Change MakeHERS: Spotlighting Abi Roach

Why Women in Cannabis Matter

As the cannabis industry continues its rapid expansion, an increasing number of dynamic women are emerging as influential leaders within the field. These women not only shape the trajectory of their businesses but also pave the way for future generations of female leaders. At White Ash Group, we believe in celebrating the triumphs of women in the cannabis sector by highlighting their accomplishments. That's why we initiated the Change MakeHERs series – a collection of interviews and spotlight articles where women who embody strength, integrity, and hard work share their insights and advice on navigating the cannabis landscape.

Abi Roach, Chief Visionary Officer, Jane Dope

Abi Roach is a pioneering force in the cannabis industry, with over 20 years of experience breaking barriers and redefining norms. From founding the iconic HOTBOX to her leadership roles at McIntyre Creek Cannabis and Jane Dope Inc., Abi has championed authenticity, advocacy, and innovation. That’s why Abi is our Change MakeHER of the month!

As one of the earliest female pioneers in a male-dominated field, Abi has consistently broken barriers, blending her personal experiences as a disabled woman with her professional expertise to champion cannabis culture and advocate for meaningful policy change. Her work at the Ontario Cannabis Store redefined consumer experiences, while her advocacy efforts—spanning lobbying city councils to influence national cannabis policy—have left an indelible mark on Canada’s cannabis legalization journey.

Now, through her leadership at Jane Dope Inc., Abi amplifyies women’s voices in cannabis, creating brands that embrace boldness, diversity, and empowerment. In this Change MakeHER interview, Abi shares her unique perspective on navigating the complexities of cannabis, her passion for advocacy, and her unwavering commitment to inspiring the next generation of leaders in the industry.

Q: Abi, your career in cannabis spans over two decades, from founding HOTBOX to leading strategic accounts at McIntyre Creek Cannabis, and now CVO of Jane Dope Inc. How has being a female pioneer shaped your journey, and what are the unique perspectives you bring to the industry?

I’m not a soft woman, and I never have been. In an industry that wasn’t exactly rolling out the welcome mat for people like me, I had to carve my own path and create my own space. From the early days of HOTBOX—when cannabis was still in the shadows—to standing shoulder-to-shoulder with the industry’s top decision-makers, I learned that if I wanted to make an impact, I had to be unapologetically myself. I had to be louder, tougher, and more relentless than the obstacles in front of me.

Being a disabled woman in cannabis has meant that I wasn’t just battling stigma around the plant itself, but also fighting to be seen and respected in a space dominated by others. And let’s be real—being a female pioneer in cannabis meant blazing that trail mostly alone for a long time. But it gave me a perspective that many miss: I see the human side of cannabis. I understand the community, the culture, and the spirit of this plant because I’ve lived it, fought for it, and built my career on it.

My experience at the Ontario Cannabis Store (OCS) solidified my understanding of the industry’s complexity. As a Senior Manager in Merchandising, I was responsible for driving product strategy in high-demand categories like pre-rolls, concentrates, and accessories. I learned to balance consumer demand with regulatory constraints and helped shape what legal cannabis looks like in Ontario. My time at OCS sharpened my skills in category management and product development, ensuring that I understand every stage of a product’s life cycle—from ideation to the hands of the consumer.

Now, with McIntyre Creek Cannabis, I work closely with B2B strategic accounts, specializing in premium flower for live extraction. Here, I’m bringing high-quality products to market and working directly with industry stakeholders. This role has kept me deeply connected to the business side of cannabis, while reinforcing my belief that the future of cannabis lies in innovation, quality, and staying true to the roots of the plant.

As CVO of Jane Dope, I bring all of this fire, grit, and expertise into everything we do. I know what it’s like to be underestimated, and I know how powerful it is to defy expectations. I build brands that stand for something, products that don’t just fit into boxes but make new ones. I understand our audience—especially the women who are looking for something real in this industry—because I am one of them.

I’ve learned that staying true to yourself, no matter how tough the road, creates something unbreakable. That’s the heart of Jane Dope. It’s a brand for women who want more than what the world hands them, who see cannabis as part of their lifestyle, their voice, and their power.

Q: With HOTBOX, you built an iconic brand that played a major role in the movement to destigmatize cannabis. How did you overcome resistance in those early days, and what lessons from that experience continue to guide you?

In those early days with HOTBOX, resistance was everywhere. Cannabis wasn’t just stigmatized—it was underground, misunderstood, and straight-up illegal. Building a brand like HOTBOX in that climate meant fighting against every kind of barrier you could imagine: legal, social, and even physical. But I believed in cannabis, and I believed in the community around it. HOTBOX wasn’t just a business; it was a place where people could feel seen and understood, and that’s what kept me pushing forward despite all the resistance.

