Parisa Rad
Age: 39
Title: President
Company: Fourtwenty Collections
Fourtwenty Collections president Parisa Rad had always felt passionate about fighting for change and equality, whether it was for establishing curbside recycling in her hometown of Las Cruces, New Mexico, or adding her voice to the numerous philanthropic organizations and groups she has worked with during her lifetime.
Rad graduated with honors from New Mexico State University with a major in agriculture business and a minor in marketing. But after her daughter’s life was threatened by a rare condition, she left her career in insurance and joined the cannabis industry as a stalwart advocate.
“Advocating for pediatric cannabis use was what propelled me, but what’s kept me going is the excitement of entrepreneurship and all the passionate professionals I get to interact with on a daily basis,” she says.
Rad is the president of Fourtwenty Collections, a cannabis brand that includes Fourtwenty skincare, Fourtwenty edibles, Fourtwenty fashion, and most recently, two Fourtwenty Collections dispensaries, which she opened in Las Cruces and in Safford, Arizona, in 2022.
“I think this year, being able to say I’ve now successfully opened two retails in two different states is a big milestone thus far,” Rad says.
In addition to her myriad responsibilities with Fourtwenty Collections, Rad is also the co-founder of Blunt Brunch, an event series focused on fostering collaboration between women professionals who are looking to network, exchange ideas and find support.
Q&A
What were you doing prior to working in cannabis?
I was working in the insurance industry, but always had a passion for change, and fighting for equality. I have been a part of numerous philanthropic organizations and groups that have evoked change in our community.
For example, I was involved with implementing curbside recycling in my hometown of Las Cruces, New Mexico.
From what I understand, cannabis helped your daughter with a rare, life-threatening condition – how did that experience lead to you joining the cannabis industry?
Advocating for pediatric cannabis use was what propelled me, but what’s kept me going is the excitement of entrepreneurship and all the passionate professionals I get to interact with on a daily basis.
To see how cannabis use has given my daughter, Yasmine (Yazy) Rad, the opportunity to live a happy healthy life, and also see other people’s lives be positively impacted on a daily basis, both physically and economically, is another driving force in my passion for the plant, industry, and its development.
If you could pick one thing to change or add to the industry what would it be and why?
I do wish there was a general accreditation that all professionals had to obtain, like in other fields, so we all have the same baseline knowledge. There is a lot of misinformation out there.
What is the biggest milestone you’ve hit so far in your career?
I think this year, being able to say I’ve now successfully opened two retails in two different states is a big milestone thus far. As Fourtwenty Collections is led by a team of women, we have faced our own set of challenges, as women in executive roles continue to dwindle year after year, but we always overcome the obstacles and continue to expand, develop and give back.