Alpha Latinas
In The Community
Growing up, many of us heard about the awful ways in which weed would ruin your life. It was la planta del diablo. That negative (and mostly false) perception of cannabis is becoming less prevalent as more and more individuals embrace the plant for its healing properties. As States continue to legalize both the usage and possession of cannabis and approve it for both recreational and medicinal use, the industry continues to legitimize itself while consumers discover the myriad of uses.
Image shared by perfectunion on Instagram
Image shared by perfectunion on Instagram
With the industry being legalized in so many states, we are left to wonder where the Latine community stands. We know brown and Black individuals were, and continue to be, disproportionately criminalized for being consumers of cannabis, and as legalization becomes a reality in many states, we are fortunately starting to see less impact on these communities.
As states also attempt to address disproportionate access to wealth-building opportunities in the industry for those who were unfairly targeted and convicted of marijuana crimes, we are also seeing some semblance of hope as more people of color entrepreneurs enter the industry. Whether people of color are taking advantage of these new opportunities as entrepreneurs or as professionals in the space, the increase in diversity numbers is a win for everyone.
These five Latinas are making strides in the cannabis industry, and we hope that after them, come many more.
Roshelly & Shanelly Peña
Photo by latinas_cann on Instagram
Photo by latinas_cann on Instagram
Sisters Roshelly and Shanelly Pena, founders of Higher Dining Experience, have transformed their unexpected journey into cannabis-infused chefs. Their lifestyle cannabis brand combines Latin flavors with a touch of high times, offering savory power dishes, desserts, and mocktails. Higher Dining has become a sought-after destination for both cannabis enthusiasts and newcomers seeking flavorful experimentation. From THC-infused chimichurri with carne asada to guava chicken wings made with canna oil, their menu tantalizes the taste buds. The culinary series also provides a social and interactive experience, allowing guests to explore different strains, enjoy handmade pre-rolled joints, and indulge in microdosed creations.
Priscilla Vilchis
Photo by hollyweedqueen on Instagram
Photo by hollyweedqueen on Instagram
Priscilla Vilchis, a native Californian, recognized the potential of cannabis as an alternative to highly addictive prescription medications during her time in a physician's office. Becoming the first Latina in the US to obtain a license for cannabis production, she established Premium Produce, a Las Vegas-based cannabis facility where she serves as CEO. Vilchis has further expanded her entrepreneurial ventures by founding her own cannabis business, Reina.
Ruth Jazmin Aguiar
Photo by zamoravisuals on Instagram
Photo by zamoravisuals on Instagram
Ruth Jazmin Aguiar, a cannabis industry veteran, brings nearly a decade of experience in regulation, advocacy, licensing, strategy, and social equity. With expertise in business development within Spanish-speaking markets, she bridges the communication gap between entrepreneurs and government officials in California and beyond. In 2021, Aguiar joined Locatora Productions as the cannabis business manager for their podcast, Marijuanera: a Podcast for Potheads, expanding her career into mainstream media.
Frances González
Growing up in Puerto Rico, Frances González was told a lot of things about weed. Mainly, that it was a harmful drug not to be abused. After trying it at 22, González realized the misinformation around cannabis, and she went on to start Latina Cannapreneurs to combat the misinformation about the industry. Latina Cannapreneurs is a nonprofit organization that works to educate and empower Latinas about the cannabis industry and works to promote Latina entrepreneurship within the industry.
Susie Plascencia
Photo by Susie Plascencia on Facebook
Photo by Susie Plascencia on Facebook
Susie Plascencia is a multifaceted Latina journalist, entrepreneur, and cannabis advocate. As the founder and CEO of NightShift Digital and NightShift Cannabis, she utilizes her expertise in PR, social media marketing, and the cannabis industry. Plascencia's dedication to Latina representation led to the creation of Latinas in Cannabis, an influential online community that empowers and connects Latina entrepreneurs, content creators, educators, and advocates. Furthermore, she holds significant positions as the co-founder and CMO of MOTA Glass.
Bolivia’s western Andes is known for its deep valleys, towering mountains, and breathtaking landscapes. However, the most interesting thing about it is that it’s home to a remarkable group of women challenging long-standing gender norms.
Bolivian “Cholitas,” known for their iconic pollera skirts, aguayo embroidered cloth, and high bowler hats, are empowered Indigenous women carving out spaces for themselves that were once inaccessible. Through mountain climbing, skateboarding, and martial arts, they’re defying patriarchal structures and reclaiming their identities.
Mountain climbing: Cholitas conquering heights
Photo by cholitasescaladoras on Instagram
Cecilia Llusco, an Aymara woman, is one of many Cholitas leading the charge against societal conventions. Raised in Bolivia’s mountains, Llusco’s connection with them runs deep. From her early years assisting her father, a high mountain guide, to going on her own climbing journeys, she’s known for her resilience and determination. She has become a high mountain guide, following in her father’s footsteps while still making the road her own.
The Cholita Climbers
Photo by cholitasescaladoras on Instagram
“The Cholita Climbers,” as they're known, refuse to be bound by traditional gender roles. Scaling Huayna Potosí and setting their sights on Everest, they're not just climbing mountains; they're shattering stereotypes. Lidia Huayllas, the group's elder stateswoman and deputy mayor, is leading by example, inspiring generations of women to pursue their dreams despite the odds. The journey of The Cholita Climbers is not just defined by an impressive list of physical feats, but also by a deep sense of cultural pride.
Skateboarding: Cholitas redefining spaces
Photo by imillaskate on Instagram
In the streets of Cochabamba, the Imilla Skate collective stands out for all the right reasons. Led by Dani Santiváñez, this group of bold young women is rewriting the script of skateboarding. With their vibrant, traditional clothes, they challenge conventional ideas of femininity and athleticism, presenting a much more interesting and empowering alternative.
