Marisela Nuño, Founder of Hierba Buena LA – Interview Series

I had the privilege of interviewing Marisela Nuño, the founder of Hierba Buena LA, a Latina-owned cannabis company that’s introducing a revolutionary new brand, Alas Pa’ Volar. Inspired by the revolutionary spirit of Mexican icon Frida Kahlo, this premium cannabis brand made its debut at MJBizCon, celebrating Kahlo’s appreciation for cannabis as a tool for pain relief, creativity, and freedom. What sets Alas Pa’ Volar apart is its deep cultural connection, supported by Frida Kahlo’s great grandnieces, and its commitment to working with Latino-owned cannabis farms across California. The name, derived from one of Kahlo’s final paintings, reflects the brand’s bold and independent spirit. Let’s dive into the story behind Alas Pa’ Volar and explore how this innovative brand is redefining the cannabis experience!

Alas Pa’ Volar is such a unique brand with a powerful cultural connection. Can you share with us the story behind how the brand came to life?

Alas Pa’ Volar was born from a desire to transcend cannabis—a brand rooted in culture, resilience, and purpose. Growing up in South Central Los Angeles as the daughter of immigrants from Guadalajara in Jalisco, Mexico I was inspired by my parents’ strength and rich traditions, which instilled in me a deep commitment to honor my roots and uplift my community. In 2018, I pursued a social equity license in cannabis—not just as a business opportunity, but as a way to advocate for equity and representation in an industry that often overlooks communities like mine. Immersing myself in the intricacies of the cannabis business, I approached this space with intention, purpose, and respect for its potential to heal and empower.

Everything shifted when I met Frida Kahlo’s great-grandnieces and their mother, Cristina Kahlo’s granddaughter. Visiting their home, I heard intimate stories about Frida and connected with their vision. This was not just about business—it was about honoring Frida’s legacy while respecting her family’s values and cultural perspective on cannabis. To deepen my understanding, I visited La Casa Azul, where Frida lived and created her masterpieces. Walking through her bedroom, kitchen, seeing her medical devices, and sitting in her garden—where her monkeys, birds, dogs, and parrots once roamed—I felt the profound resilience and creativity that defined her life. The Kahlo family also gave me a personal tour of La Casa Roja, the home of her sister Cristina. It was a place where Frida gathered with her sister and niece and nephew for family moments and sought solace during challenging times with Diego. These spaces allowed me to connect deeply with her life, her struggles, and her indomitable spirit. Through these experiences, Alas Pa’ Volar became a mission inspired by Frida Kahlo’s resilience, fearless authenticity, and ability to transform pain into art. Rooted in her unapologetic spirit, the brand celebrates culture, creativity, and self-expression, honoring her bold legacy while empowering others to rise, create, and thrive. Frida’s unapologetic spirit, her fight for her community, and her revolutionary approach to self-expression shape the essence of the brand. Rooted in her legacy and purpose. Growing up in South Central Los Angeles as the daughter of immigrants from Guadalajara, Jalisco, I was inspired by my parents’ strength and rich traditions, which instilled in me a deep commitment to honor my roots and uplift my culture.

Frida Kahlo’s legacy is an integral part of Alas Pa’ Volar. Can you talk about the significance of her values and how they influenced the development of this brand?

Frida Kahlo’s legacy is the soul of Alas Pa’ Volar. Through the privilege of connecting and spending time with her great-grandnieces, hearing untold stories, and seeing rare videos of her life, we uncovered not just an icon, but a woman of profound compassion, unwavering resilience, and deep cultural pride. Her acts of kindness, like providing care packages to single mothers, revealed a humanitarian spirit that transformed pain into purpose. These values are the foundation of Alas Pa’ Volar. From partnering with Latino-owned farms and cultivators to showcasing the craftsmanship of Mexican artisans and local artisans in Los Angeles, every detail reflects Frida’s deep commitment to community and self-expression. Inspired by her legacy, our mission is to heal, inspire, and break the stigma surrounding cannabis, especially within Latino communities.

The name “Alas Pa’ Volar” is both beautiful and poetic. How did you choose this as the brand’s name, and what does it symbolize to you?

The name “Alas Pa’ Volar” was inspired by Frida Kahlo’s profound words: “Pies, para qué los quiero si tengo alas pa’ volar. (“Feet, why do I need them if I have wings to fly”), which Kahlo wrote across a painting of her severed leg. These words reflect her unbreakable spirit and her ability to rise above immense physical and emotional challenges. At a time when her body was failing her, Frida refused to let limitations or circumstances define her. Through her journaling, art, and words, she created a reality rooted in resilience, hope, and the belief that the mind and soul can transcend any struggle. What makes her words so timeless is how they continue to resonate, no matter the challenges or even the circumstances you are born into. Frida’s message speaks to those who face past and present oppressions, reminding us that strength and creativity can emerge even in the most difficult times.
For me, these words became the foundation of Alas Pa’ Volar. They remind us that setbacks—whether physical, emotional, or societal—don’t have to hold us back. Instead, they can be transformed into strength, freedom, and possibility. This name represents the beauty of overcoming challenges and embracing life’s boundless potential, just as Frida did.

