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RADICLE FEMMES INTERNATIONAL WOMEN’S DAY 2026
March 5 | 10:00 AM to 2:00 PM EST |
Soluna Toronto Panels • Industry Discussions • Networking • Lunch
Hosted by Marigold PR
WOMEN IN CANNABIS
Formatted by Tilly & Jess
Across North America, women are reshaping the cannabis industry, leading cultivation, branding, advocacy, and innovation with vision and resilience From seasoned entrepreneurs to emerging voices, these trailblazers are challenging norms, breaking ceilings, and infusing a traditionally male-dominated space with creativity, expertise, and passion. In this feature, we celebrate the women who are not just participating in the cannabis world, they’re defining it
LizQuinn
My name is Liz Quinn and I am a 67-year-old stage 4 metastatic breast cancer survivor who has realized there is no focus on senior cannabis consumers. I have created an online community for senior cannabis education.
What’s one myth about women in the cannabis industry you wish would finally go up in smoke? CannaMoms. They get such a bad rap.
What’s one rule you’re breaking or rewriting in this industry?
I'm bringing seniors to the forefront We are the biggest and fastest growing demographic in the industry and the most uneducated
My name is Mabinty and I am the director of operations for Ottawa's first in-city Licensed Producer. The community surrounding cannabis was particularly welcoming and continues to be. I'd like to support the growth this industry can provide to women when it comes to managing companies and the products they move.
What’s one rule you’re breaking or rewriting in this industry?
Women and POC have just as much to offer this industry as anyone else. Being included in the conversation of creation, especially since this industry is still 'green' is very important. As a Woman of Colour, having your opinions taken seriously by your peers has been refreshing and makes me look forward to seeing how inclusion from many different backgrounds can expand cannabis culture and its supporting producers
What advice would you give to women or gender-diverse people looking to enter the cannabis space?
Take the plunge! The Canadian cannabis industry is still blooming despite what some may say The opportunity for growth and to become entrenched in a culture that has brought so many people comfort in many different ways is still there Carving your own path may be difficult initially, as with every new beginning, but the rewards can be immense.
Lighthouse cannabis Ottawa(formerly The Oz Confections) info@ozconfections.com
ChanelPowell
Hi! I'm Chanel Powell and I am the marketer & social media person for Muse Cannabis
What’s one myth about women in the cannabis industry you wish would finally go up in smoke?
That we don't know as much as men about this glorious plant Some of the most knowledgeable people I know in this industry have been women! Also, my biggest mentors in this industry have also been women I'm glad to see it slowly becoming less of a "boys club"
What inspired you to enter the cannabis industry, and what keeps you here today?
What inspired me to enter was my passion to find an industry where my creativity could merge with my love for the plant. My mother was a huge advocate for cannabis and it was always a large part of my life. This industry just fit for me. What's kept me here is the passion to educate people on just how amazing and beneficial cannabis can be and helping end the stigmas around it.
What’s your favourite strain or terpene?!
My favourite strain has been Comatose Kush for years My favourite terpene is very opposite of that and is Terpinolene I can’t resist the flavour profile it creates
What inspired you to enter the cannabis industry, and what keeps you here today?
Struggling with mental health & cannabis being my medicine is what got me into the industry. What keeps me here today is the passion and the community we have created together.
What’s one rule you’re breaking or rewriting in this industry?
One rule I am actively rewriting is the idea that success in cannabis has to be transactional I focus on relationships firstlistening, educating, and building trust - because long-term success comes from genuine connection
What advice would you give to women or gender-diverse people looking to enter the cannabis space?
If you’re truly passionate about what you do, that passion will always speak louder than any negativity you may encounter. The cannabis space, like many industries, can come with challenges, but staying grounded in what excites and motivates you will help you push through barriers and carve out your own space. Trust your voice, lean into your curiosity, and don’t be afraid to take up room.
Hi! My name is Emma and I’m a sales rep for Jublee.
DebiWimberley
I’m Debi Wimberley, founder of Effective Cannabis, including the global Effective Cannabis Newsletter and podcast, which amplify research, lived experience, and expert voices from around the world I work as an educator, researcher, and patient advocate focused on advancing credible, evidence-informed education around Cannabis as medicine
My work centers on the Endocannabinoid System and how cannabinoid therapies can be used thoughtfully to support health, quality of life, and informed decision-making.
What is the biggest challenge you’ve faced as a woman in the cannabis industry?
The biggest challenge has been earning respect for my expertiseboth in understanding my own body and in advocating for patient-centered care without being dismissed as “just a user ” As a woman speaking about Cannabis as medicine, I’ve had to prove that lived experience and knowledge can coexist, and that advocating for yourself does not make you a drug addict
There’s often an unspoken expectation that women choose between being “emotional” or “scientific,” when in reality, both are essential. Navigating an industry that underestimates women’s voices especially when we challenge outdated healthcare models has been difficult, but it’s also exactly why I stay visible and vocal.
BethAdan
Hi! I’m Beth Adan, and I’ve been in the cannabis industry since 2012, when Washington State pioneered the first legal state industry in America, along with Colorado on the same day I had worked with lobbying groups to help build the legal industry, then used my journalist background to create an educational website demystifying the ins and outs of legal weed, and spotlight businesses and individuals in the space who were pioneering cultivation, packaging, manufacturing, and retail.
I now run my own agency, Sunday Bakery Media, which helps to elevate people making real change and educate the public on cannabis. Increasing the market visibility of people and companies I really believe in is what drives me the most I cannot wait to see what’s next – in the grand scheme of things we’re only just beginning to see cannabis grow mainstream!
What’s one myth about women in the cannabis industry you wish would finally go up in smoke?
I think there are parts of industry marketing that are over sexualized and I would love to see that “go up in smoke.” Sex sells, but do we really need it in order to sell cannabis and tell our stories to connect with consumers? I think that it only furthers stigma, and we are ready to move on from it. Women are professionals and should be seen as such.
Hi! My name is Jen I was diagnosed with fibromyalgia in 2007 and was prescribed many strong pain medications (in conjunction with other therapies) for the treatment of my pain In 2015, my pain doctor started prescribing medical marijuana and I managed to ween off meds like morphine! I had only tried pot once or twice in high school, that's it. I was a novice, a newbie, and I had to figure it all out while also being a full-time parent.
Since then, I have jumped both feet in. Marking my spot in a male-dominated grow industry. I learned. And I learned quick. I'm pretty good.
Then, I had a divorce and jumped on IG to find and express myself and I found the Canadian cannabis industry! I've never felt so much at home I've met many great people and have tried for two years to nourish my IG presence by attending many local cannabis events and always trying to spread love, living the true HERBIVORE way It's a lifestyle and a brand I plan to launch this year
What’s one rule you’re breaking or rewriting in this industry? What do I challenge? A male-dominated industry -specifically growers - every day. That's exactly what I challenge. I have been ostracized, criticized, and quite frankly, belittled by some of my fellow (male) growers in the industry. I will continue to grow, continue to show up, and continue to do it all without hate or animosity in my heart, or else they win. Like I tell my children, "kill it with kindness".
