Welcome back to Branding Like a Boss, the B2B cannabis show that brings you inside the cannabis industry’s most influential brands and the visionary minds behind them. In this episode, host Angela Pai sits down with Javier Hasse, Managing Director at Benzinga and one of the foremost voices in cannabis journalism. With his work featured in outlets like Rolling Stone, CNBC, and Entrepreneur, Javier has become a trusted authority in this rapidly evolving industry.
From Passion to Profession
Javier’s journey into cannabis began more than 20 years ago, starting as a personal passion for the plant. In 2013, while working as a finance journalist, he was assigned to cover marijuana stocks—a topic many mainstream reporters hesitated to touch. That one article changed the trajectory of his career. Soon, Javier’s insightful and serious approach to cannabis reporting earned him recognition, leading to collaborations with major publications and eventually the launch of Benzinga’s cannabis vertical in 2014. Today, it’s the most-read cannabis news source globally.
Not content to stop there, Javier also co-founded El Planteo, the leading Spanish-language cannabis news platform, and authored the Amazon bestseller Start Your Own Cannabis Business. He’s now gearing up for the release of a second book, co-written with his friend Nicolás José Rodríguez.
The Ever-Changing Cannabis Landscape
Angela and Javier explored the remarkable growth and changes in the cannabis industry over the last decade. When Javier’s first book was released in early 2020, only eight U.S. states had legalized adult-use cannabis. Today, 24 states allow adult use, while 40 have medical cannabis programs. This rapid expansion highlights the industry’s momentum, despite ongoing challenges.
Javier emphasized the importance of perspective when evaluating progress. While it’s easy to focus on frustrations like federal inaction in the U.S., the global cannabis movement has seen incredible strides. In just six or seven years, over 70 countries have implemented some form of legalization. “If any other policy progressed this quickly, it would be headline news worldwide,” Javier remarked.
Progress vs. Perfection
One of the episode’s key themes was the delicate balance between pushing for rapid progress and striving for flawless policies. Javier underscored the value of incremental change, citing examples from countries like Uruguay and Argentina. Uruguay’s initial legalization framework prioritized keeping people out of prison and providing basic access. Over time, it evolved to address more complex aspects like industrial cannabis and exports.
“I’m a believer in building upon an imperfect law,” Javier explained. “Even an imperfect law can address urgent patient needs and lay the groundwork for future improvements.” This pragmatic approach, he argued, can save lives and foster social acceptance while giving regulators time to refine their frameworks.
Shifting Mindsets: Cannabis Friendly vs. Cannabis Tolerant
The conversation also touched on societal attitudes toward cannabis, particularly in the U.S. While public sentiment is overwhelmingly favorable—70% of Americans support legalization—Javier noted a disconnect with the political class, which often remains cautious or merely tolerant. Despite this, cannabis normalization is well underway. Dispensaries and CBD products are now household concepts, demonstrating a cultural shift even without federal legalization.
Final Thoughts: Building for the Future
Angela and Javier wrapped up the episode by reflecting on the parallels between the cannabis industry and human development. “How many years does it take a child to learn to speak perfectly?” Javier asked. “Progress takes time, and the cannabis industry is still in its infancy. But we’re building something incredible, step by step.”
With leaders like Javier Hasse helping to shape the narrative and push for progress, the future of cannabis looks brighter than ever. Whether you’re a seasoned industry professional or just curious about the business, Javier’s insights offer valuable lessons in perseverance, pragmatism, and passion.
Stay tuned for more episodes of Branding Like a Boss as we continue to spotlight the changemakers driving the cannabis industry forward.
*The above article pertains to one discussion point from Branding Like A Boss, a multi-faceted episode. Subscribe to our Beard Bros Network Media Live Series YouTube Channel. New to this B2B live series? Read more here.
