Terry Fitch
Chief Executive Officer

Terry is one of Good Day Farm’s founders and CEO. He brings decades of leadership experience, team building, and business expertise to Good Day Farm. Prior, he spent over 20 years at Coca-Cola Enterprises and the Coca-Cola Company, where he led domestic and international marketing, sales, and finance. After transitioning from the beverage industry, Terry delved into building and leading hydroponic growing operations in both Colorado and Arkansas. He most recently served as President of Hydrofarm Holdings Group, Inc., where he applied his knowledge of supply chain management, operations, and market expansion to grow the business. His valuable experience in hydroponics ultimately led him to the cannabis industry in Colorado shortly after recreational use commenced in 2014.

It was in those early years of the Colorado market that Terry leveraged his Fortune 100 experience to transform his business’s cultivation practice. The cannabis industry in those early days was heavy on tribal knowledge and light on process. By implementing his “track-rank-publish” data approach, his company, SuperFarm, quickly became recognized as the highest yielding, best performing cultivation operation in the state. Their yields were so relatively staggering that the techniques that his team developed changed the way cannabis is cultivated today across the world. His team became famous for the high yielding “three-a-light” method and is responsible for the now widely accepted practice of “schwazzing” during the flower cycle. At GDF, Terry focuses on aligning Good Day Farm’s goals, values, and leadership among its team while overseeing the company's day-to-day operations, including manufacturing, retail, accounting, finance, and the mergers and acquisitions department. His experience with Hydrofarm also provided the opportunity to meet the cannabis industry’s best and brightest cannabis talent, which he then recruited after helping found GDF in 2020. His focus on team has been of paramount importance to the company’s rapid growth and success in just a few short years. Terry’s insistence about tracking, ranking, and publishing data has become a central principle to how the company operates. He also has a passion for innovation that has helped drive Good Day Farm's success in the South’s emerging cannabis industry.