Ultra Health CEO Duke Rodriguez Runs for New Mexico Governor, Puts Cannabis Reform at Center Stage

Ultra Health CEO Duke Rodriguez has thrown his hat into the ring for New Mexico’s governor race, positioning cannabis reform as a central pillar of his Republican campaign. Rodriguez argues that the evolving cannabis landscape in the United States demands practical, bipartisan solutions rather than continued partisan gridlock. He believes the industry’s success hinges on clear rules, honest labeling, and robust oversight, emphasizing that the legal market must be able to compete with illicit operations. "Rules that protect patients and consumers, reward responsible operators, and ensure cannabis is treated like the serious healthcare and economic sector it has become," Rodriguez told High Times

The U.S. cannabis sector faces mounting challenges, including inconsistent testing standards, complex regulations, and the persistent presence of illicit markets. Despite these obstacles, industry projections remain optimistic, with forecasts estimating the market could reach nearly $45 billion by 2025. Rodriguez, who previously served as New Mexico’s Cabinet Secretary under Governor Gary Johnson, is advocating for reforms that would bring regulatory consistency and public trust to the industry. He insists that the current patchwork of state programs and lack of national standards have left businesses and consumers vulnerable to corruption, favoritism, and fluctuating compliance costs

Shifting political attitudes are also reshaping the cannabis debate, particularly among conservatives. As more red states introduce medical programs and federal agencies warm to change, Rodriguez and other right-leaning advocates are making the case for reform from a perspective of limited government and free-market opportunity. According to a recent Pew Research Center survey, 57% of Republicans aged 18-29 support legalization, signaling a generational shift within the party. "Conservatives are becoming more vocal about cannabis reform because the facts have caught up with the politics. We see that regulated cannabis supports patient care, public safety, and local economies, while reducing black-market activity. It’s no longer an ideological issue. It’s a practical one," Rodriguez added

The absence of nationwide standards has also eroded consumer confidence, with studies revealing significant discrepancies between labeled and actual cannabinoid content in products. Rodriguez contends that only through science-based policy, simplified licensing processes, and attainable compliance requirements can the industry achieve legitimacy and sustainability. He warns that when compliance becomes more expensive than innovation, the legal market suffers while illicit operators thrive. "Good governance means creating rules people can realistically follow. When policy starts with human outcomes rather than political labels, it brings people together," Rodriguez said

Rodriguez’s campaign is grounded in his experience at the intersection of healthcare reform and cannabis entrepreneurship, having launched Ultra Health in 2010 after a career in public service. Backed by former Governor Gary Johnson, Rodriguez claims New Mexico needs leadership focused on execution and outcomes rather than ideology. For the cannabis industry, his candidacy could signal a new era where bipartisan support drives policy rooted in pragmatism and economic reality. From the OG Lab newsroom perspective, Rodriguez’s run highlights the growing influence of pro-cannabis conservatives and underscores the urgent need for coherent regulation and industry-wide standards as the U.S. moves closer to federal reform