
Welcome to the Cannabis Media Spotlight Series! We created this Q&A series to celebrate the incredible work that reporters, editors, and podcast hosts do to shed light on the cannabis industry. Their insights and stories play a vital role in shaping how this space is understood and appreciated by the world.
Our goal is to highlight their journey, their expertise, and the meaningful impact of their work.
This week's feature is Javier Hasse! Javier is the CEO of elplanteo.com, Senior Contributor at Forbes, Book Author at Entrepreneur Media and Hachette Books' Sheldon Press & Advisor at Benzinga.
Now, let's get into the Q&A:
What inspired you to start covering the cannabis industry, and how has your perspective evolved since you began?
I’ve loved cannabis for more than two decades, long before it was accepted in mainstream conversations. For me, it's all about the plant's magic: it’s a catalyst for connection, creativity, and change. I saw how cannabis could unite people across different walks of life, and I felt an urgency to tell its story, especially when it was still shrouded in stigma.
When I began writing about cannabis over a decade ago, it wasn’t considered a “serious” topic in journalism. Many people dismissed it as niche or frivolous. However, I knew the plant had massive potential to revolutionize health care, create economic opportunities, and spark social change.
What drives me today is the same thing that inspired me back then: the chance to do well by doing good. This industry is filled with people who are passionate about building something bigger than themselves—whether that’s helping a patient, advocating for social justice, or pushing for global legalization.
Over the years, my perspective has evolved as I’ve seen how far we’ve come, but I also recognize how much work remains. This isn’t just an industry; it’s a movement, and I’m proud to help shape its narrative.
What does a typical day look like for you as a journalist/editor/podcast host in the cannabis space?
No two days are the same, but they’re all fueled by passion and purpose. I usually start the day diving into the latest cannabis and psychedelics news—reading pitches, analyzing market trends, and catching up on global developments. From there, it’s a mix of writing, editing, and brainstorming with my teams at Benzinga and El Planteo.
A big part of my day is connecting with people in the industry—whether it’s interviewing thought leaders, hosting a podcast, or uncovering untold stories. I also spend time strategizing how to amplify these voices to reach the right audience, whether it’s investors, advocates, or everyday consumers.
At the core of it, my day revolves around storytelling. Whether I’m crafting an article or planning content, my focus is always on impact—shaping narratives that inform, inspire, and challenge perceptions.
What are some of the most compelling trends, stories, or issues in the cannabis industry right now that you think deserve more attention?
For me, the most critical issue is medical cannabis legalization on a global scale. It’s incredible—and deeply frustrating—that in 2025, there are still countries, and even entire regions, where people are denied access to cannabis as medicine. In many parts of the world, patients are forced to rely on underground markets or go without relief altogether. The U.S., despite its leadership in so many other areas, continues to lag behind in embracing cannabis as a public health tool, particularly in terms of accessibility and affordability.
Emerging markets also deserve more attention. In places like Latin America, Africa, and Southeast Asia, we’re seeing the potential for cannabis to drive economic growth and empower local communities. But these markets are often left out of the global conversation, and we need to ensure that their voices are heard and supported.
Other critical issues include:
Sustainability: As the industry scales, eco-friendly cultivation and packaging must be prioritized. We can’t build the future of cannabis at the expense of the planet.
Social Equity: Programs designed to address the harms of prohibition must result in real, measurable outcomes. This includes ensuring opportunities for communities disproportionately affected by the war on drugs, not just in the U.S. but worldwide.
Minority Inclusion and Women’s Rights: The cannabis industry has the chance to lead by example in creating an equitable space for everyone. This means supporting minority-owned businesses, elevating women in leadership roles, and addressing systemic barriers that prevent full participation in the industry.
At its core, cannabis is about people. We need to focus on the human stories—the patients finding relief, the entrepreneurs creating change, the advocates fighting for justice. These are the heartbeat of this industry, and their voices must remain at the center of the conversation.
What advice would you give to cannabis businesses or PR professionals hoping to connect with you or pitch their stories effectively?
At the end of the day, remember that you’re pitching to a human. Show authenticity, respect, and a genuine passion for what you’re offering. Here are a few key tips:
Be concise and clear—tell me why this story matters in a way that stands out.
Tailor your pitch to the audience of the outlet you’re approaching.
Focus on impact—how does your story contribute to the industry or the community?
Respect boundaries. Follow up thoughtfully but avoid being pushy or impersonal.
Ultimately, the best pitches come from people who believe in what they’re doing and care about making a difference.
What’s been one of the most memorable stories or moments in your career covering cannabis so far?
There have been so many unforgettable moments in my career, but a few stories stand out:
Ocean Grown and the Coalinga Prison Transformation: The story of Ocean Grown Extracts turning an abandoned prison in Coalinga, California, into a thriving cannabis farm is about more than Damian Marley’s involvement—it’s a testament to the transformative power of cannabis. The project erased the town’s $3 million debt, created over 100 jobs, and revitalized the local economy. Through the Evidence brand, proceeds support the Last Prisoner Project, advocating for the release of non-violent cannabis prisoners. It’s a powerful example of how cannabis can heal communities and address injustices.
Josh Kesselman and RAW Rolling Papers: Josh’s journey from living in a shed to building RAW into a global phenomenon is about resilience and passion. His commitment to creating natural, unbleached papers redefined smoking culture, while his philanthropy has funded clean water and reforestation projects worldwide. Josh’s story shows how innovation and authenticity can drive both business and social good.
Jane Fonda on Hemp and Sustainability: Interviewing Jane Fonda was inspiring—she sees hemp as a game-changer for sustainability, capable of replacing plastics and empowering marginalized communities. Her vision for a hemp-based economy is rooted in equality, environmental stewardship, and a better future for all.
These stories highlight the power of cannabis to transform lives, heal communities, and inspire change.