Leadership

Women have been one of the most powerful groups championing the fledgling cannabis industry, but according to a report by Marijuana Business Daily entitled Women & Minorities in the Marijuana Industry, the percentage of women holding executive positions in cannabis businesses has fallen deeply over the past two years. In 2015, women held 36% of executive positions, which fell to 26.9% in 2017. While women still hold more executive positions in the cannabis industry than the 2016 U.S. national average of 23%, their stronghold on the cannabis industry is slowly slipping.

Part of it has to do with cannabis becoming more popular and profitable. More male executives are coming over from other industries and recreating the traditional American corporate culture, where men hold more than 75% of senior positions. As conservative money men see more potential dollar signs in weed, they’re pushing women out of the boardrooms and bringing in their bros.

This series will shine some light on some of the the bold, strong, pioneering women that keep the cannabis industry running in Los Angeles.

California Caregivers Alliance (CCA) in Silverlake is a dispensary run entirely by women. The shop is well-known and loved by locals who appreciate the unique art and atmosphere, the popular deal wheel, and the educated budtenders who are always enthusiastic to listen and help you find just the right product for your needs.

Laurie Cardenas has been at the shop for about a year and a half and has a no-nonsense attitude when budtending behind the counter at CCA. With her small stature she looks even younger than her twenty-six years, but she’s no naive newbie to the industry. She’s been working in the cannabis industry for over six years and has worked at several dispensaries around Los Angeles. She says that she loves the unique sense of community she feels in the women-only shop. “There’s no sexual harassment on the workforce, which used to happen a lot at old shops.”

Aside from direct harassment, she explained that even having even some men around can disrupt the working environment for women. Women can be pressured into acting or dressing certain ways by male bosses. Some may also get preferential treatment for sexual acts or dating supervisors, and the whole environment can become competitive and catty.

“I feel a lot more comfortable here. It’s more like a family than a job. We understand one another because we are all women, so there’s no misconceptions or judgements, like if we’re in a bad mood if we’re on our period or something like that. It’s just much more enjoyable and comfortable to be in a workplace where you can be yourself.”

Cardenas is currently in school for sociology. She has aspirations for law school, and she’s considering cannabis law. She is always trying to learn more about cannabis and wants to show people that, “there’s more to weed than just getting high.”

“I love the knowledge behind it, like all of the cannabinoids in weed; there’s more than THC there’s CBD, CBG, CBN, etc.. so it’s cool to know all that. I love how I’m educating people and broadening their horizons on weed. I know a bunch of people who’ve had one bad experience on weed and hate it, and I think my purpose is to really educate them on why they probably felt that way, and it’s probably because they didn’t dose themselves properly or they smoked something that was too potent for them.”

Cardenas loves helping people find the right path on their journey into cannabis. “It’s great when really old people come in and they’re just starting to smoke and I can lead them to a petra mint, which is 2.5mg of THC, or something light like that, and they love it because they had a proper dose, versus eating a 1000mg korova, and then of course they’re gonna hate weed.”

It’s those human connections that keep her drawn to budtending. “It’s a fulfilling feeling when I have someone who’s really sick with cancer or something and they come to me looking for advice and when I give them something that really helps them. And they come back three weeks or a month later and they’re like, ‘what you gave me really helped me.’ That’s really why I’m in the industry, because it’s super dope to help others and heal them with cannabis.”

For Laurie, the drive to help others heal with cannabis is personal. “My mom had vertigo and she couldn’t walk or drive. None of the medicine that was prescribed to her helped her. Then I gave her Prana 1:1, which is a product we carry. She’s a Catholic, conservative, old-school Latina mom who was so against weed. She knew I worked here, but never partook in it, and then she finally trusted me. The next day she was walking and driving and she called me because she couldn’t believe it. She was like ‘I’ve been bed-ridden for a month and I’ve been taking pills for a month and nothing helped’ and I had her moving the next day. That was really awesome.” She also loves the fact that it’s a healthier alternative to most prescription medicines, “I would rather my mom takes this than an opiate or something like that.”

Cardenas is passionate about the plant’s possible use as an alternative to traditional pharmacology. “It helps people with anxiety and PTSD, so we have a lot of veterans that come in. It’s good to see them smoking weed, because I would rather have them smoke weed than taking hydrocodone for their pain. It’s dope when people come in and say, ‘You helped me get off opiates.’ So the fact that people call it a gateway drug, I think that’s bs, because in fact it’s been proven that weed can help you get off of harder drugs. That’s my passion, helping people with the medicinal aspect. But of course it’s still cool to help others find a product that gonna make them have fun with their friends at a party.”

Like many women in the industry, the medicinal, healing properties of cannabis is a big reason why Cardenas is so enthusiastic about working in the industry. However, the biggest thing Cardenas wants to accomplish is to break stigmas surrounding cannabis use. “Like [the stigma] that a person who smokes weed is just a lazy person who doesn’t do anything. I’m a full-time student, I work my ass off, I work full-time, I live on my own, I have my own car, and I just love the whole hustle aspect about it. I want people to know that you can be a stoner and be successful as fuck and get shit done. You can be a pothead and still have your shit together.”

