Current News

/

ArcaMax

Marijuana seller's story of 'badass' Mexican sisters was a cultural misstep, Latinas say

By Dorany Pineda, Los Angeles Times on

Published in News & Features

Kaiser wants you to know a few things. He might look like a white guy, but his grandmother, Sarah Ornales, was Mexican. She helped raise him in East L.A. And she was, indeed, kind of an inspiration for the brand and for the women Kaiser created out of thin air.

The 51-year old purchased Cannable Organics, Inc., a cannabis manufacturing company in Adelanto, California, about a year ago. He'd always wanted his own brands, he said, and he started brainstorming.

"Me and my sisters had often called our grandmother the ultimate chingona," Kaiser said. He wanted a brand that would resonate with and celebrate strong women like her.

"As I thought around that concept, the light went off in my head that La Chingona was such a natural name," he said.

Making the brand "Latino," Kaiser insisted, was a secondary thought. "I envisioned that the word 'La Chingona' would connect with ... women in general."

Did he think the brand would appeal to Latinos? "I thought it might," Kaiser said.

 

Next came the tale. He thought back to his college days. His roommate at Harvard Business School was "a Mexican guy from Mexico" whose family owned a sugar plantation. He made that the setting of the sisters' upbringing. As for the chingona trio, Kaiser said, he reflected on the women in his life. Maria and little Adriana were inspired by his grandmother, a fierce green thumb who'd prepare teas and remedies from herbs in her garden. Sonia the healer was a combination of his mother and sisters, all nurses.

As the brand's look crystallized, everybody seemed to love it, Kaiser said. His slew of cannabis products, including concentrates and vape cartridges, were adorned with Dia De Los Muertos inspired-art and stamped with the tagline "Sinsemilla Mas Fina" and names like "Fiesta Flower," "Caliente Budder" and "Siesta HCE," a cannabis extract.

In April, Kaiser and his team published the sisters' story on their website, just before launching the brand.

"I didn't think that anyone would believe that the legend story, the origin story, was factual," he said.

...continued

swipe to next page
(c)2020 Los Angeles Times, Distributed by Tribune Content Agency, LLC.