Cameron Forni is a proven entrepreneur and visionary brand builder, best known for founding Select, the most successful vaporizer brand in cannabis history. As CEO, he led Select to set new industry standards for quality and innovation, culminating in its acquisition by Curaleaf for C$1.27 billion—the largest transaction in cannabis to date. The deal was a defining moment, not only in Cameron’s career but for the cannabis industry as a whole.

Following the acquisition, Cameron made a bold pivot. Motivated by the growing mental health crisis and a personal desire to build with purpose, he launched Adaptaphoria—a groundbreaking high-functionality seltzer that blends hemp-derived Delta-9 THC with adaptogens and phytonutrients to promote calm, clarity, and connection.

Adaptaphoria is more than just a beverage—it’s a movement for modern socializers and high performers facing stress, burnout, and disconnection. With just 15 calories, 3 grams of sugar, and premium ingredients like Rhodiola, Ashwagandha, and GABA, each can is crafted to help people unwind or recharge—without the crash, hangover, or regret.

Under Cameron’s leadership, Adaptaphoria became the first Envirocann-certified beverage in the hemp space, setting new benchmarks for quality, sustainability, pesticide standards, and consumer trust. A portion of every sale supports mental health initiatives, reinforcing the brand’s mission to combat loneliness and promote emotional wellness.

Cameron’s passion lies in building brands that enhance lives. From pioneering cannabis innovation to reshaping the functional beverage space, he continues to lead with integrity, excellence, and a deep belief in the power of connection. Through Adaptaphoria, he’s creating inclusive social experiences that help people feel good, live well, and adapt to a changing world—with joy.