Bruce Linton has resurfaced, as the high-profile former co-chief executive of Canopy Growth Corp. /zigman2/quotes/200603886/composite CGC -20.03% /zigman2/quotes/202205609/delayed CA:WEED -20.80% has been appointed "Special Advisor" to Florida-based Better Choice Co. Inc. /zigman2/quotes/206988379/composite BTTR +17.44% , an animal health and wellness CBD company. Better Choice's stock soared 21% in morning trading, with volume of 65,000 shares already about 13-times the full-day average. Linton, who was fired from Canopy in July, will be working to help expand Better Choice's cannabinoid (CBD) animal research, build out an internal intellectual property, data and analytics platform and explore strategic alternatives and partnerships. "Better Choice is focused and has access to funding to deliver research-driven outcomes in the animal health and wellness industry, as the Company develops a data- and research-driven approach to product development and efficacy within the cannabinoids-as-ingredients space," Linton said. The stock has now lost 55% year to date, while the ETFMG Alternative Harvest ETF /zigman2/quotes/204332491/composite MJ -4.31% has slipped 1.0% and the S&P 500 /zigman2/quotes/210599714/realtime SPX +0.48% has gained 20%.