We are a people first organization.

We believe that everyone can benefit from incorporating plant medicine into their lifestyle. Our mission is to create ultra premium CBD wellness products that replace dangerous pharmaceuticals.

“If you’re offered a seat on a rocket ship, don’t ask which seat. Just get on!”

-Sheryl Sandberg


Krista Whitley

Founder & CEO

“Krista operates at a dizzying velocity and altitude. When she updates me on her latest projects and accomplishments, I wonder if I’ve been napping at the wheel of my own business… she’s just that far ahead of everyone else.” -Tim Francis

Altitude Products exists today thanks to the trailblazing leadership of Krista Whitley. An award-winning fast growth entrepreneur, Krista Whitley has spent her career creating organizations poised for explosive growth in underserved industries. Krista has experience on both sides of the camera: watched on reality television with Animal Planet’s “Groomer Has It Season 2″​, CBC’s “Dragons Den”​, and as executive producer of her own Rosie award nominated reality television show “The Fabulous Furballs”​ on Canada’s Slice network; and winning two American Advertising Federation Addy awards for her video production work. Of Krista, Kevin O’Leary said, “She’s the real deal.”

Known as a real time connector, Krista is an established community leader who was a founding board member for the Conscious Capitalism Chapter of Las Vegas. Honored as a Woman to Watch by Vegas, Inc, one of Las Vegas’ Most Intriguing People by Vegas Seven, and one of MYVEGAS’ Top 100 Power Women, Krista served as the Women Grow Market Leader for Las Vegas and moderated the monthly Las Vegas Medical Marijuana Association Market Trends in Marijuana panel. An experienced business leader, Krista is a passionate advocate for plant medicine who is dedicated to helping leaders and brands do what they do best.

Founder and CEO of Altitude Products, Krista built a plant medicine wellness empire that includes the industry’s premier advertising agency Social Media Unicorn, the cannabis industry’s most explosive product launch to date with The Weekend Box, licensing rights to some of the industry’s most established brands, and producing seven premium CBD wellness brands for people and pets. Altitude Products designs exceptional wellness products that help people live their best lives.

Our organization was founded on the belief that the heart of every wellness product is the people we serve. We won for “Best Float” at the Las Vegas PRIDE parade and diversity is something this woman owned and woman-led organization lives every day, thanks to our team that includes veterans, LGBTQIA+ leaders, and people of every age, creed, race, and background. Today, Altitude Products is actively developing the technologies to create premium wellness products that educate consumers, with the ultimate goal of creating cutting edge wellness products that make it easy for consumers to incorporate plant medicine over pills into their lives.

Melissa Romero

Vice President

Known as the most versatile player behind the scenes of Altitude Products, Melissa Romero is the tenacious project manager with a PhD in execution. With the rare ability to perform real time execution in the most complex and challenging circumstances, Melissa uses her years of technology and customer service expertise that was hard earned at legendary customer service leader Zappos to perform daily miracles for all divisions of Altitude Products. The word ‘no’ doesn’t exist within her vocabulary – if you can think it, she can make it happen.

Her in-depth experience with software development and quality assurance enables Melissa to step into the mind of the consumer, allowing her to anticipate issues before they even arise. As a truly passionate customer advocate (and a medical cannabis patient herself), Melissa constantly has their wants and needs at the forefront of her mind – sometimes before they even know it themselves. Combined with her robust social media and marketing skills, Melissa has a finger directly on the pulse of the cannabis community.

Melissa’s critical-thinking and problem-solving skills are only highlighted by her consistent ability to adapt – an immeasurable asset in the ever-evolving adult-use market. With endless energy, passion, and drive, Melissa oversees an expansive team throughout the United States to stay on the cutting edge of the cannabis industry.

Craig Meland

Creative Director

Creative Guru, Craig Meland is the Creative Director for Altitude Products.

Art has always been a hobby of Craig’s from a very young age, leading to his graduating with an honors degree in Visual Communications from the Art Institute of Pittsburgh in 1999. Since then, he has been working professionally as a graphic designer, starting his career at the well-known Riviera Hotel & Casino in Las Vegas where he worked creating everything from print marketing collateral, to signage and billboards. He was recruited from the Riviera to work for a privately owned design firm as their Creative Director, where he was employed for 15 years. He successfully and efficiently lead a team of creative graphic artists and website developers.

In 2008, Craig started freelancing, opening CM2 Design, where he has designed an array of print collateral and websites for a wide-range of clients. In his many years as a designer, he lent his creative hand to clients such as Capital One Financial, Paris Las Vegas, MGM Resorts International, Caesars Palace, Lake Las Vegas Resort, The Las Vegas Philharmonic, LV Photo, La Salsa Cantina, Snoop Dogg, Aid for Aids Nevada, and more.

Craig joined Altitude Products bringing 17 years of his award-winning concepts, outstanding visual design skills, technical savvy and creative management experience to the Altitude Products team. Craig excels at managing an impressive work flow with tight turnarounds. His comprehensive approach to projects and his strong understanding of current design, brand and marketing trends make him a natural creative leader.

Kris Olivo

Director of Sales

Sales ninja, Kris Olivo is the Director of Sales for Altitude Products. Known for his ability to optimize processes, lead objective-driven teams, and close deals, he is a master of execution. Using his laser-like focus, honed through previous military service, Kris Olivo knows how to weed through the B.S. and get the job done. With years of sales, digital & social media marketing wizardry under his belt, Kris Olivo knows how to get the right ideas, in front of the right people, at the right time.

In 2015, he used his sales and marketing knowledge to drive over 70K+ new users to a mobile application he co-created. Taking his skill set further, he began consulting an array of different clients, in organizing, optimizing, and creating effective sales processes and marketing strategies. Having been called a walking ROI, he is also a social media expert who understands influence and virality and brings his entire skillset to the table to generate revenue.

An expert in people, Kris understands establishing and growing relationships with distributors, retailers, and consumers. With a strategy in mind, his vast experience as a leader not only in the military but in the civilian world as well, allow him to oversee and grow an expansive national sales team and process.

Board of Advisors



Krista Waddell 

Elizabeth Stavola

Scot Rutledge

Nick Vu