Meet 7 Weed Content Creators Redefining Cannabis Culture In Latin America

Latin America's cannabis scene is undergoing a massive overhaul, with the plant slowly gaining public acceptance and permeating the mainstream, being carefully woven into the fabric of daily life, even showing up on huge TV shows and hit songs. This is all-encompassed by the changing laws and regulations, which herald a cannabis boom throughout the region.

Analysts estimate that the Latin American cannabis market could skyrocket to billions in sales in a few years with both medical and recreational use gaining legal status in countries like Uruguay, Colombia, Argentina and Mexico, among others. The surge in market value, from $168 million in 2020 to an estimated $824 million by the end of 2024, point to the influence Latin America is gaining as a global leader in cannabis cultivation and innovation. This trend is fostered by favorable legislation, a strategic location and economic benefits, such as production costs up to 80% lower than in North America.

These factors, especially the decline in the persecution of consumers and growers, are in turn laying the groundwork for influential content creators who are reshaping the cannabis narrative and its future in Latin America. These influencers, activists and storytellers are demystifying cannabis, challenging longstanding stigmas and fostering a community that's both informed and inclusive. Their platforms range from Instagram and YouTube to podcasts and blogs, each offering a unique lens on the cannabis experience in Latin America. They cover a spectrum of topics, from the intricacies of cultivation and the benefits of medicinal cannabis to the joys and challenges of navigating a rapidly evolving legal landscape.

So, let’s delve into the world of Latin American cannabis content creators, exploring the individuals behind the accounts and peeling back the layers of a movement that's as diverse as it is dynamic; one that's rooted in a deep love for the plant and a fervent belief in its potential to heal, inspire and transform.

Tomás Cott (TC): A Day In The Life Of A Cannabis Enthusiast

Country: Argentina.

Content type: Cannabis-infused lifestyle.

TC. COURTESY OF TOMAS COTT

Tomás Cott, widely recognized by his initials, TC, challenges the stereotypes that have clouded the perception of cannabis users for decades. With a mission to eradicate the stigma associated with cannabis, TC's approach is anything but conventional. Through his social media platforms, he offers a glimpse into the daily life of a regular Latino who integrates cannabis into his routine, from breakfast to bedtime. His narrative is a powerful testament to the normalcy of cannabis consumption, illustrating that enjoying cannabis doesn't detract from one's productivity or social responsibilities.

Born in 1995 and introduced to cannabis at a young age, TC's journey is emblematic of a generation's exploration and acceptance of cannabis. His initial experiences with brick weed, the only available form of cannabis at the time, marked the beginning of a lifelong relationship with the plant. TC's recount of his transition from consuming brick weed to growing his own highlights his personal growth, as well as the evolving cannabis culture in Argentina.

TC's narrative extends beyond personal anecdotes, touching on the broader implications of cannabis acceptance within family dynamics and societal perceptions. Thus, TC's journey from a curious teenager to a prominent content creator and cannabis advocate exemplifies the shift in perception towards cannabis in Latin America. Through his content, TC not only entertains but educates, pushing for a future where cannabis is understood and appreciated for its myriad benefits.

Mau Lamonica: Crafting Excellence In The Craft Cannabis Craft

Country: Argentina.

Content type: Home growing, strain hunting and rare genetics.

Mau Lamonica. COURESY OF MAU LAMONICA

Mau Lamonica is not just a cultivator: he is an artist in the truest sense, weaving together expertise and passion to create a cannabis experience that transcends the ordinary. At the helm of the Flowers and Terps cannabis club, Lamonica has elevated the craft of cannabis cultivation to an art form, earning the admiration and respect of peers and enthusiasts alike – even the biggest musicians on earth turn to Mau for some good weed whenever they visit his home town, Buenos Aires. His journey into the world of cannabis cultivation is marked by meticulous attention to detail and a relentless pursuit of perfection, traits that have positioned him as a leading figure in the Latin American cannabis community.

Endorsed by the iconic Don Rouch, a figure synonymous with innovation and excellence in the Argentine trap scene, Lamonica's cannabis strains are celebrated not just for their quality but for their artistic expression. This unique blend of artistry and agriculture caught the eye of Don Rouch, who recognized Lamonica's work as a true masterpiece. The collaboration between the two culminated in a remarkable piece of jewelry, a tangible symbol of the beauty and value inherent in Lamonica's cannabis.

Beyond the accolades and the recognition, Mau Lamonica's work with Flowers and Terps is driven by a profound connection to the plant and its therapeutic potential. His approach is holistic, considering not just the end product but the journey, from seed to harvest to consumption. This dedication to quality and integrity has not only endeared him to a broad audience, including prominent figures like trap superstar Duki, but has also set a high standard for the industry.

