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

-Sheryl Sandberg

We are a people first organization.

Krista Whitley   |   Founder of Altitude Products

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. Of Krista, business legend Kevin O’Leary said, “She’s the real deal.”


Known as a real time connector, Krista founded Altitude Products on her couch and has grown it into an award-winning fast growth plant medicine empire with a 100% female Board of Directors. Named by Green Entrepreneur as one of the Top 100 Cannabis Leaders in the Medical category for their exacting standards with a commitment to improving the quality of life for people and pets, Altitude Products is on a mission to save lives by replacing dangerous pills with innovative plant wellness products. Named by the Cannabis Business Awards as the “Most Innovative Company” of 2018, Altitude Products continues to set a new standard for excellence in plant medicine innovation.


As an established community leader, Krista was a founding board member for the Conscious Capitalism Chapter of Las Vegas and served on several non profit boards. Honored as a Woman to Watch by Vegas, Inc, named one of Las Vegas’ Most Intriguing People by Vegas Seven, and one of the Top 100 Power Women of Las Vegas, Krista has a heart for serving others.

Krista Waddell   |   Board of Directors

Krista Waddell was born and raised in Las Vegas, Nevada during the Megaresort era. The influence of a population boom, business, and innovation set the stage for her entrepreneurial mind. At seventeen, she secured her first position at the University of Phoenix as an accounting supervisor, while pursuing her B.S.B. with an emphasis on marketing at UNLV.


Krista used her marketing knowledge and accounting skills to start Reaction Advertising, Specialties, and Promotions, which worked primarily in the hotel/casino industry. Reaction’s services included market research, design, paper and non-paper printing, specialty drinkware design, overseas production, and importing. Clients included major Las Vegas resorts.


Event-driven marketing became a stress Krista’s family causing the sale of Reaction. Pairing her passion for macroeconomic and an active mind drove her to study the commodities markets focusing on precious metals and trade from home.


Krista developed “Gold Parties” in 2005. Along the lines of party plan, a “gold party” is like a Tupperware party, but instead of buying a product, guests brought their unwanted gold and left with cash. The company ballooned into a multinational company within two years. As the economy shifted from a buyer to seller’s market, Krista, shifted the business model in 2012 to distribute investment bullion in Central America. Trading in this highly regulated industry has provided Krista valuable international expertise.

Reagan Heidelberg   |   Board of Directors

Reagan Heidelberg is a results-oriented beauty executive with 15+ years track record of creating and growing category changing beauty brands in mass and specialty channels. Driven by an innate enthusiasm for people and relationships, Reagan provides leadership in identifying and developing industry-leading talent while supporting the strategic growth of her clients and partners.


She began her career at L’Oreal Paris after she was selected to participate in their Management Trainee program in Manhattan. After gaining tremendous experience through various roles in the company, it was her excitement around the development of relationships and people that drove her every day. While at L’Oreal, she received several sales and cross functional excellence awards and was managing a $150MM business unit before the age of 30.


Reagan moved to Tru Fragrance & Beauty in 2010 and has been a strategic asset in their growth and dominance in the curated brand space by leading the commercial sales team; Developing and growing beauty businesses at retailers such as Target, Gap Inc, URBN brands, American Eagle, MARMAX, and Sephora. She has also led distribution efforts for global brand partnerships – while also focused on growing the team and talent pool at Tru in the role of Chief Talent Officer.


She was invited into the Cosmetics and Fragrance mentorship program at FIT (Fashion Institute of Technology) in 2012 and thoroughly enjoys her time assisting and guiding students. She has also spent time with her alma mater, The College of New Jersey, serving on panels that focus on helping women in the workforce and managing work/life balance.


She currently resides in Delray Beach, Florida with her husband and three children.

Donna More   |   Board of Directors

Donna provides compliance, regulatory, corporate and transaction services to clients in Illinois and throughout the United States in highly regulated industries such as gaming, medical cannabis, liquor, sweepstakes and contests. Drawing upon her experience as general counsel to the Illinois Gaming Board (IGB) and her tenure as an Assistant U.S. Attorney for the Northern District of Illinois and Assistant Cook County State’s Attorney, Donna advises clients on all licensing and regulatory issues in hearings before administrative agencies. She also represents clients in commercial and regulatory disputes involving competitors.


