Women to Watch: Traci Black

Traci Black is the Vice President of Operations for State 24 Holdings – home to the Plume, Lake Water, and Latitude Dispensary brands. When businesses need a hands-on leader who balances social advocacy, positive change, and business results, she is the first they call. With over 25 years of experience in industries like telecom, construction, and cannabis, Traci knows how to grow and transform companies. But her passion goes beyond her VP status because she is all about mentorship and giving back, whether it’s to people or animals.

Latitude Dispensary, located in Missouri, is all about delivering high-quality cannabis products with a focus on customer service. Running two dispensaries and offering unique brands like Plume and Lake Water, Latitude isn’t just about selling cannabis—it’s about creating a welcoming, educational community. At Latitude, cannabis is seen as a transformative tool, and the team is driven by a passion for innovation and social responsibility.

As the VP of Operations, Traci is in charge of keeping everything running smoothly, from operations to financials. She’s all about empowering her team, encouraging innovation, and finding new ways to grow. Traci ensures everything runs like a well-oiled machine, with the customer experience always top of mind.

Her leadership creates a culture that values agility, customer care, and constant improvement. Whether it’s staying ahead of industry trends or being the glue for a team that’s excited to collaborate and think outside the box, Traci’s focus is on making sure Latitude stays competitive and customer-focused.

At the end of the day, Traci’s leadership at Latitude reflects what she’s all about—growth, innovation, and making an impact. She’s not just building a business; she’s helping shape the future of the cannabis industry, all while creating a place where quality and community come first.

What makes your company special?

“Latitude Dispensary stands out for its commitment to quality, community, and education, but what truly sets us apart is our dedication to growing and empowering our employees. We prioritize internal growth, offering opportunities for advancement and fostering a culture of continuous learning and innovation. This investment in our team translates into exceptional customer service and a dynamic, supportive work environment.

“Additionally, our unique cannabis brands, Plume and Lake Water, reflect our passion for delivering top-notch products that meet diverse customer needs. At Latitude, we are not just a dispensary; we are a community that values and nurtures its people, driving success from within. This blend of quality products, exceptional service, and a strong, supportive team is what truly makes Latitude Dispensary special.”

How has the legalization of marijuana in Missouri affected you and your business?

“The legalization of marijuana in Missouri has been a game-changer for both me and Latitude Dispensary. It has opened new opportunities for growth and innovation, allowing us to expand our reach and impact. For the business, it means being able to operate openly and engage with our community in ways that were not possible before. Personally, it has been incredibly rewarding to be at the forefront of this emerging industry, helping to shape its future and advocate for its benefits.”

How did you get into cannabis?

“My journey into the cannabis industry began with an unexpected call from a recruiter while I was working in business management. The recruiter introduced me to an exciting opportunity at Nature’s Medicines, a reputable cannabis dispensary with two locations in Arizona. I joined Nature’s Medicines and, over the years, helped grow the company to 12 locations across five states before the majority owner sold the company. After this successful chapter, I transitioned to DIZPOT, a cannabis packaging, branding, and distribution company.

“Although I enjoyed my time at DIZPOT and gained valuable experience in the ancillary side of the industry, I realized that I missed the plant-touching side of things. This led me to join Latitude Dispensary, where I could once again be directly involved with the cannabis plant and continue to drive innovation and excellence in cannabis operations.”

Why cannabis?

“Cannabis represents a unique intersection of my professional skills and personal values. The industry is ripe with opportunities for innovation, growth, and positive social impact. I believe in the power of cannabis to improve lives, whether through medical benefits or social change. Being part of this industry allows me to leverage my experience in business management to help build and grow companies that make a difference in people’s lives.”

   

What is it like being a woman in your field?

“Being a woman in the cannabis industry has its challenges, but it also presents incredible opportunities. The cannabis industry is relatively new and rapidly evolving, which means there is a chance to shape its culture and standards from the ground up. As a woman, I bring a unique perspective and approach to leadership, focusing on mentorship, collaboration, and innovation.

“While there are still hurdles to overcome, I see it as an exciting time to be a female leader in this space, paving the way for future generations of women.”

What, if any, challenges have you faced that you feel men in the industry don’t generally deal with?

“One of the challenges I’ve faced as a woman in the cannabis industry is the need to constantly prove my credibility and expertise in a predominantly male environment. There can be biases and preconceived notions about women’s capabilities in leadership roles. However, I see these challenges as opportunities to demonstrate resilience, competence, and the unique strengths that women bring to the table.

“Building a supportive network of other women in the industry has also been crucial in navigating these challenges.”

What are you passionate about?

“I have a deep passion for the water, finding peace and reflection by the blue waters and sun-soaked beaches of Central and South America. However, my passions extend far beyond that. I have five children and three grandchildren, and spending time with them brings me immense joy. I love being outdoors, whether it’s hiking, fishing, or camping – these activities allow me to connect with nature and recharge.

“Additionally, I am deeply committed to volunteer work during my off time, as I believe in giving back to the community and helping those in need.

“On the business side, I am passionate about bringing my team to the next level. I believe in mentorship from the top down, and nothing makes me happier than seeing my team succeed. It’s incredibly rewarding to watch them grow, innovate, and achieve their goals. This blend of personal and professional passions fuels my dedication to making a positive impact in every aspect of my life.”

What advice or encouragement would you give to other women in the cannabis industry?

“To other women in the cannabis industry, I would say: be bold, be resilient, and believe in your unique strengths. The industry is still growing and evolving, which means there is a significant opportunity to shape its future. Don’t be afraid to step into leadership roles and advocate for your ideas. Build a strong support network, seek out mentors, and always keep learning. Your perspective is valuable, and your contributions can make a profound impact.”

What do you consider your greatest professional accomplishment?

“One of my greatest professional accomplishments is being recognized as one of the top 30 women in Arizona cannabis. This honor is incredibly meaningful to me because it highlights the impact we’ve had in the industry and acknowledges my dedication, hard work, and leadership. This recognition is not just a personal achievement but a testament to the collective efforts of my teams and the innovative work we’ve done together.”