AmberDavis
Hi! I’m Amber Davis, and I am General Manager of Cheeba Cheeba’s Premium Cannabis We have two locations One in Kelowna, BC, and one in West Kelowna, BC. “I know about two things, cannabis and Elvis Presley.”
What inspired you to enter the cannabis industry, and what keeps you here today?
I have sold cannabis since I was a teenager. Working in a legal cannabis industry space was always a dream, but I always thought it would be only that, a dream. Kelowna had “grey market” stores prior to legalization. My friend owned one. I helped roll joints in the back for fun to hang with her When legalization happened, I never really considered working in the industry Then the doctors told me I could no longer do my job I had no choice but to close my business I was very restricted on what I physically could do I offered advice to a friend who had a teenager curious about cannabis Another friend was behind me and said that was excellent advice She said her boss was opening cannabis stores next to the accessories stores I should come in and meet him. I did, and he hired me. The job description satisfied the doctors. The stores opened, and I discovered I AM good at something. I stay in this job and industry because I believe in the magic of cannabis. I love hearing how it helps everyone in their own special, individual way. The happiness it adds to people’s lives is so worth it. I’m not interested in changing industries. Not ever.
KayleySzanto
My name is Kaylz Szanto. I’m the General Manager and partowner of New Amsterdam Café in Vancouver, the founder of the Cannabis Hospitality Summit, the Brand Manager for Grow Up Conference & Expo, and the creator of Dabatha, a cannabis lifestyle and influencer brand on Instagram, and I am also on the Canadian Cannabis Tourism Alliance member & BC Task Force I work at the intersection of cannabis, hospitality, and culture creating spaces, events, and content that bring together legacy cannabis, the legal industry, and the next generation of consumers
What inspired you to enter the cannabis industry, and what keeps you here today?
Cannabis has always been part of my life, but I found my way into the industry through music, culture, and community. After working in artist management and event management, cannabis kept showing up in every creative space I was in from backstage to business meetings. When I discovered Vancouver’s cannabis hospitality scene in 2018, it felt like home. What keeps me here is the people and the purpose. Cannabis is about more than products it’s about wellness, creativity, connection, and social change I stay because I believe in building safe, inclusive spaces where cannabis can be enjoyed responsibly and without stigma.
MargaretThomas
Meet Margaret, Educator, Ganjier, podcast host and community builder.
What inspired you to enter the cannabis industry, and what keeps you here today?
I discovered the joy of edibles and wanted to share what I had learned. The people and stories are what keep me here.
What is the biggest challenge you’ve faced as a woman in the cannabis industry?
I find bro culture pervasive and limiting, but it is what’s most often associated with the cannabis industry, even though many people don't resonate with that culture Bro culture is inherently misogynistic, and as a woman, I often don't feel comfortable in those spaces That's a big reason why I started my own community.
What’s one myth about women in the cannabis industry you wish would finally go up in smoke?
The myth that we're not as driven or not as logical. I think women have so much to contribute, especially as we celebrate the healing that can come from the female plant. On top of that, women are natural leaders who have the skills to build a community that makes everyone feel welcome. Our ability to understand our emotions and how they drive us makes us more logical, not less!
BrittanyBaker JennawaeCavion
Hello! I’m Brittany
I’m a Creative Designer and Founder of Sticky Fingers Design Collective a creative design studio helping cannabis and lifestyle brands stand out, stay consistent, and grow
My approach blends the dedication and brand immersion of an in-house designer with the flexibility, speed, and range of an agency. This means brands get a creative partner who understands their voice and goals, plus access to a full network of talent when it’s time to scale
Whether it’s branding, packaging, web design, or ongoing creative support, I thrive on delivering work that’s both visually bold and strategically sharp. If you’re looking for a creative partner to elevate your brand without the overhead of a fulltime hire, we are the studio you need!
What is the biggest challenge you’ve faced as a woman in the cannabis industry?
As in many other industries in the US as well, the maledominated environment has made it extremely difficult to establish credibility and trust. Every team I have worked on has been male-dominated, either by physical presence or decisionmaking Despite always being told I am valued for my experience, skills, and unique perspective, interactions have proven otherwise It certainly requires thick skin and a good head on your shoulders to survive and thrive as a woman in a position in the cannabis industry. We will prevail!
What’s one myth about women in the cannabis industry you wish would finally go up in smoke?
that all women in the industry align with the canna-mom consumption lifestyle I out-smoke these boys every time
HI! I’m Jennawae Cavion, Calyx + Trichomes are cannabis stores my husband and I founded in my hometown of Kingston, Ontario. Our stores have remained among the most successful stores in the country, which is a huge achievement as an independent. NORML Canada has allowed me to fight for what is right and affect real change not just within my community, and not just on a provincial or federal level, but now on an international level I am proud to have contributed my part to cannabis history
What inspired you to enter the cannabis industry, and what keeps you here today?
My husband and I have been in the industry since 2010 We started to keep the party going for us and have a fun business, but over the years we remained a voice and helped steer things in the right direction
What is the biggest challenge you’ve faced as a woman in the cannabis industry?
I’ve been very lucky to have avoided gender-based challenges and have been, for the most part, platformed as a strong voice That said, prelegalization, our seedbank was raided, and that took the wind out of our sails a bit
What’s one myth about women in the cannabis industry you wish would finally go up in smoke?
The idea that gender is a limitation in any way Gender is a social construct.
What advice would you give to women or gender-diverse people looking to enter the cannabis space?
Take up space and be yourself--this industry values authenticity. Cannabis is dominated by women and queer people; there are many of us I have been in this industry since 2010 I have seen other women like me protest and fight for what we have, and together we built this industry from the bottom up The cannabis space is generally collaborative and supportive. While I'm sure there are experiences that differ, I have been propped up by feminist men and women who believe in and understand the value of diversity and appreciate a str i T th achieve more!
Hi! I’m Ishqa Hillman CEO of The Canna Boss Babes.
What inspired you to enter the cannabis industry, and what keeps you here today?
Cannabis helped me heal from severe social anxiety brought on by an unresolved childhood trauma - I was abused in every way by my family by the age of 5, was homeless, incarcerated, and was in group homes from 12-18. As a single mom, I worked my ass off in corporate jobs for nearly 20 years with success in operations and helping businesses grow through efficiency, technology, and treating people right When I heard the words “endocannabinoid system” for the first time, my life was changed My purpose has been to ensure that as many people as possible know, which eventually led to the podcast where I’ve shared almost 1,000 stories worldwide in the last six years
What is the biggest challenge you’ve faced as a woman in the cannabis industry?
