Joyce Cenali Joyce Cenali is partner and COO of Big Rock Partners, a San Francisco-based strategic advisory firm focused on the intersection of cannabis, food and hospitality, serving both companies and investors. Joyce is an accomplished sales, operations, and business development executive with extensive experience in the cannabis industry. This user account status is Approved The Journey Toward Cannabis Appellations & Why It’s So Important 4 years ago in: Cultivation, News & Insights, Processing no comments