Each year, Americans observe National Hispanic Heritage Month from September 15 to October 15, by celebrating the histories, cultures and contributions of American citizens whose ancestors came from Spain, Mexico, the Caribbean and Central and South America. This Hispanic Heritage Month we're paying tribute by highlighting some of our RISE family who have positively influenced and enriched our lives. Learn more about our incredible team members below and celebrate with us this month. ​ 

Veronica Apodaca (she/her)

Number of years you have worked in the cannabis industry/GTI? 

3 years. 

What sparked your interest in cannabis? 

Having the opportunity to break the stigma of being Latina in cannabis and making an impact on others through leadership. 

What inspires you about the cannabis industry? How has the industry made an impact on your life? 

Being a part of history in this lifetime and knowing the impact we are making is generational. This industry has made a tremendous impact on my life specifically my health and mental well-being. 

What is your favorite GTI product or strain? 

Beboe Edibles ALL of them. 

Any insider insights into great strains that no one knows about? 

.... big things coming with incredibles soon! wink*wink* 

Number of years you have worked in the cannabis industry/GTI? 

3 years. 

What sparked your interest in cannabis? 

I come from a family of pharmacists, and growing up, I was always inspired by the fulfilled faces of the people who visited my father’s pharmacy. Watching him care for his patients with compassion and integrity shaped my own values and desire to help others. 

I first discovered cannabis in college, and it became more than just a plant, it was a tool for creativity and personal growth. It helped me unlock new ideas in my music and studies, and more importantly, it allowed me to break out of my shell and become more socially confident. Cannabis helped me connect more deeply with myself and with others. 

When I found out that RISE was opening in my hometown of Paterson, NJ, I felt a renewed sense of purpose. I was excited by the opportunity to combine what I had learned from my father’s approach to patient care with my personal passion for cannabis. I truly believe that cannabis is a healing plant, one that can enhance people’s lives both physically and mentally, just as it has positively impacted mine. 

What inspires you about the cannabis industry? How has the industry made an impact on your life? 

The impact of cannabis on my own life has been transformative. I was first introduced to it during college, where it became a tool for personal development. It sparked creativity in my music, helped me manage stress, and allowed me to grow socially by breaking through personal barriers. It helped me better understand myself and connect more meaningfully with others. This industry has shown me that healing can come in many forms, and it continues to inspire me by the way it empowers individuals, uplifts communities, and redefines wellness for a new generation. 

What is your favorite GTI product or strain? 

My favorite strains have been GMO for that heavy sedating indica after a robust day of labor, and L'orange for the long nights of creativity. 

Any insider insights into great strains that no one knows about? 

Some people are sleeping on the GMO x Trophy Wife as it has the PERFECT balance of a sativa and indica, one of the most true hybrids I have found in the store from Good Green that can keep your body relaxed and experience some relief as I have a pinched nerve on my left leg, it allows me to perform my daily tasks without feeling hazy. 

Tell us about your favorite Hispanic owned or run brand (cannabis or any industry) 

For my snacks I love cafe Bustelo Cuba/East Harlem, La Llave Puerto Rico, Cafe Cibao from the Dominican Republic. Love B Real Dr. Greenthumbs, La Mota from Oregon, House of Puff and Happy Munkey in NYC owned by Dominicans! (Mi gente). 

How can readers support local their Hispanic Heritage Month celebrations and organizations? 

By participating in monthly local events, maybe going to the brands pop ups or shop at their local dispensary/organizations. 

Looking to share more? 

I always love infusing my coffee with the incredibles Chocolates or the RSO oil into my steamed milk and turn it into a Canna Mocha! great for a day off and wellness off the wake up! 

Number of years you have worked in the cannabis industry/GTI? 

2.5 years. 

What sparked your interest in cannabis? 

Growing up, my relationship with cannabis started off casually — like many others, I was just getting high to hang out with friends. I didn’t fully understand its depth or potential. As I got older and found myself working in the cannabis industry, everything changed. I began to truly educate myself and realized how powerful this plant can be when used intentionally. Now, as a supervisor at RISE Dispensaries, I’m passionate about sharing that knowledge and helping others in my community break the stigma, access safe products, and understand the benefits of cannabis through an informed and respectful lens. 

What inspires you about the cannabis industry? How has the industry made an impact on your life? 

