Lighting the Way: Jay Marshall on Innovation and Community at Thrive Agritech

Innovating with light, sustainability, and community to power the next generation of cannabis cultivation.

Jay Marshall, Director of Strategic Partnerships at Thrive Agritech

Building a Career in Lighting for Cultivation

Jay Marshall, Director of Strategic Partnerships at Thrive Agritech, has spent much of his career at the forefront of lighting innovation. After years with the largest lighting manufacturer in North America, Jay shifted his focus to a start-up working with packaged LEDs across multiple markets. It was there that he became fully committed to advancing lighting solutions for indoor agriculture.

In 2018, Jay joined Thrive Agritech, drawn to the company’s expertise in LED technology, optical engineering, and its dedication to serving the indoor agriculture market. Since then, Thrive has built a robust product portfolio supporting every stage of plant development while focusing on solutions that help cultivators lower production costs and improve efficiency.

Why Cannabis Matters

For Jay, the most rewarding part of working in cannabis is witnessing the unique relationship between growers and their plants, a connection that, while hard to define, is unmistakable when seen firsthand. His approach to leadership is simple yet impactful: listen to cultivators, understand their needs, and develop practical solutions. As Jay says, “Our success is defined by their success.”

Commitment to Community & Collaboration

Education and community are cornerstones of Thrive Agritech’s mission. The company regularly supports cannabis operators by:

  • Participating in regional trade shows

  • Speaking at local events

  • Sharing best practices in cultivation and facility design

  • Connecting growers with other trusted manufacturers

One standout example of their community focus came during a large-scale cannabis lighting project in New York. Thrive dedicated a portion of the project’s revenue to City Growers, a nonprofit engaging youth through urban agriculture in Brooklyn. The donation became one of the largest in the organization’s history, with Thrive amplifying its impact through a matching campaign. By linking commercial innovation with grassroots education, Thrive bridged the gap between today’s cultivators and the next generation of growers.

Jay Marshall (on the right) presenting a large rebate check to Driven Grow LLC

Sustainability as a Standard

Thrive Agritech’s mission is to make indoor agriculture more sustainable without compromise. “Sustainability only works if it’s more efficient and clearly better than incumbent practices,” Jay emphasizes. This philosophy drives everything, from robust engineering and rigorous product testing to ensuring cultivators can rely on Thrive’s solutions for consistent harvests and fewer failures.

Looking Ahead

Jay acknowledges the uncertainty surrounding federal legalization. Without reform, he foresees consolidation and challenges for many licensed operators. With legalization, however, the industry could scale rapidly, though new competition from big tobacco, alcohol, and pharma will surely follow.

Regardless of the path, Jay believes the cannabis industry’s future depends on community and collaboration. His advice to newcomers is simple: “Practice humility. Work hard, be accountable, and stay positive. Your reputation depends on it.”

Jay Marshall (center) with the Canna Connect team at the 2025 Doobie Dabbler

Final Word

For Jay Marshall and Thrive Agritech, success comes from combining innovation with reliability, sustainability with practicality, and above all, collaboration with community. Together, these principles continue to shape the future of indoor agriculture and the cannabis industry.

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