Overcoming that resistance meant getting creative. We couldn’t advertise like regular businesses, so we became part of the culture itself. We hosted events, connected with artists, threw block parties, and made HOTBOX a place people wanted to be—even if they didn’t quite get cannabis yet. We built our own community and led by example, showing that cannabis users are regular, responsible people with jobs, families, and a love for the plant. I had to be loud, proud, and unafraid to stand up for what we were doing, even when the odds were stacked against us.

The biggest lesson I carry from those days is resilience. Building HOTBOX taught me to be relentless, to adapt, and to use every challenge as an opportunity to create something even stronger. When you’re told “not possible” enough times, you start to find ways around it, and that’s where the magic happens. I also learned the power of authenticity—people can sense when something is real and when someone truly believes in what they’re doing. That authenticity built a loyal community around HOTBOX, and it’s the same approach I bring to Jane Dope.

HOTBOX taught me that if you want to change something, you have to be fearless, and you have to do it your way. That’s exactly how I approach everything today, from navigating the legal landscape to building brands that truly resonate with people. At the end of the day, resistance is just another challenge to rise above—and if I could do it back then, I can definitely do it now.

Q: Advocacy for cannabis legalization has been a cornerstone of your career. Can you share some defining moments where your voice as an advocate helped drive positive change in Canada’s journey toward legalization?

Advocacy has been at the heart of my journey in cannabis—sometimes a wild ride, but always worth it. I’ve been at this long enough to know that pushing for change often means taking a stand when nobody else will. Here are a few moments that stand out, where being loud and persistent actually moved the needle toward legalization in Canada.

My first major lobbying experience was back in 2012, right here in Toronto. I went to the city council, urging them to consider licensing cannabis lounges for medical users. This was a radical idea at the time—cannabis was far from mainstream—but it led to a city recommendation supporting cannabis lounges, which set the stage for more open conversations about consumption spaces. It was a first step, but it taught me that even a single voice can get the city talking.

Another defining moment came with Ontario’s Smoke-Free Ontario Act amendments. I went head-to-head with the Ontario government to protect spaces where adults could legally consume cannabis. I remember my deputation to the committee—it was legendary! That advocacy work helped Ontario develop some of the most open cannabis consumption regulations in Canada. To this day, Ontario’s regs stand out, and I’m proud to have played a role in that.

One moment that always gets a laugh was when I lobbied Bill Blair at a Liberal Party fundraiser. I couldn’t get a meeting with him, so we bought tickets to the event and made our case face-to-face. I remember telling the National Post, "I wish I could just get a meeting with Mr. Blair to discuss the issues, but that was not an available option." It even led to a review of political fundraisers! Bill definitely remembered me after that one.

My work with Toronto Public Health officials also opened doors for cannabis lounges in a big way. Not only did we become the first legal lounge in Canada, but we were also the first legal promotional consumption space at a festival in 2018. That partnership with public health showed that cannabis consumption could be responsible, safe, and part of the city’s landscape.

Then, as Executive Director of NORML from 2018 to 2020, I had the honor of representing Canada at the NORML convention in Washington, D.C., where I gave the keynote. I even spent a day on Capitol Hill, lobbying U.S. politicians on cross-border issues for Canadians working in cannabis. It was intense, but that experience drove home the importance of cross-border understanding in the cannabis industry.

Most recently, in 2023, I joined the Grass on the Hill delegation to advocate for packaging changes in Canada’s cannabis market. My big ask was simple: a clear window in packaging for dried flower. It made it into the C45 review recommendations as number 11! Once this change takes effect, I predict we’ll see less focus on just high THC levels and more emphasis on quality and appeal, which will benefit consumers and elevate the market.

These moments taught me that advocacy isn’t just about being heard; it’s about sticking with it until change happens. I may not be everyone’s favorite voice in the room, but I’m certainly one they remember—and that’s how real change begins.

Q: As someone who’s played various roles, from retail and product curation to strategic consulting, what are the key leadership qualities that have helped you succeed in such diverse areas of the cannabis industry?

I lead with creativity and a clear path. While I listen and take in opinions, facts, and data, my gut check has always been my true compass. I trust my instincts, and that’s been key to navigating the ups and downs of this industry.

I also make sure my team feels supported without being "mommy’d." I believe in giving people the space to do what they’re great at. I lead by example—whether it’s diving into the work myself or standing up for what we believe in. At the end of the day, my approach is straightforward: empower my team, keep the vision clear, and don’t waver when it’s time to make the tough calls.