What inspires me most about the cannabis industry is its ability to create change — not just in terms of health and wellness, but also in challenging outdated perceptions and creating new opportunities for education, equity, and community empowerment. Being part of this evolving space has given me a deeper purpose. It’s pushed me to grow both personally and professionally, and it's allowed me to be a source of guidance for others who may have once seen cannabis the same way I did growing up — as just something to get high with friends or a hustle. Now, I see it as a tool for healing, connection, and progress. The impact on my life has been huge: it’s opened doors, taught me the importance of representation, and reminded me why it matters to be part of something bigger than myself.  

Growing up with a single mother, I learned early on the value of independence and doing what I had to do to get by. What started as casually hanging out with friends and smoking weed eventually turned into a hustle — a way for me to make money so I didn’t have to ask my mom for things she couldn’t afford. At the time, I didn’t fully understand the larger picture. But as I got older and found my place in the legal cannabis industry, my perspective shifted. I realized the importance of education, of doing things the right way, and of using my experience to help others grow, too 

What is your favorite GTI product or strain? 

Gogurtz by RYTHM 

Any insider insights into great strains that no one knows about? 

BRING BACK CASINO KUSH! 🎰🔥 One of the first strains that made me fall in love with the plant when I joined GTI — Casino Kush was that smooth, relaxing OG smoke that hit every time. Clean, classic, and slept-on by too many. There's a whole new wave of consumers (and even seasoned smokers) who never got to experience it. We need that old-school vibe back. That full-bodied OG feel. That “kick your feet up and chill” kind of high. RYTHM — it’s time. Let’s run it back. 💨 

Tell us about your favorite Hispanic owned or run brand (cannabis or any industry) 

One of my favorite Hispanic-owned brands is La Familia Sobre Todo — and I say that not just because I started it, but because it represents something much bigger than me. I created it during the pandemic as a way to bring motivation, purpose, and unity to my community. Growing up without a father and surrounded by gang influence, I searched for belonging in the wrong places. Starting my own brand was my way of rewriting that story — creating a space where young people, especially those who come from similar backgrounds, could feel seen, supported, and part of something real. To me, La Familia Sobre Todo means loyalty, love, and legacy — and my hope is that it inspires the next generation to choose identity and empowerment over the streets. That’s the kind of representation I want to see more of in our culture and industry. 

How can readers support local their Hispanic Heritage Month celebrations and organizations? 

• Shop Hispanic-Owned Businesses: From clothing brands to food spots and artists — seek out and support local Hispanic entrepreneurs. Your dollars help sustain culture and community.  

• Attend Local Events: Many cities host parades, art shows, music festivals, and community gatherings. Show up, bring your family, and learn something new about the diverse cultures within the Hispanic community.  

• Donate or Volunteer: Find local nonprofits or grassroots organizations that support education, immigrant rights, youth mentorship, or economic empowerment in the Hispanic community — and get involved.  

• Share Stories: Use your platform — whether it’s social media, your job, or your neighborhood — to uplift Hispanic voices. Highlight businesses, share articles, or even tell your own story.  

• Educate Yourself & Others: Take time to learn about the history, struggles, and contributions of Hispanic and Latinx people in the U.S. Knowledge builds respect — and action. 

Looking to share more? 

"I started LaFamiliaaSobreTodo-LFST during the pandemic, at a time when I was searching for purpose and motivation. Growing up in a community where gang culture was common and being raised without a father, I often found myself looking for a sense of belonging — a family structure I was missing at home. Unfortunately, the streets felt like the only place offering that. But as I grew older and became a father myself, everything shifted. I realized that I had the power to become the father I had always searched for. 

That’s why I created La Familia Sobre Todo — not just as a brand, but as a movement rooted in loyalty, growth, and real family values. I want young people, like my little brother, to see that there’s another path. One where they can represent something that builds them up, not tears them down. If they’re going to wear a brand, let it be one that reflects who they are and where they come from — with pride, purpose, and power." 

Number of years you have worked in the cannabis industry/GTI? 

4 years and 5 months. 

What sparked your interest in cannabis? 

What sparked my interest was initially the evolution of the plant we all love and how it benefits us all differently.  

What inspires you about the cannabis industry? How has the industry made an impact on your life? 

The opportunity to be part of promoting the wellbeing of others through the power of cannabis.  

What is your favorite GTI product or strain? 

RYTHM - Dulce De Uva

The positive impacts of our team members extend far beyond RISE and the cannabis community. We value their achievements and experiences and will continue working together to foster a more inclusive society. Please join us as we honor Hispanic Heritage Month.