Donna regularly represents casinos, video gaming terminal operators, manufacturers and distributors, game developers and other companies involved in the gaming industry in Illinois and nationwide. As the first general counsel to the IGB, she was involved in the process of legalizing gaming in Illinois and helped write the regulations governing the state’s gaming industry that remain in place today. This first-hand knowledge enables Donna to provide extensive insight and counsel to companies in the gaming industry in Illinois regarding licensing, compliance, investigations and commercial disputes. Additionally, she advocates for clients before agency boards and commissions, litigates compliance issues in administrative and disciplinary hearings, and negotiates settlements.


Donna also helps clients comply with Illinois’ Compassionate Use of Medical Cannabis Pilot Program Act. This includes working with clients to secure cultivation licenses from the Illinois Department of Agriculture and dispensary licenses from the Illinois Department of Professional Regulation. In addition to helping them comply with regulations, Donna assists growers and dispensaries with general business matters, shareholder agreements and operational plans. For banking clients, she provides counsel regarding U.S. Department of Treasury issues related to medical cannabis.

Wendy Catherine Coumantaros, Countess of Caledon  |  Board of Directors

As well as a Senior Consultant to EHG Capital, Wendy Coumantaros is an experienced international mediator and negotiator, whose responsibilities revolve, as Co-Founder and Consultant Publisher, around the branding, editorial opportunities and sponsorship of the Spear’s 500 Directory and its related events.


Fourteen years ago, she co-founded Spear’s, the bi-monthly magazine for UHNW Individuals and those in the financial service industries, Hedge Funds and Private Client Law Firms. It has been called “the Bible of the banking fraternity” by GQ and “a European rival to Forbes” by the Evening Standard, and it is read by 35,000 of Europe’s decision-makers and wealth-creators. She is now Commercial Director of the Spear’s 500 Directory, the world’s first comprehensive guide to the top private client advisers, wealth managers and HNW service providers.


The Spear’s 500 has been acclaimed as a ‘must have’ Debrett’s Guide by Single Family Offices and UHNW Entrepreneurs.


Prior to Spear’s, Wendy served as Director of Strategic Growth and Client Development for Brecher Connect, where she spearheaded the separate LLP private equity platform of the Brecher law firm and focused on real estate introductions both in the UK and abroad.


As a testimony to her multifaceted range of interests, Wendy also has experience in hedge funds, having served as Business Development Director in 2003 for the KGR Capital Absolute Return Fund (Asia Pacific), as well as in conflict resolution, after seven years of service as Communications Consultant at the Conflict Resolution Research Resource Institute in Seattle.


She has been described as a “rare diamond” for her excellent client-facing skills, and for her finesse in hosting exclusive, tailor-made receptions and dinners, both large and small.

Dr. Michele Ross   |   Board of Advisors

Neuroscientist, two-time author, and CEO of Infused Health, an Uber of cannabis coaching. Previously founder & Executive Director of 501c3 nonprofit IMPACT Network, providing clinical research, education & advocacy for women who use cannabis.

Fun fact: first scientist to star on a reality television series, starring on CBS’s hit TV show Big Brother in 2009 and lasting 66 days on the show.

Dr. Niccolo Aieta   |   Board of Advisors

Dr. Niccolo Aieta, founder of Spherex, holds a Ph.D in Material Sciences and Chemical Engineering from the Colorado School of Mines. Following a string of advisory roles to over 30 clean-tech companies, Dr. Aieta set out to bridge the gap between business and science, creating an industrial-scale CO2 extraction facility meant to service Marijuana Infused Product (MIP) businesses looking to ramp up production. Dr. Aieta and his team of dedicated scientists and technicians currently provide extraction of high purity, ultra clean THC products for some of the largest edible and vapeable cannabis brands in the State of Colorado. Dr. Aieta has been instrumental in progressing the discovery and dissemination of supercritical CO2 extraction technologies, presenting at numerous national cannabis conventions, and co-authoring the peer reviewed, Supercritical Carbon Dioxide Extraction of Cannabinoids from Cannabis Sativa L. Plant Material, in The Journal of Supercritical Fluids, November 2017.

