Priscilla Vilchis, CEO of Premium Produce – Interview Series

Regardless of which state a cannabis business operates in, the process of applying for and successfully securing even a single cultivation or retail license is cumbersome, requiring mountains of paperwork and extensive administrative oversight. When scaling to multiple licenses across different states, the compliance work can feel like a cycle that never truly ends. To better understand multi-state operations and collaborations with major celebrity brands, mycannabis.com had the pleasure of speaking with Priscilla Vilchis, CEO of Premium Produce.

What industries and roles did you work in prior to entering the cannabis industry, and what were the most valuable lessons in entrepreneurship you learned during those early years? 

Before cannabis, I managed multi-million-dollar operations for some of Southern California’s top physicians. That experience taught me how complex systems scale, how to manage risk, and how credibility is earned over time. I learned that success isn’t about shortcuts. It’s about endurance, attention to detail, and following through on every commitment. Those lessons shaped how I run Premium Produce: from compliance to operations, I’ve always prioritized systems that can withstand scrutiny and deliver results consistently.

What were the main factors that made you decide to enter the cannabis industry? After working in far more traditional fields, did you have professional concerns about joining such a stigmatized industry? 

My healthcare background gave me a firsthand look at the opioid epidemic and the need for alternative treatments. I approached cannabis through a medical lens before it was widely recognized, seeing its potential to truly help people. Yes, there were concerns – this is still a highly scrutinized industry – but I’ve never walked into a room full of men and thought of myself as less. I saw opportunity where others saw risk, and I knew that by staying disciplined and compliant, I could build something meaningful and sustainable.

How would you describe the process of founding the Premium Produce brand in Las Vegas? As someone who worked in the Nevada industry myself and knows how strict the Department of Taxation and the Cannabis Compliance Board were and still are, I would imagine the process would get arduous. 

Arduous is an understatement. I filed my application years before the May 2017 deadline, but the process was riddled with challenges, including banking issues and last-minute deadlines. One of the defining moments was what I call the “$2 million day,” where I had to purchase a building in cash within 15 days just to qualify for the license. It was stressful, but it taught me how to act decisively under pressure. 

With Premium Produce and with the Hollywood Queen brands, what were some of the most successful campaigns and collaborations you’ve coordinated with the brand? How do you ensure that those brands are standing out in two pretty saturated markets? 

Our collaborations have ranged from Lil’ Kim, Lil Wayne, Hulk Hogan, and Ric Flair to most recently Ice Cube. What makes these partnerships successful is that we don’t rely on celebrity alone. We bring operational rigor, compliance, and a focus on product quality. 

How badly do you envision the steep tourism decline in Las Vegas impacting the Nevada cannabis industry? Do you think the ripple effects will be strong or not so much?  

Tourism is definitely a factor, but Nevada’s cannabis industry has a strong local customer base that helps cushion the blow. I expect there will be some ripple effects, particularly for premium products that cater to visitors, but the foundation we’ve built at Premium Produce – with consistent quality and reliable distribution – will help stabilize the market.

As someone who’s been a cannabis entrepreneur and operator in both Los Angeles and Las Vegas, what are the major differences between the cannabis markets of the two cities? Do certain state regulations make one city market harder to operate in than another city’s market? 

Los Angeles and Las Vegas are very different. LA is more mature, competitive, and regulated on multiple layers—county and city—so there’s a higher barrier to entry. Nevada is newer, but its regulatory environment is still strict, and compliance demands are relentless. In both markets, success requires discipline, a strong team, and a focus on quality—not just on the product itself, but on operations, licensing, and community engagement.

How did the collaboration with Ice Cube come into fruition? From a professional standpoint, how much planning and other logistics were required to make the collaboration happen?

The Ice Cube partnership wasn’t just about celebrity—it was about shared values. We both prioritize integrity and top-shelf quality. From a planning perspective, we handled everything: manufacturing, distribution, and compliance. Bringing Fryday Kush to Nevada required coordinating with multiple stakeholders, ensuring regulatory adherence, and leveraging Premium Produce’s operational expertise to make the launch seamless. It’s that discipline that turns celebrity partnerships into long-lasting, credible brands.

How will the recent cannabis rescheduling make you change the operations of Premium Produce and Hollywood Queen, for either better or worse? Do you predict more marketing and sales opportunities for the brands now that cannabis will become a Schedule III substance? 

Rescheduling is a game-changer. Schedule III classification opens doors to insurance reimbursement, research opportunities, and mainstream medical adoption. For Premium Produce, it means expanding our medical focus, investing in R&D, and increasing consumer education. Marketing opportunities will grow because cannabis can now be positioned more like traditional pharmaceuticals, giving us a new level of credibility and reach.

Furthermore, how do you predict that the rescheduling to Schedule III will change the California and Nevada industries as a whole? What major changes to regulation and operation on a grand scale do you think would take place? 

I expect more standardized operations, stricter quality control, and greater integration with the healthcare system. We may see more insurance coverage, easier banking access, and increased research into cannabis therapeutics. Both California and Nevada will likely have to adapt regulations to align with federal standards, which will professionalize the industry even further and create more opportunities for minority-owned and women-led businesses.

Now that rescheduling is a reality, what are some exciting future plans for you and your cannabis brands?  

We’re focused on growing our premium product lines, expanding access, and paving the way for insurance reimbursements for medical cannabis. Long-term, I want to continue breaking barriers for women and minority entrepreneurs in the industry while building sustainable, innovative operations that set new standards for quality and credibility. Rescheduling is just the beginning – it gives us a platform to elevate the industry and show that cannabis is care, culture, and commerce all in one. 

Thank you for joining us, Priscilla! For more information on Premium Produce, please visit its website.