Trenton Birch is the CEO and co-founder of the South African based Cannabis education, training and consulting company Cheeba Africa. Their education and training is delivered through Cheeba Cannabis Academy which is Africa’s first Cannabis educator and in 2021 they launched the first Cannabis campus on the continent delivering full time Cannabis education to students. The company also runs the online media platform Cheeba Cannabis TV. Before entering the Cannabis industry 3 years ago, Trenton was at the forefront of the South African music industry for over two decades. He was a radio and TV presenter and producer at the SABC (South African Broadcasting Corporation) and a live music producer working on festivals and stadium concerts.