Nick Vu   |   Board of Advisors

Nick was born in Vietnam and immigrated to the US at an early age.  With very humble beginnings, Nick was introduced to diversity early on and learned to appreciate people as unique individuals – their desires, needs, perspectives and expectations. The difference of individuals is what makes all people very similar.
A pull towards science and math, Nick pursued his undergraduate studies at the University of California, Irvine and the University of Arizona.  At UofA, he received a Bachelor of Science degree in Biology and a triple minor in Math, Chemistry and Physics.  Post-graduation, he stayed at UofA to oversee a research laboratory in the Cognitive Sciences Department, specifically interested in cerebral asymmetries involved in spatial navigation.  Here, Nick put his skills to use in experimental design, development of protocols & controls and data analysis. Hypothesize, test, iterate.
In 2002, Nick moved to San Francisco, California to start his career in technology.  He contracted with Venture Frogs Incubator, an early VC investor in Zappos.com and other startups. Soon thereafter, Nick joined Zappos (now a wholly-owned subsidiary of Amazon.com) as a full-time employee to help build Zappos.com’s IT department from the ground up.  Here, he learned the significance of customer service and it’s impact on the end-user.  Today, Nick continues to serve as Zappos.com’s lead of Shared IT Services.  He’s responsible for enterprise-level technical and innovative solutions that give end-users a competitive advantage.  Over the past 15 years, Nick has overseen teams in remote locations, both domestic and international.  He has had the privilege working to improve efficiency, reliability and scalability of corporate applications and IT services for Zappos.  He’s been able to utilize his talents to identify improvement opportunities, build proposals, design and implement new solutions and technologies.  Here, at Zappos, Nick learned that success is rarely attributed to a single individual, but rather the collaboration and work of many.  He has had the honor to work with and develop employees into exceptional value-added SMEs who’ve gone on to fields that include: Information Security, Systems Administration, software development and management.
Nick has resided in the Las Vegas Valley since 2004.  He and his wife share a love for global travel.  Experiencing different cultures, histories and traditions keeps life interesting.

Stacey Dougan   |   Board of Advisors

With roots in Atlanta, Georgia, Chef Stacey Dougan has been featured internationally in media as an expert gourmet vegan and raw foods chef and nutritionist. Her passion for teaching stems from her own life-changing experience overcoming numerous health issues (eczema, candida, etc.) Since successfully curing herself, her goal has been to inspire others to embrace more plant-based foods in their diet without feeling deprived. Chef Stacey is the owner of Simply Pure in Las Vegas.

Jack Rodriguez   |   Board of Advisors

Jack Rodriguez is the president of JMR Development, a creative boutique design and development firm to the health and beauty industries. JMR’s clients have included American Eagle, Urban Outfitters, Fekkai hair care, EOS, Tyra Banks, and Sol de Janeiro. Jack has a BA from Rochester Institute of Technology.

Fun fact: Jack enjoys working and coaching in youth athletic programs.

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.

Nobie Morita   |   Director of Operations

Nobie lived most of his life in California before moving to Las Vegas with only a backpack and moved in with a friend.  He started working with Burger King on his second day in town and later worked for a restaurant on the Vegas Strip as a host. When the restaurant was sold he was hired by Bed and Bath to work in their warehouse which complimented his more than seven years experience in working with inventory control.


Later, he started working for Altitude Products in production. After a few days, he was promoted to Inventory Control Supervisor and is now our Director of Operations. Nobie’s knowledge in this area is a valuable asset to our team. His commitment to our core values and his never-ending work ethic drives our company forward every day.

Ted Villanueva   |   Director of Production

Ted was born in Portsmouth, Virginia. In 2006, he relocated to Las Vegas and landed a job at Planet Hollywood Resort & Casino as a Security Officer. During his tenure there, he was promoted quickly through the ranks and finally held the position of Security Investigator. In his role, he learned how to speak in front of large groups of executives, how to deescalate situations, process interviews, conduct interrogations, and was certified as a CPR instructor.


Later, Ted started working for Sunset Station Hotel & Casino as a Security Officer and was soon promoted to Security Supervisor with Wildfire Gaming (subsidiary of Station Casinos). He cross trained with other departments and positions and learned various aspects of bartending, inventory control, cooking, human resources, and accounting.


Ted learned about Altitude Products and was hired as a Production Team Member. As time went on, he was promoted from Production Team Member to Assistant Production Manager and is now the Director of Production. He believes that being part of Altitude Products has been a life changing decision and is one he will never regret. He was always told “If you love what you do, you won’t work a day in your life.” He loves what he does and he is not looking back.