I’m in the United States Please don’t hold it against me, but my biggest challenge right now is this idiot president In general, the market is not healthy here and a lot of people are under financial pressure and in deep survival mode. It makes it hard to provide ancillary services and make a living.
What’s one myth about women in the cannabis industry you wish would finally go up in smoke?
That we aren’t as capable as men. I find most women to be even more capable with nails and heels.
I’m Alexandra Arnett. I’m a cannabis researcher, educator, and consultant with a background in psychology and medical cannabis science. My work sits at the intersection of research, education, and policy. I focus on translating cannabinoid science into clear, evidence-based guidance for consumers, industry professionals, and institutions, while also contributing to academic research on cannabis and health outcomes
I entered the cannabis space through lived experience as a medical cannabis patient, long before I ever worked in the industry That curiosity evolved into formal education, followed by hands-on experience in retail, operations, and brand education What keeps me here is the ongoing gap between science, policy, and public understanding Cannabis is still widely misunderstood, and I’m motivated by the opportunity to improve education, reduce stigma, and help shape more ethical, evidence-informed industry standards.
What’s one rule you’re breaking or rewriting in this industry?
I’m rewriting the idea that cannabis research has to stay locked in academic spaces. My work focuses on making high-quality research accessible, understandable, and usable for the people who are actually working in and affected by the cannabis industry, without oversimplifying the science or stripping it of nuance.
www.calyxalex.com
IkaWashington
My name is Ika Washington. I am a health policy researcher, public health consultant, and founder of DiversityTalk, a health and social development consultancy My work sits at the intersection of cannabis policy, harm/risk reduction, health equity, and cultural governance, with a particular focus on Black, Indigenous, and diasporic communities
Rather than operating solely on the commercial side of the industry, I work upstream and alongside communities, institutions, and policymakers to examine how cannabis regulation, access, and narratives shape health outcomes. This includes research, education, strategic advisory, and culturally grounded public-facing initiatives that centre history, accountability, and public health over profit
I approach cannabis as both a health and social issue shaped by colonial legacies, criminalization, and uneven regulation, and my work is grounded in ensuring that communities most impacted by prohibition are not sidelined in legalization and reform conversations.
What’s one myth about women in the cannabis industry you wish would finally go up in smoke?
That women, especially Black women, are only here as advocates, culture carriers, or community translators rather than as strategists, policy thinkers, and decision-makers There is a persistent myth that our value lies in representation or storytelling, not in governance, regulation, or structural design
For Black women in particular, our expertise is often welcomed only when it is experiential or emotional, while our analytical, technical, and political insights are treated as excessive or confrontational. We are expected to explain harm, carry history, and humanize the industry, yet rarely invited to shape the systems that produce those harms in the first place
hi! I’m Chloe, marketing and sales for Stewart Farms, and content creation. I have worked a lot of roles in this industry (budtender-> marketing manager, Canada-wide sales and LP marketing). Always happy to chat with other industry members who are looking to know more or just want to connect.
What inspired you to enter the cannabis industry, and what keeps you here today?
I am a long-time cannabis consumer and have always had a lot of respect for the plant Working in the industry allowed me to gain a better understanding of the plant and its ability to promote wellness in our lives
What keeps me here is my passion to help reduce the stigma around using cannabis as a tool for wellness
What advice would you give to women or gender-diverse people looking to enter the cannabis space?
Spend some time familiarizing yourself with the plant, industry regulations, and companies/ brands that spark your interest. Check out previous employee reviews on Indeed or chat with current/ previous employees on LinkedIn to get a vibe of the atmosphere.
What is the biggest challenge you’ve faced as a woman in the cannabis industry?
I see women in this industry (myself included) who can run circles around their male colleagues but still have to prove themselves over and over. It’s not everyone, but it is everywhere.
This framing limits who is seen as authoritative and who is seen as credible It allows the industry to benefit from our labour without ceding power or control Dispelling this myth requires acknowledging that Black women are not just participants in cannabis culture but architects of policy, health frameworks, and future-facing models of accountability.
MEET PAULINE HYDE
Hi! I'm Pauline Hyde: Co-Founder & President- Hyde Advisory & Investments (Mergers, Acquisitions, Joint Ventures & Strategic Investments), Co-Founder-CannaNavigators (Licensing, Compliance, Security & Global Cannabis Startups), Founder/CEO - Cannabis MarketSpace (Free Buy and Sell Marketplace for the Cannabis industry) I’ve been in the legal industry since 2013, and the “illegal” market for 2 decades before that!
While my recent accomplishments highlight licensing, M&A, and global scaling, my career began in the world of retail and customer service. Whether I was building retail chains from the ground up or consulting for global leaders, the foundation of everything I’ve built in my career is actually quite simple: People First – Honesty Always I view consulting as a partnership, not a service I don’t view "clients" as external entities When we take on a project, our teams merge. I become a part of their mission, and they become a part of mine. My 10+ years in cannabis have taught me that while the regulations and the numbers are very important, it’s the human connections, the way we treat our clients and our partners, that determine who actually wins in the long run. On a personal note: Witnessing first-hand the transformational impact of medical cannabis on end-of-life care has changed me forever I want to shout it from every rooftop, because patients and families deserve the chance to remain present, connected, and communicate during this emotional time. They should be given a chance to keep sharing love and memories until the very last moment. No more opioid-induced comas that rob us of our final conversations and precious time I will continue to advocate for those who don’t have a voice until the medical community and government prioritize these humane alternatives. Every breath is precious, and I won't stop pushing forward until these options are available for everyone
What’s one rule you’re breaking or rewriting in this industry?
Refusing to sacrifice my ethics to a 'profit-at-all-costs' corporate mold. I am dedicated to giving back to the community that helped build my success. My goal is to be part of the solution, not the problem.
In an industry as fast-moving and high-stakes as cannabis, people often assume that the only way to the top is by being ruthless. I’m here to rewrite that rule. The biggest "rule" I’m breaking is the idea that corporate success has to come at the expense of others. I’ve built my career on a foundation of proven results, hard work, ethics, and honesty If I’m at the table, I’m putting my money where my mouth is I believe in working with integrity, and quite frankly, if you have to screw someone over to win, you’ve already lost
One of the projects I am most proud of is the free buy-andsell marketplace we launched called Cannabis
MarketSPACE Typically, the corporate move is to monetize everything in the market Instead, we saw industry peers struggling with surplus inventory or expensive equipment they no longer used, and we chose to offer a free solution with no restrictions, unlike other online marketplace options.
By creating a space where people could recoup their costs without being charged a fee, we were buying them time. We were giving them a chance to survive in a difficult market. For me, that wasn't a "business move", it was the "right move." I’ve had a very successful career, and I feel a deep responsibility to support the community that made that possible.
