From cultivators to advocates to CEOs, women are claiming their space in every segment of the cannabis world. With Mother’s Day around the corner, we want to shine a spotlight on the incredible mothers in the world of weed who are not just growing plants, but growing an entire industry. In the grow room and in the boardroom, they’re infusing Canadian weed with their hard work, innovation, and unique voices. By breaking barriers and challenging social stigma, they’re setting new standards and opening doors for future generations of women in cannabis.

Continuing our Smokin’ Moms tradition, we’re speaking to a few of these green pioneers about what cannabis means to them, what it means to be a mother in the industry, and the challenges they’ve faced.

Introducing Cassandra Deluca from Canopy Growth, Rebecca Fine from Tilray, and our very own superstar Shanon Hewett from Canna Cabana!

 

Responsible Consumption

For parents in the industry, there's an added layer of responsibility—educating their families and fellow parents about cannabis. This means taking the time to have honest, open discussions about weed, its legality, and potential health impacts, and answering questions that help dispel myths around the plant.

By championing responsible consumption, these women are helping to shape a culture around our industry: one that approaches cannabis with respect and understanding.

 

SHANON HEWETT – HIGH TIDE INC

One of the original Canna Cabana champions, Shanon Hewett is who you can thank for the amazing cannabis and accessories that hit our stores—she uses her expertise to select the best weed at the best prices in the country and bring it directly to you! As a leader, Shanon has worked in the health and wellness industry, as well as in food and beverage, bringing more than 15 years of experience to the table.

 

You’ve been one of Canna Cabana’s biggest strategists and leaders. What are you most proud of, when it comes to brand you helped build?

As a working mom and one of Canna Cabana's strategists and leaders, what I'm most proud of is how we've fostered a brand that prioritizes inclusivity and community. Building a brand isn't just about products or services; it's about creating a space where everyone feels welcome and valued.

One of our biggest achievements has been our commitment to approachability. This is important to me not only as a professional but also as a mother—I want to contribute to a brand where cannabis is approachable for women, and also doesn’t patronize female consumers. 

Additionally, I take pride in our efforts to support and empower women within the industry. Being a working mom myself, I know firsthand the challenges that women face in balancing career and family.

Overall, I'm proud to have played a role in building a brand that not only presents our customers with quality products and services but also promotes inclusivity, education, and empowerment. It's a legacy that I hope will continue to make a positive impact for years to come, both within the cannabis industry and beyond.

 

What motivated you to join the cannabis industry? Is it a career you always saw yourself in?

If I took a step back in time 20 years and asked myself then if this would be my future dream job, I think I would have a hard time believing that this would even be an opportunity.  Followed by a quick ‘yes, where do I sign up?!’.  The reality is that the cannabis industry is a lot of work, I entered the industry when I was a new mom, with a young baby at home, balancing a rapidly evolving industry with all of the challenges of being a new parent.  Really what drew me to the industry was being able to work with products I was passionate about and the challenge of a burgeoning business. 

 

You’ve watched Canna Cabana, and the rest of the cannabis industry, grow into what it is today. How did you get your start in the cannabis world? What’s different about being a mother in cannabis now, compared to when you first started?

I came into the cannabis space fairly organically, having previously working in industries surrounding wellness, both mind and body, and other consumable products, including fitness and organic foods.  As a mother working in cannabis, I've seen significant shifts in both perception and opportunities over the years. When I first started, I felt there were quite a few products emerging in the market that felt a bit presumptuous about what the demographic I fit into might want to consume, I initially felt the demographic I fall into was being a little bit pigeonholed. As a consumer, I deserve access to a diverse range of cannabis products that cater to my specific preferences. This includes everything from flower and concentrates to edibles and topicals, I am really happy to see how the industry has grown to understand different consumers and demographics.

In addition, the industry has matured and legalization efforts have gained momentum, there's been a noticeable change in attitudes towards cannabis use among parents. More mothers are speaking out about their experiences, whether they are long time experienced consumers or more casual users.  

