Women Leading The Cannabis Industry: “Diversity Is a Must” With Niambe McIntosh
An Interview With Candice Georgiadis
Diversity is a must. If you are in cannabis, you have to be diverse, PERIOD. There are no acceptable excuses here. Every cannabis company should have a diversity plan. We need diversity in ownership, leadership, employees, supply chains, vendors, and right down to the products on your shelves. Every company should seek out education that will make their organization a part of the solution rather than perpetuate the problem.
As part of my series about “5 Things I Wish Someone Told Me Before I Started Leading a Cannabis Business” I had the pleasure of interviewing Niambe McIntosh.
Over the last several years Niambe McIntosh, the youngest child of the revolutionary musician and activist Peter Tosh, has stepped up to the mantle to carry on her father’s message and legacy. A renaissance woman, she serves many roles including the head of the Peter Tosh Legacy & Brand; Managing Member of Tosh Holdings LLC; Board Chairperson for the Peter Tosh Foundation Ltd.; and President of PT Capital LLC.
Thank you so much for doing this with us! Can you share with us the story about what brought you to this specific career path?
To be honest, one could say that I was born into the movement, not so much the industry. My father’s music and message advocated for this plant long before I was conceived. His hit single, Legalize It, was introduced to the world in 1976. So in my eyes, I was not “brought” to the industry. I was born into the movement that brought about the industry. What we are all witnessing is a cultural, social, and legal evolution of an industry that is a direct result of my father’s work. Therefore, it’s only natural that the Peter Tosh legacy remains at the center of the movement and the industry.
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?
After forming The Peter Tosh Foundation, then subsequently forming PT Capital, our cannabis based entity, in 2016, we had planned for a collaboration between the two to launch our cannabis brand SEEN by Peter Tosh. Our vision was to bring Rastafari culture and the spirit of Peter Tosh to the market in a way that maintained integrity and uplifted marginalized voices.
Unfortunately our plans were diverted when, in 2017, Jawara “Tosh 1” McIntosh, my brother, my father’s youngest son, a father of 4, a musician, activist, and a follower of Rastafari, was brutally attacked while imprisoned for cannabis possession, suffering a severe traumatic brain injury. At that time, my family stepped up to provide 24-hour care for Jawara while somehow also managing to stand up and fight for justice. No family should be at risk of losing a loved one due to cannabis prohibition and antiquated laws. Sadly, in July of 2020, Jawara had succumbed to his injuries and passed away.
Before this, the “War on Drugs” was somewhat of an elusive term; jargon loosely thrown around in the industry. But now after a direct attack on my family and our beliefs it was clear that the War on Drugs is discriminatory and ensnaring. My family came to personally understand how insidious it really is. Cannabis legalization is critical.
Do you have a funny story about how someone you knew reacted when they first heard you were getting into the cannabis industry?
A lot of people often ask the question, “who consumes cannabis in my family?” An easier question to answer is, “Who doesn’t consume cannabis in my family?” I am the youngest of 10 children on my father’s side, and I have over 30 cousins on my maternal side. We are Rastas and most of us consume herb.
Cannabis is just a way of life. So the most common response from people that know about my father and his activism is, “It’s about damn time!”
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 definitely could not have done this work alone, and there are so many good people around me that just make life that much more of a blessing. My mom and daughter have been the individuals that keep me in orbit. While Brian Latture and Akayda McIntosh, Manager and Executive Assistant/Niece respectively, for the Peter Tosh Legacy & Brand, have kept the ship sailing through the most challenging waters.
Are you working on any new or exciting projects now? How do you think that will help people?
I am elated to announce that we have been working diligently to launch our cannabis brand, SEEN by Peter Tosh. Our fans can expect more about this come 2022. SEEN by Peter Tosh exemplifies the ethos of Peter Tosh — edification, integrity, and wellness. Those tenets drive our mission to amplify the spiritual and medicinal value of cannabis. Through our brand, we will elevate the stories of marginalized voices of the cannabis movement and represent the Rastafari culture in a way no other brand can.
And what’s most significant about this project, is that a portion of the proceeds will go to the Peter Tosh Foundation, directly supporting our initiatives that: bring awareness to the dire need for cannabis legalization, support the Rastafari community, and ensure that black and brown families that have been targeted by the War on Drugs can truly benefit from the cannabis industry.
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?
Achieving gender parity will not happen overnight, but all of us have a role to play in promoting gender equality.
Individuals must consciously listen to and defend women and girls. We must actively create, attend, and welcome them to safe platforms where their voices will be heard in every aspect of life, including business.
Companies need to lead by example and be led by intention; They must commit to achieving gender parity. Creating a corporate culture that values women, recruits and promotes diverse leaders, and educates company executives and employees about gender biases and inclusive practices.
Ultimately it comes down to setting good intentions, measuring their success, and adjusting as needed.
Society, in general, must be vigilant in demanding the representation and leadership of women and girls in all spaces. Some people don’t like change, while others have a vested interest in maintaining the status quo, but the truth is that we all win when we have diversity.
You are a “Cannabis Insider”. If you had to advise someone about 5 nonintuitive 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.
