What’s the biggest challenge facing the cannabis industry right now, and how are you and/or your company addressing it?
The biggest challenge? Well, there’s no shortage of them. But if I had to sum it up, it’s about legalizing medical cannabis and making it widely accessible, while also getting people who are serving time for non-violent cannabis offenses out of prison. These things are critical for strengthening the industry. On the other hand, an industry that pays taxes, creates jobs, and pushes legalization forward is equally vital. It drives political change. In policymaking, money talks.
Other challenges? They revolve around capital availability and the willingness of people to support good journalism. Everyone wants top-tier journalism for free, but producing it is expensive. And don’t even get me started on social media censorship—talking about cannabis freely on many platforms is almost impossible. It limits our reach and stifles our ability to educate new audiences.
Still, despite all of this, we thrive. We keep pushing cannabis-related agendas forward—whether it’s serving the industry, educating others about the medical benefits of cannabis, or advocating for legalization and prisoner release. Our work at Benzinga and El Planteo and conferences like the Benzinga Cannabis Capital Conference and El Planteo’s CannaB2B help solve many of these challenges by getting the top decision-makers together in one room to network and find synergies that help our industry and movement progress.
We also have to keep educating the public about cannabis—there’s still a lot of stigma, especially in non-legalized regions. We’ve come a long way, but normalization is an ongoing process. The more we educate, the closer we get to real acceptance.
But building this industry isn’t something any of us can do alone. It takes a team of passionate, driven people to make it happen. At Benzinga, we’re incredibly fortunate to have the likes of Elliot Lane, Patrick Lane, and the entire Benzinga Events team leading the charge, alongside our editorial team—the legendary, iconic, Maureen Meehan at the helm, with Nina Zdinjak, Jelena Martinovic, Abbey Higginbotham, Franca Quarneti, Nicolás José Rodriguez, Rolando García, Patricio Liddle, Juan Spinelli, Big Frey (yes, that’s a stage name… maybe check YouTube?) Brad Olesen, and Dustin Blitchok. It’s truly an all-star lineup, and none of us would thrive without the support of each other.
At El Planteo, we’ve built something just as special with Natalia Kesselman, Hernán Panessi, Francisco Beasley, Marian Venini, Melissa D’Huique, Carolina Failde, Lucía Tedesco, Cristian Baral, Gala Cacchione, Camila Berriex, and many more. We succeed because we’re united, collaborative, and pushing forward together. That’s how real progress is made.
Where do you see the most exciting opportunity for growth and innovation in cannabis?
The most exciting opportunities are definitely around tech and data. Imagine optimizing grows with AI, driving sales based on real-time data—that’s the future… And the present, for many.
We also can’t ignore new products and formats. Beverages, for instance, are the perfect way to make cannabis more accessible to the general public; they are a well known and accepted way to indulge in social settings. Easy-to-consume formats are going to drive mainstream adoption.
Beyond that, there’s a massive opportunity for cannabis companies to become eco-friendly. As this industry grows, we have a responsibility to help the planet, not just profit from it. Those who innovate in sustainable practices are going to lead the next wave of growth.
There’s also a huge opportunity in building an inclusive industry—one that reflects the diversity of the consumers it serves. Companies that embrace diversity in leadership and workforce are not only going to drive innovation but will also build stronger connections with their audience.
What’s one piece of advice you would give to someone looking to break into the cannabis industry?
Simple: think about what you already know how to do. Are you a designer, a writer, an accountant, a lawyer, a farmer? Whatever your skill set is, there’s a place for it in cannabis. But you also have to be ready for constant change: laws shift fast, and compliance is non-negotiable. And don’t expect to become rich overnight. This industry thrives on passion and love for the plant. If that’s not driving you, you won’t make it.
Patience is key. You’ll need persistence to break through the challenges, and flexibility to pivot when regulations or market trends change. Cannabis isn’t like other industries—it’s volatile, but if you’re adaptable, there’s a lot of room for growth.
What is the most important thing you have learned from your experiences in the cannabis industry?
What do you want your legacy to be as it relates to the cannabis industry?
I want to help build an industry that’s fair, inclusive, and representative of all genders and ethnicities. I dream of an industry that thrives on good principles—one that does well by doing good. At the end of the day, profits will follow those who do good and work hard. That’s the legacy I want to leave behind.
Do you have a comment for Javier?
