An Interview With Candice Georgiadis
The first thing I would recommend is to ignore people who will tell you not to try. Without trying, there’s zero chance of making it happen. Trying is the only way to know for sure, even if there is a potential that things will not go according to plan. Like I mentioned, there were people who told me they wouldn’t give me a penny when my business failed. If I had listened to them, I wouldn’t be speaking with you now!
As a part of my series about strong women leaders in the cannabis industry, I had the pleasure of interviewing Marie Saloum.
As one of only a few women plying their trade in the burgeoning cannabis frontier in Arizona, Marie Saloum has played a significant role in terraforming the landscape, bringing her aesthetic — something she refers to as a much-needed woman’s touch — to what has been a largely male-dominated field.
Marie is as inventive as she is savvy when it comes to the vision that has made her GreenPharms brand one of the most popular cannabis companies in the Arizona market. In her twelve years of dynamic leadership, she has exemplified an impressive level of persistence and determination, which she counts as two of her biggest strengths.
Thank you so much for doing this with us! Can you tell us the “backstory” about what brought you to the cannabis industry?
My journey in the cannabis industry began in 2008, when my husband Arvin was injured in a serious car accident. Following the accident, he found it difficult to manage his pain through prescription pain medications. After trying a number of meds and none of them being effective, he eventually found relief through the use of cannabis; and the difference was undeniable.
When I saw the transformation with my own eyes, I was sold. I became a big advocate of cannabis, spreading the word about the power of the plant to anyone who would listen.
In 2011, when the opportunity to apply for a license came about, I was excited by the chance to become further involved in the cannabis industry. After having saved for years, I decided to go for it, and I applied for a license, which was ultimately awarded. Since then, we have opened dispensaries in Flagstaff and Mesa, with a cultivation site in Chino Valley, and the business continues to grow to this day.
Can you share the most interesting story that happened to you since you began leading your company? Can you tell us what lesson you learned from that?
To be honest, there have been so many interesting experiences, I’d be hard-pressed to single one out. Some of my favorite interesting moments have been with patients who share with me how they have been helped by the work that we do. It’s been very interesting and compelling to learn about the journeys of many of our community members that have led them to our shop.
Those experiences are among the most meaningful ones, and they affirm that I made the right decision in getting into this industry. Having the opportunity to improve the quality of life for so many people is something that I value very much, and it is very much a learning experience in that I am able to gain a variety of perspectives that honestly help shape my own world view.
Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lesson you learned from that?
If I had to pick a funny experience, I think it would have to be the mishap with our alarm system in the dispensary when we first opened. I remember it was somebody’s birthday, and the balloons we had placed on their desk were setting off the sensors, which triggered the alarm.
The police were called out, and I had to jump out of bed and drive out there in my pajamas. It looked like a crime scene when I got there, and I was worried that someone had gotten into our space. But it was all because of the balloons. It’s funny to laugh about now, but it was pretty nerve-racking at the time, starting out as a first-time dispensary owner!
Do you have a funny story about how someone you knew reacted when they first heard you were getting into the cannabis industry?
My decision to apply for a license was met with some skepticism. Keep in mind, this was just months after voters had passed the Arizona Medical Marijuana Act, so the cannabis industry in Arizona was very much still in its infancy. A few people in my circle were vocal, with some going as far as to tell me they wouldn’t be there to financially support me when my venture failed.
Of course, now it’s funny to look back and see how far I’ve come from those days before this endeavor became what it is today. I’m proud of the work we’ve done to get to this point.
None of us are able to achieve success without some help along the way. Is there a particular person who you are grateful towards who helped get you to where you are? Can you share a story?
I can honestly say that I would be nowhere without my family. My brothers have been by my side since day one, because they love me not because they want something from me. It’s just love. I will never forget that. And that’s why I hold family so important. It’s my number one driving force for me.
To this day, my brother Carlos oversees all development and construction aspects of the company, while my brother Marco manages our cultivation and extracts operation. This enables me to focus on the day-to-day matters associated with maintaining a competitive, successful business.
Are you working on any new or exciting projects now? How do you think that will help people?
I can honestly say that I would be nowhere without my family. My husband, Arvin, has been a huge part of this journey. If it wasn’t for him, and what he brings to the table, we couldn’t be where we’re at right now. As I mentioned, he was a big part of my introduction to the industry, with his recovery from the car accident serving as my “aha moment” that first got me involved in cannabis. He has been by my side every step of the way, as a partner and a huge source of knowledge. It’s safe to say that there is no GreenPharms without him.
Additionally, my brothers have been by my side since the beginning; because they love me, not because they want something from me. It’s just love. I will never forget that. And that’s why I hold family so important. It’s my number one driving force for me.