Success isn't just about your own bottom line; it’s about how many other people you can help stay in the game I hope I’m proving that you can be a global power player and still be a person who leads with heart, integrity, and a helping hand to lift people up, not push them down
What advice would you give to women or gender-diverse people looking to enter the cannabis space?
Entering the cannabis industry can feel like stepping onto a moving train I’ve been on that train for over 10 years now I’ve seen this industry evolve from a chaotic start-up culture into a global powerhouse. The cannabis industry story is still being written, and I think there is a seat at the table for anyone willing to do the work, but it’s important to understand what you want, what you can offer, and make sure to deliver what you say you can!
Some advice I would offer to anyone asking:
1.Trust Your Gut, But Verify with Data: In my experience, "due diligence" isn't just a business term; it’s a form of self-care Before you commit to a company, do your research! Remember, your time is your most valuable currency spend it on a company that matches your ethics and complements your skills Make sure their reputation matches the reality of their work culture
2 Leadership Team: When you look at the C-Suite or the Board of Directors, do you see anyone who looks like you? If the executive level is a "boys' club," you need to be honest with yourself about whether you want to be the one to break that glass ceiling or if you’d rather find a team that already values diversity
3.Own Your Expertise: Whether you specialize in compliance, creative, tech, or sales, know what you bring to the table. I’ve seen so many talented women play small. Don’t. If you’ve got the skills to do what you say you can do, stand up and prove it! If you can’t find companies that match your goals or if you find a blind spot that’s being ignored, keep looking or better yet, build your own!
4 Find Your Tribe - and surround yourself with people smarter than you!: This industry - in part - is built on relationships Reach out, use social media to find mentors, and don't be afraid to ask questions We are stronger when we collaborate!
What inspired you to enter the cannabis industry, and what keeps you here today?
The desire to apply my skills and help the plant I love emerge from the shadows What keeps me going is firsthand experience with the medical benefits of cannabis; improving quality of life, including end-of-life management! Medical cannabis is such an important medicine, and we have to make it accessible to everyone!
What’s one myth about women in the cannabis industry you wish would finally go up in smoke?
Initially, I think I'd say- there aren’t enough women in leadership roles Companies led by women are consistently outperforming in terms of growth and profitability This shows that success isn’t just about numbers it’s about the quality and impact of female leadership. Fact is women in the cannabis industry have already demonstrated remarkable achievements, often surpassing their male counterparts/colleagues. This momentum is inevitably bringing more women to the forefront, as the industry has shown tremendous growth over the past several years. With that being said, it is still very true that in every industry, there are not enough females in dominant roles. Not just specific to our industry, more of a mindset and reality, unfortunately
Yearof TheHorse
Embracing the Year of the Horse: A Celebration of Growth and Timing
The Year of the Horse, celebrated during the Chinese New Year, embodies themes of independence, momentum, and instinctive movement Following the lunar calendar, the new year commences with the second new moon after the winter solstice, serving as a reminder that renewal adheres to natural cycles rather than fixed dates. The phases of the moon have historically influenced agricultural practices, emphasizing that timing is as crucial as action.
Cannabis Cultivation and Lunar Rhythms
Cannabis cultivation mirrors this same natural rhythm. Outdoor growers frequently take moon phases into account when planting or harvesting, recognizing that the waxing moon is associated with upward growth, while the full moon corresponds to peak vitality and resin production. As a plant sensitive to photoperiod changes, cannabis directly responds to variations in light and darkness, reflecting the lunar balance of shadow and illumination.
From a High Moon perspective, the Year of the Horse signifies harmonious momentum The cannabis industry itself functions in cycles, progressing when timing and bravery converge. Much like the Horse galloping under the moonlight, growth flourishes best when it follows a rhythmic pattern
Q&A WITH KATIE PRINGLE
Katie Pringle is the Chief Executive Officer and Co-founder of Marigold PR, an award-winning public relations agency serving North American cannabis brands. In 2021, Katie co-founded Tether, a Canadian Budtender community of over 8,000 that provides brands with a cost-effective way to connect, promote, and educate. As a strategy-focused PR & marketing expert with a deep understanding of the cannabis landscape, Katie has produced results that highlight producers, retailers, and ancillary services, while regularly engaging Canadian Budtenders through community building, content marketing, and in-person and virtual events. Since 2017, Katie has also been a leading force in organizing events for women in cannabis, driving positive change and paving the way for a more inclusive future. Radicle Femmes, a women in cannabis networking event, is her latest endeavour.
QWhat drew you to the cannabis industry, and how did your career path lead you to cofounding Marigold Marketing & PR?
I co-founded Marigold PR ten years ago, right after returning from maternity leave with my second child. At the time, I had a strong background in retail marketing and corporate media from my years at Corus. I was lucky to learn under women in senior leadership who showed me what confident, values-led leadership actually looks like.
Cannabis wasn’t the original plan for us, but it became a natural fit. We took on our first cannabis client in 2016, just as the industry was finding its footing. PR mattered then in a way it doesn’t in many other sectors.
Credibility, education, and trust were everything We grew quickly because brands needed smart, strategic storytelling that respected federal and provincial regulations and the complexity of the space
And in 2021, I launched Tether to solve a different problem. Brands were missing access to the people who move product at retail, so Tether was born to deliver custom B2B marketing solutions targeted at cannabis retail workers. Since then, we have supported more than 200 cannabis brands and businesses in Canada and internationally.
QCan you share one challenge you faced early on as a woman in cannabis and how you overcame it?
Early on, it was impossible to ignore how maledominated the industry was. Networking events, investor meetings, leadership tables. I was often one of the very few women in the room. Instead of shrinking myself to fit, I leaned into it. It made Marigold PR visible and conversations easier to start.
More importantly, clients paid attention Many of them understood the value of a women-led agency bringing a different perspective to the table. We earned trust by delivering results, and that is what kept people coming back. For me, being a woman was never the obstacle. It was the differentiator
QWhat advice would you give to women looking to break into cannabis, whether in marketing, production, or business?
Build your community early This industry runs on relationships, and you do not have to figure it out alone. Get into rooms where women are sharing real experiences and opportunities. Events like Radicle Femmes and organizations like Bloom Collective exist to create access and shorten the learning curve
QHow does Marigold Marketing & PR support women and diverse voices within the cannabis industry?
We have been hosting women in weed events since 2017, more than anyone else in the country. Through our work, we have created speaking opportunities and thought leadership platforms for hundreds of women in Canada and globally.
Internally, I have intentionally hired and promoted women over the past decade. Not exclusively, but consistently, because representation changes culture.
QWhat has been the most rewarding project or campaign you’ve led that empowered women in cannabis?
