Veteran journalist Ricardo Baca was The Denver Post’s first-ever cannabis editor, launching its news vertical The Cannabist in 2013. In 10 short years, Baca has become an internationally recognized cannabis authority, appearing in documentaries and news segments, even dropping knowledge on TED stages when hes not speaking at various panel discussions across the country. He is a columnist for several respected publications including Rolling Stone and Adweek.
While covering an emerging market in one of the nation’s first legalized states, Baca had a vision to create a business of his own. In 2016, he launched cannabis PR firm Grasslands: A Journalism-Minded Agency. Grasslands represents some of the most influential cannabis brands in the industry, including Cookies, Puffco, and Housing Works Cannabis Co. In this interview, Baca discusses what inspired the creation of his public relations firm and how two-plus decades in journalism helped build its foundations. Cannabis & Tech Today Editor-in-Chief Charles Warner sat down with Baca at Grasslands’ agency headquarters in Denver, Colorado.
Cannabis & Tech Today: Where do PR agencies like Grasslands offer the most value to their clients?
I think the most value we could ever offer to our client starts at this very foundational construct of communication. and also having 20+ years of journalism experience before the weed beat came my way.
