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Abi Roach is an innovative pioneer and visionary in the cannabis industry who has been making headlines and building Jewish community in the cannabis space for over 20 years. She is an OG Cannabis Jew who opened Toronto’s first cannabis consumption lounge–the iconic HotBox Shop and Lounge–back in 2000. Abi’s journey has always been about challenging norms and breaking down barriers, leading and creating a diverse portfolio of cannabis products, experiences and services to great success. She is known for her unique ability to turn market insights into creative marketing campaigns that produce impressive results. Abi’s work and advocacy continues to inspire and shape the future of the Canadian cannabis landscape.
Everyone in the Canadian cannabis industry knows Abi Roach, a Jewish woman cannabis warrior and community builder, committed to fighting for increased access to the herb and empowering minority groups in the cannabis sector. CJM is honoured to feature her as our Mensch of the Month, and her interview with Editor-In-Chief Lissa Skitolsky (LS):
LS: Whenever I connect with Canadian Jews in the cannabis industry, the first thing they say is “Do you know Abi Roach? She’s great, and the person you need to know.” Sometimes a Jew will add: “And she’s Really Jewish.” ❤️ So, my first question is: Have you ever met a Jew who didn’t like you? You set a rather daunting standard to live up to.
AR: I tend to get along with everyone I meet. It’s better to be honey than salt. We are all people and sometimes we just don’t jive, but it’s always best to be positive. On occasion I’m sure I have ruffled people the wrong way, I can be opinionated and sometimes my Jewish sense of humour is taken the wrong way, that has 100% happened.
LS: Thank you so much for your enthusiastic support of CJM, from the very start. I met a lot of people who told me I’d never succeed because of how difficult it is to break into this industry. For this reason, your excitement about CJM played a big role in my ability to take myself seriously: “Well, if Abi Roach is all in, Clearly I’m onto something. Everyone else can f–k off.”
So my question is: what’s with all the pessimism about an industry that is still so young? You’ve been a visionary leader and entrepreneur in the scene for 20 years (OG Cannabis Jew, RESPECT!): do you think there’s any cause for optimism about the cannabis industry?
AR: There is so much reason to be optimistic! Cannabis has broken free of a century of prohibition. The industry maybe youngish and has growing pains, but the consumer is loyal, activated and enthusiastic about supporting it. This is very important to the success of any product. The job of an entrepreneur is to move the needle, innovate and see beyond the problem. The industry as a whole is doing an amazing job of problem solving through to success. I am very excited about what the next decade will look like for cannabis.
LS: So, you’re a new mom to a beautiful daughter (Baruch Hashem!), and we need to save some space to kvel about how perfect she is. Do you find yourself doing Jewish things you never imagined you’d do? Like, I was shocked the first time I said to my baby: “I’m going to eat your tushie!!”
AR: My daughter is half Jewish and Half Jamaican and 100% cute, she even has a shirt stating this. My two favourite cultures came together to create a magical being. She is being raised Jewish with a strong cultural influence from her father’s side. We eat hummus while listening to dancehall.
I want my daughter to be proud of her heritage, and know her history. I was raised in Israel, I learned about the history of my people, our struggles and our fight to stay on this long road, leading to her being here alive. This sense of strength from my DNA has made me the woman I am today.
LS: Since 07 October, there’s been a lot of anti-Jewish violence in Toronto and also a lot of Jewish solidarity. How have you been doing, feeling? Have you found support within the cannabis industry?
AR: The antisemitism and hate has been off the charts. I am shocked, horrified and frightened daily at the new levels of mental violence I am faced with. I find myself, for the first time in my life, questioning whether I should be outspoken about being an Israeli Jewish woman. But I seem to always choose supporting my community and being a proud Jew.
The Jewish cannabis community has been a source of strength and a sounding board to fear and frustration.
