Susie Plascencia

When Susie Plascencia accepted the role of brand partner at Humo, she sought to create a brand of cannabis that could bring positive representation of Mexican-American culture to the industry and help eliminate the stigma surrounding cannabis in the Latino community.

“Latinos have been and continue to be vital in the growth of the cannabis industry, yet Latino culture is rarely represented on dispensary shelves,” says the Latina journalist, entrepreneur and cannabis advocate. “To our Latino consumers, we aim to make them feel seen and included in the emerging conversation of what it means to be a modern cannabis user.”

Plascencia says Humo was created to add an authentic, Mexican American-owned cannabis brand that celebrates Latino culture and traditions through its products, company mission and events. The purpose-driven brand not only works to detangle the complicated relationship between Latinos and cannabis, but it also sponsors expungement efforts with The Social Impact Center of Los Angeles, all while maintaining sustainable growing practices and affordability for consumers.

Plascencia’s vision for Humo has led to a quickly expanding presence throughout California.

“One of our proudest moments as a new brand was briefly selling out of our star strain, Limonada, in dispensaries throughout the state,” Plascencia says. “I’m very excited to kick off new relationships with some of the state’s busiest cannabis shopping destinations and continue to grow our Humo community both online and in person through our many events.”