Ann Torrez, Executive Director of the Arizona Dispensaries Association – Interview Series

Given the youthfulness of the Arizona cannabis industry compared to both other neighboring state markets and those it doesn’t share a border with, an organization dedicated to strengthening and promoting the safety of all types within the industry would be beneficial. Luckily for Arizona cannabis businesses, such an organization already exists. For more information about this organization and the overall state of the Arizona cannabis industry, mycannabis.com had the pleasure of speaking with Ann Torrez, Executive Director of the Arizona Dispensaries Association.

What subjects did you mainly study at UNM Anderson School of Management, and how would you say it prepared you for a career in both cannabis and communication? 

I was primarily focused on marketing and with a decent amount of study in psychology. Although that course work was never selected with a vision of a career in cannabis, it provided me a powerful foundation for the cannabis industry by helping professionals understand consumer behavior, reduce stigma, develop compliant branding, public education, and effective engagement in a regulated industry. 

While serving as Retail Stores Manager and Area Retail Sales Manager for AT&T, what were the most valuable lessons in retail management and successful sales and marketing strategies? 

AT&T was an excellent training ground for understanding how to motivate consumers to purchase innovative products. My mentors emphasized learning the technology behind cell service and our offerings, showing that well-trained staff and a welcoming environment including merchandising, lighting, music, and customer flow are key to driving purchases. Successful marketing always relies on a transparent and truthful presentation of benefits. Cannabis retail and marketing operations continue to evolve, demanding greater creativity and oversight to deliver a strong customer experience. 

While working with some incredible organizations such as the Boys and Girls Club and the American Diabetes Foundation, what were some of your regular duties, and what do you feel was the overall importance of both your work and those organizations, too? 

My roles at the American Diabetes Association and the Boys & Girls Clubs of Tucson (BGCT) remain the most meaningful of my path. At both organizations, I focused on grassroots fundraising, volunteer engagement, grant writing, and event implementation. My passion for the American Diabetes Association stemmed from a personal connection since we lost my father-in-law at just 60 years old due to complications from diabetes, and many of my family members are also affected. This disease remains widely misunderstood, and I was honored to contribute to efforts that support critical research. 

At BGCT, I witnessed firsthand how a community can transform a child’s life. Each year, thousands of children receive academic support, athletic programs, life coaching, scholarships, and job training. Many staff members were once Club Kids themselves, and their futures were shaped by these programs. The needs of our youth must always remain at the forefront. They are our future and we all have a responsibility to invest in them. 

What initially caught your professional interest about working in cannabis? After working for such notable companies and organizations, did you have any worries or concerns about working in cannabis? 

A friend of over 30 years was living with the devastating effects of Multiple Sclerosis (MS). She and her husband were awarded one of the first medical marijuana licenses in Arizona. Although I had no prior experience with cannabis, I wanted to support them in the early stages of their business. She became a guiding light for everything I’ve done in this industry. Earlier this year, she passed away due to complications from MS and cancer. I dedicate my work to her strength, integrity, resilience, and her memory. 

When I began my cannabis journey, I was terrified of the legal implications of working in a federally illegal industry. The risks of operating in this space were, and still are, intense. Additionally, the stigma surrounding cannabis often left me feeling judged as a bad person.

When it comes to creating successful and efficient SOPs for cultivation, what are some common factors and themes that are present throughout those procedures? How did you adapt and change those SOPs based on the state location? 

Creating SOPs for cultivation and other areas of the cannabis industry has been a fascinating experience. Many growers came from the legacy market with finely tuned processes, but nothing documented for replication. One of my favorite cultivators had a unique habit of blowing a gentle kiss to the new clones during daily inspections. When I asked about it, he explained it was a tradition passed down by his mentor. As we explored it further, we realized that while blowing the kiss, he was scanning each plant for pests, deformities, or irregular growth. Turning this into a formal SOP led to best practices the team still follows today. 

Oddly enough, I love rules and regulations. Understanding each state’s statutes, and more importantly, their intent, has helped me guide operators in adapting their practices across different jurisdictions. While each regulatory structure is unique, common themes like safety, security, and transparency emerge. Implementing those principles becomes the job of well-developed SOPs. 

