By Alyna Paparazzi
Maggie Connors had never for one minute considered the idea of having a career in the cannabis industry before moving from New York to California. But, once she got her first glimpse at how cannabis was a huge part of her new home’s overall culture, she dove right in.
Maggie began exploring the medicinal side of the industry and took her time finding what strains and methods of use worked best for her. This newfound knowledge furthered her ambitions for the cannabis industry and inspired her to form Besito.
Besito is an LA-based company that sells pre-rolled joints and mini-joints, as well as vapes. It’s womxn-founded and queer-led, with a mission to make premium weed products, as well as create a space for women, BIPOC and the LGBTQIA+ community within
the industry.
More Than Just a Weed Company
The biggest driver for Maggie as CEO of Besito, is to help create a newly legal industry led by strong moral values. She was adamant she and her team could build a beautiful brand that was funny and sexy, AND talked about the history of cannabis, including the war on drugs and mass incarceration.
Besito, which means ‘little kiss’ in Spanish, is a nod to Maggie’s own Cuban heritage and the Latinx culture around LA. The brand’s bright coloring and tropical vibes pay homage to all the elements of the Hispanic culture not being celebrated as much within the cannabis industry. Where other brand’s motifs may feel darker or more akin to the nightlife,
as Maggie puts it, “We’re a daytime high!”
The name choice for Besito also represents part of her company’s mission to teach others about intuitive dosing. Maggie pointed out how the legacy market, under prohibition, evolved to serving the hardcore, heavy consumer. However, improper dosing would often cause others to have a negative experience their first time using. By creating Besito, Maggie wanted people to enjoy smoking the plant, instead of the plant smoking them.
Building An Equitable Industry
Part of Besito’s mission has always been about seeing more diversity and inclusion in the cannabis industry. Currently, only 8% of women hold a CEO position in the business, but as Maggie explains, “Every time there’s a limitation, it’s also an opportunity.”
Maggie also stresses the importance of having more BIPOC and queer representation in the space. She didn’t want her brand to just be “weed for girls.” With Besito, she is able to bring all of these unique voices to the table. Their fresh take on the industry shows how there are various diverse groups consuming cannabis in different ways.
From her perspective, it’s a moral imperative for everyone participating in the industry, even as consumers, to educate others on the history surrounding the war on drugs, but also to do what we can to build an equitable industry with ownership for people of color. This belief led her to collaborate with Equity First Alliance to produce a documentary titled, “A Record Shouldn’t Last a Lifetime.” The short film focuses on the stories of formerly incarcerated BIPOC, their families and others most impacted by the war on drugs.
“The best way to use our marketing dollars was by giving a voice to those people, and bringing that cannabis history and education to the forefront,” Maggie says..
After years of prohibition and misinformation, Maggie wants everyone to understand its therapeutic benefits aside from the ability to get high and chill. She hopes the perspective of cannabis will continue to change through statewide legalization. Learn more at Besito.la
