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Growing pot is a lot more profitable than growing bell peppers and tomatoes.

That’s the simple logic driving a hot market for greenhouse space in the London-Windsor area.

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In the past year, plans have been unveiled to fully or partially convert greenhouse operations near Strathroy, Exeter, Petrolia and Leamington to marijuana production.

For the operators, it’s part of a scramble to get in the market for both medical marijuana and soon-to-be-legal recreational marijuana that has been valued at $23 billion.

But one agricultural expert warns a gold-rush mentality may be behind the rush of investment.

Sylvain Charlebois, who is also dean of the business school at Dalhousie University, says the market for legal recreational marijuana is still speculative.

“It’s not going to last forever. At some point everything is going to fall back to earth and normal market conditions will apply to cannabis.”