March is Women’s History Month, a time to celebrate the achievements, resilience, and leadership of women across all industries. As we approach International Women’s Day on Saturday, it’s especially fitting to spotlight the trailblazing women shaping the future of cannabis — a space that has historically been male-dominated but is evolving through the influence of female entrepreneurs and visionaries.
The female co-founders of Autumn Brands, Autumn Shelton and Hanna Brand, have built a thriving business rooted in innovation, sustainability and integrity, emerging as leaders in an industry undergoing a cultural shift. Through their commitment to zero-pesticide cultivation, consumer education and advocacy for women in cannabis, they are paving the way for a more inclusive and mindful future.
In this insightful Q&A, Autumn and Hanna share insights into their journey, the challenges they’ve faced as female founders and the role women play in shaping the cannabis industry. From breaking barriers to building community, their story is one of resilience, passion and the power of female leadership.
As women leading a legacy, family-run business, how did your backgrounds shape your approach to cultivation and business?
“The farm originally grew numerous types of cut flowers, including Gerbera daisies, lilies, tulips and many other varieties.,” says Hanna. “This allowed for a pretty seamless transition to cannabis in 2015 under the medical collective model and then to the regulated market in 2018.
“Working in ag has prepared us for the patience and resilience required to lead a cannabis cultivation and business. We continue to champion the brand’s commitment to sustainable, zero-pesticide cultivation practices, which contributed to the company’s growing reputation and success,” she continues.
“We challenge our industry to go beyond the status quo and bring integrity back into business practices and society,” says Autumn. “As company leaders, we pride ourselves on ambitious growth and unwavering core values, as well as helping establish Autumn Brands as a trusted, eco-conscious leader in California’s competitive cannabis market. It’s a constant juggle, but luckily, we get to juggle together!”
The cannabis industry has historically been male-dominated. What challenges have you faced as female founders and how have you navigated them?
“We’ve certainly encountered unique challenges. One of the most significant obstacles has been navigating a space where leadership and visibility were often reserved for men,” says Autumn. “This can manifest in various ways: from the lack of representation in leadership positions to the difficulties in gaining credibility as entrepreneurs.
“However, we want to acknowledge that there are men in the cannabis industry who believe in female leadership and have been integral in supporting women in this field. What’s helped us navigate these challenges is maintaining a deep belief in our vision and staying true to our mission. While the road hasn’t always been easy, it’s also opened up incredible opportunities for us to redefine what leadership looks like in the cannabis space. We’ve learned to take pride in being trailblazers and are committed to creating pathways for future women founders in the industry,” Autumn continues.
What role do you think female leadership plays in shaping the future of the cannabis industry? What changes would you like to see in terms of representation and equity?
“Women play a very important role in the cannabis industry in multiple ways,” says Hanna. “To start with, all our cannabis plants are female. The consumer product is only obtained from female plants. This is also a new industry, where the sky’s the limit for opportunity. Other sectors are highly male-dominated, but for cannabis, every part of this industry is being freshly invented. There are so many different products and affiliated companies that women, whether in creative or executive roles, can provide innate key abilities to grow successful companies,” she continues.
“It makes sense that women are getting a more prominent voice in the cannabis world,” says Autumn. “It’s a health and wellness product, and women are typically the caretakers in the family, making decisions on what products are best for the family. Women want the best quality products; they want to know what’s in them and who is behind them. So, creating a clean cannabis product with zero pesticides and crafted by women is very important.”
Autumn Brand’s highlights wellness and the mindful use of cannabis. How do you see cannabis fitting into women’s health and self-care routines?
“Cannabis plays a significant role in women’s health and self-care routines, especially when used mindfully and intentionally,” says Autumn. “As more women look for natural alternatives to support their physical and mental well-being, cannabis offers a holistic approach to managing stress, anxiety, sleep, pain, and even menstrual discomfort. Our brand focuses on highlighting wellness by promoting products that allow women to integrate cannabis into their self-care routines in a mindful, balanced way.”
Autumn Brands recently launched a public farm tour. Why was it important for you to offer this experience, and what impact has it had on consumer education and community engagement?
“We love welcoming the community to our family farm and have done so over the years in a more organic way,” says Hanna. “This year, we decided to make them more of an ongoing and public invitation to double down on our consumer education and community outreach. This is a unique opportunity for cannabis enthusiasts and the ‘canna-curious’ to step behind the scenes of our family-owned and women-led farm in beautiful Santa Barbara.”
“This hour-long guided farm tour will take you through our greenhouses, showcasing their innovative, zero-pesticide cultivation methods,” Hanna continues. “You’ll gain valuable insights into the art and science behind our handcrafted processes, including hand-trimming, hang-drying, and curing. The Autumn Brands farm not only emphasizes sustainability but also supports educational transparency. Highlighting practices like natural pest control with native California ladybugs, our tour reveals how commitment to eco-friendly farming contributes to a healthier planet. Public tours will be held on the third Friday of each month from 10:00 – 11:30 am. Our first tour is scheduled for March 21st and we would love for you to join us!”
Looking back on your journey, what has been the most rewarding moment for you both as entrepreneurs and advocates for clean, high-quality cannabis?
“Well, there is never a dull moment in this industry. But, in all honesty, we found our dream job and the best partners we could ask for,” says Hanna. “There have been and continue to be many intense challenges along the way, but we wouldn’t give up this opportunity or business for anything. We’ve always been believers in cannabis, but we never knew just how incredibly passionate we would become over this life-changing plant.”
“Running a large-scale cannabis operation presents a variety of challenges for any commercial grower, says Autumn. “Every aspect of cultivation requires strategic precision, from selecting the hardiest strains to keeping up with increasing demand for products. In a notoriously competitive market, many sellers rely on harsh chemicals and pesticides to speed the growth process and ensure a strong final product. Under the watchful eye of our Head Grower, Johnny Brand, we far surpass federal and state regulatory standards, offering powerfully potent strains of clean, zero-pesticide cannabis from a name customers trust for quality and consistency.”
What advice would you give other women looking to break into the cannabis space, whether in cultivation, entrepreneurship, or advocacy?
• Do your research. Understand all the regulations and learn from others. Cannabis is a demanding and constantly evolving industry. It requires drive and the ability to adapt and change quickly.
• Study the plant. Develop a great appreciation for her natural abilities. Cannabis is an incredible plant that helps people medicinally and recreationally every day in many ways. It has changed lives and allowed adults and children (when used medicinally) to live better lives.
• Be frugal and strategic with your investments. Measure every dollar you spend and prioritize cost-effective assets until you have the capital for long-term investments. Many cannabis businesses make the mistake of leasing huge farms or warehouses and spending millions beyond their current use/needs, thinking they will expand into them one day. Then, they fail due to the financial strain.
• Integrate within the cannabis community. Build strong relationships and engage with industry events and groups to broaden your network and gain insights. This will not only keep you informed but also open up opportunities for collaboration and growth.
Female leadership plays a critical role in shaping the future of the cannabis industry by bringing fresh perspectives, empathy, and a more inclusive approach to business and innovation. Historically, the cannabis industry has been male-dominated. As more women step into leadership roles, they have the unique opportunity to drive change, challenge outdated norms and cultivate a more collaborative, supportive environment.