The cannabis industry has no shortage of entrepreneurs fighting to gain a toehold in the field, but one of the industry’s most well-known names got there almost by accident. Ricardo Baca had been covering music for the Denver Post for over a decade when Colorado legalized the plant recreationally, and he was a bit befuddled when his bosses asked him to lead what would become the Cannabist , the first cannabis vertical for a major daily newspaper.
After talking with his mother and wife, though, Baca eventually took the job, becoming the editor-in-chief of the Cannabist and, in the process, a go-to expert for national media outlets. He still has that role after leaving the Post at the end of 2016 to start Grasslands, a full-service agency for cannabis businesses. Baca writes about pot for such media outlets as Esquire and the Daily Beast, and when United States Attorney General Jeff Sessions repealed the Cole Memorandum in January, Baca was a natural to talk about the move on MSNBC.