Radicle Femmes, without question. It has grown into Canada’s largest women-in-weed networking event series and continues to create real outcomes. Job opportunities, partnerships, and long-term professional networks have come directly from these rooms The feedback we receive after every event reinforces why the work matters. It reenergizes the industry and the people driving it forward
QHow has your experience in marketing and PR evolved specifically because of the cannabis industry’s unique landscape?
Cannabis forces you to adapt or fall behind We started in a time when investor-focused PR and medical narratives dominated. From there, we moved through legalization, legacy storytelling, retail launches, and now into Budtender marketing and global expansion.
Tether came directly out of listening to the market. Brands needed a connection to retail staff. Budtenders needed education and opportunity. And today, on the Marigold PR side, we support Canadian and U.S. companies as they explore export and international growth. The industry has matured, and so have we. Our work stays relevant because we pay attention and we evolve with it
Serving on the Bloom board has also been incredibly meaningful, working alongside a powerhouse of women executives in the industry. Both reflect the same belief. When women come together and build collective power, the industry becomes stronger and more sustainable.
Get your tickets here
SOCIAL SESSIONS
In a market full of high-dose hype and sugar-loaded edibles, Social Sessions is taking a different approach, one gourmet square at a time. This women-owned Canadian company is redefining the edible experience with micro-dosed chocolates designed for intentional, feel-good moments rather than overwhelming highs Crafted with premium single-origin cacao and carefully calibrated THC (and select functional each piece is vegan, low in sugar, and made
t just about cannabis, it’s about , and mindful indulgence Thoughtfully beautifully executed, these chocolates rs to slow down, savour, and clarity In a fast-moving industry, this d brand is proving that softer, smarter l make a powerful statement
Queen of the Underground
Photography by David Grant
Intro by High Moon
Questions by Sarah-Anne
She’s not the pop star,but in Canada’s cannabis scene,Katherine “Katy”Perry commands just as much attention.From humble beginnings in the legacy market to running TOKE Cannabis,one of Ontario’s most respected licensed retail chains,Perry has become a trailblazer for education,access,and innovation in the legal cannabis industry.With a deep respect for the plant’s cultural history and a sharp eye on the future of Canada’s cannabis market,she’s transforming how people experience cannabis
PhotographybyDavidGrant
“My advice: trust yourself, and don’t ask for permission. Be bold. This industry needs more women who lead.”-
Katherine Perry
1. Tell me how your time at Canadian Green Dispensary and Holistic Services shaped the way you now work in the recreational industry ? It taught me to listen first. Cannabis is personal everyone comes with different needs, questions, or hesitations. I carried that mindset into Toke: educate, respect, and make every customer feel seen.
2. Recently Toke won best independent retailer of the year award, what would you say is the leading cause for this?
Our team. Everyone here cares. From product knowledge to creating a welcoming space, authenticity is everything. People notice when you genuinely care.
3. As a woman in cannabis what barriers have you had to face and what advice would you give to other women looking to make a name for themselves in this industry. Not being taken seriously My advice: trust yourself, and don’t ask for permission Be bold This industry needs more women who lead
4. What 3 women have been most influential in crafting the woman you’ve become today? First, my mom she showed me resilience and grit. Second, women I’ve worked alongside in cannabis who balance family, business, and personal ambition every day. And third, my daughters they inspire me to lead with integrity and courage, because they’re watching how I show up.
5. Where did the Queen of the Underground come from? What does your product bring to the market that other don’t?
It came from wanting to honour the roots of this industry — specifically the female trappers who built it quietly and passionately before legalization without a lot o fanfare I wanted to build something that felt real, bold, and accessible Queen of the Underground brings consistent products with integrity, without all the fluff and hype you see everywhere else.
6. You’ve partnered with Atlantic, what benefits does this bring to the quality of flower and price point ?
Partnering with Chris and Atlantic was a no brainer. First, it lets us scale without losing quality. Their cultivation standards are amazing, and it means we can keep prices fair while still giving customers top-notch products It’s a balance that consumers appreciate
Photography by David Grant
7 Who is Queen of the Undergrounds ideal customer ?
The Queen of the Underground customer lives where culture is made, not where it’s marketed. They’re confident, expressive, and drawn to brands that feel raw, rare, and rooted in subculture rather than mass appeal.
8. Currently at the time of this interview you are pregnant with your third child, how would you recommend parents talk to their children about cannabis?
“Be honest and age-appropriate. Don’t make it this forbidden mystery — that just makes kids curious in the wrong way. Share facts, talk about responsibility, and give context When children feel informed rather than judged, they’re more likely to make smart choices later ”
9. Not only do you run an award winning chain of stores, but you’re also involved with the company Queen of the Underground, what brought that on?
Running an award-winning chain gave me a front-row seat to what was missing in the industry. I saw a real gap for something that felt culture-driven rather than corporate.
10. When you think of your history in cannabis what do you carry with you when it comes to post probation ?
When I think about my history in cannabis, I like to think that I still carry the hustle, the grind, and the fire that got me through early post-probation. It taught me how to push boundaries, take risks, and still play the game smarter than anyone expected. Every store, every product, every idea I have comes from that space it’s about breaking boundaries, taking risks, and doing it my way
HIGH LOVR
Pharma Girl Cannabis World Introduces High LOVR™: A New Standard for Thoughtful Cannabis Design
In a market often driven by novelty, Pharma Girl Can deliberate approach—one rooted in formulation discipline, transparency, and respect for the consumer. The brand’s flagship product, High LOVR™ , marks its official debut in Canada, offering a refined topical cannabis oil designed with intention, restraint, and care.
Founded by a longtime pharmaceutical industry professional, Pharma Girl Cannabis World emerged from a simple but powerful observation: many cannabis products lacked consistency, clarity, and purpose in their design. Drawing on decades of experience working within highly regulated environments and complex formulations, the brand set out to create cannabis products that feel considered rather than improvised—products developed with the same rigor applied to other regulated consumer goods
High LOVR™ reflects that philosophy from the inside out. The topical oil is formulated using a clean, skin-conscious carrier oil, combined with precisely measured cannabinoids and a curated botanical terpene blend. Each ingredient is selected for its role within the overall formulation, with an emphasis on simplicity, stability, and transparency. There are no fillers, no unnecessary additives, and no superfluous design choices—only components that serve a defined purpose.
HIGH LOVR
Designed exclusively for topical application, High LOVR™ is intended for external use on the body as part of a personal care or wellness routine. The oil format allows consumers to apply the product directly to areas of focus, offering a noninhalable cannabis option that integrates naturally into everyday rituals. This approach reflects a growing preference for cannabis formats that prioritize discretion, control, and familiarity in use.
