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Recorded on-site at Hall of Flowers Ventura 2026, this episode of Women in CannaBusiness features Aubrey Amatelli, Founder and CEO of PayRio, a payments company built for the cannabis industry.

Aubrey’s career has taken her from the fast-paced Silicon Valley startup world to JPMorgan and ultimately back to entrepreneurship, where she combined her experience in payments with her passion for cannabis and alternative medicine to build PayRio.

In this conversation, Aubrey shares what it was like experiencing a $70 million startup acquisition, transitioning into corporate life while raising three kids and serving as the breadwinner for her family, and eventually realizing she missed the speed, ownership, and impact that came with building something smaller.

We also talk about the experiences that pushed Aubrey to build a company of her own, including working within male-dominated startup environments and recognizing an opportunity to solve one of the cannabis industry's most persistent challenges: payments.

But this conversation goes beyond entrepreneurship. Aubrey opens up about waiting months before publicly sharing her involvement in cannabis on LinkedIn and what happened when she finally did. Former colleagues began privately reaching out to tell her that they consumed too, used the plant medicinally, or wanted her advice, but couldn't talk about it openly in their own professional lives.

It's a reminder that the cannabis consumer isn't always who we picture. Many are parents, executives, professionals, and people working within traditional corporate environments who still don't feel comfortable being open about their consumption.

We talk about why normalization matters, the realities of building an ancillary business in an industry that remains federally illegal, and why solving one of the hardest problems in cannabis has also given Aubrey what she calls the best job she's ever had.

About Aubrey Amatelli

Aubrey Amatelli is the co-founder and CEO of PayRio, a payments company focused on creating compliant payment solutions for the cannabis industry. Her background spans Silicon Valley startups, financial services, payments, and entrepreneurship, including experience at JPMorgan that helped build the foundation for the work she does today at PayRio.

Connect with Aubrey + PayRio

LinkedIn: ⁠https://www.linkedin.com/in/aubreyamatelli/⁠ PayRio: ⁠https://payrio.co/⁠ Instagram: ⁠@payrio_hq⁠

Recorded live from the pre-show Hall of Flowers Ventura mixer hosted by Beard Bros, this episode of Women in CannaBusiness features Sabrina Noah of Poppy Public Affairs, better known as The Lobbyist Lady.

Sabrina has spent nearly two decades working at the intersection of politics, healthcare, government affairs, and cnnbis. She shares how her career began in politics and healthcare, and how a deeply personal experience with medical cnnbis ultimately changed the way she viewed the plant and led her to become an advocate.

We talk about Sabrina's transition into cnnbis government affairs, helping secure the first commercial cnnbis license in California for Moxie, and eventually moving into senior government affairs leadership at Cresco Labs. Along the way, she learned that some of the simplest things can set you apart: do your homework, read the regulations, understand your audience, follow up, and always show up prepared.

Sabrina also gets candid about frequently being the only woman, and sometimes the only female executive, in the room. We talk about learning to hold your own in male-dominated spaces, balancing authenticity with professionalism, reading the room, and having the courage to say what everyone else may already be thinking.

Her advice to women walking into those rooms? Be your own ally.

And for anyone looking to enter or build a lasting career in this industry, Sabrina leaves us with one lesson that has guided her own journey: know your why.

Connect with Sabrina Noah / The Lobbyist Lady

Instagram: @lobbyistlady

Recorded on-site at Hall of Flowers Ventura 2026, this episode of Women in CannaBusiness features Christina Wong, founder of Fruit + Flower Co., food and gardening expert, storyteller, and longtime advocate for more thoughtful, intentional cnnbis culture.

Christina shares how she moved from more than a decade in food, hospitality, PR, and branding into the cnnbis industry, and how her early experience working with craft farms and plant medicine completely shifted the way she thought about the plant.

We talk about the origins of Fruit + Flower, from infused baking and food blogging to community events designed around connection, creativity, and making cnnbis spaces feel safer and more welcoming—especially for women.

Christina also opens up about growing up with stigma around the plant, helping her family understand her career, and why education and safe access can completely change the way people experience cnnbis.

