The Rise of Latinas in Cannabis

There is a refreshing new energy drawing attention in the Cannabis scene, rooted in cultura, sisterhood and collective empowerment.

Across the West Coast and beyond, Latina women are stepping into the Cannabis space as entrepreneurs, healers, advocates and protectors of comunidad. In an industry often dominated by corporate money and masculine aesthetics, organizations like Latinas in Cannabis are creating something deeply needed.

Founded in 2020 by entrepreneur and international speaker Susie Plascencia, Latinas in Cannabis emerged as a grassroots platform uplifting Latina voices in Cannabis through mentorship, networking, advocacy and visibility. For Plascencia, this movement is about creating an environment that is safe, inclusive and relatable for Latina women in Cannabis.

“Before Latinas in Cannabis,” Plascencia shared during our interview, “it felt like there was no place in Cannabis to celebrate our cultura.”

She set out to change that, and the evolution happened quickly.

What began as digital community building soon transformed into sold-out summits and conference meetups. Latina women from all backgrounds could show up to these events fully themselves, con mucho pasión, loud laughter, Spanglish conversations, smoky prayers and the spice of embodying our roots.

There’s power in that language because reclaiming Cannabis is also about reclaiming narrative. For many women in this space, Cannabis advocacy is ancestral, breaking cycles of silence, shame and cultural erasure that have existed within familias and communities for generations.

Radical inclusivity has become a defining ethos of the movement, which centers around professional growth, healing and community support. There is a code of conduct rooted in communication, accountability and sisterhood, something Plascencia says is deeply necessary in a high-stress industry where burnout, trauma and competition can easily divide people.

“If there’s beef,” she laughed, “we encourage people to talk it out and move forward together. We do not have time to spend divided. We need to be united more now than ever before.”

That statement is packed with truth. According to a 2022 National Cannabis Industry Association article, Latino ownership in Cannabis sits at only 5.7% nationwide. Additionally, a 2020 American Civil Liberties Union report found that, “on average, a Black person is 3.64 times more likely to be arrested for marijuana possession than a white person, even though Black and white people use marijuana at similar rates.”

“Latinas in Cannabis helped me become a more diplomatic person,” Plascencia admitted vulnerably during our interview. “I am now a better friend and a better business professional because it forced me to get out of my feelings and think about community.”

That same grounded spirit shines through one of the organization’s proud community members, Sue Carlton.

Carlton — a hardworking third-generation Latina farmer and founder of Ranchera Familia in California — represents the earthy backbone of this movement. She symbolizes the return of the farmer as steward rather than exploiter. Her regenerative approach to hemp farming honors land, people and sustainability alike. There’s an Indigenous rhythm hidden inside that philosophy, an understanding that cultivation is relationship, not extraction.

But according to Plascencia, what truly defines Carlton is her willingness to continuously show up for others.

“Sue gives and continues to give because that’s what Latinas do,” Plascencia explained. “We help one another and bring empowered energy to the table.”

That spirit of mutual support pulses throughout the organization. Whether it’s organizing summits, uplifting women-owned brands, mentoring younger entrepreneurs or creating spaces where women feel safe enough to be themselves, Latinas in Cannabis is building something bigger than networking — they are building comunidad.

In a rapidly evolving Cannabis industry — where corporate consolidation continues to push small operators to the margins — organizations like this matter deeply. This is especially true for independent women entrepreneurs navigating an industry still dominated by men and inaccessible capital.

The future of Latinas in Cannabis appears expansive.

“In the next five years, I see Latinas in Cannabis continuing to grow as a business ecosystem,” Plascencia shared. “We already operate across events, media marketing, and offer employment. We are actively scaling our global presence.”

For Plascencia, the mission is rooted in building long-term economic opportunity.

“Our goal is to create more consistent opportunities for visibility, education and economic participation for Latinas across the industry,” she explained. “This is especially important in an industry that often lacks stability. We take pride in already employing Latinas and are committed to growing safe, stable and meaningful career opportunities.”

Five years from now, Plascencia envisions Latinas in Cannabis becoming an even stronger global platform, one that not only advocates for Latinas but also actively employs and empowers them at scale.

Because every time a Latina entrepreneur launches her first brand, every time a Cannabis farmer plants seeds with intention, every time women gather together in support of one another, something sacred is restored.

It is the answer to smoke-filled prayers whispered through generations of resilient mujeres who were never meant to stay silent, and maybe that’s the real revolution blooming, OGs. Not simply Cannabis legalization, but empowered liberation through comunidad, cultura and conscious sisterhood.