Amid the unforeseen chaos and endless financial crises caused by COVID-19, one industry has managed to not only survive, but thrive.
In the six months since the beginning of the coronavirus pandemic, legal cannabis sales have risen across the United States, by as much as 130 percent in some areas across the country. Retail sales are projected to soar to a staggering $24 billion by 2023, and shares in some publicly traded cannabis companies are up by 25% as customers stock up during these stressful times.
Like other multi-billion dollar industries, the lion’s share of these profits have benefited one demographic more than any other: white men. As we know all too well, cannabis use has been heavily policed in Black and brown communities for decades. Arrest rates for possession have been more than three times higher among Black Americans than their white counterparts, despite similar rates of usage. After years of enduring the fallout of an oppressive War on Drugs, it’s no surprise that many in the Black community do not see cannabis as a viable, or safe, business opportunity for “us.” Additionally, the incredibly high financial threshold for entering the industry puts it out of reach for many in the community who would be interested in claiming their own stake in the market.
Despite all this, an increasing number of Black women are defying convention to join the Green Rush, not only making a name for themselves in this rapidly growing industry, but also passionately advocating for cannabis reform, including the release and record expungement of the individuals still incarcerated on marijuana charges.
Here are six Black women whose work is laying the foundation for the future of cannabis and the next wave of Black “ganjapreneurs.”
Dasheeda Dawson
President & Founder, MJM Strategies; Founder, The Weedhead & Co.
After years of success as a corporate executive for companies like Target and Viacom, Dasheeda Dawson made the decision to pivot to cannabusiness after her mother unexpectedly passed away in 2016. She saw the need for branding strategies within the budding industry, particularly for entrepreneurs of color, and set out to fill the gap. Her 15 years of marketing and business development experience led to the creation of her company, MJM Strategies, a digital-focused managing and consulting firm focused on helping hemp and marijuana companies grow at every stage of development. Dawson is also the author of How To Succeed in The Cannabis Industry and offers courses to help newcomers and professionals alike gain a better understanding of the industry. Follow her on Instagram and Twitter.
Wanda James
Founder & CEO, Simply Pure Dispensary
You’d be hard pressed to find a list of Black leaders in cannabis that doesn’t include Wanda James, and for good reason. James, a former Navy lieutenant and political campaign manager, and her husband Scott were the first Black people to own a legally licensed dispensary in Colorado. In 2009, they opened the Apothecary of Colorado in Denver. Since then, the business has closed and reopened in 2016 as Simply Pure, but James’ advocacy for reform in the industry has never faltered. She works continually to get more and more women of color into the field. “My job is to make sure that the door is not opened, but…kicked the fuck down, so that more people can come through it,” she said in a segment for Refinery29’s video series “Truth Told” on the challenges faced by Black women in cannabusiness. Follow her on Twitter and Instagram.
Kali Wilder, Sirita Wright & Safon Floyd
Co-founders, EstroHaze
Founded by three friends and former coworkers with a shared passion, EstroHaze is a multimedia platform whose mission is to “be the bridge that connects you to cannabis in ways like never before.” Featuring exclusive content in culture, fashion, career tips and original videos–all at the intersection of cannabis–the site functions as an educational platform where everyday people can learn how to incorporate cannabis into their lives. Their goal? To challenge the narrative in mainstream media surrounding people of color and cannabis. Follow EstroHaze on Instagram and Twitter for more cannabis lifestyle news.
Hashley (@wowashwow)
Cannabis Influencer
For a long time, female cannabis users wishing to see themselves represented in media were left with few options other than the typical “stoner babe”: usually thin, young, conventionally sexy, white women. Despite pushback in recent years over the hypersexualization of female smokers, the current crop of cannabis influencers on social media is much more reflective of the herb’s varied consumers. A Philadelphia native turned California girl, Hashley fully embodies a new #cannababe image in a style all her own. The singer/songwriter and model serves up cannabis product reviews, gorgeous photos and “Mindful Minute” videos to her nearly 22k followers, who she calls her “cannacorns.” Follow her on Instagram and Twitter for more.
Mary Pryor
Co-founder, Cannaclusive
The Cannaclusive homepage makes it plain: cannabis has an inclusivity issue. Using thoughtfully curated content, experiences and visuals, Mary Pryor and the team at Cannaclusive are out to change how BIPOC are viewed, represented and involved in the cannabis space. In an open letter published on the website earlier this year, Pryor petitions cannabis and hemp companies to “hold ourselves accountable to ensure a diverse and inclusive industry.” To help facilitate this, they introduced The Accountability List, a live database featuring over 500 cannabusinesses and their data “regarding progressive steps towards equity in the industry.” Follow Cannaclusive on Instagram and Twitter.
Khadijah Adams
Vice President, C.E. Hutton, LLC
Khadijah Adams first became an entrepreneur in 1997 as a single mom in her native Texas, running a number of successful businesses there before selling almost everything she owned to move to Colorado in 2014. As an experienced businesswoman, she hoped to cash in on the “Green Rush” after the state legalized recreational cannabis use that year. Within months, she and an investment partner had formed MIPR Holdings, a cannabis consulting firm. Since then, she has joined the business development firm C.E. Hutton, where they specialize and invest in minority-led cannabis companies. Like so many Black women in cannabis, Adams knows how important it is to make sure the industry is more diverse. In a 2019 Refinery29 segment, she states: “We’ve experienced travesty and devastation due to the failed war on drugs so it’s important for us [Black and Latino people] to have a position in this industry…because this industry was built on our backs.” Learn more on her website and Instagram.
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