Saf’s research into cannabis, functional ingredients and formulation established the company’s scientific foundation. Roly’s experience in beverages, brand building and consumer behavior helped translate that foundation into products created for real occasions and clearly defined audiences. Together, they founded Horticulture Co. - a platform for developing functional, plant-based beverages that feel at home in social settings, reflect contemporary lifestyles and provide thoughtful alternatives to alcohol and conventional refreshment.

The next chapter grew from a relationship more than a decade in the making.

Saf and cannabis entrepreneur Al Harrington had known one another through business circles for over ten years. In 2024, they reconnected to explore a strategic alignment and a more unconventional approach to the rapidly evolving category - one that could unite formulation, culture, intellectual property and commercial execution in ways the market had not previously seen.

In 2025, Al joined Horticulture Co. as an investor and leading principal, helping develop an innovation strategy built around distinctive intellectual property, authentic partnerships and culturally powerful brands. His experience building Viola, combined with Horticulture Co.’s strengths in product development, distribution and retail execution, created a model capable of amplifying awareness and accelerating growth.

That alignment produced two significant platforms. The first was Iverson THC Craft Soda, a disruptive partnership that transformed Allen Iverson’s cultural influence and authentic personal story into a differentiated beverage brand. The second was a powerful joint venture between Viola and Horticulture Co. - a first-of-its-kind commercial collaboration between a regulated cannabis company and a hemp-beverage platform - created to launch and scale Viola Pop.

These partnerships established a larger blueprint for Horticulture Co.: combine credible operators, influential intellectual property, purposeful formulations and best-in-class commercial infrastructure to create brands with immediate cultural relevance and long-term enterprise value.

What began as Saf’s personal exploration of plant-based wellness has evolved into a collaborative platform for category-defining innovation. With additional partnerships, new intellectual property and strategic expansion already planned, Horticulture Co. is building the next generation of plant-powered consumer brands-purposefully formulated, culturally connected and designed to scale.