Q: Through your work at the Ontario Cannabis Store, you shaped consumer experience with your merchandising expertise. How did you ensure that women’s voices and perspectives were included in the cannabis products and categories you curated?

I took a deep dive into consumer data, aligning the different consumer personas and user experiences with the products and brands we brought in. My role at the Ontario Cannabis Store wasn’t just about buying cannabis—it was about purchasing for all cannabis consumers. I made sure every type of consumer, including women, had access to products that spoke to their preferences and needs.

I always looked for brands with a specific target demographic and paid close attention to how they marketed themselves—whether that was through price, packaging, quality, or positioning. My approach was thorough: understand the consumer, align it with the brand, and ensure we had a well-rounded selection that hit the mark. I wanted everyone to find something that suited their purchasing needs, from the casual user to the connoisseur. That’s how I made sure women’s voices weren’t just included, but actually represented in the selection.

6. Female representation in cannabis leadership is crucial. How do you leverage your platform and influence to empower more women in the industry, particularly in executive and strategic roles?

At Jane Dope, we proudly spotlight the "Jane Dope woman"—a powerful, passionate, HER.B-loving woman who refuses to be silenced. Through our "You Swag" collections, blogs, and influencer collaborations, we showcase incredible women in cannabis, empowering them and highlighting their impact on the industry. This isn’t just about building a brand; it’s about building a platform that supports, celebrates, and amplifies women who are making their mark or are on the rise.

I’ve always loved mentoring and sharing stories—my own and those of others. I use my platform and voice loudly, not just for myself, but to take others along with me. For me, it’s about floating boats and filling sails, helping women step into executive and strategic roles where they’re truly seen and heard.

Jane Dope itself is a statement against the idea of “Jane Doe”—the silent, unseen woman we’re expected to be. Jane Dope is the opposite; we’re here to be heard, to take up space, and to make an impact. Through this brand and my role in the industry, I’m committed to paving the way for women to lead with confidence and purpose in cannabis.

7. Your career has been defined by innovation and courage. What advice would you give to aspiring female entrepreneurs in cannabis, especially those looking to make bold moves and bring new ideas to the market?

My advice? First and foremost, listen to your gut—that inner voice knows more than you think. But don’t stop there; look at the data to back it up, do your financials, and do your market research. You have to know the lay of the land if you’re going to bring something new to it.

Not every idea is a winner, and that’s okay. Think through the concept carefully, and don’t be afraid to walk away if it doesn’t add up. Courage isn’t about sticking with something no matter what—it’s about knowing when to pivot or let go.

And finally, hold your head high and carve your own path to the top. In this industry, you’ll face a lot of resistance, but staying true to yourself and your vision is how you’ll break through.

8. With your work now supporting brands and companies through McIntyre Creek Cannabis and DOPE BRANDS, what strategies do you employ to foster inclusivity and diversity in the companies and brands you work with?

When it comes to fostering inclusivity and diversity, I believe it starts with putting real intention behind it. At McIntyre Creek Cannabis, we supply premium starting materials for extraction and dry flower. While our role isn’t directly supporting DEI initiatives, we’re adding to the market’s diversity by providing unique organic products that expand consumer choice and offer a broader range of experiences.

With Jane Dope and HER.B by Jane Dope, we go a step further. We highlight the diversity of cannabis consumers in every way—by background, sexual orientation, ability, and style. Our clothing line is size-inclusive, ranging from XS to 6XL, and our makeup is designed for all, with shades and colors that celebrate a variety of ethnicities. Our cannabis products reflect this inclusivity, offering an amazing range of options in both product types and price points.

One of my core strategies is to support brands that reflect the true diversity of the consumer base. I look for companies that genuinely engage with different communities and bring unique perspectives to the table. Inclusivity means reaching people in ways that matter to them—through campaigns that reflect diverse lifestyles, partnerships with influencers from all walks of life, and making sure there are accessible paths for underrepresented voices to step up.

Ultimately, it’s about building brands that represent everyone who loves this plant. Cannabis has always been its own culture, and I believe in keeping it real, raw, and open to anyone who wants to be part of it.

9. Lastly, to share the spotlight with other female leaders in the cannabis space, who would you nominate for our next Change MakeHER feature?

I would nominate Lisa Campbell, CEO and founder of Mercari Agency. Lisa has been a formidable presence in the cannabis industry for many years. As a masterful sales leader, she competes and works alongside the industry's top players with fearless creativity and unwavering determination. Her innovative approach and commitment to excellence have made her a true change maker in the cannabis space.