THE EQUALITY ISSUE
THE HUMO TEAM, INCLUDING BRAND PARTNER SUSIE PLASCENCIA, SEATED IN FRONT.
PHOTO BY ENKRYPT LOS ANGELES
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In early 2022, POSIBL launched Humo (meaning “smoke” en español) with an array of aptly named cultivars, including Pastelito (“little cakes”) and “So much of the Cajeta in honor of one of Mexico’s most beloved goat’s normalization and milk caramel confections. de-stigmatization Humo is one of the first Mexhappening in the ican American brands availLatino community is able throughout California that’s not only targeting the coming through the Latine demographic, but also relieving of pain.” creating an authentic cultural -SUSIE PLASCENCIA | HUMO aesthetic of proud Latine stoners – sans the cartel and gang stereotypes. “Just because our brand is Latino-owned doesn’t mean that it’s automatically associated with the cartels,” says Susie Plascencia, brand partner for Humo and Cannabis entrepreneur who’s devoted to dismantling Cannabis’ stigma in the Latine community. “Part of our mission with the community we are building on social media is making sure people see [the plant] for what it is, which is medicine. It’s something to help the community. So much of the normal“When we asked our brand partners ization and de-stigmatization happening in the Latino why there are no Latino brands, they said community is coming through the relieving of pain.” because everyone lacked the authenticity Roni Melton, founder of Zapata Cannabis Co., to do it, and everything in branding is says non-Latines often make inaccurate assumpabout authenticity,” says tions that Mexicans in Cannabis Jesus Burrola, CEO are connected to drug kingpins of POSIBL, a 12-acre akin to Pablo Escobar or Griselgreenhouse cultivation da Blanco. But the stereotyping project in Salinas, sometimes extends beyond the Caif. – wholly owned, shadows of the cartel and into operated and funded by fictionalized, two-dimensional Latin Americans. cartoon characters. “My clients kept ask“This is why our brand is focused ing me, ‘Why don’t you on Mexican and minority revoludo it?’” tionaries,” says Melton, referring Zapata Cannabis Co. showcases Mexican Burrola, who was to Zapata’s strains named after and minority revolutionaries on their born and raised in Geronimo, an Apache warrior packaging in order to provide education northern Mexico, says born in northern Mexico that’s now as well as reclaim their cultural icons. he never intended to New Mexico, and Pancho Villa. dive into the branding side of Cannabis. “People within the culture often don’t know that But he realized the large-scale Latine weed Emilio Zapata, our namesake, was a hero in the Mexibrand wouldn’t materialize unless his team can Revolution and will ask if he’s the Tapatio man! did it. That’s where education comes in.”
viva la raza
leafmagazines.com
Authentic Latine Cannabis brands are beginning to take up space in the legal Cannabis industry – and we’re here for it. It’s clear the drug war is a scam. The pop-history of Reagan’s “Just Say No” fails to paint a complete portrait of America’s anti-drug ethos. It even predates Nixon’s vapid fear of LSD and naked hippies, and Harry Anslinger’s racist weed propaganda of the ‘30s. America’s drug phobia – and specific hatred of Cannabis – began when an influx of Mexicans migrated into the U.S. to flee the Mexican Revolution in 1910. Many brought Cannabis with them over the border, making it a target of racist demonization by the U.S. Government.
Mexicans have a storied history with the plant in the United States. What’s more, the 2020 Census reported that 39 percent of California’s residents are Latine. Despite technically accounting for the largest portion of the state’s population, relatively no Cannabis brands cater to the Latine demographic. Sure, there are a few big Latine names in Cannabis – such as Sherbinski, Berner and B-Real. But they aren’t necessarily making products for the Latine community.
JUNE 2022
