Taking Vapes to the LGBTQ+ Crowd

A company called Besito is finding love in an artistic, wild, inclusive, and untapped market.

COLLEEN DE BELLEFONDS

What happens when PepsiCo, Starbucks, and a Stanford University MBA share space on the résumé of a pot-loving Latina, LGBTQ+ ally? Besito. The word is Spanish for “little kiss”—an apt description for the delicate hit of elation the company’s vapes deliver. Although Besito is not the only low-dose product to grace the market, the “queer-helmed” startup founded by Maggie Connors, a branding expert of Cuban heritage, is a rarity in an industry that trends white, male, and straight. Connors, 32, has used cannabis since high school to help soothe anxiety and pain, and reflect inward. After five years doing brand management at Starbucks and PepsiCo, she was at Stanford when she started thinking about using her chops to create a better cannabis product for people who wanted a balanced high…

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Green Entrepreneur (Digital) - 1 Issue, Fall 2019

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