.
Looking Ahead in 2025
As C4 moves into 2025, David’s vision continues to evolve, with a particular focus on helping veterans. "One of my personal goals is to be one of the first companies to provide cannabis products specifically prescribed through the VA for PTSD," he reveals. "We’ve already started discussions with lobbyists in DC, and we’re hopeful that this initiative will gain traction soon."
In addition to his work with veterans, David is optimistic about the future of centralized banking for the cannabis industry. "If we can get banking issues sorted out, it will help stabilize the market and open up new opportunities," he says.
The Bigger Picture
David’s dedication to the cannabis industry goes beyond just business. With a clear focus on innovation, compliance, and improving lives, particularly those of veterans, C4 is setting the stage for an impactful 2025.
Stay tuned for more updates from David Petersen and C4 in the coming months, you can follow along on instagram @chicocannabiscompany or on their website, and listen to the full conversation of The Dab Digest podcast on our YouTube channel.
Until next time... Happy Dabbing!