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Ricardo Baca
CEO & Founder at Grasslands: A Journalism-Minded Agency
Ricardo Baca is a renowned American journalist, entrepreneur, and cannabis industry expert. He is best known as the CEO and founder of Grasslands: A Journalism-Minded Agency, which he launched in 2016. Grasslands specializes in providing public relations, content creation, and social media marketing services to businesses in highly regulated industries, including cannabis, real estate, and healthcare.136
Career Highlights
- The Denver Post: Baca served as the first-ever marijuana editor at The Denver Post, overseeing the newspaper's cannabis coverage and founding The Cannabist, a prominent online vertical focused on cannabis news and culture.68
- The Cannabist: Under his leadership, The Cannabist became a leading source for cannabis journalism, covering legalization efforts and industry developments globally.78
- Awards and Recognition: He has been named one of Fortune magazine's "7 Most Powerful People in America's Marijuana Industry" and was honored as Marketer of the Year by AdCann in 2019.13
- Public Appearances: Baca is a frequent keynote speaker and has appeared on various media platforms, including The Colbert Report, NPR's All Things Considered, and TEDx events.35
Personal and Professional Background
- Education: Baca earned a bachelor's degree in journalism from Metropolitan State University of Denver.6
- LinkedIn and Social Media: His LinkedIn username is "bruvs," and he is active on other platforms such as Instagram and YouTube.24
- Current Roles: Apart from leading Grasslands, Baca serves on the Board of Directors for Colorado Public Radio and was appointed to Colorado's Natural Medicine Advisory Board by Governor Jared Polis.58
Ricardo Baca is widely recognized for his pioneering work in cannabis journalism and advocacy, making him a prominent figure in both media and drug policy circles.
Highlights
Spoke to my peers about weed. Shared space with so many people who mean so much to me. Hosted another INCREDIBLE Grasslands Supperclub—on the waterfront patio, during the sunset, with belly dancers. Talked about growth, and the future! What a wild ride, all of those inspiring late-night conversations. That was my Benzinga's Cannabis Capital Conference. #grasslandsaf cc Benzinga Cannabis, Grasslands: Journalism-Minded Agency™
Proud to share my latest column for Rolling Stone: 'The Modern Cannabis Consumer: What Marketers Should Know About the Older Demographic.'
Modern marketers (across all industries) need to understand that grandmas get high, too - to help them sleep, combat pain and so much more. As I write:
'TODAY’S FASTEST-GROWING DEMOGRAPHIC of cannabis enthusiasts aren’t millennials or Gen Z — they’re senior citizens. Older Americans are embracing cannabis at a quicker pace than any other group (per recent federal survey data), driven by a mix of expanding legal markets, disillusionment with traditional medicines, a cultural shift towards plant-based wellness and the normalization of cannabis.'
Thanks for reading - and thanks to the Rolling Stone Culture Council for facilitating this important conversation. cc Grasslands: Journalism-Minded Agency™
#grasslandsaf #journalismminded #marketing #cannabismarketing #pr #publicrelations #cannabispr #cannabispublicrelations #thoughtleadership #cannabisthoughtleadership #cannabiscommunity
