Giving Flowers: Hispanic Leaders Shaping Cannabis Culture
CashColorCannabis prides itself on highlighting Black voices in cannabis, but we also know the importance of casting that same light on others.
For Hispanic Heritage Month, we’re giving flowers to our Hispanic brothers and sisters in cannabis.
From entrepreneurs bringing culture and legacy knowledge to dispensaries, to advocates fighting for equity, to farmers holding down the land—Hispanic and Latino leaders are redefining what cannabis looks like today. Here are a few trailblazers who deserve their flowers this month (and every month)
Culture & Lifestyle
Vlad Bautista & Ramon Reyes – Happy Munkey
Straight out of New York City, Happy Munkey has become more than a brand—it’s an experience. Founders Vlad and Ramon turned their platform into a hub for their neighborhood, hosting events that bring together everyone from curious newcomers to industry vets. Their work shows that cannabis is about connection as much as consumption.
Susie Plascencia – Entrepreneur & Advocate
Susie has been a driving force for Latina representation in cannabis. As co-founder of Latinas in Cannabis and a brand strategist, she’s elevated voices that are often overlooked in the industry. Susie is proof that culture and advocacy go hand-in-hand.
Jazmin Aguiar – Advocate & Storyteller
The CEO of Creatrix Management Group, where she leads projects at the intersection of government, business, and community impact. She currently advises on cannabis regulation, economic development, and infrastructure in Los Angeles, with a focus on creating equitable opportunities in emerging markets. Known for blending strategy with storytelling, Jazmin builds partnerships that strengthen neighborhoods and open pathways for sustainable growth.
Entrepreneurs & Founders
Cristina Aranguiz – Cannabis & Glass
As a first-generation Latina entrepreneur, Cristina built her business from the ground up, expanding into multiple states without leaning on big investors.
Vanessa Cardenas & Victoria Cristina Ruiz – Rollin Rosa
Luxury pre-rolls with a Latin flair? That’s Rollin Rosa. These two Latina founders merged design, heritage, and quality into a brand that’s making waves in the market. Their presence reminds us that representation matters—not just in ownership but in branding and storytelling.
Cindy De La Vega – STIIIZY Union Square
As San Francisco’s first Latina dispensary owner, her work with STIIIZY Union Square shows the importance of equity programs and what happens when women of color finally a chance to run things.
Carolina Vazquez Mitchell – Ciencia Labs
Known as “The Scientist of Cannabis,” Carolina is a Mexican immigrant and the founder of Ciencia Labs. She’s developed award-winning products and helped raise the standard for science-backed cannabis.
Christina Betancourt Johnson – Standard Wellness Maryland
As CEO of Standard Wellness Maryland, Christina is a leader in operations, advocacy, and representation. Her voice has been key in the National Hispanic Cannabis Council and beyond, pushing for equity while launching businesses that make space for diverse leadership.
Advocacy & Legal
Jessica Gonzalez – Attorney & Policy Advocate
Jessica is one of the sharpest legal minds in cannabis, focusing on social equity and the communities most harmed by prohibition. She’s an attorney, educator, and a relentless advocate for making sure legalization isn’t just about profits but about justice.
Jason Ortiz – Activist & Organizer
Jason has worked on both state and federal cannabis legislation, always with a focus on how laws impact Latinx communities. His leadership ensures that equity isn’t an afterthought—it’s part of the blueprint.
José Hidalgo – National Hispanic Cannabis Council
As president of the National Hispanic Cannabis Council, José ensures that Latino voices are at the center of cannabis policy and opportunity. His work bridges entrepreneurship and advocacy, keeping culture and equity tied to legalization efforts.
Demitri Downing – MITA-AZ
Founder of the Marijuana Industry Trade Association in Arizona, Demitri is a leading voice for education, advocacy, and access. Of Mexican heritage, he’s mentored entrepreneurs, shaped policy, and helped ensure that Hispanic businesses aren’t left behind.
