In an engaging interview, Rachel Wright of the Beard Bros Network sat down with Lauren Carpenter, founder of Embark, to discuss her journey in the cannabis industry, the evolving landscape of legalization, and the importance of community building and professionalization.
Carpenter, who entered the industry from a background in government and public affairs, shared that her career initially focused on bridging gaps between communities and policymakers. She explained that her early work in politics helped her understand the importance of building trust and fostering dialogue—an approach she now applies in her work with cannabis communities across California.
Community By Community
“Cannabis has been in communities long before legalization,” Carpenter noted. “We’re working community by community, having honest conversations, and slowly normalizing this plant within local jurisdictions.” She emphasized that many cities still lag behind in adopting cannabis policies, citing her experience in Big Bear, where recreational and medicinal cannabis remain unrecognized by local authorities, leaving residents to operate under archaic restrictions such as using churches as makeshift dispensaries.
The Hurdles Of Navigating Regulations And License Allocations
Carpenter also discussed the hurdles of navigating local regulations, license allocations, and community resistance. She highlighted her approach of conducting “community listening tours,” which involve meeting with law enforcement, religious institutions, nonprofits, and other stakeholders to demystify cannabis and combat stigma.
“People still see cannabis through a lens of misinformation and stigma,” she said. “Our job is to meet people where they’re at, have tough conversations, and build trust. That’s the secret sauce.” She stressed the importance of patience and persistence in changing perceptions, especially in communities where cannabis is still viewed skeptically.
A Cautious Optimism
Addressing recent policy developments, Carpenter expressed cautious optimism about the federal government’s move to reschedule cannabis for medical use, calling it “a step in the right direction.” While she acknowledged that full de-scheduling remains the ultimate goal, she emphasized that these incremental changes provide relief for business owners and open doors for more nuanced policy discussions.
“The devil is in the details,” she warned. “We need to continue advocating and pushing for more progress, but this move helps legitimize the industry and gives us a foundation to build upon.” She also highlighted the ongoing disconnect between federal and state laws and the role that industry advocates must play in bridging that gap.
Carpenter shared insights into her own journey as a founder, describing her experience of accidental entrepreneurship. She revealed that her background was not in retail but in policy, making her transition into cannabis retail a steep learning curve. Despite the challenges, she finds her work deeply meaningful and considers her role in the movement as an honor.
Reflecting on leadership, Carpenter discussed the importance of evolving as a business owner. She emphasized the need to delegate, identify what she loves and is good at, and build a team that supports the company’s growth. “Scaling means shifting from family to a sports team,” she said, acknowledging the difficult decisions involved in building a professional, accountable organization.
Industry Camaraderie And Support Are Crucial
Both leaders agreed that industry camaraderie and support are crucial. Wright highlighted how many operators, despite being competitors, often lean on each other for emotional and strategic support. “We’re fighting stigma and navigating markets much larger than our individual businesses,” she said. “Supporting each other keeps us sane and strengthens the industry as a whole.”
In closing, Carpenter stressed the importance of community and mentorship in the cannabis space. “We have to come together, especially at the local level, to support one another,” she urged. “Sharing experiences and challenges helps us all feel less alone in this journey.”
As the industry continues to evolve, both leaders remain committed to advocacy, education, and building a sustainable, professional cannabis community that can overcome stigma and realize its full potential.