What sets High LOVR™ apart is not flash or exaggerated promise, but restraint. The formulation and development process prioritizes consistency, ingredient transparency, and regulatory alignment principles that are essential within Canada’s tightly controlled cannabis framework. From packaging to documentation, the product was developed with compliance at the forefront, earning approval for sale through the Ontario Cannabis Store, one of the most stringent regulatory systems in the global cannabis market.
Aesthetically, High LOVR™ embraces understated elegance. The brand identity avoids loud cues or sensational language, opting instead for clean, modern design that signals trust and intention. This visual approach mirrors the expectations of today’s evolving cannabis consumer one who values quality, accountability, and thoughtful product development over novelty.
High LOVR™ was created with a specific consumer in mind: individuals seeking a topical cannabis format that aligns with modern self-care and body care practices. By focusing on external use and formulation clarity, the product appeals to those who value precision and autonomy in how cannabis fits into their daily lives, without prescribing a singular experience or outcome.
The versatility of High LOVR™ lies in its simplicity an oil designed to be applied where and when the consumer chooses, without defining a single use case. It is cannabis designed to adapt to personal routines, rather than dictate them.
With High LOVR™ , Pharma Girl Cannabis World positions itself within a growing category of cannabis brands focused on refinement rather than excess. As the Canadian market continues to mature, the brand represents a quiet shift toward cannabis that is not just available but responsibly designed, carefully formulated, and confidently presented.
Sassy Weed doesn’t do buttoned-up cannabis and that’s exactly the point. Tucked into BC’s Kootenay region, this licensed micro-producer is run by true Cannabis Lifers: the kind with dirt under their nails, compliance manuals on their shelves, and zero interest in sanding down the soul of the plant to fit a trend They’ve been growing since before legalization was cool, helping shepherd legacy craft into the legal market, and proving that quality cannabis is about experience, not just numbers on a label.
Small but mighty, Sassy Weed still hand-trims their signature strains while processing for multiple brands, balancing labcertified consistency with personality to spare. They don’t see growers as clients, they see them as partners and every harvest that comes through their doors gets the same care and obsession as their own. Married to each other and to the industry, they’re living proof you can play by the rules without losing your sense of humor… or your soul.
So what does it really take to keep craft cannabis weird, wonderful, and compliant in today’s market? Let’s dig in.
Sassy Weed has been growing since before legalization , how did your early craft roots shape the way you approach cannabis today?
Our legacy at Sassy Weed is deeply rooted in the prelegalization era, where "craft" wasn't a marketing term it was a survival tactic and a philosophy. Those early days in the Kootenays and on the Island shaped every aspect of how we approach the plant today. Our approach is defined by:
Patience for Patients: Our journey began in the medical days, where the priority was providing clean, healthy cannabis to patients who truly needed it. This foundation taught us that quality is non-negotiable when wellness is on the line
The Permaculture Mindset: We’ve long been fascinated by permaculture, viewing the grow as a holistic ecosystem rather than just a production line. This naturally led us to lean into organic inputs and strive for truly sustainable practices that respect the land.
Collective Wisdom: Before legalization, knowledge wasn't found in a manual; it was built through constant reading and a vibrant exchange of ideas within a tightknit community of growers. We’re constantly refining our techniques based on this shared history of trial and error.
Playing in the Dirt: At our core, we believe the best cannabis comes from living soil. There’s no substitute for getting your hands dirty and working directly with the microbiology that makes the plant thrive
Living soil is central to your process ,what’s the biggest difference it makes in flavour, effect, and overall quality?
Synthetic feeds often produce one-dimensional flavors because they focus on the "Big 3" nutrients (NPK) By using living soil and organic inputs, we provide a full spectrum of trace minerals and micronutrients. This encourages the plant to develop its full genetic potential of terpenes and flavonoids, resulting in deeper, layered aromas the difference between a mass-produced lager and a complex craft ale. no chemical build-up. This leads to a smoother and cleaner burn.
What challenges are craft and LSO producers facing right now that consumers don’t see or understand?
Today, we carry that "legacy brand" spirit forward, focusing on the art of the grow to rise above the noise of corporate cannabis
Most customers see the price and assume the grower is making a healthy profit. In reality, the federal excise tax is often $1 per gram regardless of the quality. If a craft gram sells wholesale for $4, the tax alone is 25% of the revenue. This "race to the bottom" in pricing favors massproduced, lower-quality flower while squeezing craft margins to near zero. In BC, even if a craft grower delivers directly to a store, they must often pay a 15% "proprietary fee" to the provincial distributor—a middleman that never even touches the product. Small producers essentially pay "rent" to the government just for the right to sell their own crop. Large corporations have entire departments for compliance. For a small craft team, the founders often spend three to four hours a day on "useless paperwork" and meticulous data tracking required by Health Canada Every hour spent on a spreadsheet is an hour taken away from "playing in the dirt" and tending to the plants. The legal market often prioritizes high THC percentages over terpene profiles and clean burn because that's how the government-run websites sort products. Craft growers who focus on holistic plant health and complex flavors are forced to compete with "corporate weed" that might be dry or flavorless but hits a high THC number on a lab test.
MEETCASEY
WehadthechancetochatwithCasey, founderoftheBudtendersAssociationand learnaboutherjourneyinthelegalspace.
Intro by Jess H
Casey Hiltemann doesn’t just talk about elevating the cannabis industry She builds the platforms to make it happen With roots in hospitality, logistics, and wellness, and a journey that carried her from the Netherlands to Canada’s legal cannabis frontier, Casey brings a global lens and a grounded, people-first approach to the plant As the founder and CEO of the Budtenders Association, she s on a mission to shine a light on the folks holding it down on the retail floor the budtenders educating, guiding and shaping cannabis culture one conversation at a time Equal parts advocate, connector, and industry builder, Casey is helping budtenders, retailers and consumers claim the recognition, respect, and community they ve always deserved
Today, the Budtenders Association functions as a national education and insights platform supporting frontline retail professionals, store managers, consumers and cannabis brands across Canada Through structured learning programs, real-time insights, and the Brand Health Index, BTA transforms day-to-day retail experience into anonymized, measurable data These signals provide the industry with a clear view of how cannabis products are being perceived, discussed and recommended at the point of sale as it’s happening
Moving from Europe to Canada and diving into the legal cannabis market is a big shift. What lessons from that journey shaped your vision for BTA?
