Insights from Christina Betancourt Johnson
September 25, 2024
4AM
4 min read
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Christina Betancourt Johnson | Photo Illustration: Ashley Epping
Christina Betancourt Johnson is the CEO and Founder of Standard Wellness Maryland, a women- and minority-owned cannabis cultivation company. Christina also serves in leadership roles on the boards of directors for the American Cannabis Council and the National Hispanic Cannabis Council.
Previously, she served as Marketing Director for the Combined Federal Campaign, leading both a national affordable housing organization and a local mixed-use/multifamily real estate developer.
We spent two minutes with Christina to learn more about her background, creative inspirations, and recent works she admires.
Christina, please tell us…
Where you grew up and where you live now.
I grew up in Washington DC and currently live in Chevy Chase, Maryland.
What first got you interested in cannabis?
My interest in cannabis began during a mid-career transition. I saw it as an opportunity to break into a male-dominated industry and use my skills to set an example for my daughter and other girls and underrepresented people, inspiring them to see others who look like them succeed.
What is your favorite project that you have worked on so far?
Rebuilding Together's “Playhouse Project” involved designing, building and auctioning off a whimsical playhouse to fund affordable housing preservation. It was a wonderful collaboration between artisans, people in the construction industry, and our nonprofit.
What is the latest project you have worked on?
Standard Wellness Maryland. Starting this business took courage, trust in others (not always easy), smarts, and perseverance. My father and mother, who recently passed away, gave me a great foundation on which I now build my business in the cannabis industry.
What is one of the biggest challenges facing cannabis marketers today?
The ever-changing consumer demographic is a challenge for marketers. With changes in legalization at the state and federal levels, we have seen new cannabis users benefit from medical and recreational products. As a result, marketers must quickly adapt and cater to existing consumers as well as new consumers whose needs and desires change and become dynamic.
What’s exciting about the evolution of the cannabis industry?
The rapid legalization of marijuana across the United States and possible changes to federal marijuana regulations, which could make life easier for small businesses and help eliminate the stigma surrounding marijuana.
Is there anyone's work that you've been impressed with recently?
I admire Isabel Wilkerson, author of Caste and the first woman of African-American descent to win a Pulitzer Prize. Learning about her journey, as depicted in the biopic Origin, helped me understand the grief she navigated while staying focused on her goals. I particularly related to the way she dealt with personal loss while exploring complex social issues, and ultimately thrived in her professional endeavors.
Are there any books, movies or TV shows that have inspired you?
“Lo Capitano,” a deeply moving film about an African migrant's harrowing journey to Europe, highlights the perseverance it takes to pursue one's dreams despite overwhelming odds. “The Red Tent” is a stunning work of fiction that explores the private and mysterious world of women, perseverance and community (based on a supporting character from the Book of Genesis).
Are there any visual artists or musicians you admire?
Kindred the Family Soul is a Black couple from Philadelphia who balance family life with their music careers.
Who is your favorite fictional character?
Disney's Moana is brave, adventurous, and has a deep connection to her community. She has a strong sense of responsibility and leadership, two values that align with the emphasis on community engagement and authenticity in my work. Plus, she's super sweet, positive, and has great friends around her.
Anyone worth following on social media?
Everyone has to decide for themselves who is worth following, and if I had to give advice, I'd say follow people who embody your values and have a positive impact on the world.
What are your main strengths as a creative?
Collaborate with others to create something amazing.
What is your greatest weakness?
When communicating, I prioritize honesty over compassion.
What would you be doing if you weren't in the cannabis industry?
I'm sleeping better now.
2 Minutes With is a regular interview series where we talk to creatives about their careers, their creative inspirations, the work they admire, etc. If you would like to find out more about 2 Minutes With or be involved in the series, please get in touch.
Shahnaz Mahmood
Shahnaz Mahmud is a contributing writer for Muse by Clio.
