High Five: April Pride

What’s the biggest challenge facing the cannabis industry right now, and how are you and/or your company addressing it?

The industry is being crushed under the weight of bad policy. The promise of legalization—especially for legacy operators and the communities most impacted by prohibition—has been replaced with bureaucracy, high taxes, and a market that favors big money over small businesses. Now, the explosion of hemp-derived THC is creating even more challenges for licensed operators. Thanks to loopholes in the 2018 Farm Bill, hemp THC is being sold with little to no regulation or taxation, giving it a massive price advantage over state-licensed cannabis products. This unlevel playing field is making it harder for small cannabis businesses to survive.

My work is always about women consumers and product solutions that are best for their needs, so I’m a proponent of HD products because the vast majority of women who are willing to consume THC are not willing to visit a dispensary. They see themselves as wellness consumers rather than cannabis consumers, and my work is about meeting them where they are.

Where do you see the most exciting opportunity for growth and innovation in cannabis?

Brands that stand for something will be the ones that last. Consumers are getting wise that a fancy jar and clever marketing don’t mean much if the product inside is mid. I’m excited to see craft cultivators, solventless extraction artists, and conscious brands taking up more space—people who care about the plant and its culture. Looking at the behavior of younger consumers, innovation in non-combustible products is the future of weed.

What’s one piece of advice you would give to someone looking to break into the cannabis industry?

Know your history. If you’re not taking the time to learn about the activists, growers, and operators who risked everything to get us here, you’re missing the point. Respect the plant, respect the culture, and most importantly, listen to the people who have been in this game long before you.

What is the most important thing you have learned from your experiences in the cannabis industry?

It’s all about community. The plant brings people together in a way that’s unmatched. Whether it’s farmers sharing genetics, activists fighting for change, or journalists making sure the right stories get told, cannabis is culture. And culture doesn’t survive without people who are willing to protect it.

What do you want your legacy to be as it relates to the cannabis industry?

I want to be known as someone who used my voice—and my platform—to ensure that women are seen, heard, and prioritized in the cannabis industry. From the beginning, cannabis has been deeply connected to wellness, community, and caregiving—spaces where women have always played a crucial role. Yet, the industry often overlooks women as consumers, decision-makers, and cultural leaders, although women now make up the majority of consumers. My advocacy has been about keeping cannabis real by making sure women have access to products that serve their needs, businesses that reflect their values, and a marketplace that respects their buying power. Cannabis has always been more than just business—it’s about the plant, the people, and the principles that shape its future, and women deserve to be at the center of that conversation.