Entrepreneur Susie Plascencia has announced the launch of Altura Brands, the nation’s premier Latino-owned, cannabis-focused house of brands. Altura Brands aims to cater specifically to Latino consumers, filling a gap in the market with genuine, community-centered cannabis products. This groundbreaking initiative is set to redefine the cannabis industry by prioritizing cultural authenticity and consumer trust.
A Visionary Approach to Brand Development
Susie Plascencia, a prominent figure in the Latino cannabis movement, is known for her integrity-forward and community-centered approach. As the founder and CEO of NightShift Digital, a boutique brand development agency, Plascencia has extensive experience serving clients in tech, non-profit, wellness, cannabis, and cannabis-adjacent industries.
In 2020, she co-founded MOTA Glass, a leading brand of American-made functional glass. Their products, handmade in Los Angeles using lab-grade materials, are sold online and at retail locations worldwide. Merry Jane Media named Susie a top “cannabis power player” that same year. “Our community is undoubtedly purchasing cannabis,” says Plascencia. “However, a lack of trust and genuine connection to brands keeps conscious consumers, many of whom are Black and Brown, from building brand loyalty.”
The Brands Under Altura
Altura Brands’ portfolio will include:
- MOTA Glass: A leading brand of American-made functional glass.
- Latinas in Cannabis: The largest digital and in-person community for Latina cannabis professionals and enthusiasts.
- Latinas in Cannabis Summit: A sister company to Latinas in Cannabis, focusing on events and networking opportunities.
Several new brands are also currently in development, all aimed at providing high-quality products and experiences to Latino consumers.
Elevating Latino Consumers
According to a 2023 report, U.S. Latino purchasing power is measured at $3.4 trillion and shows no signs of slowing down. Plascencia sees immense potential in this market. “I know these communities well because I’m part of them,” she explains. Altura Brands is set to develop, launch, and acquire cannabis and cannabis-adjacent brands with an elevated focus on Latino consumers.
Building Trust and Authentic Connections
Plascencia’s motivation stems from a desire to provide her community with trusted brands that help consumers feel truly served. “Part of my motivation to launch this portfolio is providing my community with brands that help them feel represented and inspired,” she says. By addressing the lack of trust and authentic connection, Altura Brands aims to foster brand loyalty among Latino consumers.
Advocating for Inclusivity in Cannabis
As a longtime advocate for workers, especially women in the cannabis industry, Plascencia understands the wariness towards companies that merely target consumers for sales. Altura Brands is committed to breaking this stigma by offering products that cater to a variety of lifestyles and by advocating for a more inclusive and representative cannabis industry.
Recognitions and Achievements
Plascencia’s contributions to the cannabis industry have been widely recognized. In 2022, Marijuana Venture included her in their 40 Under 40 list, highlighting rising stars in the industry. In 2023, Cannabis Now featured her in their Women of Influence issue. A proud Trojan and alumna of the Annenberg School of Communication and Journalism at the University of Southern California, Plascencia holds a Master of Arts in Specialized Journalism and a Bachelor of Arts in Public Relations.
Conclusion
Altura Brands, under the leadership of Susie Plascencia, is poised to become a significant player in the cannabis industry. By focusing on authenticity, community, and trust, Altura Brands will not only serve the Latino community but also set a new standard for cannabis brands nationwide. Consumers can look forward to curated products that truly represent their lifestyles and values.