The conversation moves into the importance of creating your own spaces instead of waiting for permission, whether that looks like a dinner party, cookbook club, crafting night, or something completely new. Christina also shares the work behind her Weed Underground meetups, where old plant material is repurposed into topical products and redistributed to community members and compassion recipients.

It’s a conversation about food, culture, accessibility, compassionate care, and the role community can play in changing the way we think about cnnbis.

About Christina Wong

Christina Wong is a Los Angeles-based food, cnnbis, and gardening expert and the founder of Fruit + Flower Co. She is a CLIO Award-winning storyteller and seasoned PR and communications professional with more than a decade of experience across the food, restaurant, hospitality, and cnnbis industries.

She is also the co-host of Mogu Magu, an AAPI food, culture, and cnnbis collective; a Budist edibles critic and judge; a longtime competition judge; and a Healer-certified medical cnnbis consultant at Cornerstone Wellness.

Find Christina and follow Fruit + Flower:

@fruitandflower

fruitandflower.co

Fruit + Flower Unfurled Substack

Recorded on-site at Hall of Flowers, Olivia Castaldy sits down with Kate Miller, co-founder and CEO of Miss Grass, for a short conversation about her journey from working as a budtender to building one of the most recognizable women-led brands in cannabis.

Kate shares how her early experiences with the plant, followed by a decade-long career in entertainment, ultimately led her to leave the industry and launch Miss Grass. Today, Miss Grass products are available in dispensaries across the country, while the brand continues to make cannabis education and culture more approachable for modern consumers.

Kate discusses why women remain underserved and underrepresented in cannabis, the importance of building brands rooted in authenticity and community, and how collaboration and empathy can create stronger leadership within the industry.

She also shares advice for women interested in entering cannabis or starting a company of their own, including the importance of having a clear mission and the courage to build differently in a traditionally male-dominated space.

In this mini interview, we discuss Kate’s journey from budtender to founder, why she left entertainment to build Miss Grass, the need for more women-led cannabis companies, and the future of women’s leadership and representation in the industry.

Plus, Kate shares her favorite ways to consume cannabis.

Learn more about Miss Grass and find products near you:

Connect with Kate Miller on LinkedIn:

Journalist, editor, educator, and Cannabitch creator Jackie Bryant joins Women in CannaBusiness to share how she went from selling w**d in college to becoming a leading voice in c*nnabis journalism.

Jackie traces her path from personal involvement with the plant to reporting on the business, policy, history, and culture surrounding it. She shares some of the most memorable stories she has investigated, including the social and marketing history behind “Danksgiving,” unusual research involving lobsters and THC, and the cultural moments that reveal much bigger stories about the industry.

We also explore how Jackie finds and pitches story ideas, the responsibility journalists carry when shaping public perception and policy, and why curiosity, ethics, and clear boundaries are essential for meaningful reporting.

Now a content director and editor for Leaf Magazines, a journalism lecturer at San Diego State University, and the writer behind the award-winning Cannabitch newsletter, Jackie offers honest advice for aspiring journalists and anyone hoping to enter the evolving c*nnabis industry. Her reminder: understand your values, stay curious, and know that even when the industry feels uncertain, the world is not collapsing. You’re going to be okay.

00:00 – Introduction to Jackie Bryant

Cannabitch on Substack:

Instagram:

Website:

Jackie’s official website lists her current work, Cannabitch, and the @jacqbry social handle.

From Budtender to Cannabis Industry Leader: Krista Zaragoza’s Journey into Hash and Rosin

In Season 6, Episode 8 of the Women in CannaBusiness Podcast, host Olivia Castaldy sits down with Krista Zaragoza, Account Executive for Rosin Tech Labs’ Northern California territory, live from Hall of Flowers Ventura.

Krista’s cannabis career began as a brand ambassador which helped her develop a deeper understanding of the plant, consumer preferences, and the sensory experience behind choosing quality products as well as retail. s. She shares how that foundation led her into brand representation, cannabis sales, and eventually a leadership role within the growing solventless extraction industry.

Krista explains why smell, texture, touch, and education all play an important role in helping consumers understand cannabis products. She also discusses the growing interest in concentrates, how rosin technology and extraction methods have evolved, and where she believes the hash and solventless markets are heading next.

