The Traveling Cannabis Writer Blog

From Road Stories to Boardrooms: Amplifying Cannabis Equity Through Communications

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The open road has always called to me. As a traveling cannabis writer, I found my purpose in helping write the untold stories of this evolving industry. With my laptop as my constant companion, I traveled the United States, seeking out the voices that needed to be heard; the black/brown and woman owned businesses who were building their dreams in a space that hadn’t always welcomed them.

Every story contributed to a growing movement, documenting the reshaping of an industry from the ground up.  From small dispensaries tucked away in emerging markets to innovative cultivators breaking new ground, I discovered that the most compelling narratives often came from those who had to fight the hardest to claim their place in the industry. These weren’t just business stories; they were tales of resilience, determination, and the unwavering belief in a more inclusive future for cannabis.

But something began to shift during my travels. I noticed a pattern in the challenges these entrepreneurs faced: it wasn’t just about getting their stories told; it was about sustained representation, about having a seat at the table where industry decisions were being made. The occasional feature article, while important, wasn’t enough to create lasting change.

This realization led me to transition into communications strategy. Instead of just telling these stories, I began helping others learn how to tell their own. Working with minority-owned cannabis businesses, I developed strategies that went beyond one-time coverage. We crafted narratives that resonated with investors, customers, and industry leaders alike. Each successful campaign felt like a small victory in the larger battle for equity.

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Yet even this evolution wasn’t the final destination. Today, as a Communications Manager for an organization dedicated to equity and inclusion in the cannabis industry, I’ve found a way to amplify these voices on a larger scale than ever before. We’re not just sharing stories – we’re changing the narrative of what leadership looks like in this industry. We’re creating pathways for minority business owners to not just survive but thrive.

The transition from Nomadic Writer to Communications Manager might seem like a dramatic shift, but in reality, it’s been a natural progression. The core of my work remains unchanged: elevating minority voices in cannabis. What’s different is the scale and sustainability of the impact. Instead of documenting change, I’m now actively helping to create it.

Looking back, I see how each role prepared me for the next. My time on the road gave me an intimate understanding of the challenges facing minority cannabis entrepreneurs. Strategic communications taught me how to transform those challenges into opportunities for advocacy and growth. Now, in my current role, I can combine these experiences to drive systematic change.

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The cannabis industry is at a crucial juncture. As more markets open and the conversation around legalization continues to evolve, ensuring equitable participation isn’t just a moral imperative, it’s essential for the industry’s long-term success. Through the organization’s work, we’re proving that inclusion and profitability aren’t mutually exclusive. In fact, they’re intrinsically linked.

My desk may have replaced my suitcase, but my mission remains the same. Every day, I work to ensure that the future of cannabis includes all voices, all perspectives, and all communities. It’s no longer about just telling stories, it’s about changing the narrative, one business at a time.

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The road still calls me! I am and will forever be a traveler writing about her experiences, but now I know that the real journey isn’t measured in miles traveled, but in lives impacted. And this journey, while different from what I initially imagined, is exactly where I need to be.

In the end, I haven’t really stopped being a Writer- I’ve just found a different way to explore new territory. Instead of geographical boundaries, I’m now helping others navigate the landscape of opportunity in an industry that’s finally beginning to understand the true value of diversity and inclusion.

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Veronica Castillo is a Communications Strategist and published writer who brings over a decade of experience from insurance and HR to her current role as Communications Manager at the Minority Cannabis Business Association. Following her early career in insurance law and human resources, she established herself as the Traveling Cannabis Writer, publishing over 200 articles and managing multiple magazine columns while documenting stories across the United States. As a communications specialist and Board Member for MCBA, she develops comprehensive marketing strategies, secures national media coverage, and champions equity in the cannabis industry through policy and empowerment initiatives. Her expertise spans crisis communications, strategic media relations, and integrated marketing campaigns that drive organizational growth and meaningful engagement.

Vee has relocated to Puerto Rico to help build the bridge between the mainland and its colony. You can follow her journey on Instagram: www.instagram.com/vee_travelingvegcannawriter/ and/or LinkedIn: @Traveling Cannabis Writer

Attention writers and creatives. You can join <Vee’s Writers Network> to get FREE tips on becoming a published writer/creative- delivered to your inbox. There is a study and how to guide that serves as a series of courses that teach you things like: pitching and landing sponsors, coming soon. Network subscribers will be able to purchase at half the cost!

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