Moreover, there's a growing recognition of the unique challenges that mothers face in the cannabis industry, such as balancing work responsibilities with family obligations and navigating legal and regulatory frameworks. This has led to the emergence of support networks, mentorship programs, and resources specifically tailored to address the needs of mothers in cannabis—a welcome development that fosters greater inclusivity and diversity within the industry.  One of the things that brings me a lot of joy in the industry is that bonds that I have built with other working moms, whether they work with other retailers, licensed producers, accessories companies or elsewhere. 

Overall, while there are still obstacles to overcome, I'm optimistic about the future of mothers in cannabis and the positive impact they will continue to have on shaping the industry's growth and development.

 

With attitudes around cannabis changing across the country, more and more people are dipping their toes into the industry. What advice do you have for other moms who want to begin a career in cannabis?

Entering the cannabis industry as a mom can be an exciting and rewarding journey, offering unparalleled opportunities for personal and professional growth. With the industry experiencing rapid expansion and evolving attitudes towards cannabis, now is an opportune time for other moms to pursue their passions and carve out their own paths in this dynamic field.

Here are some pieces of advice for moms who are considering starting a career in cannabis:

1. Educate Yourself: Before diving in, make sure you have an understanding of what it means to participate in the industry, it’s a lot of work and requires a flexibility and compromise, also, be prepared to be constantly learning
2. Identify Your Strengths: Reflect on your skills, experiences, and passions to identify how you can best contribute to the cannabis industry. Whether you have expertise in marketing, finance, operations, or advocacy, there's a place for you to make a difference.
3. Network, Network, Network: Building relationships and connections within the industry is key to success. Attend industry events, join professional associations, and engage with like-minded individuals to expand your network and stay updated on industry trends and opportunities.
4. Be Flexible and Adaptable: The cannabis industry is constantly evolving, which means you'll need to be flexible and adaptable to navigate changes and seize new opportunities. Embrace challenges as learning experiences and remain open to exploring different roles and avenues within the industry.
5. Prioritize Work-Life Balance: As a mom, balancing career aspirations with family responsibilities is essential. Be proactive in setting boundaries, managing your time effectively, and prioritizing self-care to ensure that both your professional and personal life thrive.
6. Advocate for Inclusivity: Use your voice and platform to advocate for inclusivity and diversity within the cannabis industry. As a mom, you bring unique perspectives and insights that can help shape a more equitable and supportive industry for all.
7. Stay Committed to Learning: The cannabis industry is still relatively young and there's always something new to learn. Stay curious, seek out opportunities for continuous learning and professional development, and remain adaptable to the ever-changing landscape.

Starting a career in the cannabis industry as a mom may come with its challenges, but it also offers unparalleled opportunities for growth, fulfillment, and impact. By leveraging your skills, passion, and dedication, you can build a rewarding career that aligns with your values and aspirations.

 

You’ve mentioned your close circle of friends who are also mothers. What do you love to talk about together, when it comes to cannabis?

A: When I connect with my close circle of mom friends who are also involved in the cannabis industry, our conversations are always rich with shared experiences, insights, and support. One of the things we love to talk about together when it comes to cannabis is parenting and cannabis: navigating the intersection of parenting and cannabis can sometimes be challenging, but it's a topic we openly discuss and support each other through. We share strategies for talking to our children about cannabis, and finding a balance between responsible consumption and family life.

When I am discussing cannabis with my friends outside of the industry, I am often speaking to them about things like career growth and opportunities, sometimes friends outside of the industry simply don’t understand what a career in cannabis looks like.

 

CASSANDRA DELUCA, CANOPY GROWTH

Cassandra Deluca has been with Canopy Growth for six years. Before her work in cannabis, Cassandra came with ten years of healthcare experience. She served as a Public Relations Coordinator at the OneMatch Stem Cell and Marrow Network for Canadian Blood Services, where she collaborated with local communities and directed media campaigns to recruit donors to the registry. She participated in a documentary called Mixed Match, which covered their recruitment drive in Vancouver. Cassandra is a proud mother to a 16-year-old-son, two adult bonus children, and one fur baby. In her spare time, she writes a blog and manage her fashion pages on Instagram (@eternally_sassystyle) and TikTok (@eternally.sassy)!

