Crop Infrastructure Corp (CSE:CROP, OTCMKTS:CRXPF) shares fizzed much higher in Toronto as its CannaDrink beverage line was boosted.
The cannabis focused firm said it had signed former Coca-Cola branding executive Arashdeep Singh to head up the business.
Singh has nearly 10 years' experience with The Coca-Cola Company (NYSE:KO).
His last position was a senior brand manager for a $750 million portfolio of Coca Cola products.
"Someone of Arash's calibre joining us is a big boost for our management team," said chief executive at CROP, Michael Yorke.
"As a growing organization our executive branch often wears many hats so having a specialist like Arash to head up this important pillar of Crop's growth is exciting for myself and the entire Crop family."
Yorke added: "For years, the benefits of cannabidiol have languished under a false stigma.
"With a welcome expansion of legalization, CannaDrink is committed to bring these products to the new age consumers. I am truly excited to be a part of this evolutionary journey."
Among the many highlights on Mr Singh's CV are that he helped launch Coca-Cola Zero in the markets of Bhutan & Sri Lanka to develop the 'Diets & Lights' category.
He also recruited new consumers by inducing more trials for the brand using experiential sampling and standardised the drinks giant's e-commerce presence with new layouts from a commissioned research to drive click-through rates.
Crop's portfolio of projects includes cultivation properties in California, two in Washington State and a 1,000-acre Nevada cannabis farm.
It also has 1,865 acres of CBD farms, extraction in Nevada, and joint ventures on West Hollywood and San Bernardino dispensary apps with international focuses in Jamaica and Italy.
Earlier this month, the group inked its first major supply deal.
That is for the group's Hempire tenant in Nevada, and is a three-year, 500,000-pound-per-year (1.5 million pounds in total) supply agreement with deliveries starting August next year.
On Wednesday, shares in Crop Infrastructure shot up 25% to $0.325.