The brand’s mission is all about destigmatization through the celebration of the Latinx culture
A Spanish word for smoke, “humo” is “the unmistakable result of cannabis when ignited,” Plascencia, a cannabis influencer and the Brand Partner at Humo, explains.
. This, however, is no easy feat. One needs to really understand and be immersed in the culture in order to permeate it effectively.“The Latino community is not a monolith. We’re diverse and to generalize our tastes and preferences is to lose the opportunity to truly understand and tap into our massive buying power,” Plascencia voices.
Burrola’s views are very much in line with those of his partner. “We wanted to connect with other Latinos in cannabis and find a way to work with people that share our passion for the plant, and love for the community. Susie’s name kept coming up, and once we connected it was very clear why. Susie has not only built successful brands, but she’s been involved in supporting the community and helping destigmatize cannabis.