My relationship with cannabis began long before legalization Since 2001 the plant has moved through many chapters of my life –supporting creativity, helping me regulate emotions, opening space for reflection, and deepening connection But it wasnt always conscious There were years when cannabis quietly became a place to hide, when I didnt yet have the tools to meet myself honestly Over time, that created a shadow relationship with the plant Cannabis wasnt the problem (although my parents and teachers always liked to tell me so growing up), lack of guidance and limited awareness was That realization in the past decade became one of my greatest teachers
When I moved to Canada in 2016, just before legalization, I stepped into the industry as a budtender in a Vancouver compassion club –a cannabis dispensary legally disguised as a clothing apparel store People came in from all over the world and signed up seeking relief, sleep, creativity, connection, or simply curiosity Behind the weed bar, we shared, informed, translated, and listened to stories from all walks of life That role revealed something the industry still underestimates the most valuable insight lives in those conversations
That’s where I realised That’s where I realised budtenders are bridges of budtenders are bridges of experience.They are experience.They are witnesses and guides sitting witnesses and guides sitting at the intersection of at the intersection of vulnerability,habit,healing, vulnerability,habit,healing, and hope. and hope.
That’s where I realised budtenders are bridges of experience.They are witnesses and guides sitting at the intersection of vulnerability,habit,healing, and hope.
Then legalization arrived and cannabis was truly flattened into a commodity Scale came faster than education Medicinal wisdom was sidelined and potency replaced context leaving both consumers and cannabis educators to navigate an influx of products and innovations, without shared language or support Later, working on the LP side confirmed the gap and I experienced first hand how brands can’t speak freely to consumers, forcing the industry to rely heavily on retail and budtenders to translate truth Feedback loops were thin and major decisions were made far from lived experience At the same time, many consumers were shaped by prohibition-era thinking Because no one guided us how to relate to cannabis in the West, “highest THC” quickly replaced intention, dosage, or set and setting
The entire journey thus far – the intimacy, the misuse, the frontline learning, the regulation –made something clear to me: if cannabis is going to benefit individuals and society in a meaningful way, it has to start on the frontline, with honest education, shared language, and feedback loops that respect both the plant and the complexity of human behavior
That’s what shaped my vision for BTA: a resource that helps people relate with cannabis consciously and responsibly, while turning lived, real-world experience into ethical, measurable research and education
WheretofindBTA
What inspired you to focus specifically on budtenders, and why do you think their voices matter in the cannabis industry?
Budtenders are the most under-recognized knowledge holders in the legal cannabis system They speak to real people, in real moments, every day. They translate labels into meaning and navigate compliance while still trying to help someone feel safe in their choice Their voices shape how cannabis is understood; What becomes normalized and trusted When we listen to the frontlines, we are in a position to support with resources and shared language We strengthen the entire ecosystem from harm reduction to consumer confidence to cultural maturity
BTA emphasizes education professional growth, and research, How do you see these pillars changing the cannabis retail experience in Canada?
They bring humanity and maturity back into the room Informed decision-making gives people better language and literacy, allowing for more intentional choices. Professional growth creates dignity and consistency at the frontline, recognizing budtenders as skilled educators and community touch-points, not disposable retail labour Research gives us reflection instead of assumption and closes the loop By listening consistently and ethically to budtenders, retail managers, and shoppers, we surface real patterns: what builds trust, what drives discovery, what creates loyalty, and where confusion still lives Lending a respected voice in what is currently a fragmented and clouded landscape When these three pillars work together, retail shifts from sell the strongest thing to support the right experience”, with insight that benefits the entire ecosystem
Since founding BTA, what has surprised you most about the community you ’ ve built?
The depth of talent and creativity This community is full of artists, builders educators, and visionaries who care deeply about how this plant is shared What surprised me most is how generous people become when they feel respected, when their voice isn’t extracted or influenced but reflected back into something meaningful
Meet Bong Ripz
From the owners of the Calyx + Trichomes stores comes Bong Ripz to the OCS of Spring 2026, bringing with it a curated selection of premium cannabis strains designed to elevate your experience. With a commitment to quality and innovation, Bong Ripz offers a diverse lineup, including the likes of Jealousy, Rainbow Pie, and Sour Candy. Each strain is meticulously crafted to showcase unique flavors, aromas, and effects that cater to both connoisseurs and newcomers alike.
Jealousy
Jealousy is a powerful indica strain prized for its heavy-hitting calm and rich, enveloping character. The experience settles in slowly but firmly, washing over the body with a deep sense of relaxation while quieting the mind into a focused, inward state leaving you glued to the couch. Its aroma opens with a bold, earthy sweetness layered with creamy gas and subtle spice, while the flavor follows with smooth dessert notes, peppered undertones, and a lingering savory finish. Milled from whole flower to perfection for your convenience, fresh, fluffy, and ready to be rolled or packed in your bong for a heavy rip. Jealousy is ideal for evening sessions, leaving you bricked and sinking into a deeply relaxed, full spectrum experience.
Rain
Rainbow Pie is known for its smooth potency, laid back and composed experience hailing from its sativa roots. Rather than hitting fast and bright, it eases in with a mellow mental warmth that promotes relaxation and a steady, grounded mindset, followed by a soothing body presence that feels comforting without becoming heavy. Its aroma and flavor lead with sweet pastry and creamy fruit notes, layered with subtle vanilla and doughy undertones. Milled from whole flower to perfection for your convenience, fresh, fluffy, and ready to be rolled or packed in your bong for a heavy rip. Featuring high levels of THC and a taste profile built around sweet, earthy richness, this strain is an ideal choice for unwinding at your own pace while keeping the experience smooth and controlled.
Sour Candy
Sour Candy is a flavorful sativa dominant hybrid strain celebrated for its bold terpene expression and balanced, high-energy experience. It delivers an immediate cerebral lift marked by euphoria, focus, and creative stimulation, followed by a smooth, calming body finish that stays functional rather than sedating. Its aroma and flavor are its signature bright sour citrus layered with sweet candy notes and a subtle fuel-like edge that lingers on the exhale. Milled from whole flower to perfection for your convenience, fresh, fluffy and ready to be rolled or packed in your bong for a heavy rip. With high THC levels and a terpene profile rich in limonene and caryophyllene, Sour Candy is a go-to strain for daytime sessions and a mood-boosting high with standout flavor.
LegacyToLegal NorthernCanna
BY SARAH ANNE PHOTOGRAPHY BY LEE SHOT BY SOLO
Northern Canna owners Lorenzo Fahoum, Mike Pecchini and Andrew Bordin may got their licensing in 2023 but the history start long before with their legendary head grower Mike. Mike has been cultivating, hunting and crafting some of the most popular stains we have on the market today for decades. With trend chasing being a popular theme in the industry Mike is the one that sets the goal post, coming out with products that are made with consistent effort from the research to production to packaging.