1. Diversity is a must. If you are in cannabis, you have to be diverse, PERIOD. There are no acceptable excuses here. Every cannabis company should have a diversity plan. We need diversity in ownership, leadership, employees, supply chains, vendors, and right down to the products on your shelves. Every company should seek out education that will make their organization a part of the solution rather than perpetuate the problem.
2. Find your Niche. This space is quickly becoming oversaturated, with every brand and company desirous of being a household name in the cannabis sector. It’s imperative to find your niche and be the best brand in that niche. Know your audience, demographics, and identity. Running in all directions will not get you far. Fine-tune and shoot straight.
3. Learn to be an Activist too. Most of the regulations written across the country have started off without the right voices heard. In this industry, you have to show up to advocate for what’s right, not just for your business but for the greater good of humanity. How do we all support those that have been harmed by the War on Drugs? How do we promote access for all consumers?
4. Think outside of the box when it comes to entering the industry. Due to federal regulations, there are many restrictions regarding how e-commerce can operate in the cannabis space. Whether you have significant funding or not, it’s going to take strong relationships, collaborations, social media experts, and more to broaden your audience and reach your consumers.
5. Have integrity! — Just do the right thing.
Can you share 3 things that most excite you about the cannabis industry?
What most excites me about the cannabis industry is all of the progress that the future holds. In 2020, during the pandemic, cannabis was deemed an essential need for the public. That is a long way from where this movement and industry began.
Moreover, the conversations around social justice and equity have grown louder and louder in recent years. And although the regulations around these topics have not been completely successful, I am optimistic that things will continue to improve.
I’m equally excited to have my father’s brand, SEEN by Peter Tosh, make its mark in the industry. There is no better time in history than where we are today for his Legacy to play a role in the upliftment of humanity.
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?
What I’m most concerned about is the fact that we still have people getting arrested and incarcerated while states make millions of dollars in tax revenues from cannabis. So in regards to reform, we need the immediate decriminalization and legalization of cannabis. This should then result in the automatic expungement of all cannabis-related convictions for prisoners of the War On Drugs.
Another concern is the high costs and barriers to entering the cannabis industry. Regulations should prioritize economic opportunities, access to financing, and industry specific education for individuals and families that have been most impacted by prohibition. The industry needs to be accessible for those that have been a part of the unregulated market, these are the individuals that have paved the way for today’s industry.
Lastly, coming from a family of Rastas, regulations need to support access to the plant for all adults, fear and ignorance based regulations. Cannabis is not harmful like alcohol or cigarettes and should not be regulated as such. Consumers should have the freedom of choice around the mode of consumption and the genetic makeup for which they choose to consume. Our entire approach needs to be revamped.
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 objective truth is that cannabis has proven beneficial for a plethora of diseases, a pendulum-swinger in the social justice paradigm, and a fiscal imperative for cash strapped municipalities.
The obvious advantage is the economic benefit. An estimated 321,000 people presently work in the cannabis industry. That number continues to grow with each state that legalizes the consumption of the plant. Plus, some of the earliest states to legalize have made over a billion in tax revenues to date.
Second is the health benefit. The science speaks for itself. From studies showing cannabis benefiting those with HIV, cancer, multiple sclerosis, Huntington’s disease, PTSD, and various ailments yet to be determined, to the thousands of anecdotal testimonies around the country regarding their personal benefits from consuming cannabis..
Lastly and equally important is the social implications. Cannabis legalization is slowly shifting the needle towards justice. The statistics have revealed major shifts in our criminal justice system. In LA county, the district attorney dismissed nearly 124,000 marijuana convictions since 2020, while in New York cannabis arrests dropped from 28,239 in 2017 to 2,720 in 2020.
This is no longer a conversation about if cannabis legalization will happen, it’s just a matter of determining when and how.
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?
My father once said “Herb (cannabis) is creation. Cigarette is imitation.” I come from a family that recognizes cannabis as a sacrament. It has been in existence since creation; With its first recorded usage dating back to 8000 B.C. The idea of cigarettes in the same light as cannabis is just difficult to conceptualize.
I would like cannabis more widely accepted, available, and affordable as it is much safer than alcohol and cigarettes.
Can you please give us your favorite “Life Lesson Quote”? Can you share how that was relevant to you in your life?
“Live Clean and let your works be Seen.” It’s a quote from my dad’s song Stand Firm. It become my Mantra and words I live by each day. “Living Clean” is to have a clean heart, body, and spirit; Being kind with your family, community, and most importantly with yourself. It’s only with this foundation that we can fulfill our passion and let our works be SEEN.
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 stand on the shoulders of my father and his legacy, and you’re right that allows me to have influence. The funny thing about your question is that it brings me back to the very first question you asked. I was born into a movement, the cannabis legalization movement! Everyday I work to inspire the next generation of cannabis warriors. My efforts through the Peter Tosh Foundation is MY movement, it’s my father’s movement, it’s our movement.
Thank you for these fantastic insights. We wish you only continued success in your great work!
Women Leading The Cannabis Industry: “Diversity is a must”, With Niambe McIntosh was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.