Justine Johnson is a budtender at March and Ash’s Mission Valley, California, location.
Her personal journey to find relief inspired a passion for helping other women discover plant-based solutions that empower them physically, mentally, and creatively.
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Q. How has cannabis empowered you?
I deal with rheumatoid arthritis, so instead of taking pharmaceutical medications, I’ve turned to the plant as my main source of pain and anxiety relief. It’s also helped increase my creativity, both in the kitchen and in drawing. And as a woman, cannabis is super helpful for my menstrual cycles.
Q. In your experience, what do female consumers seek?
I think for women, cannabis is becoming more about purity and convenience. But I’d emphasize purity more, because as we’re growing as educated consumers, we’re learning that distillate is not always the way to go. Sure, it’s convenient, doesn’t smell, and is good for discretion, but you also have things like water hash or other solventless products you can turn to instead. It’s important to me to be able to explain that there are ways to get the benefits of cannabis without smoking. Overall, I think purity is on the rise, which is great.
Q. How do you educate women seeking their first experience?
I provide them with reliable information by asking questions to figure out what they want and need. From there, I can help guide them, making sure they feel comfortable in the setting. Dispensaries can be very intimidating and overwhelming, so I try to focus on asking the right questions to get to the bottom of what they’re looking for.
Q. What’s the most common question you hear from customers?
“What’s the highest THC percentage you have?” This is the most common thing customers come in and ask about. Sometimes, they don’t want to be counseled about why they might want to look at other aspects of the plant. They know what they want—high THC—and that’s okay. I’m here to help.
Q. What myth about being a woman in the cannabis industry would you most like to bust?
That it’s hard for women to succeed. This is an ever-evolving, rapidly growing industry, and it’s becoming more inclusive. Opportunities for women are on the rise. It’s definitely challenging, but supporting each other in the industry is so important. Together, we can help each other thrive.
Q. What has your job as a budtender taught you about yourself?
I can really sell anything! I like what I do, and I love what I talk about. I think as long as we have a passion for what we do in life, the rest is really easy. After all, I get to talk about plants and smell the flowers!
Q. What has being a budtender taught you about the world?
It’s taught me how to show more compassion and how to really listen. People come to me seeking relief for physical and mental ailments, and it’s very important that I show empathy toward each and every one of them. This industry isn’t just about recreational use; it’s also medicinal applications, and we see people from all walks of life come in looking for help.
Q. How has being an unapologetic advocate for the plant impacted your role on the front lines?
It’s helped me gain more confidence and knowledge in knowing what I’m talking about. It’s also shown me that with those customers who know exactly what they want, sometimes it’s just my job to listen. I can give them guidance to the best of my ability, but sometimes they just don’t want to let go of their idea of what they need. I can still find creative ways to be supportive, and this in turn improves my practice in staying compassionate and empathetic.
Q. What advice would you give your younger self about being unapologetically you?
Embrace who you are, and don’t be afraid to be confident and proud. Don’t mute yourself for others. Be kind to yourself and everyone around you.
