High Noon Entertainment and Dan Farah’s Farah Films have put in development an unscripted series on Green Man Cannabis founder Christian Hageseth and are shopping the project to cable networks. The companies secured life rights to Hageseth, who’s described as the new face of the emerging legalized-marijuana industry in the U.S.

Hageseth is the author of Big Weed: An Entrepreneur’s High-Stakes Adventures In The Budding Legal Marijuana Business. Published last month by MacMillan, the book documents the rising marijuana industry and chronicles Hageseth’s experience on the front lines of the cannabis business, exploring legal marijuana’s impact on American life as well as the cultural and economic shifts that will come in its wake. Since launching in 2009, his company Green Man Cannabis, described as the fastest-growing and most innovative legal marijuana company in the U.S., has earned four Cannabis Cups, the marijuana industry’s highest honor for product excellence.

“Christian is at the forefront of a little-known and misunderstood industry,” said Jim Berger, CEO of High Noon Entertainment. “He’s been credited with leading the revolution and creating the rules. There’s no better guide into this fascinating world.”

Farah and Berger will executive produce the project co-produced by High Noon and Farah Films. Yfat Reiss Gendell will serve as a producer.

The project is the latest in a surge of reality/docuseries and feature documentaries spawned from the burgeoning marijuana industry, particularly in Colorado. TruTV has its Medicine Man pilot, CNN has High Profits, and NBC recently bought scripted comedy project Buds for the 2015-16 development cycle. On the feature side, there’s Rolling Papers, a documentary from director Mitch Dickman. Alchemy secured worldwide rights to the film following its March premiere at SXSW.