Standard Wellness Maryland CEO on the Evolving Cannabis Marketplace

Insights from Christina Betancourt Johnson

Christina Betancourt Johnson is the CEO and founder of Standard Wellness Maryland, a woman- and minority-owned cannabis cultivation company. Christina also holds leadership roles on the U.S. Cannabis Council and the National Hispanic Cannabis Council’s Board of Directors, among others.

Earlier, she served as director of marketing for the Combined Federal Campaign, and led both a national affordable housing organization and a regional mixed-use/multi-family real estate development firm.

We spent two minutes with Christina to learn more about her background, her creative inspirations and recent work she’s admired. 

Christina, tell us …

Where you grew up, and where you live now.

I grew up in Washington, D.C., and now live in Chevy Chase, Md.

How did you first get interested in cannabis?

My interest in cannabis sparked during a mid-career transition. I saw it as an opportunity to enter a male-dominated industry, leveraging my skills to serve as an example for my daughter, other little girls and minorities, who may be encouraged by seeing someone succeed who looks just like them.

What was one of your favorite projects that you’ve ever worked on.

The “Playhouse Project” at Rebuilding Together, where whimsical playhouses were designed, built and auctioned to fund the preservation of affordable housing. It was an incredible collaboration between tradespeople, folks in the construction space and our nonprofit.

What is a recent project you’ve worked on.

Standard Wellness Maryland. Launching this business required courage, trust in others (which isn’t always easy), smarts and perseverance. My father, who is recently deceased, and my mother laid an incredible foundation for me, upon which I now build in the cannabis space.

What’s one of the biggest challenges cannabis marketers face today?

The ever-evolving consumer base is a challenge for marketers. With legalization changes happening at the state and federal levels, we’ve witnessed folks who are new to cannabis reaping the benefits of medicinal and recreational products. As a result, marketers must quickly adapt and cater to existing consumers, as well as to new consumers whose needs and wants are evolving and dynamic.  

What’s exciting about the evolution of the cannabis industry?

The rapid legalization across the U.S. and potential federal rescheduling of cannabis. It could ease operations for small business owners and help de-stigmatize the plant.

Someone’s work you’ve admired lately?

I admire Isabel Wilkerson, author of Caste and the first woman of African-American heritage to win the Pulitzer Prize in journalism. While learning about her journey, cataloged in the biopic Origin, I was able to understand the grief she worked through while having to remain focused on her goal. It resonated with me, especially how she dealt with personal loss while exploring complex societal issues and ultimately succeeding in her professional endeavors.

A book, movie, or TV show that inspired you?

• lo Capitano, a film about African migrants’ harrowing journey to Europe, was deeply moving. It highlighted the resilience required to pursue dreams despite overwhelming challenges.
• The Red Tent is an incredible fiction (based on a minor figure in the Book of Genesis) that explores the private and magical world of women, resilience and community. 

A visual artist or musician you admire?

Kindred the Family Soul, a Black couple from Philly who balance family life and a music career.

Your favorite fictional character?

Disney’s Moana is courageous, adventurous and deeply connected to her community. She’s got a strong sense of responsibility and leadership—both values that align with my focus on community engagement and authenticity in my work. Plus, she’s super cute and positive and has great friends around her.

Someone worth following on social media?

Every person needs to decide for themselves who is worth following. If I had to give advice, I’d say follow those who embody your values and positively influence the world.

Your main strength as a creative?

Collaborating with others to create something magnificent.

Your biggest weakness?

Valuing honesty above compassion when communicating.

What would you be doing if you weren’t in the cannabis industry?

Sleeping better.