 

Even as the cannabis industry grows, there are still social attitudes that can make conversations around it difficult. How do you approach parenting and cannabis use, and what does responsible consumption mean to you?

In my dual role as a Mom and cannabis industry professional, I’ve embraced open dialogue and knowledge-sharing as essential tools. Despite some lingering stigma, which is slowly diminishing post-legalization, I respect that not everyone is on the same page regarding cannabis. Active listening and thoughtful questioning can pave the way to understanding, though it’s not always guaranteed. At home, my 16-year-old son has been part of candid conversations about responsible use since his younger days. He understands that cannabis products are adult-oriented and always off limits, securely stored. Our discussions have matured alongside him, and interestingly he’s expressed no interest in consumption once he reaches legal age. It appears that my industry involvement has perhaps made the idea less alluring to him! My aim is to model responsible consumption, underscoring the importance of legal compliance, personal health, and community consideration. Ultimately, it’s about making well-informed decisions that honour both the law and our own moral compass.

 

Do you think that the stigma around cannabis use and parenthood has been changing? Have you ever faced judgement or negative feedback against being a mother who uses cannabis?

The stigma around cannabis use, particularly among Moms, is gradually changing as society becomes more informed about the plant and its uses. I’ve felt the chill of judgment early on, but I’ve found that nothing melts away misconceptions like a heartfelt, fact-driven chat. It’s through these exchanges that we foster a climate of compassion and comprehension.

 

As someone who has been in the industry since its early days, and who has worked to help shape it, can you tell us about the early stages of your career in cannabis?

Reflecting on the beginning of my career in the cannabis industry, it’s been an exhilarating journey that’s truly just getting started. The initial phase was marked by a shared sense of excitement and the thrill of endless possibilities. Being part of this pioneering period has been a privilege and an incredible adventure. Despite facing numerous challenges and uncertainties as the industry evolves, the potential for significant growth and innovation is clear. My personal drive stems from a dedication to the cannabis industry’s ethical advancement. There’s still a vast expanse of knowledge to acquire and progress to be made. I’m very optimistic about what lies ahead!

 

Can you give us a snapshot of your proudest moments in your time at Canopy? What made you decide to dedicate your career to the plant?

Some of my most cherished experiences at Canopy have been those where I’ve had the opportunity to support projects that focus on sustainability and giving back to the community. There’s a strong culture of social responsibility here, and one of my fondest memories is of our team volunteering with local organizations on our very first day. It was a wonderful way to foster connections both within our team and with the community at large. My commitment to the cannabis industry is rooted in my conviction of its vast potential and my eagerness to be at the forefront of this trailblazing industry.

 

Do you think there are unique obstacles that women, especially mothers, face in the cannabis industry? If so, what would you like to see change?

Women, particularly mothers, navigate unique hurdles in the nascent cannabis industry, where balancing the demands of a rapidly evolving professional landscape with family life presents a significant challenge. Although gender bias is a broader societal issue, it remains a prevalent obstacle for women in Canada. Fortunately, I’m part of a company that champions female leadership, boasting a higher-than-average number of women in executive roles. Despite this progress, there’s more ground to cover. The cannabis community is notably welcoming and inclusive, yet I advocate for enhanced support structures and policies that further empower women to excel in this sector.

 

In your opinion, what kind of future do you see for Canada’s cannabis industry?

My confidence in industry growth in 2025 is grounded in several key factors. I foresee Canada’s cannabis industry flourishing through a culture of innovation, where continuous advancements in product development and technology enhance the consumer experience. Inclusivity remains a fundamental value for us all, as an industry. We are dedicated to fostering a community that values diversity and provides a welcoming space for all participants. Additionally, we are committed to the thorough education of budtenders, empowering consumers with the knowledge they need to make informed choices. Our focus on responsible consumption highlights our commitment to ensuring safety and promoting well-being. As the industry evolves, I expect it to pioneer new frontiers, setting exemplary standards in business practices, sustainability, and regulatory compliance. This forward momentum positions Canada to lead the global cannabis market, inspiring others with our progressive approach and robust growth.