Lamonica's vision extends beyond cultivation; it's about creating a community that respects and appreciates cannabis for its myriad benefits, advocating for a future where cannabis is recognized not just as a commodity but as a key to wellness and creativity. In fact, he just recently organized the first big community meetup (for charity, by the way) in Argentina, filling up one of the biggest theatres in the country.

Vale Verdosa: A Voice For Those Imprisoned For Growing Weed

Country: Chile.

Content type: Activism and education.

Vale Verdosa and Simon Espinosa. COURTESY OF VALE VERDOSA

Vale Verdosa, known for her leadership at the Dispensario Nacional and as the president of the Activismo Cannábico Chile organization, is a formidable force in the Latin American cannabis scene. Her journey began with a personal quest for relief from the debilitating pain of dysmenorrhea, leading her to discover the therapeutic benefits of cannabis. This experience was transformative, not just in managing her condition but in igniting a passion for advocacy and education around the medicinal uses of cannabis. Verdosa's work is now synonymous with empowerment and support for women, particularly in the areas of gestation and lactation, where she champions informed, safe cannabis use under medical guidance.

In Chile, where the legal landscape around cannabis is complex and often restrictive, Verdosa has been at the forefront of pushing for change. Her efforts have been pivotal in challenging the status quo, advocating for the rights of cannabis users and providing a support network for those affected by harsh legal actions against medicinal and personal cannabis cultivation. Her activism is not just about cannabis, it's about human rights, challenging the overreach of law enforcement and the judiciary that has left many in needless suffering.

The constitutional push led by Verdosa and her colleagues, aiming to embed cannabis rights within Chile's legal framework, marks a significant moment in the country's cannabis advocacy. Despite facing setbacks, her resolve remains unshaken, reflecting a broader movement toward recognizing cannabis not just as a matter of personal freedom but as a critical issue of public health and social justice. Verdosa's vision extends beyond the immediate legal victories: she is building a legacy of empowerment, education and advocacy that will benefit generations to come.

Matías Nicolás Cardozo (AKA Matca Films): Capturing Cannabis Through A Unique Lens

Country: Argentina.

Content type: Artsy photography, macro photography, video and facility tours.

Matca Films Shows Off The Work Of Don Marcelino y Los Cocos. COURTESY OF MATCA FILMS

Matías Nicolás Cardozo, better known by his professional moniker Matca Films – also the name of his production and marketing company, brings an artistic dimension to the cannabis culture in Latin America through his captivating photography and videography. His work transcends traditional portrayals of cannabis, offering viewers a glimpse into the plant's beauty and complexity. Cardozo's journey into cannabis photography is driven by a deep-seated passion for both the plant and the art of visual storytelling, drawing inspiration from his familial legacy and personal experiences with cannabis.

Matías Cardozo. COURTESY OF MATÍAS CARDOZO

Traveling to California to capture the essence of cannabis cultivation and culture, Cardozo faced challenges and restrictions head-on, navigating the evolving landscape of cannabis legality with determination and creativity. His efforts paid off, leading to opportunities to showcase the cannabis industry in a new light, through commercial projects and artistic endeavors that highlight the plant's aesthetics and its multifaceted role in society.

Cardozo's recommendation to connect with the plant on a personal level before capturing it through the lens speaks to his philosophical approach to photography. It's not just about the technical aspects of the craft but about understanding and conveying the spirit of cannabis. His work with Matca Films not only elevates cannabis photography but also contributes to the broader narrative of cannabis normalization and appreciation, blending art, advocacy and entrepreneurship in a unique and impactful way.

Sister Camilla: Pioneering Compassion And Cannabis Activism In Mexico

Country: Mexico.

Content type: Cultivation, culture, education, unity and activism.

Sisters of the Valley. COURTESY OF SISTERS OF THE VALLEY

Sister Camilla, co-founder of Sisters of the Valley Mexico, represents a new chapter in the global narrative of cannabis advocacy and holistic healing. Born in Puebla and armed with a robust academic background, including an associate's degree in Business Administration, a BA in International Business and a master's in Economics, Sister Camilla's journey is a testament to the power of combining scholarly rigor with a profound commitment to social change. Her research, which has delved into knowledge transfer from research centers to industry and university entrepreneurship, now serves as a foundational pillar in her advocacy for cannabis, focusing on its recognition, uses and properties within Mexican society and the broader Spanish-speaking world.