The Imilla Skate collective
Photo by imillaskate on Instagram
The Imilla Skate collective has transformed neglected spaces, making them vibrant and exciting again. They’re not just skaters, they’ve reclaimed their right to public spaces and fostered strong community bonds. Their influence even goes beyond the streets of Cochabamba, rippling across the nation. Their message is clear: women belong in skate parks, and their presence is non-negotiable. By taking this stance, they're helping amplify indigenous voices and reshape perceptions of what it means to be a skateboarder.
Self-defense: Cholitas against gender-based violence
Photo by warmipowerbo on Instagram
Faced with the issue of gender-based violence, Bolivian Cholitas are refusing to stay silent any longer. Lidia Mayta, a woman who was violently attacked by would-be robbers at her front door, has turned to martial arts as a tool for empowerment. Not only of herself but of other women in the community who are tired of being victimized and afraid.
In Bolivia, over 53% of women experience physical or sexual violence. Despite the high prevalence of gender-based violence, prevention services often lack knowledge about disabilities, limiting access to information and care, and leaving women to fend for themselves. Shockingly, only 1% of gender-based violence cases are prosecuted and convicted.
Warmi Power taekwondo studio
Photo by warmipowerbo on Instagram
In this context, taekwondo studios like Warmi Power offer a sanctuary for women to learn self-defense techniques and reclaim their sense of agency. Beyond physical training, these spaces serve as platforms for solidarity and collective action against gender-based violence. Mayta found this space to learn taekwondo and she’s now one of their main facilitators, dedicated to introducing women to the transformative power of martial arts.
Self-defense techniques
Photo by warmipowerbo on Instagram
By teaching women with the skills to defend themselves, organizations like Warmi Power are challenging the culture of impunity and fostering a culture of accountability. Their message is clear: violence against women will not be tolerated, and every woman has the right to feel safe in her community.
Bolivian Cholitas are leading a new chapter in their history
Photo by cholitasescaladoras on Instagram
The stories of Bolivian Cholitas scaling mountains, mastering skateboards, and learning self-defense are not just individual victories; they’re part of a larger change that will ripple for generations to come. Through their actions, these women are rewriting the script of gender norms and reclaiming their rightful place in society. As they continue to challenge stereotypes, they inspire communities in Bolivia and around the world to rise and take up space. Bolivian Cholitas are shaping history, one challenge at a time.
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Today, Dolores Huerta, one of the most important Latino icons within civil rights, is turning 94 years old. This occasion is the perfect opportunity to celebrate not only her robust life but also her immense contributions as a social justice champion. Huerta is a living legend whose tireless efforts have helped transform the landscape of civil rights, feminism, labor rights, farmworkers’ rights, and even environmental justice.
Huerta’s influence has been far-reaching, and her work has inspired generations of activists and advocates both in and outside the Latino community. Her work continues through the Dolores Huerta Foundation, which passionately advocates for the rights of underrepresented people and empowers them through grassroots organizing, civic engagement, and education initiatives.
But how did Huerta’s journey begin?
Born on April 10, 1930, in Dawson, New Mexico, Dolores Huerta was raised in Stockton, California, where she learned the value of activism from her parents. Her father, Juan Fernández, a union activist and politician, showed her the importance of fighting for justice from a young age. Huerta attributes much of her feminist outlook to her mother, Alicia, who was known for her compassion and involvement with the community.
Huerta took her first steps as an activist when she was studying at Stockton High School and joined various groups and organizations. Once in college, she earned a provisional teaching credential from the University of Pacific's Delta College. Her experiences as a teacher actually ignited her passion for addressing economic injustices because she was exposed to the inequalities her students and their families were facing.
It was during her tenure with the Stockton Community Service Organization (CSO) that she started organizing her activism. She founded the Agricultural Workers Association and spearheaded voter registration drives and advocacy for better living conditions for farmworkers. Later on, her collaboration with César Chávez led to the formation of the National Farm Workers Association (NFWA), later known as the United Farm Workers (UFW), where her organizing skills played a pivotal role in securing landmark victories for farmworkers, including the Agricultural Labor Relations Act of 1975.
During this time, she coined the chant “Si Se Puede,” which President Obama later made central to his first presidential campaign.
Huerta’s activism extends beyond labor rights. She became a fierce advocate for women's liberation within the farmworkers' movement, challenging gender discrimination and fostering inclusivity. She was also known for her commitment to non-violence, which is one of the guiding principles of her advocacy to ensure the safety of everyone involved in the struggle for justice.
Throughout her life and advocacy, Huerta faced many different challenges, such as physical assaults and overall societal pushback. This didn’t deter her, though, and her strength never wavered, which is a big reason why she’s considered a hero within the civil rights movement. Even after her life was threatened by an assault during a protest at the age of 58, Huerta continued advocating, focusing mainly on women's rights and political empowerment.
Today, at 94, Dolores Huerta isn’t slowing down. As the founder and president of the Dolores Huerta Foundation, she continues to mentor and inspire new generations of activists. Her commitment to grassroots organizing and community empowerment remains as strong as ever. Huerta’s legacy isn’t just a collection of awards, although there are many of them and they’re all well-deserved. More importantly, it’s one of the most inspiring examples of the power of ordinary people coming together to effect extraordinary change.
As we celebrate Dolores Huerta's 94th birthday, let’s honor her activism and reaffirm our own commitment to important social justice causes. Join the Dolores Huerta Foundation in commemorating her life and legacy on social media with the hashtag #VivaDolores. Share your stories, post your favorite quote from her, record a video about how she has inspired you, or simply spread the word about this remarkable woman who has dedicated her life to making the world a better place.
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