scott: well, let me give you an example. the city bought a piece of property in 1980 for $5,000, one acre. we just went into contract to sell that for $378,000. adrian have two buildings. we call them brad and chad. lemonis: okay. adrian: they're named after the guys who built them in the 120-degree heat. lemonis: if you grow pot outdoors, you get two harvests a year. but indoors, a high-tech climate-controlled environment can triple that. adrian says canndescent will soon be selling about $75 million worth of weed annually. photographer: that's gorgeous. nice, nice. your smile's great. go for it. lemonis: with a slick advertising campaign, he's pitching his pot as a luxury brand. woman #2: with us, you and the flower will always come first. we are canndescent. adrian: call us the courvoisier of cannabis, or mayors of cannabis. we're going after that high-end adult use. lemonis: well, that's just packaging. look. packaging is one thing, but price is another. adrian charges hundreds more per pound than the market rate. to me, that's a very risky strategy. you said to me you can get $3,000 a pound. adrian: correct. lemonis: how do you actually differe