Change MakeHERS: Spotlighting Heidi Whitman
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.
Heidi Whitman, Global Strategist | Tenured Cannabis Entrepreneur | Board
Member | Animal Health & Wellness Leader | Global Consultant
Introducing Heidi Whitman, this month’s Change MakeHER and a driving force behind the EmpowHer Cannabis Society, a global network empowering 750+ women across 27 countries in the cannabis industry. With a passion for promoting plant-based health solutions and creating opportunities for women, Heidi is a visionary leader who has made a lasting impact on the cannabis sector.
Heidi's entrepreneurial journey in cannabis began with the launch of her CBD brand, Naked Leaf, in 2018. Frustrated by the male-dominated landscape and lack of diversity, she co-founded EmpowHer to foster collaboration, mentorship, and support for women in the industry. Her extensive background in veterinary medicine, nonprofit leadership, and operations management has shaped her commitment to promoting holistic health solutions for both people and pets through cannabis.
With decades of experience, Heidi has cultivated a global community of strategic partners and advocates for sustainable, plant-based wellness, and remains at the forefront of efforts to drive research and innovation in women's health within the cannabis space.
Heidi Whitman’s dedication to advancing cannabis through female leadership and eco-conscious solutions makes her an inspiring trailblazer and true Change MakeHER.
Q: As a female leader in the cannabis industry, what challenges have you faced, and how have you overcome them to create successful businesses?
I first entered the CBD space in 2018 with the launch of my own brand, Naked Leaf. At the time, the industry in the UK and EU was still in its infancy, despite the legalization of medicinal cannabis and the growing CBD market. As I sought capital, I quickly realized how male-dominated the space was. In one investor meeting in London, I was the only woman in the room, surrounded by men. I was shocked by the lack of diversity and representation.
Beyond the challenges of raising capital, I encountered a work culture marked by imbalance, discrimination, and dismissive attitudes. My passion was often met with ego-driven mentalities, a lack of teamwork, and even advantageous behavior within organizations. It was clear that respect was lacking, especially for women.
Feeling the need for change, I reached out to some incredible women I’d met along the way—like those in leadership positions in Israel. While I received gentle support, I knew there had to be a stronger way to connect and uplift women in the industry. That’s when Rebecca Allen Tapp and I co-founded the EmpowHer Cannabis Society.
Today, with 750 women across 27 nations, EmpowHer has become a powerful, integral network for professionals around the globe. The support and confidence our community offers are unmatched. We’ve built a space where no question goes unanswered, and the talent within our group is astounding. With the skills and expertise of our members, we could truly run the entire industry. It's been an incredible confidence booster for all of us!
Q: What is the most rewarding part of being a female entrepreneur in the cannabis industry, especially when advocating for natural health and plant-based solutions?
The most rewarding aspect of this journey has been the recognition and support from both women and men who champion equality. These top professionals not only acknowledge our hard work but actively push us to the forefront. It’s incredibly validating to see the innovations created by women in the industry being taken seriously and considered for their true potential.
One of the most exciting developments is the growing urgency around female health research. For too long, there’s been a significant gap in research on women’s health across all medicinal fields. Now, with women raising their voices from every corner of the globe, the message is clear: the solutions that cannabis offers are ready—let’s get them approved for ailment-specific therapies!
Q: Mentorship is key for growing female leadership. Can you share any experiences where you’ve mentored other women in the cannabis industry, or where you’ve been mentored yourself?
Mentorship is a core value within the EmpowHer group, and that stems from my own experience both needing mentors and mentoring others. One standout figure in my journey was Dr. Inbar Mayom Pomeranchik from Israel, a cannabis science expert and consultant who became a guiding light for me. Having someone of her stature—essentially a cannabis science celebrity—by my side gave me the confidence and strength to navigate some incredibly challenging and uncouth situations we both encountered at a company we supported. She stood by me when I needed it most.
This experience reinforced the importance of paying it forward. Within EmpowHer, members have the opportunity to reach out to us leaders directly, creating a space where mentorship thrives. I’ve had the pleasure of sharing my insights with both new and veteran members, fostering a supportive, collaborative mindset. By building a strong professional network, we not only empower each other but also help shape the evolving landscape of the industry.
Q: What do you think needs to change within the cannabis industry to create more opportunities for women, especially in leadership positions?
We absolutely need to hire more women—full stop. Opportunities within C-suite roles often lean less on qualifications and more on networking and friendships with former colleagues of the hiring parties, The DUDE-BRO Network. There is also something I call the Babble Effect: the person who speaks the most in a board meeting or interview tends to get the role, even if they’re far from qualified for it.
The truth is, women have consistently shown a significantly better ROI for every pound invested in their companies. Despite this, the remarkable success of so many qualified women often goes unnoticed, particularly in C-suites that claim to seek strong leaders. While this isn’t true in every case, there’s undeniably a lot of immature leadership in the industry stemming from poor hiring decisions. The two main reasons? The “dude” network and the Babble Effect.
That said, I believe the next few years will see more women-led companies, both from within and as founders. The power of collaboration, along with a growing emphasis on knowledge and expertise, is making that shift possible. The tide is turning, and it’s about time.
Q: The cannabis industry is evolving rapidly. How do you see women shaping their future, particularly in areas like health, sustainability, and entrepreneurship?
From the EmpowHer Community, I’ve witnessed an incredible number of women stepping up, leading the charge on innovation and sustainability projects with ESG at the core of their work. These women are pushing traditionally male-dominated groups to recognize and prioritize this crucial movement within the industry. The focus on women’s health is also becoming more prevalent, with once “taboo” topics now being openly shared. For example, Dr. Shabnam Shasharof Femcan and Nisa Health is breaking barriers, sharing important conversations through Instagram reels, highlighting the urgent need for female health research. This is the direction that will pull the industry into more clinical trials focused on women’s needs.
Women are also at the forefront of open discussions that address the underbelly of the industry, shaping its future. It will be fascinating to see how the industry, which is constantly evolving, embraces these shifts. Key stakeholders are championing the need to stay female-focused, growing the industry’s demographics through innovative product administration and sustainability programs. By aligning with the core values of the industry—respecting what our plantand nature provide—this will only bring greater strength and compliance to the evolving space.
Q: What advice would you give to young women interested in pursuing a career in the cannabis industry, and how can they make an impact as changemakers like yourself?
I highly recommend anyone interested in the cannabis industry to pursue experiential education. Connecting with other women leaders for guidance and support can give you a finely tuned crash course in this evolving space. Finding your niche based on non-industry skill sets is not only possible but incredibly valuable. Women joining the green movementof plant-based health can easily transfer their skills to the cannabis industry, bringing fresh insights and ideas from other sectors—something we desperately need.
As we continue to develop this sector and pivot in response to ever-changing regulations, having new perspectives and innovative minds join us is both welcomed and cherished by many of us who’ve been in the industry long term. This is a dynamic space, and we’re always excited to see how new talent shapes the future.
