Former Microsoft corporate strategy manager Jamen Shively (pictured, center) will appear Thursday with former Mexican president Vicente Fox at a press conference announcing the unofficial start of the legal U.S.-Mexico marijuana trade, even though such a trade is still very much imaginary.

“Let’s go big or go home,” Shively told The Seattle Times. “We’re going to mint more millionaires than Microsoft with this business.”

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His company, Diego Pellicer, plans to produce, market and distribute a high-potency strain of marijuana and establish itself as the industry’s first true “brand.” Shivley and his business partners were even featured on the local news the night Washington’s marijuana legalization law took effect, in video featuring Shivley ringing a bell to celebrate “the beginning of the end of prohibition.”

Since trying marijuana for the first time just last year, Shively says that he’s been fully converted by the controversial herb. “I’ve just fallen in love with the plant,” he told the Times. “Especially in the medical realm I’ve gone from entrepreneur to advocate to activist, seriously.”

Meanwhile, Shivley has been purchasing legal medical marijuana dispensaries, preparing his supply chain and eagerly watching events in Olympia, Washington, where lawmakers are firming up the rules for the legal marijuana trade. Similar laws were signed by Colorado Gov. John Hickenlooper (D) earlier this month.

But as for kicking off the whole U.S.-Mexico legalized drug trade, Shively said he’s not quite sure how that’s going to fall into place just yet. “I don’t know how exactly that would be done, but I know it’s been done in other industries,” he reportedly said.