Latinas in Cannabis: Part 2
Are the Rules Different for Men and Women in This Industry? Join Us as Tammy, Cannabis Attorney Meital, and Entrepreneur/Advocate Susie Greens Discuss
Meital: What do you think about being a woman in cannabis and a female entrepreneur? Do you think that it presents significant challenges?
Susie: Yeah. Joining the cannabis industry is twofold as a woman. You have to be professional in the boardroom, but then there's an added layer of ‘coolness’ that people feel out. They want to know if you understand the plant.
When I first started, I would talk about my professionalism. I’d mention that I've had nearly a decade of marketing experience and would eventually do a master's degree from USC. Nobody cares about that in cannabis, though.
It's all about what brands you’ve worked with. So I would constantly talk about what I have done, but they’re only concerned with what event I’m at or some such.
So being a woman means wearing different hats.
We have to constantly wear the professional hat, and then there's the added layer of my family and culture, as well as my visibility to the supporters and to my retail partners.
But what keeps me going is knowing that there are so many other women that are on the same boat and knowing that community is what ties us together.
Meital: Yeah, I think there is a ‘cred check.’ People want to make sure that you know what you're talking about.
Tammy: For a long time, this industry consisted of people making their living and operating in the background. There wasn’t a lot of verification. So the ‘cred check’ is valid, I think.
I mean, I want to know if someone knows their stuff, too…
Because one thing that I cannot stand is people in this industry who grow but don't consume. How do they know what they’re talking about if they don’t use the product?
Susie: There are times, though, where people in the industry want to put you in a box. You're either a suit or a community advocate.
I don't know why I can't be both. Before I went to college, I was a budtender. My family and I would go to the swap meet, and I’d throw some slang in there to sell at the community level.
There was a big understanding about Mexican herbal remedies and how weed is a part of that. That’s when I got into the cannabis industry as a budtender. I saw it the same way we see natural herbs.
And then I ended up doing my professional journey. But I feel like a part of me never really left where I was as a budtender.
With Humo, I'm still that budtender. I want to understand the plant so I can better recommend something that's going to help you.
I want to learn about your journey so I can find a strain that really matches your vibe.
Meital: I do feel like some bud tenders just don't know what the heck is going on. And it could be a lack of training. But sometimes I've walked into the bigger stores and I'm like, “Hey, I'm looking for this,” and I just get confused faces.
Tammy: There's been a shift in budtender culture because you went from chop shops where they're hiring pretty girls who have their breasts out to what we have now.
So we’re still seeing that or it's the complete opposite. And then there are dispensaries who are shocked that we have live shows that advertise products now.
And dispensaries operate like medical facilities now, which means that you can’t participate in the shows unless you complete some kind of medical training.
You're now the first line of defense for these customers who can't go to their doctors.
So people at these shows are the most underrated players in the industry because the product is going to go through them first.
So if you take care of them in a genuine and meaningful way, they're going to be a great salesperson for your company. But you still have a lot of bad players who aren’t training, so people are kind of vetting them with this ‘cred test.’
Susie: That's why I think that one of the smart things that brands can do is provide training for budtenders. I think that if brands get a little smarter about including that knowledge, we’ll be better off.
Meital: That's an awesome idea. So what is something that consumers are looking for? And how would you advise them on what products they should be trying out?
Susie: Yeah, I think that a lot more people are coming in and asking about different flavors.
Meital: Would they ask for Gas? The brand?
Susie: Yeah, it’s really popular right now in terms of flavor profile.
Tammy: Consumers are getting smarter. We're done with the sativa/indica divide, so it is so lovely to hear consumers saying ‘No, I want this smell.’
Susie: At the end of the day, we want to invite folks to the dispensary so they can have an experience and get to know the flower. We want to have budtenders that are educated enough to explain it.
Tammy: There's so many factors to look for when you're purchasing cannabis. Age matters, for example.
So, when I’m walking into a dispensary, I want budtenders to tell me about the products that were just harvested. Often it’s been sitting on the shelf for six months to a year.
You have to play your own doctor, too. And if you think a brand is too hard on you, don’t smoke it again.
You know how you react to vodka. You know how you react to dark liquor. You can figure it out for your cannabis, too.
You just have to be very intentional and conscious about smoking.
Meital: But then there are people who are the occasional user, right? They are just looking for that giggly or good feeling.
Tammy: To get that feeling, you need to smoke the older stuff. I would say there are companies that are growing this kind of weed on purpose.
And they have stuff that has been sitting on the shelf longer, and it’s great to give that to your new cannabis curious consumers because it isn’t quite as harsh.
And everything smells the same to newbies anyway, so give them the stuff that might be a little bit older.
Susie: I think that sometimes folks want to offer as varied a selection as possible to the consumer. That’s a positive thing, but I think one of the dangers of doing that is you can actually deter someone from cannabis completely.
Tammy: Cannabis is also not for everybody. That's just the reality of it. There are people who have really bad trips with cannabis because of their body or a mental disorder or something.
Susie: It’s important to speak up and say something if you’re knowledgeable about cannabis. It’s really helpful.
But I think sometimes you need preparation for that because it can really be easy to get caught up with emotions. That feeds into stereotypes.
So speak up, but make sure that when you do speak up that you are prepared for it and you can really make the most out of it.
I think that a lot of women have preconceived notions about when to speak up or if they even should.
When something goes wrong, we sometimes feel we shouldn’t speak up because we're afraid that we are being problematic or emotional.
I think women of color get this badly. People have a lot of misconceptions about us being difficult or not being a cultural fit. And we’re afraid, too, of speaking out and adding to that stereotype.
Meital: Yes, exactly. Men have the luxury of saying dumb or combative things.
Tammy: I think as a woman, in a male-dominated space, you need to know your purpose. If you know that you can say whatever, then you can. There’s a lot that goes into being a woman—and a mom—in the cannabis space.
And men are emotional, too. You know, women, we get emotional, but we don't go shoot people after we're emotional. Men are extremely volatile.
I grew up with a lot of brothers. I was the girl. As long as I can go in there with purpose, ask the right questions, I’ll be fine.
So ask the right questions, know your purpose, be intentional and serious about it, and go from there. That’s the key to female action in a male dominated space.
Now when it comes to being sexualized and objectified, I'm not working with you anymore. I don't tolerate that at all. I surround myself with men who will protect me and be my ally—for example, men like DJ Infamous and Wolf of Weedstreet.
So control what you can control. That is not men. That is yourself, your intention, how you move, how you walk, how you carry yourself with respect.
Meital: That’s our time. Thanks for being here, Susie.
Susie: Thanks for having me!
Meital: So great to be here with other women, not cutting each other down, but lifting each other up.
Tammy: It is. It's been great. We've been here with Susie, Meital, and myself, Tammy, aka The Cannabis Cutie.
Until next time, peace.
Bless the blunt
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