Ok. Thank you for all that. Let’s now jump to the main core of our interview. Despite great progress that has been made we still have a lot more work to do to achieve gender parity in this industry. According to this report in Entrepreneur, less than 25 percent of cannabis businesses are run by women. In your opinion or experience, what 3 things can be done by a)individuals b)companies and/or c) society to support greater gender parity moving forward?
First, while that figure may be from the most recent data available, I feel it’s worth pointing out that the industry did see a significant increase in women occupying executive positions in the year prior to the COVID pandemic — the effects of which were disproportionately felt by female professionals. In 2019, over 38 percent of those jobs were held by women, as opposed to the 21 percent that was reported in the business world at large that same year.
With that said, there is absolutely still room for improvement, and I think that definitely starts at the individual level. It’s sort of a given that this industry, like any other, can be cliquish. Executives sometimes tend to stick to their own groups when it comes to hiring and advancement. If marketing, promotion and consumer outreach are to be effective, they need to be led by people who look like our customers, plain and simple. Increasingly, those customers include women from all walks of life.
At the company level, I think it’s necessary to be as involved as possible in the community around you, especially when it comes to underrepresented communities. At GreenPharms, for instance, we are proud to be involved with a number of organizations who are at the forefront of the fight for equality.
Another thing I think is important — and it’s something we make a point of doing — is to highlight woman-owned companies whenever possible. In any industry, the idea that ‘if you can see it, you can be it’ is true, and our line of work is no exception. By featuring more woman-led brands, it affords a level of visibility that allows others to realize they, too, can achieve their entrepreneurial goals.
From a societal standpoint, I feel that we can all benefit from being more open-minded and understanding when it comes to the challenges of others. That includes being willing to listen in good faith to individual voices, and allowing their experiences to sort of modernize our perspectives, even when that means letting go of old stereotypes or perceptions. Of course, it’s not something that is easily done, but it is certainly worth aspiring toward.
You are a “Cannabis Insider”. If you had to advise someone about 5 non intuitive things one should know to succeed in the cannabis industry, what would you say? Can you please give a story or an example for each.
The first thing I would recommend is to ignore people who will tell you not to try. Without trying, there’s zero chance of making it happen. Trying is the only way to know for sure, even if there is a potential that things will not go according to plan. Like I mentioned, there were people who told me they wouldn’t give me a penny when my business failed. If I had listened to them, I wouldn’t be speaking with you now!
Secondly, you have to think outside of the box. I’ve made it a point to bring my personal touch to my brand, and that is evident in many aspects. When we started doing our Valentine’s Day boxes or the Mother’s Day cannabis bouquets, no one had really had the idea to do something like that. It was a way to make GreenPharms stand out, and it put us on the map.
Next, I would say to always expect the unexpected. Things will invariably go wrong, even with the best laid plans. Every dispensary goes through a period of trial and error when they first start out, and there is a big learning curve when it comes to getting things right. Even 12 years into this business, plans change on a regular basis, and it’s always important to remain flexible and adaptable, while still being assertive with your business’ needs.
Additionally, it’s important to listen to everyone around you, no matter their job title. McDonald’s Happy Meals wouldn’t be around if it wasn’t for an employee pitching the idea to upper management. The same is true of the Post-It note, which brings in a billion dollars a year for 3M. I’ve found that by listening to my staff, who are interacting with our customers on a daily basis, I can gain valuable knowledge that benefits the brand and helps attract more business.
Lastly, I think you just have to give your all in everything you do. There are 24 hours in a day, and each one of those hours is an opportunity to make progress toward your goal. If you look at the most successful people, they are never satisfied sitting still. They’re always trying to find a way, in everything they do, to achieve their goals. I have found that time management is one of the most necessary skills when it comes to success — especially in this industry. When you see others working hard, you have to work twice as hard.
Can you share 3 things that most excite you about the cannabis industry?
First and foremost, the most exciting thing at this current point in time would have to be the momentum in the push toward nationwide decriminalization. With 18 states now allowing for recreational use, and 38 with medical cannabis, it’s becoming clear that federal decriminalization will happen, it’s just a matter of when that will be.
In addition to that aspect of the industry, I would say that another exciting prospect involves the increasing number of women not just entering the cannabis business, but working their way up into the C-suite positions that have historically been held by men. Seeing this happen in real time gives me hope that our industry can serve as a model for the rest of the business world at large. With that said, there is obviously still plenty of work to be done to achieve equality.
