Curio Wellness Appoints Matt O'Neal as Regional President, Midwest

Appointment Strengthens Market Leadership, Wholesale Partnerships, and Regional Growth

TOWSON, Md., Jan. 6, 2026 /PRNewswire/ -- Curio Wellness, a leading vertically integrated cannabis company, today announced the promotion of Matt O'Neal to Regional President, Midwest, a newly created role designed to strengthen geographic leadership, deepen wholesale relationships, and accelerate revenue and market share growth across key Midwestern markets.

In this role, O'Neal will serve as the senior sales executive responsible for Curio's Midwest region, with end-to-end ownership of commercial performance and wholesale partnerships. His appointment reflects Curio's continued investment in a market-centric leadership model that empowers regional executives to drive growth through stronger local alignment, faster decision-making, and deeper customer relationships.

"Matt is a proven market builder and leader," said Brad Friedlander, Chief Operating Officer of Curio Wellness. "His success in Missouri demonstrates his ability to navigate complex wholesale environments, build trust with partners, and lead high-performing teams. As Regional President, Midwest, Matt will bring that same disciplined, ownership-driven mindset across the region—helping us grow revenue, expand market share, and strengthen wholesale partnerships."

O'Neal's promotion follows his instrumental role in establishing and scaling Curio's presence in Missouri, where he delivered strong commercial results while building durable wholesale relationships in a highly competitive market. His leadership style combines strategic perspective with hands-on execution, positioning Curio to respond effectively to evolving market dynamics and partner needs.

"This role is about market ownership," said O'Neal. "By aligning wholesale strategy, operations, and execution at the regional level, we can better serve our partners and more consistently win share. I'm excited to lead the Midwest region and continue building long-term value for our customers and Curio."

O'Neal will report to Friedlander, who recently assumed expanded leadership of Curio's Sales organization to ensure closer alignment between wholesale and operations. Curio has also initiated a search for a Regional President, Mid-Atlantic, based in Maryland, further reinforcing its commitment to geographic leadership as the company continues to scale.

About Curio Wellness

Curio Wellness is an industry-leading, vertically integrated cannabis company committed to advancing patient and consumer well-being through science, innovation, and operational excellence. With a growing national footprint, Curio delivers innovative, high-quality products paired with best-in-class retail experiences. Learn more at curiowellness.com.

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SOURCE Curio Wellness