Humo is a cannabis brand founded by—and for—the Latinx consumers that wants to destigmatize marijuana use in the community.

Humo is a cannabis brand founded by—and for—the Latinx consumers that wants to destigmatize marijuana use in the community. Founded by weed company Posibl and Jesus Burrola and Susie Plascencia, Humo (which translates to “the unmistakable result of cannabis when ignited”) wants to destigmatize marijuana use through the celebration of Latinx culture. Burrola, who grew up in Mexico, witnessed the stigma that surrounded cannabis and notes that because of the war on drugs and the rise of cartels in his home country, cannabis often gets lumped in as just “another drug,” leaving many people who could use its medical benefits behind. However, the efforts to normalize cannabis in the U.S. have a “direct impact” on how the plant is seen in Mexico. Humo offers cannabis strains that “fit every occasion” including indica-leaning strains like Cajeta and Pulque, hybrids like Jamaica and La Novia, and sativas like Limonda and El Patron, with each of their names and ingredients inspired by “Latino culture and traditions.” The brand’s craft cannabis is sustainably grown in Smart Greenhouses in Monterey County, California. Humo is also committed to providing year-round career opportunities to the Latino community. They want to support underserved communities and are planning to sponsor expungement clinics to assist people with past cannabis convictions. YPulse research found that 33% of 13-39-year-old Hispanic consumers have experimented with marijuana use, and we told you that legalization is a top cause young people are passionate about. (Forbes)