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Welcome to the Cannabis Media Spotlight Series! We created this Q&A series to celebrate the incredible work that reporters, editors, and podcast hosts do to shed light on the cannabis industry. Their insights and stories play a vital role in shaping how this space is understood and appreciated by the world.
Our goal is to highlight their journey, their expertise, and the meaningful impact of their work.
This week we're featuring Veronica Castillo, the Traveling Cannabis Writer! Veronica is a Communications Strategist and Published Writer with over 10 years of experience spanning insurance, HR, and communications, who currently serves as Communications Manager for the Minority Cannabis Business Association. As a traveling journalist and communications specialist, she has documented stories across the United States, exploring and educating readers about plant medicine.
So yeah, she's pretty cool.
That being said, let's dive into the Q&A:
What inspired you to start covering the cannabis industry, and how has your perspective evolved since you began?
My cannabis journey began unexpectedly in 2015 when I tried it for chronic migraines after exhausting traditional medications. That experience not only changed my perspective on cannabis, but also crystallized my calling as a writer. Growing up in the South, I had believed the stigma about 'devil's lettuce,' but experiencing cannabis's healing properties firsthand transformed my understanding. This led me to sell my house in Ohio and embark on a journey that would combine my passion for writing with advocacy for plant medicine.
What does a typical day look like for you as a journalist/editor/podcast host in the cannabis space?
Previously, my life was a whirlwind of constant movement - landing in a new destination almost every third day, visiting farms, dispensaries, and connecting with cannabis entrepreneurs across the country. I'd spend my days documenting stories, trying products, and elevating voices in the industry, particularly focusing on black, brown, and women-owned businesses. Now, as a communications manager for the non-profit organization, Minority Cannabis Business Association, I channel that same energy into creating meaningful change through strategic communication and advocacy work.
What are some of the most compelling trends, stories, or issues in the cannabis industry right now that you think deserve more attention?
The industry needs to address several critical issues: the severe lack of effective social equity programs that truly support marginalized communities, the untapped potential of cannabis and hemp to position the U.S. as a global leader, and the broader conversation about cannabis/hemp for overall wellness. We need to move beyond surface-level diversity initiatives and create real pathways for minorities to succeed in this industry.
What advice would you give to cannabis businesses or PR professionals hoping to connect with you or pitch their stories effectively?
Don't hesitate - shoot your shot! Connect with me, send a message, and share your story. I'm particularly interested in authentic narratives that contribute to the industry's evolution. The best pitches come from those who understand my focus on elevating minority-owned businesses and advancing the conversation around plant medicine.
What’s been one of the most memorable stories or moments in your career covering cannabis so far?
It's hard to pick just one because everyone I've met has contributed their own magic and love for the plant. However, I'm the biggest fan of cultivators - some of my most memorable and connected moments have been with those who have their hands and feet in the soil every day. These are the people who truly understand and respect the plant, and their passion is infectious.