The conversation also explores the challenges women continue to face in cannabis, the value of building confidence and industry knowledge, and Krista’s advice for professionals and entrepreneurs looking to establish themselves in the space.

How Krista began her cannabis career as a budtender

Developing a palate and understanding cannabis through sensory experiences

Transitioning from retail into brand representation and industry sales

The importance of cannabis education for consumers and professionals

The evolution of rosin technology and solventless extraction

Innovation and growth within the hash and concentrates market

Timestamps:

00:00 – Introduction from Hall of Flowers Ventura 00:12 – Krista’s background and how she developed her cannabis palate 00:42 – Transitioning from budtender to brand ambassador and industry professional 01:10 – The role of smell, texture, and touch when selecting cannabis products 02:05 – How education shapes consumer decisions and industry standards 03:15 – The evolution of rosin technology and extraction innovation 04:30 – Challenges for women in cannabis and advice for building confidence 05:55 – Current trends within the concentrates industry 07:10 – Advice for professionals entering cannabis and solventless extraction 08:25 – Krista’s vision for the future of hash and rosin

Learn more about Rosin Tech Labs: https://rosintechlabs.com/ RTL Instagram: ⁠https://www.instagram.com/rosintechlabs/?hl=en⁠

Connect with Krista Zaragoza on Socials:

LinkedIn - https://www.linkedin.com/in/krista-zaragoza/

Instagram - @bugeyednfried

Follow the Women in CannaBusiness Podcast for more conversations with the women building, leading, and transforming the cannabis industry,

What does it take to build and grow one of California’s leading cannabis beverage brands?

In Episode 51 / Season 6: Episode 7 of Women in CannaBusiness, Olivia Castaldy sits down live at Hall of Flowers with four women from the Uncle Arnie’s California sales team: Christine Riedel, Lexi Salas, Amanda Jacoby, and Tara DoBucki.

It is rare to meet four women working at the same cannabis company, let alone within the same department and region, who are willing to come together and share their experiences. At Uncle Arnie’s, however, women make up more than half of the company’s team and play an important role in growing the brand throughout California and beyond.

Christine and Lexi are two of Uncle Arnie’s original team members, joining during the company’s early days and helping build its California presence from the ground up. Amanda brings experience from L’Oréal and the traditional consumer packaged goods industry, while Tara has transitioned her background in alcohol sales into the rapidly growing cannabis beverage category.

Together, they discuss how their different professional backgrounds led them to cannabis, what it takes to succeed in California cannabis sales, and how they build lasting relationships with dispensaries, buyers, retailers, and industry partners.

The conversation also explores the realities of working in cannabis sales, the value of having women represented across the same team, and how collaboration has helped Uncle Arnie’s become a recognizable name in THC-infused beverages.

Tune in for an honest conversation about women in cannabis, California sales, cannabis beverage growth, career transitions, brand building, and the team helping bring Uncle Arnie’s products to consumers across the state.

Learn more about Uncle Arnie’s and connect with Christine Riedel, Lexi Salas, Amanda Jacoby, and Tara DoBucki on LinkedIn.

In Episode 50, Season 6 Episode 6 of the Women in Cannabusiness Podcast, Olivia sits down with Wendy Baker, Founder and CEO of Love Gem Inc., DBA Space Gem, an award-winning cannabis edibles company rooted in Humboldt County while at Hall of Flowers Ventura 2026.

Wendy shares how she began building Space Gem in 2013 and why she chose to focus on premium solventless edibles made with ice water hash. She discusses the intentional approach behind Space Gem’s products, including thoughtfully formulated edibles featuring functional mushrooms designed around focus, vitality, wellness, and sleep.

The conversation explores what it takes to build an edibles brand centered on product quality, innovation, and responsible cannabis use. Wendy also speaks about preserving Humboldt County’s craft cannabis heritage, creating local jobs, educating consumers, and maintaining a commitment to the community that helped shape the brand.

Wendy reflects on Space Gem’s recognition at the California State Fair Cannabis Awards, the realities of growing a company in an evolving industry, and her experience building a cannabis business as a woman founder.

From honoring Humboldt’s legacy to creating products for the modern cannabis consumer, Wendy’s story demonstrates how innovation, intention, and craft can come together to build an award-winning brand with staying power.