Lastly, I think I’d have to say that the rapid growth of the market in Arizona has been quite exciting in its own right. With the last dispensary licenses being recently awarded, it’s going to be interesting to see the ways in which the landscape expands. I’m hopeful that expansion will include a more diverse and inclusive component.
Can you share 3 things that most concern you about the industry? If you had the ability to implement 3 ways to reform or improve the industry, what would you suggest?
One of the things that concerns me most about the state of the industry is the growing trend of multi-state operators buying up many of the independently owned dispensaries in town. As one of the few remaining “mom and pop” shops, it’s disheartening to see how hard it’s become to break into this market as an independent operator.
Another issue that comes to mind is the huge difference in the way cannabis products are tested, as opposed to other agricultural goods. I’m not saying that we should lower the standards on marijuana testing, but maybe it’s time to take an objective look when the fruits and vegetables that we put into our bodies have significantly higher levels of harmful chemicals.
I mean, there’s a CDC page specifically dedicated to how to wash your leafy greens to get rid of pesticide residue. There have also been tests on strawberries, tomatoes, and even instant oatmeal and cereals, all of which have been found to contain chemicals known to cause cancer. It gets you thinking; there’s definitely a sense that cannabis is held to a disproportionately higher standard because of the negative stigma around it, when even the stuff we’re feeding children contains actual poison.
One last thing that I’ve found troubling has been a lack of diversity within the industry. As a Hispanic woman, I sometimes find myself feeling out of place among colleagues in the industry. This is one reason I work hard to shift the paradigm and reshape the industry. I try to do so by hiring a diverse staff and promoting individuals, as much as possible, to elevated positions.
Progress has been gradual and hard-fought, but I’m hopeful about the future of cannabis as it pertains to the representation of previously marginalized identity groups.
What are your thoughts about federal legalization of cannabis? If you could speak to your Senator, what would be your most persuasive argument regarding why they should or should not pursue federal legalization?
The data is pretty clear; the drug war has done more harm than good, and there are so many nonviolent marijuana offenders behind bars in this country — not to mention those who have served their time but still live with the adverse effects of their sentences.
If I had the chance to speak to my representatives, I would insist that any plan for federal deregulation would most certainly have to include expungement for those who have been negatively affected by the policies implemented throughout the past several decades.
Today, cigarettes are legal, but they are heavily regulated, highly taxed, and they are somewhat socially marginalized. Would you like cannabis to have a similar status to cigarettes or different? Can you explain?
I understand the desire to regulate marijuana in the same way substances like tobacco and alcohol are regulated. However, it’s important to note that while those substances are obviously enjoyed by a sizable cross-section of people who also enjoy cannabis, they are known to cause negative health issues, while more and more research shows that cannabis has the opposite effect. Ideally, marijuana would be regulated more like medications and preventative treatments, rather than as a vice.
As far as how it’s taxed, one of the provisions in Prop 207 added a significant 16 percent excise tax on recreational cannabis sales, which is in addition to the existing 5.6 percent already in place for medical sales. The excise tax is steep, in my opinion, but it makes sense that some amount of tax should exist for those who use cannabis recreationally as opposed to those who rely on it as a form of medication. The revenue generated by the tax is used to fund a number of important programs from public health initiatives to criminal justice reform, which are positive results of taxation.
Can you please give us your favorite “Life Lesson Quote”? Can you share how that was relevant to you in your life?
One of my favorite quotes is from Elon Musk: “If other people are putting in 40-hour work weeks, and you’re putting in 100-hour work weeks, then even if you’re doing the same thing, you know that you will achieve in four months what it takes them a year to achieve.”
I’d like to think that this sentiment is evident in my own work ethic, and I feel like it’s the reason I’ve been able to achieve what I have. In order to get where I am, I’ve had to stay determined and work harder than those around me. This is especially true as a woman in an industry where most of my peers are men. There’s that old saying that we have to do twice as much of the work to be thought of as half as good. I think there’s definitely some truth to that, and it keeps me motivated in my effort to not only be half as good, but to be among the best in the industry.
You are a person of great influence. If you could inspire a movement that would bring the most amount of good to the greatest amount of people, what would that be? You never know what your idea can trigger. 🙂
I would love to be further involved in the cultural change that is happening within the industry. In my own company, I do what I can to elevate people and groups who deserve a seat at the table, and I’d love to expand that to other aspects of the cannabis world; perhaps a mentor program or something similar centered around working with individuals to provide resources and tools they can use to break into the industry and disrupt the status quo. We need more innovators, and that can best be achieved with a diversity of ideas.
Thank you so much for the time you spent with this. We wish you only continued success!
Wisdom From The Women Leading The Cannabis Industry, With Marie Saloum of GreenPharms was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.