In a candid and inspiring interview, industry veteran Tina Ulman, CEO of Grow Up Co-op and a prominent activist, shared her remarkable journey from personal experience with the criminal justice system to becoming a powerhouse advocate and entrepreneurial force within the burgeoning cannabis industry.
Ulman’s deep-rooted passion for reform stems from early life experiences. As a young girl, she was profoundly affected by the wrongful incarceration of a family member — a nonviolent cannabis offender sentenced to life without parole. This traumatic event fueled her lifelong dedication to criminal justice reform and the legalization movement.
“I knew it was wrong,” Ulman said. “Seeing someone I loved sentenced unjustly because of flawed drug policies ignited a fire in me to change laws and perceptions around cannabis.”
Her activism began in Nevada, where she became involved with organizations like Las Vegas Normal, helping pass pivotal legislation such as prohibiting pre-employment drug testing for non-safety-sensitive jobs and reforming DUI laws related to cannabis. Ullman’s leadership in these initiatives laid the foundation for her broader impact on the industry.
In 2018, she co-founded the Nevada Chamber of Cannabis, a grassroots organization committed to justice, commerce, and community. Under her guidance, the chamber mobilized community members, activists, entrepreneurs, and legislators to foster a more equitable and thriving cannabis marketplace. Their efforts included hosting fundraising events with notable figures like the son of the Notorious B.I.G., rapper C.J. Wallace, and Redman, bringing diverse voices together to advocate for reform.
“Changing laws is just part of the work,” Ulman explained. “We focused on justice, community building, and ensuring Nevada’s industry benefits everyone.”
Her commitment extended beyond Nevada; she worked on criminal justice reform policies, especially championing opportunities for ex-offenders to integrate into the industry. Her own personal connections—such as supporting a young man sentenced as an adult at 17—highlight her dedication to creating pathways for marginalized populations.
“I’ve been through it myself,” Ulman reflected. “The industry can be a second chance for so many, but we need to open the doors wider.”
Transitioning from activism to entrepreneurship, Ulman leveraged her experience in sales, marketing, and hospitality to launch innovative brands and services. She played a key role in building distribution pipelines for hemp beverages—particularly targeting underserved demographics, like seniors and the 55+ community—through her company, Grow Up Co-op.
“Beverages are a perfect entry point,” she said. “They’re accessible, low-dose, and help connect people who might not see themselves as cannabis users. It’s about trust and education.”
Her strategy emphasizes community engagement—visiting retail stores, hosting tastings, and building genuine relationships with budtenders and consumers. Ulman’s approach is rooted in human connection, understanding that trust is the key to expanding the industry’s reach.
“People want to feel heard, respected, and cared for,” she stated. “That’s how you build loyalty and normalize the plant in everyday life.”
Despite regulatory challenges—such as Arizona’s recent legal overreach on hemp beverages—Ullman remains optimistic and committed to advocacy. She points out that sensible regulation can unlock significant economic benefits, including tax revenue and job creation, especially in states where low-dose THC beverages are already gaining popularity.
“States like Minnesota have shown how hemp beverages can be a game-changer,” she emphasized. “We need to push back against overreach and focus on what’s best for consumers and communities.”
Ulman advocates for industry leaders to lead by example, emphasizing authenticity, education, and relationship-building. Her background in hospitality and sales informs her belief that genuine human interactions drive success far more than traditional advertising.
“Field marketing is all about creating memorable experiences and real connections,” she explained. “That’s how you influence behavior and foster trust—whether in a dispensary or at a community event.”
Looking ahead, Ulman is expanding her influence into new markets such as New Mexico, working with local hemp associations to establish sensible policies. Her vision is to maintain the authenticity and love that define her brand, even as she scales operations across multiple states.
“Our goal is to stay true to the plant and the people,” she affirmed. “Lead with integrity, support your team, and always keep the human element at the core.”
As one of the industry’s most passionate advocates, Ulman’s message resonates: change is possible through perseverance, authenticity, and compassion. Her story exemplifies how personal hardship can fuel professional purpose—and how one person’s dedication can ripple across communities and legislation.
