Jeffrey Yarosz is the founder of Flura and the driving force behind its vision for the future of hemp. His farming roots run deep, shaped by seven generations of family tobacco growers who worked the soil and passed down a respect for land, crop, and craft.

He started his career in finance and became a commodities trader in Chicago, working daily with markets that determine the value of crops and raw materials. That experience led him to recognize hemp as a commodity with real economic potential, and once the 2018 Farm Bill legalized hemp production in the U.S., he saw a clear path forward.

It also made him realize he didn’t want to just trade commodities on paper. He wanted to build something real, to be connected to the work itself. He saw hemp as a way to combine his agricultural heritage with his market knowledge.

That realization set him on the path to founding Flura, where he could put both heritage and market insight to work.