The cannabis industry has long been dominated by men, but trailblazers like Whitney Beatty, CEO of Josephine & Billie’s, are rewriting the narrative. As a Black woman entrepreneur, Whitney has faced challenges head-on, creating spaces that honor the legacy of women of color in cannabis while inspiring the next generation of female leaders.
In this exclusive Women’s Month feature, Whitney shares her journey, the obstacles she’s overcome, and her vision for the future of women in cannabis.
Overcoming Challenges as a Woman in Cannabis
The cannabis industry still operates like a boys’ club in many ways. Whitney recalls walking into rooms where she was underestimated, overlooked, or assumed to be someone’s assistant rather than the decision-maker. And as a Black woman in cannabis, those challenges multiply.
“But here’s the thing: I refuse to shrink,” Whitney says. “I’ve learned to own my space unapologetically, to speak up even when the room isn’t ready to listen, and to build a network of like-minded women who lift each other up. Community is everything. We don’t just break down doors; we build new ones for the women coming after us.”
This unwavering determination has allowed Whitney to carve out her own space in the industry, proving that representation matters and that women of color in cannabis deserve to lead and thrive.
Building a Legacy: Josephine & Billie’s
One of Whitney’s proudest achievements is the creation of Josephine & Billie’s, a dispensary that goes beyond selling cannabis—it honors the legacy of Black and Brown women in the industry.
“Creating a place where women—especially women of color—feel seen, safe, and celebrated is something that fuels me every day,” Whitney shares.
But her impact doesn’t stop at the dispensary doors. Through social media, speaking engagements, and grassroots conversations, Whitney is shifting the narrative around cannabis, wellness, and generational wealth. She challenges outdated perceptions and highlights the power of cannabis as a tool for healing and economic empowerment.
The Future of Women in Cannabis
Women are no longer waiting for a seat at the table—we’re building our own.
“The future of cannabis is female, and we’re proving that every day,” Whitney says. “I see more women stepping into leadership roles, from dispensary owners to cultivators to policymakers. I see us reclaiming our ancestral knowledge of plant medicine and using it to heal our communities. And I see us demanding equity—not just in words but in actions. The industry thrives when women thrive, and that shift is already happening.”
From business ownership to advocacy, women in cannabis are changing the game, making space for diverse voices, inclusive policies, and community-driven innovation.
The Message Women Need to Hear
Whitney’s mission is clear: Women belong in cannabis.
“Women have been healers, entrepreneurs, and advocates in this space long before it was legal, profitable, or trendy. And yet, we’re still fighting for visibility, investment, and respect. That has to change.”
She emphasizes that cannabis is more than just an industry—it’s a movement tied to culture, wellness, and social justice. Women bring a unique perspective to these conversations, and their contributions deserve to be recognized.
“So whether you’re a consumer, an investor, an educator, or a business owner, your voice matters. We’re not just participants in this industry—we’re its backbone.”
Advice for Women Entering the Cannabis Industry
For women looking to break into cannabis or scale their businesses, Whitney offers this advice:
- Know your worth—and then add tax. Don’t wait for permission to step into this industry. Do your research, build your network, and move with confidence.
- Find your people. This space can be tough, but when you surround yourself with other women who get it, the journey feels less lonely. Seek out mentorship, partnerships, and collaborations that align with your vision.
- Stay true to your purpose. There will be challenges, but remember why you started. Whether you’re here to create, heal, educate, or advocate—your impact matters.
“Go for it, unapologetically,” Whitney encourages.
Final Thoughts: Women are the Backbone of Cannabis
Whitney Beatty’s journey is proof that women in cannabis are not just breaking barriers—they’re setting new standards. Through leadership, advocacy, and resilience, she is paving the way for a more inclusive and equitable industry.
As Women’s Month shines a light on the contributions of female leaders, it’s clear that women are not just shaping the future of cannabis—they are its foundation.
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