Sara Payan, Host of “Planted with Sara Payan” – Interview Series

Sara Payan is a nationally recognized and award-winning educator, public speaker, policy advocate, writer and the host of the “Planted with Sara Payan” podcast. An industry veteran with over 18,000 hours of experience guiding and educating the public, Payan has her finger on the pulse of the industry regarding consumer trends and product development and trained cannabis professionals on consumer relationship building and the art of the sale. She has consulted with numerous brands on product development, public outreach, marketing and engagement for businesses. She is an appointee of the California Cannabis Advisory Committee and the San Francisco Cannabis Oversight Committee and was Co-Chair of the San Francisco State Cannabis Legalization Taskforce.

You’ve been in the cannabis industry for 14 years and served in various leadership roles. What inspired you to begin working in this field, and what continues to drive your passion?

My journey in cannabis began as a very personal one. After being diagnosed with Stage III colon cancer, I turned to cannabis as part of my healing process. It not only alleviated the physical side effects of treatment but also gave me a sense of hope and empowerment. That experience transformed me into a fierce advocate for safe access and education. What continues to drive my passion is seeing the tangible impact cannabis can have on people’s lives—whether it’s helping a patient find relief, guiding someone through their first cannabis experience, or shaping policies that prioritize compassion and equity.

How has your experience as a Stage III cancer survivor shaped your approach to cannabis education and advocacy?

My cancer journey gave me a deep understanding of the vulnerability and fear that comes with serious illness. It taught me the importance of empathy in every interaction. As an educator and advocate, I strive to create a safe, nonjudgmental space for people to ask questions and explore cannabis as a therapeutic option. I also focus on accessibility, ensuring that everyone, regardless of income or background, has the opportunity to benefit from cannabis. My goal is to bridge the gap between stigma and science, helping people feel empowered to make informed decisions about their health.

Your podcast “Planted with Sara Payan” has been praised for blending education and entertainment. What are some of the most impactful stories or moments you’ve shared with your audience?

One of the most impactful moments was an interview with the late great David Crosby when we talked about his fear of dying. Croz knew he had limited time left and had so much more music to share with the world. I shared with him my experience with death during my cancer journey, and it helped put his mind at ease. We released the episode posthumously when he passed a couple of months later. It was heartbreaking. PBS Travel Guru Rick Steves was also an impactful interview. He talked about how cannabis legalization was about personal freedom and how, to him, high is a place. His thoughts on “Pragmatic Harm Reduction” made quite an impression on me. Ever dedicated to social justice, Congresswoman Jasmine Crockett came on the show to discuss how important it is to create opportunities for Social Equity and get more people were arrested for cannabis out of the prison system. MSNBC’s Michael Steele joined me on the show to talk about how, even though he did not consume cannabis, he supported legalization because he had seen the medicinal benefits for patients. I’ve also had the privilege of hosting experts who break down complex topics like cannabis science or policy in a way that’s accessible and engaging. The feedback from listeners, who feel seen, heard, and inspired, is what makes this work so rewarding.

You’ve trained doctors and pharmacists on using cannabis as medicine. What are the biggest misconceptions healthcare professionals have about cannabis, and how do you address them?

One of the biggest misconceptions is that cannabis is a one-size-fits-all solution or that it’s inherently unsafe. Many healthcare professionals are hesitant due to the lack of standardized dosing and FDA approval. I address these concerns by emphasizing evidence-based research, breaking down the endocannabinoid system, and showing how cannabis can be integrated into a broader treatment plan. I also highlight the importance of starting low and going slow, tailoring recommendations to each patient’s unique needs. Education is key to building confidence and shifting perspectives.

What advice would you give to someone exploring cannabis for medical purposes for the first time?

Start with education and a clear goal. Ask yourself, “What am I hoping to achieve?” Whether it’s pain relief, better sleep, or reduced anxiety, knowing your intention helps guide your choices. Work with a trusted professional or dispensary staff who can recommend products tailored to your needs. Begin with a low dose, track your experiences and gradually increase your dosage until you find what works best. Patience is essential—it’s about finding the right balance for your body. And most importantly, don’t be afraid to ask questions.

Your curriculum development for institutions like City College of San Francisco was groundbreaking. What advice do you have for others trying to integrate cannabis education into traditional learning environments?

Approach it with professionalism and a focus on evidence-based information. Start by identifying the educational gaps and tailoring the curriculum to meet the needs of your audience. Collaborate with healthcare, policy, and science experts to ensure a well-rounded perspective. It’s also essential to address the stigma head-on, framing cannabis education as a legitimate and necessary subject. By emphasizing the medical, social, and economic aspects of cannabis, you can build a strong case for its inclusion in traditional learning environments.

From your perspective, what are the most pressing issues currently facing the cannabis industry?

The lack of federal legalization is at the root of many challenges, from banking restrictions to interstate commerce limitations. Taxation is another significant issue—onerous taxes are crippling small businesses and driving consumers to the illicit market. Social equity also remains a pressing concern; many communities disproportionately impacted by prohibition are still struggling to gain access to the industry. Addressing these issues requires collaboration, advocacy, and a commitment to building an equitable and sustainable cannabis ecosystem.

As someone who has consulted on product development, what trends do you see emerging in cannabis products and consumer behavior?

There’s a growing demand for low-dose, precisely formulated products that cater to wellness-focused consumers. Microdosing and functional blends with cannabinoids like CBN and THCV, CBG are becoming popular. Consumers are also leaning toward cleaner, sustainably produced products, including solventless extracts and sun-grown flower. On the behavioral side, people are becoming more discerning, seeking transparency in sourcing and manufacturing. Education plays a huge role here—people want to know what they’re consuming and why.

You’ve highlighted the importance of bipartisan support for cannabis legislation. What strategies do you think are most effective for achieving federal legalization?

Education and storytelling are crucial. Lawmakers need to hear from their constituents about how cannabis has positively impacted their lives. As I like to say: conversation is normalization. Building coalitions across party lines is also essential. We need to frame cannabis legalization as not just a social justice issue but also an economic opportunity and a public health matter. Data-driven advocacy highlighting legalization’s benefits—job creation, tax revenue, and reduced incarceration rates—can resonate with a broader audience. Grassroots movements paired with strategic lobbying can drive meaningful change. Finally, policymakers still have an outdated view of the average cannabis consumer. It’s up to the public to advocate for change by coming out of the cannabis closet and letting the people who depend on their votes for their jobs know that these consumers are contributing members of society who pay taxes, use cannabis, and, most importantly, they vote.

What is your vision for the cannabis industry over the next decade, particularly regarding education, access, and policy?

I envision an industry where cannabis is fully legalized and accessible to everyone who needs it. Education will play a pivotal role—whether it’s training healthcare providers, developing school curricula, or providing consumer resources. I hope to see more compassionate policies prioritizing equity and expunging past convictions. In terms of access, I’d like to see cannabis integrated into mainstream healthcare with insurance coverage. Ultimately, my vision is a cannabis industry that’s inclusive, sustainable, and rooted in community.

Thank you for the great interview, readers who wish to learn more should visit the Sara Payan website, or visit the Planted with Sara Payan podcast.