 

REBECCA FINE, TILRAY

As a long-time cannabis user, joining the industry was a perfect fit for Rebecca. She worked in sales for seven years, before diving into weed in 2019 with Up Cannabis—which was acquired by Hexo, then acquired by Tilray! She began her time in cannabis as a territory manager, and as the retail industry grew, she grew with it.

Rebecca is a mother of two, a daughter aged 8 and a son aged 6. She lives in Ottawa, and has spent many years on Parliament Hill for 4/20!

 

What does cannabis mean to you? What made you decide to dedicate your career to the plant?

Cannabis has been a part of every chapter of my life. I’ve spent my entire career in some form of sales and have been an avid cannabis user for 20 years. To say it has been a dream to get to be a part of helping to build the industry in even a small way is an understatement! I recently celebrated 5 years in Cannabis, and I can’t believe how much things have evolved in such a short time.

 

You’re helping shape a brand-new industry in Canada, and setting the bar for what it will look like for years to come. Can you give us a picture of what a day is like for you, as leader at one of Canada’s largest cannabis brands?

After getting my kids dressed, fed and out the door, its another coffee and my to-do list. Juggling parenting and work is an exercise in organization; I live and die by my calendar and To-do list. Then I dive right in, checking in on my accounts, making sure all deliverables are met and diving right into the next thing. Everyday in cannabis looks different, constantly putting out fires, planning for new launches and ensuring our customers are getting the best they can out of our products and brands. Then it’s picking up the kids, dinner, making lunches for the next day and probably some family Nintendo Switch!

 

With lingering social stigma around cannabis use, especially when it relates to motherhood, have you ever experienced any negativity around what you do? What advice would you give other women and mothers who want to join the industry?

You’d be surprised at the amount of interest other parents have when they find out I work in Cannabis. It usually begins with some easy questions about the industry as a whole and then can either turn into product interest, or towards the stigma and fear. I take every conversation as an opportunity to remind other parents that our kids are growing up in a very different landscape then we did. Its so important to be open and honest when speaking to our kids about what cannabis is, as much as their ages allow for. As for advice for joining the industry? It’s definitely not for the weak, but if you can thrive in chaos, this is the place for you!

 

Can you speak on the importance of responsible cannabis consumption, especially for those who are balancing motherhood?

Occasion and category for me is everything. Every product has a time and place and learning what those are will create the most positive experience. It has taken trial and error but I know now how best to consume to fit my life.  I am also diligent on keeping everything locked away or high up in a closet I know their curious little minds won’t find. Every mother knows how quickly kids can get into things – its our job as parents to ensure our stash is safely out of reach and inaccessible.

 

What can you tell us about your early experiences with the cannabis industry? Have barriers changed since then?

Being a woman and a mother is not easy in any industry, but it can feel especially tough in cannabis and the pace we all work in. I was so fortunate when I joined in 2019 to have a manager who not only celebrated that I was a working – cannabis smoking - mother, but always encouraged a family first attitude. (Thanks Pete). As the industry is constantly changing, I am seeing more and more opportunities for Mothers to jump in and find a healthy work life balance. You need to connect with the right people who get what it means to have two full time jobs!

 

What are you most proud of in your journey with cannabis?

Without question, the incredible women, and other mothers I’ve connected with in this industry. Cannabis is often referred to as a ‘boys club’. Finding other women who show up every morning and night for their family and kick absolute ass all day long in give me such energy. The industry was built with people who came from all different backgrounds and experiences. I have learnt an immense amount about how to juggle both family and work from these women; I hold those friendships so close and I couldn’t feel more fortunate to have them in my corner. (You know who are ladies)!

 

What is next for you? Is there anything new or exciting you’ve been working on you’d like to share with us?

The cannabis industry feels like it never sleeps and its so important to keep up with what’s happening all the time. All in One Vapes are flying off the shelves these days I can’t wait to launch our newest innovation into the market! We’re working hard on showing up strong and the team in the background – shoutout to the moms in marketing and sales – have been putting their all behind it. As for me specifically, I’m looking forward to the summer, and some time with my kids on a dock, enjoying what industry has to offer! Cheers to all the badass moms grinding it out in this industry everyday!