Jessica Pichardo

Jessica Pichardo is the founder and principal consultant of Canna Luz, a Latina-owned cannabis consulting practice supporting entrepreneurs, operators, and equity-centered organizations in building stronger businesses, leadership capacity, and long-term viability. With 13 years of cannabis industry experience, Jessica brings a perspective shaped from the retail floor to the strategy table.

Her background includes leading multi-site cannabis retail operations generating more than $15 million in annual revenue, guiding organizations through growth and operational change, developing leaders and teams, and building the systems required for businesses to operate with greater clarity, consistency, and accountability. Since 2023, Jessica has delivered more than 660 hours of direct technical assistance to cannabis social equity applicants and entrepreneurs across Washington and California.

Jessica's work sits at the intersection of strategy, operations, people, and execution. She supports clients with business development, operational infrastructure, licensing and compliance readiness, retail development, leadership, hiring and workplace systems, SOPs, location and lease readiness, brand alignment, and connections to specialized professional resources. She is especially skilled at helping entrepreneurs translate ambitious ideas, complex requirements, and competing priorities into practical strategies and manageable next steps.

Her approach is direct, collaborative, and grounded in respect for each entrepreneur's lived experience, vision, and stage of development. Jessica recognizes that social equity entrepreneurs are building within systems that can be difficult to navigate and were often not designed with their success in mind. She works alongside clients to strengthen their decision-making, develop sustainable business infrastructure, and move from reacting to immediate challenges toward leading with greater clarity and intention.

Jessica was recognized with a 2025 DAVEES Award for her service and leadership. Her work is guided by integrity, cultural fluency, accountability, and the belief that equity-centered entrepreneurs deserve high-quality strategic support that honors both the businesses they are building and the barriers they have already overcome.