When I got the chance to sit down with them at Joint Crafts Sensory lounge not only did I learn a lot but the one thing that hit home the most was there dedication to the industry as a whole They truly love what they do and they want those they employ to feel the same way, going as far as to put funky prints on the walls of the production facility and making the floor glimmer turquoise and did I forget to mention the Ducati’s!? Yes that’s with an “S” Both times I’ve walked into the facility and the offices I’ve seen cheerful faces and thunderous laugher coming from meeting rooms
With a small team that understands that the world we live in today, money can be tight, and that’s why they ensure to the customers experience is of the most importance.They believe that you should get what you pay for and if you’re going to pay for premium flower that experience should go beyond “that got me hight” and should be thought of from first glance at their vibrant packaging, the feel and weight of the beautiful glass jars, a knock you in the face aroma when you first open the container,The feel of a perfect pre roll between your fingers, and the a flower that burns with intention giving you exactly what you want every time. Lorenzo shared with us one of the insights he has learned in the industry, and its very simply when you think about it , “You can’t make craft quality flower in large batches” He stressed the importances of everyday in the 60 day life cycle of the plant and how when prioritizing quality over quantity the product speaks for itself, and that is the standard they set themselves to
While talking to them I noticed one very humbling factor and it wasn’t there desire to be the biggest company or make the most money, the conversation revolved around providing the best quality Having respect for the consumer, putting out a product that you are proud to have your name on and can stand behind. Anything less than there standards of integrity weather it be via customer communications or product quality.
Over the course of our chat Mike Pecchini & Lorenzo Fahoum talked about how important quality is to them, stating regularly that if it isn’t perfect the whole room can go to disposal. Stressing the importance of integrity as well as the importance of the customer supplier relationship.
“Without them we are nothing and they deserve the best we can do” Mike told me as we talked about customer quality letting me know that they rarely receive calls or emails from customers as well as stores with a complaint. They credit a lot of this to there small team and management style, with everything being hand grown, hung, and trimmed they believe the less hands your products go through the less chance for error and a better ability for quality oversight.
*Fun fact all of there employees are also full time, ensuring the same standards and quality assurance regularly
Northern Canna’s dedication to making sure they provide the kind of quality flower that has lead them to making recent expansions in their facility where they will be doubling there capacity to approximately 2400kg, leaving us to questions, what next?
My take away from this was, they aren’t some big corporation trying to make the largest profit margins, they are a true to heart small business grown maybe faster than the product, but non the less, a small team with a respect of the plant on an everyday level. Carrying that history of the legacy market, of not just selling the most but making connections and providing your community with what they are looking for, weather that’s frozen tiger nuts or the Pineapple Bang (that I am currently smoking while I write this)
With a company that’s growth, development and trust from customers has given them a big name in such a short time, the sky really is the limit with what they will be bringing to market this year and I for one could not be more excited to find out.
“Youcan’tmakecraftqualityflower inlargebatches”
RaisingtheBar: HowJointCraftIs RedefiningthePreRollStandard
BY SARAH ANNE PHOTOGRAPHY LEE SHOT BY SOLO
Joint Craft was founded in 2021 by John Prentice and Adam Verk after identifying a major gap in the legal cannabis market In an industry racing to verticalize to grow, process, package, and distribute entirely in-house they saw a different opportunity: specialization through collaboration
When I sat down with Andrew from the Joint Craft team, our conversation quickly turned to the early days of legalization. Many brands attempted to do everything themselves. Be it all. Control it all But that ambition often came with costly consequences operational blind spots, quality inconsistencies, compliance risks, and unsustainable overhead
Andrew emphasized the financial and legal liabilities that can arise when companies stretch beyond their expertise
Joint Craft, he explained, was born out of a legacy-market philosophy: community collaboration. Before legalization, producers often relied on trusted networks friends and partners working together to bring high-quality product to market It was a joint effort (pun fully intended) rooted in shared standards and mutual trust
Joint Craft applies that same ethos to the modern legal framework focusing exclusively on manufacturing highquality pre-rolls so brands can focus on what they do best: cultivating exceptional flower
And if I’m being candid, they’ve helped raise the bar for what consumers expect from a pre-roll
We’ve all experienced the disappointment: opening a tube to find a loose roll, poorly milled flower that pulls through the filter, uneven burns, canoeing, or a joint that simply won’t stay lit Historically, pre-rolls carried a stigma of often made from shake the bottom of the bag When legalization arrived, that perception lingered longer than it should have
Andrew was clear: that standard needed to change.
A pre-roll should be a moment. Whether you’re a medical patient seeking symptom relief or a recreational consumer carving out time to unwind, that experience deserves intention. It shouldn’t require fixing. It shouldn’t burn improperly. It shouldn’t misrepresent the quality of the flower inside.
“You can grow incredible flower,” Andrew told me, “but if your pre-roll is poorly executed, it misrepresents your brand.”
That’s where Joint Craft steps in.
Producing approximately 1.5 million joints per month — and over 35 million projected for 2025 — they treat each pre-roll with precision and integrity. At that scale, consistency isn’t optional; it’s engineered.
When I asked about their company ethos, Andrew answered simply: “Quality over everything.”And it’s not just a slogan.
As we discussed market trends, Andrew pointed out that pre-rolls are rapidly outselling dried flower in many retail environments. Consumers are prioritizing convenience — but they still expect performance. What many don’t realize is how technical pre-roll manufacturing actually is.On paper, it sounds simple: grind flower, fill cone, seal. In practice, it’s anything but.
Mill size dramatically impacts airflow and burn rate. Overly fine grinds create harsh pulls and clogging; too coarse and the joint burns unevenly. Compaction ratios must be calibrated precisely — too tight restricts draw, too loose causes canoeing. Even distribution within the cone affects combustion. Scaling that process while maintaining uniformity across millions of units is extraordinarily complex.
Consistency at scale is one of the most overlooked challenges in cannabis manufacturing. Andrew mentioned how often brands launch strong, only to struggle with operational consistency or shut down production due to the difficulty of maintaining quality control while growing rapidly.
Joint Craft’s philosophy is simple: let cultivators focus on growing exceptional flower. Let specialized manufacturers focus on delivering that flower in its best possible form. Collaboration over competition. By trusting partners to do what they do best, brands reduce overwhelm, protect their reputation, and ensure that the final product placed in consumers’ hands reflects their standards. As our conversation wrapped up, I asked Andrew what he hopes to see in the cannabis industry’s future.
He smiled and admitted that after years in the space, predicting what comes next is nearly impossible. But one thing he hopes remains constant is the return to community and collaboration.
“This industry was built on community,” he said.
And he’s right. Legalization may have formalized the framework, but the roots remain the same. Just like a seed needs more than soil — it needs an ecosystem — the cannabis industry thrives when companies work together to build something sustainable.Joint Craft isn’t trying to do it all.They’re trying to do one thing exceptionally well.And in doing so, they may be shaping the future of the pre-roll one perfectly packed cone at a time
Inhale SMARTER
Cannabis produces 4x more tar. Paper tips don’t filter and cellulose filters over do it. Hollowtips420 bridges the gap. The first ever cellulose filters crafted with precision-cut holes that reduce tar without muting the flavor or flow.
