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Wendy Francis is the president of Discovering Cannabis, which aims to be a trusted advisor that helps clients navigate the evolving cannabis market. In the newest entry of “NY’s women in cannabis,” Francis talks about barriers to female leadership, underrepresentation in the market and her inspiration to start in cannabis.
Women are vastly underrepresented in cannabis, and not just in New York. From 2019 to 2022, executive-level females have seen their industry wide status drop from 37% to 23%. Yet the MRTA makes things very clear: women-owned businesses are a key component of the state’s social and economic equity plan.
NY Cannabis Insider is seeking to elevate women in cannabis through a hyper-focus on female story sourcing and balanced representation in articles.
This series will last for as long as submissions come in.
Why did you launch your career in the cannabis industry? Were there any women who inspired you to do so? How did you do it?
In 2018, I began wholesaling CBD and was initially surprised by the strict regulations and limitations surrounding the industry. However, rather than shying away from the challenge, I decided to fully embrace it and devote myself to discovering solutions that would benefit small businesses hoping to enter the CBD/hemp/cannabis markets.
What do you think is the most significant barrier to women leadership? Are the barriers different in cannabis than any other industry?
Women’s leadership in cannabis along with other industries has ongoing gender bias. I believe if women find and focus on their niche within the industry, the opportunities are endless. We are breaking the grass ceiling.
Why do you think women are so underrepresented in leadership roles in cannabis?
It’s fairly new, and more careers are becoming apparent and accessible to women. Prior to cannabis becoming legal in certain states, most opportunities were in the legacy market, making it extremely risky for anyone wanting to make a career in the black market.
What are some ways in which companies can support gender diversity at senior levels?
Companies can encourage gender diversity in senior positions by adopting policies that ensure equal opportunities for all genders, offering leadership development programs and mentorship initiatives specifically for women.
Shout out your other favorite women-owned or women-led businesses in the industry.
Her Highness, Linda Mercado Greene, Nikki and the Plant, Toi Hutchinson.
Who/what are your favorite tools and resources in the industry?
Obviously, NY Cannabis Insider. I use LinkedIn a lot – it’s a great resource for cannabis information. Jeffrey Hoffman’s AMA, CANY, Castetter Group, Marijuana Moment.
What advice would you give your 25-year-old self? What advice would you give to the next generation of women leaders?
Know your stuff! Correct and accurate information is powerful. Be knowledgeable and articulate.
Is there anything we left out that you’d like to add?
My inspiration: My mom had Parkinson’s and dementia. The few years she lived with me, I experienced her struggle with both diseases. I have developed a deep passion for exploring the potential therapeutic benefits of cannabis in managing the symptoms of not only Parkinson’s and dementia but many other diseases, addictions, chronic pain and a myriad of other ailments.
The research is still in its early stages, but there are promising signs that CBD, THC, CBN and other compounds found in cannabis may be able to alleviate symptoms as well as slow down the progression of the diseases. My company is devoted to finding solutions for small businesses wanting to be successful in the cannabis industry.
As a 20-year entrepreneur, I understand the challenges of running a business and would have loved to have a partner on my side to ask questions and help find solutions. When I started wholesaling CBD in 2018, I realized the challenges facing the industry. I went to work finding B2B solutions for my retailers. When NY became legal, I continued to grow my network. We partner with knowledgeable and experienced professionals who are dedicated to helping cannabis entrepreneurs from licensing and regulations to inventory and payment solutions. Our job is to find the right solution for your business that will be affordable and provide you with the goods or services necessary to be successful.
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