How did you become Executive Director of the Arizona Dispensaries Association, and what goes into the role? 

My position in an Arizona receivership was wrapping up and I knew I wanted to continue my focus on the Arizona market. The current ADA Executive Director, Samuel Richard, was moving to a new role so I spoke to him first about the opportunity to better understand the organization. Representing Arizona’s cannabis industry is an enormous responsibility that I do not take lightly. The impact of a trade association with regulators, stakeholders, members and community at large can be daunting. 

I have an insatiable desire to learn and that serves me well in this position. And, creating positive relationships while acknowledging differences of opinion is at the forefront of everything I do.

From your experience with the organization, what are the most widespread issues facing Arizona cannabis businesses, and how does the Arizona Dispensaries Association provide relief and insight on those issues?

Arizona’s issues are not unique to our state. Regulation is a primary challenge. Understanding cannabis’s role within a multitude of regulatory agencies is difficult. The ADA strives to create positive relationships with the regulators and to assist our members in understanding and implementing compliant business practices. Which leads to the second biggest challenge – cost of operations. The costs associated with cannabis businesses leave little room for mistakes. We work to mitigate this by actively participating in lobbying efforts to protect cannabis from erroneous and unnecessary changes to the marijuana programs. Finally, the illegal and illicit sale of marijuana plagues cannabis. This activity not only undermines the safety of consumers, but it also tears at the reputation of an industry that has been built to provide patients, consumers, and the public what they asked for – a legal, regulated marijuana market. 

What are some exciting future plans for the Arizona Dispensaries Association? Furthermore, what do you think the future holds for the Arizona cannabis industry? 

I am most excited to help guide cannabis through the next growth phase. After 12 years, Arizona’s marijuana program is approaching maturity. The ADA will shift along with the market to provide more traditional support for our members. Extending the marijuana industry to a larger community and creating relationships with other non-cannabis organizations to elevate research, education and connections will be key to the continued success and future growth of our industry. 

Arizona’s medical and adult use marijuana programs are unique in their structure and provide a tremendous opportunity to create a vibrant market prepared for future national and international business prospects. 

Who are your main inspirations in the cannabis industry? 

Two of my inspirations are the women who guided me in the industry all while battling severe illnesses. Cindy Abbott and Peggy Noonan provided me with the opportunity to join the industry and the grace to make a lot of mistakes in my journey. In an industry dominated by men, these women never took a back seat. They never allowed their voices to be silent. And they paved a path for many to follow. 

How have your cannabis industry friends shaped you- both in your career and as a person? 

I would be lost without my community of friends. I am blessed to call “friends” the brave men who hired me into the industry, the women who taught me to look at the industry from a national perspective, the employees I have hired and fired, and even the stakeholders I have worked with. These relationships are truly the only reason I continue my work. This is a tough business. I count on my friends to keep me humble, make me laugh, and remind me that we are part of a societal movement. They pick up the phone at 6 am when I am in a panic, reach out to congratulate me when I have a win, and hold me tight when I want to collapse.

You were one of the first people to work in Arizona cannabis. Tell us about your experience. What are the biggest changes you have seen? 

The industry is born of a movement for health and wellness. It has and will continue to positively change the way we think about a “simple” plant. I am constantly amazed at the creativity and steadfastness of all in the cannabis space. I have learned to embrace change and push myself out of my comfort zone every single day. There is no stopping point in cannabis. This industry and its growth potential will outlive me! 

The biggest changes for cannabis live at the federal level. I would never have imagined that conversations around cannabis would be so prevalent in DC. From the Farm Bill “loophole”, Safer Banking, to rescheduling alongside social justice reform topics are lively and are elevating our industry to a new level. 

However, the most surprising change has come from within me. My attitude towards the plant, the patients and consumers, the business at large has changed. I respect the plant and its potential for healing. I empathize with the patients and consumers who count on all of us for transparency, quality and consistency. I am deeply committed to the people who wake up every day and grow the plants, create the products, provide them to the public and service the ancillary needs that bolster the industry. They are risking everything to be in this crazy business. They are brave and strong. They are creative and resilient. I am honored to work with them and to serve them.

Thank you for joining us, Ann! For more information on the Arizona Dispensaries Association, please visit its website.