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Meet Red Rodriguez of The High Standard in Downtown

Today we’d like to introduce you to Red Rodriguez.

Red, let’s start with your story. We’d love to hear how you got started and how the journey has been so far.
I started my journey in the cannabis space in its early stages. The Cannabis industry had a much different landscape than what it currently has now.

Being a strong believer of the power of the plant I entered the cannabis space with a small medical background and married some of the practices I learned inside a compounding pharmacy with my knowledge of the plant to help medical marijuana patients have safe access to the most innovative & potent cannabis medicine available and to also provide them with a comprehensive understanding of the cannabis plant and how to use the plant to create a medical impact in their lives. Over the last ten years, I have seen the state’s evolution of the cannabis market and have monitored the behaviors of the trends, products, and seen & help increase the relationship with cannabis brands & products have with consumers and the staff that sells these products. Over the last few years, I have used this IP to help retail cannabis locations launch & develop competitive SOPS to increase cannabis knowledge & increase brand visibility & have aided in developing unique THC & CBD products. I’m extremely passionate about cannabis and totally feel this industry is my element.

Has it been a smooth road?
No, it has not. This industry is very new and I have dealt with a lot of woes and right before cannabis became legal, I struggled working for a brand & retail that disappeared off the face off the earth without paying me and soon after that struggled to find a good-paying job. I suffered from homelessness and lived out of my car while going to college online & having to get back on my feet with only a few hundred dollars to my name. Nothing in life is easy but I still believed in myself and knew that my passion for cannabis would pay off in the long run.

So let’s switch gears a bit and go into The High Standard story. Tell us more about the business.
The High Standard is a marketing agency with over 20 years of combined experience working with large brands, media and the retail cannabis market. We specialize in brand and product development, market strategy, and public relations. We believe an understanding of cannabis culture and strong brand messaging and needed before developing strategies. We have not only seen the cannabis market evolve but have been instrumental in the normalization of cannabis on a local & global scale. Aside from experience, one thing that sets us apart is: Passion. We have the temerity to represent the most culturally relevant brands who share our values & passion behind the power of the plant.

How do you think the industry will change over the next decade?
The nightlife in Los Angeles can be a bit dull at times for my taste but, one of my favorite things about Los Angeles is its diversity of creative people. This is truly the realm of the creative creature and I have met some really talented people who I draw a lot of inspiration from.

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