The Sisters of the Valley, though not affiliated with any religious order, share a devotion to healing the world through plant-based medicine, drawing inspiration from their Beguine ancestors. Sister Camilla, alongside her sisterhood, is at the forefront of this mission, crafting organic health products that are saged to the moon cycles, embodying a reverence for ancient traditions and the Earth's plants. Their operation, rooted in the agriculturally rich Central Valley, is a beacon of hope and empowerment, creating honorable jobs and promoting a model of compassionate activism, spirituality and service.

With the opening of an online store in Tijuana, Sister Camilla and Sister Luna have brought the Sisters of the Valley's mission to Mexico, overcoming legal hurdles and logistical challenges to make plant-based medicine accessible. Their vow, taken in the Californian farm during the summer of 2018, marked the beginning of a dedicated effort to educate and serve their community, offering classes on creating salves and pure vegetable oil. As the legal landscape around CBD evolves in Mexico, Sister Camilla's leadership and vision offer a promising path forward, aiming to bring the healing powers of nature's gifts to the people of Mexico, embodied by the Sisters' guiding principle: to bridge the gap between Mother Earth and her suffering people.

Cris Roots: Navigating The Digital Frontier While Preaching The Living Soil Gospel

Country: Argentina.

Content type: Grow techniques for living soil cultivators and beyond.

Cris Roots at his Grow Op. COURTESY OF CRIS ROOTS

Cris Roots stands out as a digital pioneer in the Latin American cannabis space, leveraging social media to educate and engage on the nuances of cannabis cultivation and its medicinal properties. His focus on living soil, a method that concentrates on organic cultivation using nutrient-rich soil ecosystems to enhance cannabis growth naturally, without synthetic inputs, has made him one of the key educational figures for home and professional growers across the entire Spanish-speaking world.

Facing the challenges of restrictive platform policies head-on, Roots has battled against Meta’s account suspensions and censorship, turning these obstacles into opportunities for advocacy and dialogue. His journey is not just one of personal or professional development but is emblematic of the wider struggles faced by cannabis content creators in navigating the digital landscape.

Roots' collaboration with legal counsel to challenge arbitrary platform regulations highlights a crucial intersection between technology, law and cannabis advocacy. By fighting for his digital space, Roots defends the broader community's right to share knowledge, experiences, and support around cannabis. His work underscores the importance of digital platforms as spaces for advocacy, education and community building in the modern cannabis movement.

The resilience and innovation shown by Cris Roots in his campaign for digital rights and freedom of expression are inspiring. He embodies the spirit of the contemporary cannabis advocate: tech-savvy, legally astute and unwavering in the pursuit of justice and education.

Chicks Vs Stigma: Empowering Women in Cannabis

Country: Mexico.

Content type: Education and entertainment with a sophisticated touch.

Chicks Vs Stigma is shaping up to become a revolution led by women, for women, in the realm of cannabis. Founded by Brenda Hernández, this venture is an ode to the fight against the stigma surrounding marijuana, providing a space where consumption is ethical, informed and responsible.

The inception of Chicks Vs Stigma in 2018 was driven by Hernández's personal encounter with medicinal marijuana, which opened her eyes to the profound gap in accessible, reliable information about cannabis. Recognizing the potential for education to combat stigma, she embarked on a mission to create a safe, prejudice-free space where women could learn about the benefits, types and ways to consume cannabis. This mission was fueled by a realization that many women, like herself, hesitated to share their experiences with the plant due to the myths that have long surrounded its use.

A Bright Future For Cannabis In Latin America

In the ever-evolving landscape of Latin American cannabis culture, individuals like Tomás Cott, Mau Lamonica, Vale Verdosa, Cris Roots, Matías Nicolás Cardozo Brenda Hernández and Sister Camilla are not merely participants but pivotal changemakers. Their narratives, rich with activism, innovation and a deep-seated belief in the transformative power of cannabis, are dismantling longstanding stigmas and fostering a new era of understanding and acceptance. Through platforms ranging from social media to grassroots activism, they're reshaping the discourse around cannabis, advocating for its medicinal benefits, economic potential and rightful place in society.

As the cannabis movement in Latin America gains momentum, the contributions of these content creators and activists become increasingly significant. They're at the vanguard, challenging outdated perceptions and advocating for a future where cannabis is recognized for its myriad contributions to society and health care. Their work underscores a collective journey toward normalization and legalization, marking a pivotal chapter in Latin America's evolving relationship with cannabis. Through their efforts, a once-marginalized plant is being reevaluated as a source of healing, opportunity and community, setting the stage for profound societal change.

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This article was originally published on Forbes and appears here with permission.