Trenton Birch is the CEO and co-founder of Cheeba Africa, a leading South African Cannabis and Hemp education, training and consulting company. Operating for over five years, Cheeba Africa is widely regarded as one of the top Cannabis and Hemp enterprises on the African continent.
 

The company's education division, Cheeba Cannabis & Hemp Academy, is Africa’s first and leading Cannabis and Hemp educator. In 2021, they launched the continent’s first dedicated Cannabis campus, providing full-time education to students. The Academy
also holds the distinction of being Africa’s only accredited Higher Education institution in the Cannabis sector.
 

Through Cheeba Cannabis & Hemp Consulting, Trenton and his team have delivered projects across Africa, including in the Congo, Uganda, Lesotho and Malawi. The consultancy builds medical Cannabis facilities, develops hemp supply chains and assists international organisations wishing to enter the continent.
 

Beyond education and consulting, Cheeba Africa runs Cheeba Cannabis TV, an online media platform dedicated to the industry. Trenton is also a director and founding member of Friends of Hemp South Africa, a key trade organization in the sector.
 

A recognized thought leader, he frequently speaks at Cannabis events in South Africa and Europe and has hosted over 100 Cannabis and Hemp webinars in the past five years. He played a pivotal role in the South African governments Cannabis Master Plan, leading Pillar 8, which focuses on education and communication. Additionally, he was
among a select group of industry experts invited to present at the President’s Office - Cannabis and Hemp Phakisa, advising on the training ecosystem needed to develop the sector.
 

Trenton’s journey into Cannabis began 5.5 years ago, following a distinguished career in the South African music industry that spanned over two decades. He was a radio and TV presenter and producer at the South African Broadcasting Corporation (SABC) and a live music producer, running festivals and stadium concerts.
 

His passion for education is evident in his decade-long contribution to creative media training in South Africa. As a Director and Partner at SAE Institute, he introduced Africa’s first audio degree, built two state-of-the-art campuses, and expanded the institute’s student body from 60 to 450 in just six years. He is also a founding member and South African director of the global music and education nonprofit Bridges for Music, where he played a key role in developing a groundbreaking music and entrepreneurship campus in Langa township, Cape Town.
 

Originally from Johannesburg, Trenton spent several years in London, where he worked for Live Nation, the world’s largest music promoter. During this time, he helped forge partnerships between music and consumer brands, holding senior roles—including Managing Director—at several prominent UK marketing agencies.