Diego Pellicer's plan to be the luxury high end chain of marijuana stores has come under fire from cannabis insiders who want to keep the business small and local. CEO Ron Throgmartin thinks it's unrealistic to believe the industry can remain small, but the company is attempting a lower profile. Diego has raised almost $10 million and has applied for three licenses in Washington state, where it currently sells through dispensaries. Throgmartin also expects the company to become a listed stock.
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