How Women are building community and Reshaping Cannabis in Northern California
In a male-dominated industry facing challenging market conditions, women in Northern California's cannabis space are creating authentic communities that honor the plant's legacy while pushing for a more sustainable future.
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Leah Cerri, a cannabis brand marketer, event producer, writer, and Ganjier who grew up in Mendocino County with cannabis-growing parents, knows firsthand the importance of community in an industry that has shifted dramatically since legalization.
Leah Cerri, Cannabis brand marketer, event producer, writer, and Ganjier
"When I first entered this industry, there were so many cool women-owned brands," Leah explained. "I was so inspired that we could create this different kind of industry. Flash forward to now. So many of those women have shut down their businesses. They couldn't get funding, or just the way legalization rolled out, they couldn't survive."
This disillusionment nearly drove Leah from the industry two years ago. "I had a kind of crisis," she recalled. "I was going to leave. I just felt I'm just helping brands that I don't believe in to get richer. This doesn't feel aligned with my heart."
Instead of leaving, Leah founded Northern California Women in Cannabis, hosting free gatherings across the region. What began as a small gathering in her home has blossomed into a thriving community that has reinvigorated her passion for the industry.
For Haylee Parker, co-owner of Goldenhour Collective, the heart of cannabis isn't about profits but compassion. "I think we can right the ship if we really do anchor to the plant, the compassionate core of what this community is, and keep it patient-centric.”
Both women emphasized the importance of understanding cannabis retail and connecting directly with patients and consumers. Hayley noted, "I've been in many executive meetings where people who have no true experience with the plant are suggesting ideas that I just inherently know aren't going to resonate with the consumers."
This disconnect between corporate decision-makers and the plant's heritage has real consequences for quality and community. As Leah observed, "As it's become more and more corporate, and people's packaging has become more plastic and wasteful, and there are so many products failing testing now, I think we've just really gotten away from trying to grow clean medicine for people."
For women entering the industry today, both Leah and Hayley emphasize the importance of an authentic connection to cannabis. Hayley advised: "It's important to anchor to your values... maintaining your anchor within the industry and what you feel passionate about is the most important thing."
Leah added a practical note for newcomers: "This is a hard industry... the job market right now is really tough. They're not plentiful jobs. They're not always paying well. And so you really need to want to do this for a reason other than yourself."
Despite these challenges, Leah offered hope: "If you are able to build your own community to support you, or if you see something small that you can do to try to make it better, do it."
Her parting message speaks to the resilience that characterizes Northern California's cannabis culture: "So many of us just wait to be asked to do something when you can take action and try to make things better at any time. Until we all try to start making things better, things aren't going to get better."
Connect with Leah on Instagram (@NorCalWomenInCannabis).
UPCOMING EVENT: MARCH 22nd IN SANTA ROSA
Leah’s next event is on March 22nd in Santa Rosa to honor Women’s History Month. It’ll be an intimate and restorative day event for women involved in cannabis to socialize, have fun, and build connections. This is a private event, 21+ only. No cannabis sales, and highlights include:
Tina Gordon from Moon Made Farms will give a talk on feminizing consciousness through increased access to organic sungrown, plus have samples and goodies.
Joyce Cenali will host a table for Sonoma Hills Farm.
Tiffany with Body by Mozaic will lead an interactive activity on how to do your own facials. This will be a free 30 minute class with all products supplied. Get your glow on!
Megan Pru will lead a seed swap. It’s planting season! Bring your extra seeds of any kind - veggies, herbs, flowers, cannabis - as well as extra plant starts or cuttings or whatever you have to swap with other gardeners. Let’s overgrow the government and preserve heirloom and landrace varieties - it all starts with planting a seed!
Aerial Sudds of Aligned Healing will offer donation-based chair massage.
Amy Fisher will share a Women in Cannabis History exhibit with us!
Lauren Vazquez will be available to guide you on any legal, corporate, or compliance issues your business is facing. In addition to her professional support, she will have her famed Cannabis Compliance is Bananas and Anti-Compliance Compliance Club shirts for sale. To celebrate Women’s History Month she will also have handmade tie-dyed Legalize Women shirts. Don't let them slip by!
Terpene Tasting with Mo from Cannabis Public School
Woman-owned vendor market: Lady Gemini will have tinctures and salves for sale, Jenn with Higher Artisan Market will have small batch seasonal jams, jellies, vinegars and pickled goos for sale, cannabis themed art and products from Mckenna, and more to be announced soon.
Arts and Crafts: McKenna will lead arts & crafts: we will be decorating our own stash bags.
Smoke Shots, makers, movement, and more!
