Latino Cannabis Alliance Launches to Demand Power and Policy Influence in U.S. Industry

The newly established Latino Cannabis Alliance (LCA) officially launched on March 31, stepping onto the national stage with a mission that extends beyond symbolic inclusion. The coalition, made up of prominent Latino cannabis advocacy leaders, asserts that Latino communities have long played a pivotal role in shaping cannabis reform but have been sidelined from decision-making and capital access. As the group’s treasurer Ruth Jazmin Aguiar stated, “We are not asking for a seat at the table. We are building one, rooted in equity, economic power, and political influence.”

With Jessica F. González as president, Jason Ortiz as vice president, and Aguiar as treasurer, the LCA’s leadership team brings together experienced advocates from across the United States. The alliance was sparked by a sense of urgency following immigration raids on California cannabis cultivation sites in July, events that highlighted the intersection of cannabis policy and immigration enforcement. According to the group, these incidents underscored the need for a dedicated platform where Latino professionals and community members could respond to crises and lead with cultural fluency

The LCA’s approach is notably distinct from traditional diversity initiatives. Rather than seeking mere visibility, the organization aims to fundamentally reshape the policy conversation by centering the lived experiences and specific needs of Latino communities. “A single arrest can trigger deportation,” the alliance pointed out, emphasizing the complex challenges faced by Latinos at the intersection of cannabis, immigration, and criminal justice. Language barriers and lack of targeted economic opportunities further compound these issues, often excluding the most impacted communities from the benefits of legalization

A critical concern for the LCA is the lack of comprehensive data on how cannabis prohibition has affected Latino communities. The alliance highlighted that for years, federal crime data failed to properly disaggregate Latino populations, making it difficult to document the full impact of the war on drugs. “We know the war on drugs hit our communities hard. We lived it. But without the data to document it, those claims are too easily dismissed in policy rooms that use a lack of data as an excuse before they act,” the group told High Times

Looking ahead, the LCA is committed to tangible action, including an April 28 webinar on supporting immigrant communities, a congressional action page for the MORE Act, and a May lobby day to bring advocates directly to lawmakers. The alliance also plans to create infrastructure such as documenting Latino cannabis stories and building a directory of professionals. As the group said, “Connection is infrastructure. Right now, too many people are doing incredible work alone without knowing who else is in their corner ready to support them.”

From the OG Lab newsroom perspective, the launch of the Latino Cannabis Alliance marks a significant shift in how equity and representation are pursued within the U.S. cannabis industry. By focusing on policy, data, and collective influence, the LCA’s emergence could reshape not only advocacy strategies but also how industry and regulators address structural barriers. This is a development worth watching as the sector continues to grapple with the legacy of prohibition and the realities of a diverse, evolving marketplace