Listen to hear Wendy’s journey, the story behind Space Gem, and her advice for the next generation of women entrepreneurs entering the cannabis industry.

Follow Wendy Baker:

Follow Space Gem:

How do you build a career that spans nearly every corner of the cannabis industry?

In this episode of Women in CannaBusiness, Olivia Castaldy sits down with Maha Haq, cannabis journalist, educator, researcher, and industry advocate, to explore the career that has taken her from budtender to one of the industry's most respected educational voices.

With experience across retail, testing labs, consulting, higher education, research, media, and social equity, Maha shares why understanding the entire cannabis supply chain has been one of the greatest advantages in her career. She reflects on founding CannaClub at UCLA, teaching the next generation of cannabis professionals at Oaksterdam University, mentoring entrepreneurs through Los Angeles' Social Equity Program, and writing about cannabis culture, products, and consumer trends as a contributor for VICE.

The conversation also takes a personal turn as Maha opens up about her experience using medicinal cannabis during postpartum, how it supported her mental health, and why honest conversations around women's health and cannabis are so important.

Whether you're looking to break into the industry, grow your career, or simply better understand where cannabis is headed, this episode is filled with practical advice, thoughtful perspectives, and inspiration from someone who has helped shape the industry through education and community.

In this episode, you'll learn:

How Maha built a career across nearly every sector of cannabis

Why education and mentorship are essential for industry growth

The value of understanding the full cannabis supply chain

Cannabis, postpartum recovery, and mental health

Social equity, community building, and creating opportunities for others

Actionable advice for anyone pursuing a career in cannabis

About Maha Haq

Maha Haq has spent more than a decade working throughout the commercial cannabis industry, consulting for retailers, consumption lounges, brands, and events. She is currently a Cannabis Staff Writer at VICE, covering cannabis products, consumer trends, shopping news, and culture.

She serves on the Los Angeles chapter boards of NORML and the Cannabis Chamber of Commerce, teaches at Oaksterdam University, and coaches entrepreneurs through the Los Angeles Department of Cannabis Regulation's Social Equity Program.

After beginning her cannabis career in Los Angeles in 2012, Maha gained experience across nearly every stage of the supply chain, including cannabis testing laboratories. She later founded CannaClub at UCLA, growing it into a national student organization spanning more than 60 universities and over 9,000 members. She also conducted research through the UCLA Cannabis Research Initiative and earned her M.S. in Medical Cannabis Science & Therapeutics from the University of Maryland.

Connect with Maha

In this episode of the Women in Cannabusiness Podcast, Olivia sits down with Shelbie Vasquez, Sales and Marketing professional at Beyond Legends Distribution, to discuss building a career fueled by passion, authentic relationships, and community.

Shelbie shares her journey from starting as a Brand Ambassador with Yummi Karma in 2018 to representing a growing portfolio of cannabis brands through Beyond Legends Distribution, including Pretty Dope, Side Hustle, Crave, Daily Dose, Yummi Karma, and High Gorgeous. Along the way, she reflects on how sales, marketing, networking, and storytelling have shaped her career and opened doors throughout the industry.

In addition to her work in distribution and brand development, Shelbie is also a podcast host with Respect My Region, where she spotlights the people, brands, and stories driving cannabis culture forward. Together, Olivia and Shelbie discuss balancing full-time work with podcasting, the importance of building genuine connections, and what it means to create opportunities for women in a traditionally male-dominated industry. Shelbie also shares the advice she would give her younger self and why staying passionate about the plant and the community has led to a career she truly loves.

Whether you're just entering the cannabis industry, building your personal brand, or looking to grow your career, this episode is a reminder that curiosity, consistency, and authentic relationships can take you further than you ever imagined.

If you enjoyed this episode, be sure to subscribe, leave a review, and share it with someone who is building their own career in cannabis.

Beyond Legends Distribution connects innovative cannabis brands with retailers across California through wholesale distribution, sales, and strategic marketing support. Their family of brands includes Pretty Dope, Side Hustle, Crave, Daily Dose, Yummi Karma, and High Gorgeous, helping consumers discover premium products while giving emerging brands the support they need to grow.

Follow Shelbie: @shlebie.xoxo

Follow We R Legends: @beprettydope  

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