In an insightful episode of Branding Like a Boss, host Angela Pih sat down with Dustin Hoxworth, founder and editor-at-large of Fat Nugs Magazine, to discuss his journey, the magazine’s ethos, and the broader mission to elevate the cannabis industry through authentic storytelling and community support.
A Passion Rooted in Personal History
Dustin’s deep connection to cannabis stems from a lifetime of personal experience. Growing up in a large military family, he witnessed firsthand how cannabis provided relief for PTSD in his family members returning from Vietnam. “My family always smoked—it was just part of life,” he shared. His early interactions with the plant, combined with influences from indigenous culture through his stepfather, shaped his lifelong commitment to normalizing and advocating for cannabis.
He emphasized that his upbringing and personal history are the foundation of Fat Nugs’ core ethos: to uplift the plant into its rightful place in society. “Everything we do is based on who I am and what I’ve been through,” Dustin explained. “Our mission is simple: to put the plant first, and everything else falls into line.”
Building a Community and a Platform
Dustin’s approach is rooted in activism and community. He described Fat Nugs as more than just a publication—it’s a global platform uniting cannabis enthusiasts, culture, and advocacy. “We’re about real stories, real people, and real love for the plant,” he said. The magazine champions small, legacy, veteran, women-owned, and independent brands, giving them visibility they often can’t afford elsewhere.
He’s committed to maintaining integrity in journalism, emphasizing that there’s no room for hype or negativity. “We don’t do teardown articles or pay-to-play schemes,” Dustin affirmed. “Our focus is on authentic cannabis stories that educate, inspire, and support the community.”
Innovative and Purpose-Driven Publishing
Founded just three and a half years ago, Fat Nugs started as a creative outlet, but quickly grew into a nationally distributed, premium cannabis publication. Remarkably, it is the only industry magazine sold directly into dispensaries, a testament to its quality and authenticity.
Dustin recounted that the magazine’s inception was almost accidental—born out of a desire to push back against industry flaws and to create a visually compelling platform. “It was just meant to be fun and engaging,” he said. “But it’s evolved into something that I believe is the premier cannabis publication in the country.”
The magazine’s content is intentionally high-quality, with a focus on storytelling that highlights positive, impactful aspects of cannabis, from cultivation to innovation. Notably, their recent tech edition showcased hardware and industry advancements through engaging storytelling and beautiful visuals.
Championing Advocacy and Industry Integrity
A core principle at Fat Nugs is unwavering advocacy. Dustin is firm that the publication’s voice must support the plant’s rightful place in society, free from corporate influence or industry negativity. “We don’t allow sponsored content or advertorials,” he said. “Our stories are about real people, real brands, and real efforts to push cannabis forward.”
He shared that the publication actively avoids working with companies that oppose homegrow or have lobbied against cannabis rights. “Our purpose is to elevate, not tear down,” Dustin emphasized.
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Challenges and Future Dreams
Addressing industry challenges, Dustin highlighted funding and resource limitations as constant hurdles, especially in maintaining quality, staffing, and infrastructure. Despite these obstacles, he remains committed to growth and authenticity.
If financial resources were unlimited, Dustin said he’d expand Fat Nugs globally, paying contributors fair wages and increasing distribution. “I’d love to have a full-time team dedicated solely to this mission,” he revealed. “My dream is to spread the magazine’s message worldwide and bring authentic voices to the forefront.”
Leadership and Personal Growth
Dustin admits he’s not a natural leader but continuously works to improve through reading, self-reflection, and listening. He cites books like The Four Agreements and Atomic Habits as pivotal in refining his leadership style—focused on empathy, humility, and authenticity.
He also champions paying it forward, supporting small operators and marginalized voices, and fostering a culture of genuine connection.
A Superhero in the Industry?
In a fun closing question, Dustin imagined a cannabis-themed superhero alter ego: a combination of Professor X—controlling minds to remove cannabis stigma—and Green Lantern—spreading green positivity with a ring. “That would be pretty cool,” he chuckled.
Angela concluded by praising Dustin’s unwavering integrity and dedication. “Your passion for authentic storytelling and community-building is inspiring,” she said. Dustin’s message is clear: the industry’s strength lies in its people, its purpose, and staying true to the plant’s potential to heal, empower, and unite.