Could you elaborate on how Frida Kahlo’s personal relationship with cannabis has inspired the brand’s focus on creativity, pain relief, and freedom?

Frida Kahlo’s connection to natural remedies, including cannabis, was an important part of how she managed the physical pain that defined much of her life—a truth I learned directly from the Kahlo family. She applied herbal compresses made from natural herbs and cannabis directly to her body to relieve pain, finding relief that allowed her to reclaim moments of calm and clarity. This relief wasn’t just physical—it gave her the mental and emotional strength to channel her struggles into her art and journaling, transforming her pain into a powerful source of creativity and self-expression. Her ability to find freedom and beauty through her pain is what inspired the heart of Alas Pa’ Volar. Cannabis, much like in Frida’s time, holds the potential to help others find relief—not just from physical ailments, but from emotional and mental barriers as well. It can offer people the space to heal, connect with themselves, and unlock their creativity, which is something Frida’s life exemplifies so beautifully. In today’s world, where cannabis is often misunderstood or stigmatized, especially in Latino communities, her story serves as a reminder of its power to transform. At Alas Pa’ Volar, we aim to create products that embody this spirit—helping people ease their pain, find freedom in their own journeys, and
inspire creativity, just as Frida did. Her life teaches us that pain doesn’t have to define us—it can be the foundation for something extraordinary.

You’re a Latina-owned company that partners with Latino-owned farms across California. Can you discuss why it’s important for your brand and others to support Latino communities in the cannabis industry?

Supporting Latino communities isn’t just a value for Alas Pa’ Volar—it’s our responsibility. The cannabis industry has historically lacked representation, and we’re determined to change that by amplifying Latino voices, celebrating our contributions, and creating opportunities for growth. By partnering with Latino-owned farms and cultivators across California, we’re fostering sustainability
within our community and ensuring that the people who help build this industry are seen, valued, and empowered. But our mission goes beyond cannabis. Every aspect of Alas Pa’ Volar is crafted with intention, from collaborating with Latino artisans to sourcing products from Mexico. Each step reflects the richness of our culture and honors the legacy of resilience and creativity that inspires us. This isn’t about rushing to create products—it’s about curating something meaningful that uplifts our community while sharing the beauty of Latino culture with the world. Ultimately, Alas Pa’ Volar is about representation, empowerment, and building a future where Latino voices are celebrated unapologetically. As we take this brand to a global stage, we remain committed to supporting our roots, uplifting our artisans, farmers, and entrepreneurs, and inspiring others to thrive alongside us.

As a premium cannabis brand, Alas Pa’ Volar promises high-quality products. Can you share what sets your cannabis offerings apart from other brands in the market?

What sets Alas Pa’ Volar apart is our unwavering commitment to quality, intentionality, and representation at every step of the seed-to-sale process. We partner with Latino-owned farms and cultivators who share our dedication to growing cannabis to the highest standards. From carefully selected genetics to terpene profiles that help alleviate specific ailments, every product is rigorously
tested for safety, potency, and purity. As we prepare to open our own grow and manufacturing facility in 2025, we are building on this foundation, ensuring full control over cultivation and production.
This will allow us to refine our processes and continue delivering premium products that our customers can trust. But Alas Pa’ Volar is about more than creating exceptional cannabis—it’s about
purpose. We are intentional in our mission to uplift and empower our community, from collaborating with Latino artisans and farmers to championing Latino representation in the cannabis industry. By reinvesting in the people, traditions, and voices that inspire us, we aim to build a brand that creates positive change and represents a future where our communities thrive.

Sustainability is a significant value for your brand. How do you incorporate sustainability into the cultivation and production of your products?

Sustainability is central to Alas Pa’ Volar. We proudly partner with Latino-owned farms, including one of the few certified organic farms in California, to ensure our flower is grown to the highest environmental and ethical standards. These farms use eco-friendly practices such as minimizing water consumption, avoiding harmful chemicals, and enriching the soil, safeguarding the land and its
resources for future generations. Our commitment doesn’t stop at cultivation. We are equally intentional about every aspect of production, from using sustainable packaging to minimizing
waste throughout the supply chain. For us, sustainability isn’t just about the environment—it’s about creating systems that support long-term growth and empowerment. By working with Latino-owned farms and artisans, we are investing in the people and communities who inspire us, ensuring their
contributions are celebrated and supported. At Alas Pa’ Volar, sustainability means more than preserving the planet. It’s about creating purposeful connections between the land, our products, and the communities we serve. Through these efforts, we’re building a brand rooted in respect, responsibility, and a lasting legacy.

