Blazing: New Trails In The Cannabis Industry
Written By: George Hall
In a remarkable moment for the cannabis industry, a Maryland woman has made history by becoming the first Black Latina in the country to receive a cannabis license and to operate a cannabis cultivation business. She says she feels an “extraordinary amount of responsibility." Not only does this represent a groundbreaking milestone for the cannabis industry, but it also showcases the importance of diverse representation in the rapidly growing yet nascent "legal" cannabis industry.
Meet Christina Betancourt Johnson, the founder and CEO of Rooted Therapeutics and Standard Wellness Maryland, cannabis operating facilities in Maryland. Ms. Johnson was born and raised in Washington DC to a Cuban immigrant mother who held an executive position at the World Bank and a father who ran his own law practice. Ms. Johnson displays many of the traits of a child raised by two determined, hardworking parents. The pride she has for her Cuban heritage is apparent throughout her home, which is proudly decorated with Cuban art and mementos hung in clear view for visitors to admire. Upon spending a short amount of time with her for this interview, the extent of her knowledge and passion for the cannabis industry is also evident.
Christina is styled by AMY HOLLY caftan resort collection (lead and cover photo)
Ms. Johnson's achievements in winning a cannabis license are not only a testament to her entrepreneurial spirit but also to her perseverance and toughness. In the white male-dominated cannabis industry, acquiring a license in Maryland or any other state is an arduous task, especially for a female Black Latina. According to MJBizDaily (a news outlet for professionals in the recreational and medical cannabis industry in the United States), only 15.4 percent of cannabis businesses are minority-owned.
Ms. Johnson’s goal is to help increase the number of people of color that own cannabis businesses. She shares, “I want to give voice to my experience,” believing the way to achieve this is through education. She is cultivating a pathways to educate organizations with large numbers of minority members, similar to those of the Divine 9, the Links, and the Masons, about the facts and benefits of the cannabis industry. She does this while acknowledging the negative stigma associated with cannabis, much of which has come from the criminalization of cannabis, and the negative impact drugs have had in communities of color.
Individuals from minority communities face the brunt of harsh punishment for cannabis-related offenses
The criminalization of cannabis has had a profound impact on the minority community, as well as the cannabis business itself. Ms. Johnson does not shy away from addressing how the criminalization of marijuana disproportionately affected minority communities and has thwarted legitimate opportunities to enter and prosper in the legalized cannabis industry. Studies have consistently shown that communities of color are disproportionately targeted for marijuana-related offenses, leading to higher arrest and incarceration rates compared to their white counterparts. This has resulted in a significant imbalance within the criminal justice system, in which individuals from minority communities face the brunt of harsh punishment for cannabis-related offenses.
As part of Ms. Johnson’s push to educate the public about the cannabis industry and help remove the stigma and traditional stereotypes of cannabis, she frequently welcomes opportunities to give interviews and talks. She embraces the importance of getting the word out about the business opportunities and health benefits of cannabis.
Her knowledge and awareness of cannabinoids, compounds present in the cannabis plant, makes her a very effective messenger for the cannabis industry, as a whole, and a compelling advocate for the medicinal benefits of cannabis. Ms. Johnson has been vigilant in taking steps to ensure she is at the table with those creating the narrative, public policy, and legislation around cannabis. Her goal is that all sectors of the population, especially minority communities, are future benefactors of the legalization trends in the industry and aren't left behind.
Co-hosting black women in cannabis events; Christina and and Maryland Governor Wes Moore
Ms. Johnson serves on numerous boards including a role as Vice-Chair for The Maryland Wholesale Medical Cannabis Association (CANMD) board member of the US Cannabis Council. She often finds herself dashing off to these and other meetings during all times of day. Her commitment to success in the fledgling industry is evident in all the many important and strategic moves she’s making.
Acquiring a license to own and operate a cannabis business is very difficult. However, operating the actual business comes with as many if not more challenges. She shared that “it takes a lot of vision, fortitude, and resilience” to successfully operate a business that has just recently become legal. Recreational cannabis officially became legal in Maryland on July 1, 2023. She acknowledges that the adult recreation market is entirely different from the medical use market. And, that in the interest of the public, strong regulatory and legislative actions are necessary. She is “extraordinarily proud of what’s happening and that in Maryland we rolled out medical use to adult use at a good time.”
As an industry CEO, Ms. Johnson believes it is important, “to be proficient in a number of skills," a valuable lesson she says she learned from her father. This work ethic has helped her navigate the entrepreneurial gauntlet of running a cannabis business. Coupled with her vast experience gained in helping operate various nonprofits and for-profit organizations, she has leveraged her values of embracing diverse and varied stakeholders. She has worked to understand and identify the needs and goals of the myriad of industry stakeholders including those of the consumer, legislators, ancillary business partners, and even the general public.
Christina at Ohio cultivation facility with team
Her advice to those considering taking the plunge into the cannabis industry is that it can be a very lucrative and rewarding business. Her mission is to help others like herself enter the space, however she adds, “it is a challenging investment for people who do not have significant generational wealth or savings.” Along with the three hundred and thirty thousand dollars she raised from friends and family for pre-operational costs, she eventually raised additional funds to help cover other costs such as licensing and fees. Ms. Johnson’s hope is that people of color who enter the cannabis space, consider providing some of the many ancillary services that are unavoidable and necessary in the cannabis business. Services such as bookkeeping, legal counsel, funding, marketing, packaging, energy, and technology to name a few. This is where folks “will not need to be cannabis subject matter experts to capitalize in the cannabis space,” she says.
When asked about the interplay between the cannabis industry and the alcoholic beverage industry, Ms. Johnson sees "there being a great deal of opportunity for the sectors to serve consumers jointly." With recreational cannabis being legalized for recreational use, many alcoholic beverage players have started to invest in specialty cannabis-infused drinks such as fruit cocktails and seltzers which achieve a mellow and more relaxed buzz.
Product makers will be obligated to communicate an entirely new set of public education standards given the lack of consumer knowledge around cannabis consumption and how bodies metabolize the cannabinoids in drinks. Ms. Johnson adds, “there will need to be a broader message about mixing the two substances, also referred to as cross-fading in cannabis circles."
Ms. Johnson clearly has a commitment to social justice and equal opportunity for all. The years she spent helping lead organizations like Conscious Capitalism and the Warrenton Group, helped her strengthen her belief that businesses can and should be a force for good. It is comforting knowing that there are those like Christina Betancourt Johnson blazing new trails in the cannabis space who are socially conscious and are willing to give voice to new opportunities for collective advocacy and business expansion into uncharted places.