LOS ANGELES — Entrepreneur Susie Plascencia announced today the launch of Altura Brands, the nation’s premier Latino owned, cannabis-focused house of brands.
The new portfolio parent company will include MOTA Glass, a leading brand of American made functional glass, Latinas in Cannabis, the largest digital and in-person community for Latina cannabis professionals and enthusiasts, its sister company Latinas in Cannabis Summit, and several new brands currently in development.
With an elevated focus on Latino consumers, Altura Brands will develop, launch and acquire cannabis and cannabis-adjacent brands.
“According to a 2023 report, U.S. Latino purchasing power is measured at $3.4 trillion and shows no signs of slowing down,” says Plascencia. She adds, “our community is undoubtedly purchasing cannabis, however, a lack of trust and genuine connection to brands keeps conscious consumers — many of whom are Black and Brown — from building brand loyalty with companies they don’t feel represent them authentically.
Known for her role among those spearheading the Latinos in cannabis movement in the U.S. and beyond, Plascencia has made a name for herself by leading with an integrity-forward and community-centered approach to brand development.
As a longtime advocate for workers, especially women in the cannabis industry, Plascencia understands that both the Latino and cannabis community are wary of companies who target and leverage consumers merely for sales.
She says part of her motivation to launch the portfolio is providing her community with trusted brands that help consumers feel truly served — satisfied, represented, and inspired to continue to break the stigma surrounding cannabis use.
“I know these communities well because I’m part of them,” explains Plascencia. Through Altura Brands, consumers will soon have access to curated products that cater to a variety of lifestyles.
About Altura Brands
Altura Brands is the nation’s premier Latino owned, cannabis-focused house of brands. With an elevated focus on Latino consumers, Altura Brands develops, launches and acquires cannabis and cannabis-adjacent brands.
About Susie Plascencia
Susie Plascencia is a Latina entrepreneur, speaker and cannabis advocate. She is the founder and CEO of NightShift Digital, a boutique brand development agency serving clients in tech, non-profit, wellness, cannabis and cannabis-adjacent industries.
In 2020, she co-founded MOTA Glass, a leading brand in American made functional glass. Their products are handmade in Los Angeles using lab-grade materials and are sold online and at retail locations worldwide. Merry Jane Media named Susie a top “cannabis power player” that same year.
She is passionate about Latina representation in the cannabis industry and founded Latinas in Cannabis, the largest digital and in-person community for Latina cannabis professionals and enthusiasts, and its annual summit.
In 2022, Marijuana Venture included Susie in their 40 Under 40 that highlights rising stars in the industry. In 2023, Cannabis Now featured her in their Women of Influence issue and in 2024 she launched Altura Brands, the nation’s premier Latino owned, cannabis-focused house of brands.
She’s a proud Trojan and alumna of the Annenberg School of Communication and Journalism at the University of Southern California where she holds a Master of Arts in Specialized Journalism and Bachelor of Arts in Public Relations.