Along with sustainability, your brand also prioritizes giving back to the communities you serve, inspired by Frida’s own love for taking care of the community. Can you tell us more about how the brand gives back to the community?

Frida Kahlo’s compassion and dedication to uplifting the underserved inspire every aspect of Alas Pa’ Volar. She championed indigenous communities, celebrated her heritage, and nurtured creativity—values that guide our mission to create meaningful, lasting change. As CEO of Hierba Buena and other companies, I have led efforts like building veteran housing in South LA, creating affordable housing for foster youth, and supporting local artists with mentorship and creative spaces. I am bringing that
same energy and commitment to Alas Pa’ Volar, mirroring Frida’s compassion and her dedication to empowering others. With Alas Pa’ Volar, we are committed to expanding this legacy by supporting
affordable housing, mentorship programs, and advancing cannabis research through university partnerships. We source cannabis from Latino-owned farms in California and collaborate with artisans to bring locally and Mexican-made products into our brand, directly uplifting the communities we represent. Giving back isn’t just part of Alas Pa’ Volar—it’s the foundation. Guided by Frida’s
enduring love for her people, we aim to promote healing, empowerment, and connection in everything we do.

As you embark on this journey, what do you hope people will feel when they experience Alas Pa’ Volar products?

I want people to feel a profound connection—to themselves, to the plant, and to the shared journey we’re embarking on together. Alas Pa’ Volar was born from the principles of healing, creativity, and resilience, and every product we create is crafted to inspire those same emotions. Just as Frida Kahlo embraced the natural healing powers of cannabis to ease her pain and fuel her creativity, we
hope to help others experience the same sense of freedom, empowerment, and transformation that this incredible plant offers. Cannabis is a gift from nature, and as we grow and manufacture this amazing
plant, I hope people will join us on this journey—learning with us as we uncover more about its incredible potential to heal and inspire. Every product we create is intentional, designed not just for consumption, but for the health and well-being of those who use it. We see Alas Pa’ Volar as more than a brand; it’s an invitation to explore the plant’s benefits together and celebrate its ability to connect us to ourselves and to each other. Ultimately, I hope Alas Pa’ Volar feels like an extension of Frida’s first
experiences with the plant—a reflection of how it helped her find relief, embrace her creativity, and transform her pain into beauty. Through our products, we want people to discover their own moments of comfort, strength, and joy.

Cannabis culture has evolved significantly in recent years. How do you see Alas Pa’ Volar contributing to this transformation, particularly in terms of cultural representation and inclusivity?

Cannabis culture is evolving, and Alas Pa’ Volar is proud to help lead this transformation by addressing the underrepresentation of Latino-owned cannabis businesses. Economic barriers have long limited opportunities for Latinos in the industry, and we are committed to breaking those barriers by fostering
collaboration and creating space for Latino contributions to shape the future of cannabis. I’m Inspired by artists like Becky G and Peso Pluma, who use collaboration to elevate one another and expand the reach of Latino culture on a global scale, we embrace that same spirit. Our goal is to partner with established and emerging brands that align with our vision for a stronger, more inclusive cannabis industry. Together, we aim to amplify Latino voices, expand the influence of our culture, and build a future where representation and opportunity thrive on a global stage. We’ve created a space to drive connection and innovation at our Hierba Buena HQ, a historic mansion in West Adams, where industry leaders and creators come together to reimagine cannabis culture. As we prepare to launch our own
grow and manufacturing facility, we remain intentional in collaborating with Latino farmers and cultivators who share our values of quality, community, and representation. At its core, Alas Pa’ Volar is about more than cannabis—it’s about celebrating our culture, fostering collaboration, and creating a global movement that empowers and uplifts Latino voices in meaningful and lasting ways.

Looking ahead, what is the long-term vision for Alas Pa’ Volar, and how do you plan to continue honoring Frida Kahlo’s legacy in the future?

The long-term vision for Alas Pa’ Volar is to grow into a brand that transcends cannabis—becoming a symbol of creativity, cultural pride, and empowerment. This is more than a business; it’s a platform for uplifting communities, celebrating artistry, and fostering self-expression. As we expand, we will stay true to Frida Kahlo’s legacy by continuing to support cultural and artistic collaborations that reflect her spirit. We aim to create innovative products that inspire connection, healing, and creativity, while also investing in initiatives that empower underserved communities and amplify Latino voices in the industry. Ultimately, my hope is that Alas Pa’ Volar inspires others to embrace their strength, individuality, and freedom—to find their wings and soar, just as Frida taught us to do.