The LA Women of Weed: Laurie Cardenas
Source: Marijuana Times

States close to legalizing recreational marijuana consumption are seeing pushes for inclusive ownership. One of the main pillars of the inclusive industry effort is women-owned businesses. The fruits of the movement’s labor are starting to show. The emergence of women-owned ventures is on the rise across the country – including a growing number of entities owned by women of color.

In the Northeastern United States, New Jersey and New York are both poised to legalize adult use cannabis in the coming months. In New Jersey, its medical program expanded to six additional dispensary licenses – one of which went to a women-owned entity. Additionally, the Garden State’s proposed legalization bill has a minimum 25% mandate for businesses owned by women, minorities or veterans.

In New York State, one of five of its initial medical cannabis dispensary licenses went to a women-led business. That result has not been lost on those in the state. Numerous groups and individuals alike have pushed on lawmakers to prioritize ownership access to women, among others underrepresented in all other industries.

An Opportunity Born Out of the 2016 Election Cycle

For Degelis Tufts, the last election cycle showed her the potential for cannabis. The product creator, executive and former investment banking analyst knew it was a movement she wanted to become involved in. Tufts explained to The Marijuana Times, “I believed it was un-American to not have the right to choose to consume. For me, it is a freedom issue and representative of our core values as a country.”

Using her temporary metallic tattoo manufacturing company, TribeTats, Tufts began by producing funny cannabis-themed Christmas cards. Tufts explained that the cards served as an entry into the market by having a product to sell at events. Or, as her business partner Kym Byrnes (aka Kym B) says, “If you want to be in cannabis, you gotta show up.”

Together Tufts and Kym B launched a CBD lifestyle brand, TribeTokes, which offers full-spectrum CBD vape cartridges, beauty products and other items. In addition to selling their own products, TribeTokes runs a CBD marketplace on its website, CBDizzle, which offers CBD products from other brands as well. “The website supports smaller companies that deserve to have their amazing products showcased,” Tufts said.

Going against the sales grain, Tufts and TribeTokes aren’t exclusive to e-commerce. The company also boasts a showroom in Manhattan’s Meatpacking District. “We view this as a way to create our own products as well as curate and support other brands we love,” Tufts told The Marijuana Times. In addition to product support, Tufts added how the location is close to organizations the company sponsors and participates in such as Revel, Women Grow and CannaGather.

The co-founders believe that they – and their customers – embody the company slogan, “Mindful, fit & lit”. However, that is not the extent of their goals. Instead, they aim to employ and support women in the cannabis community.

Navigating Consumer Education and Payment Processing

Informing the public about CBD and its benefits remains paramount across the industry. As such, educating people at industry events, online and in other capacities is a focal point for Tufts. She expanded on her position, “People are still learning what the uses of CBD are. On the recreational side, at least, there is not much confusion about what marijuana is used for.”

In addition to emphasizing the cannabinoid’s non-psychoactive properties, Tufts described how CBD should be viewed. “CBD should be incorporated into everyday life,” adding that “CBD should not be a supplement – it should be part of a lifestyle.”

Additionally, TirbeTokes struggles with banking like most businesses in the space. Thanks to section 280-E of the federal tax code, banking is all but impossible for cannabis businesses. Tufts calls the banking and payment processing woes “something on every entrepreneur’s list of pain points.”

Cannabis in New York City

Tufts noted her fondness for being in New York City’s cannabis community for a variety of reasons. “The community is educated, conscious and growing rapidly,” she stated. It doesn’t hurt that the city loves to consume cannabis. So much so that Tufts recalled a Seedo study which found New York City consumed more marijuana than any other city in the world.

That said, the entrepreneur called for more business in the state, noting the hurdles caused by federal and state regulations. Tufts offered up a solution: “We need more ancillary cannabis companies to be incentivized to open here in New York.” Tufts said the move would create additional jobs and revenue, creating a “win-win for all in New York City.”

Beyond business, Tufts makes it a point to go back to the community when stating her case for the city. Calling it “an exciting time”, she credits the numerous organizations and events that allow for education and networking to thrive.

Tufts made sure to give credit to the women in the space who are progressing the scene in New York City. She mentioned names like Lulu Tsui of Revel, Joann Bauer of Hidden Hemp and Estefania Valenica of Sanna CBD Yoga, just to name a few. “Each of these women is part of the ending of prohibition and will be part of history in New York City.”

Degelis Tufts saw an opportunity which aligned with her American values. In short order, she has been able to scale a business and become immersed in the cannabis community. With New York State poised to legalize recreational use in early 2019, Tufts’ call for additional ancillary companies could come to fruition. When it does, there is no doubt that she will be pushing for inclusive ownership.

The Faces in NYC Cannabis: Degelis Tufts
Source: Marijuana Times