Standard Wellness Maryland CEO Christina Betancourt Johnson on The Forest Flagship Store Opening and Cannabis Industry Growth

Standard Wellness Maryland CEO Christina Betancourt Johnson Talks Opening Flagship Store, The Forest

We love seeing female CEOs in the cannabis space, and we’re proud to give them their flowers.

Introducing Standard Wellness Maryland, the first African American and Latina majority-owned, vertically integrated cannabis company in the country, as well as Maryland’s first vertically integrated social equity licensee. Now, they’re excited to announce the grand opening of The Forest this fall, located at 3301 Boston Street in Baltimore’s Canton neighborhood. This highly anticipated event marks a significant milestone in the state's commitment to diversity, inclusion, and social equity within the ever-evolving cannabis industry. Stay tuned for more information on upcoming events.

For Standard Wellness Maryland CEO Christina Betancourt Johnson, this is much more than just another store opening. It’s a mission close to her heart, one that promises to promote wellness while empowering the community by providing a trusted source for holistic well-being. The store will also symbolize Maryland’s dedication to creating tangible opportunities for all within the legal cannabis industry.

Honeysuckle spoke with Johnson about her background and what this new venture means to her.

Where are you from, and how did you get your start in all this?

I’m originally from Washington, D.C., growing up in Southeast D.C., a place that shaped a lot of who I am today. My journey into cannabis actually began with a personal challenge—a brain injury that led me to step back from my executive role in affordable housing. After some recovery, I briefly worked with my fiancée at his real estate development company, but that experience ended with my first (and hopefully only) firing! Despite loving one another to death, we quickly realized our work styles didn’t mesh... at all. It turned out to be a blessing in disguise, as it opened a new door.

My fiancé, knowing my professional strengths and family history—my father was a criminal defense attorney—thought I’d be a natural in cannabis, given the industry’s potential, the racist and antiquated drug policies in America, and the newly regulated environment. From there, I threw myself into learning everything I could, visiting facilities in four states, studying the models, and meeting key figures in the industry. In 2017, the industry’s commitment to emphasize social equity was apparent, and I saw a chance to lead with purpose. This was a space where health, wellness, and equity could converge, and I felt that it aligned perfectly with my commitment to economic empowerment and servant leadership. I took the leap, and I haven’t looked back since.

When did you first get the idea for Standard Wellness and what was the reality in launching?

The idea for Standard Wellness Maryland started in late 2017, though it actually evolved from my first company, Rooted Therapeutics. Rooted Therapeutics became the foundation of the holding company that joined forces with Standard Wellness, an established operator in Ohio, Missouri, and Utah. This partnership allowed us to demonstrate our track record in Maryland’s competitive application process, where we ultimately succeeded in gaining our first license in 2022. I’m the majority owner of Standard Wellness Maryland, with decision-making authority over our operations, even though we share the Standard Wellness name with our partner.

The reality of launching was a test of endurance and patience. Between applying for licenses, building partnerships, and navigating regulations, there were moments of uncertainty. But with each milestone—our second award in 2023, followed by a third in 2024—we moved closer to making our vision real. Truly, there were moments that were incredibly difficult and ball-busting. As an entrepreneur, I often felt lonely, I couldn’t see the forest through the trees, and I felt exhausted. Thankfully, I’ve had an incredible community to help me keep my head screwed on my true north. My team, the incredible sector in my state, my mentors and support, my family—they’ve been there every step of the way. Also, I never felt being unsuccessful was an option. There were too many people I wanted to serve and thank through the company’s success. So, I just put one foot in front of the other and kept pressing toward the mark.

It’s been incredibly rewarding to see it all come together.

What’s the meaning behind the name?

Standard Wellness Maryland was named by our partners, who admired the legacy of a certain historical company known for its quality and rapid growth in the oil industry over a century ago. While we don’t directly associate with that name, the idea behind it speaks to our commitment to excellence. We aim to embody that same pursuit of quality, trust, and service. Standard Wellness is a name that represents our relentless focus on high standards and our dedication to offering reliable, top-tier products and services in every market we enter.

What are you most excited for with The Forest flagship store opening?

I’m thrilled to open The Forest in Baltimore’s vibrant Canton neighborhood—a community in the midst of a true renaissance. This area has become a dynamic hub for retail, restaurants, arts, and wellness, and we’re excited to be a part of that energy. We envision The Forest as more than just a dispensary; it’s a wellness destination where our customers can feel supported, educated, and empowered in their wellness journey. Our goal is to help everyone who walks through our doors build a positive relationship with cannabis that enhances their health and quality of life. I genuinely believe that The Forest and the community we’re joining will be pioneers in Maryland’s wellness scene—especially with neighbors like Stretch Lab, Blue Cross Blue Shield, and Merritt Clubs right next door!

Talk about your work in legalization and how the current election is impacting that.

The upcoming election is a monumental moment for the cannabis industry, and I’m hopeful about what it signals. For the first time, both major-party candidates—Vice President Kamala Harris and former President Donald Trump—are openly supportive of cannabis reform. That shift speaks to how mainstream the conversation around cannabis has become. Harris has championed legalization and the need to address racial disparities, while Trump has endorsed state-level reform in places like Florida.

I believe this bipartisan interest is a promising indicator that diverse voices, including those of our country’s youth and our Black and Latina voters, are finally influencing national policy. Although real progress requires congressional support and lasting commitment, I’m optimistic about the momentum we’re seeing. This election could mark a critical turning point toward fair, equitable legalization, setting the stage for real change in the years to come.

Where do you see the future of the cannabis industry?

The cannabis industry is evolving rapidly, and I’m excited to see it become a mainstream part of health and wellness. In the coming years, I envision a landscape where cannabis is embraced not only for recreational use but as a serious wellness product that can enhance people’s lives. Because of this, brand differentiation is also going to be pivotal. As the market becomes more competitive, brands that resonate with consumers and clearly communicate their values and quality will stand out. This is particularly true as cannabis becomes a mainstream wellness product, where branding can influence consumer trust and loyalty.

We’re poised for incredible growth and transformation. With federal rescheduling potentially on the horizon, we can expect an acceleration of mergers and acquisitions as companies seek to stabilize and strengthen their foothold in a maturing market. This consolidation would allow businesses to scale and gain efficiencies, creating an environment where well-resourced operators can thrive.

Banking is another critical area I see evolving. As regulations shift, traditional financial institutions will likely become more accessible to cannabis businesses. This would fundamentally change how companies secure capital, reducing costs significantly and opening up new opportunities for innovation and expansion. When cannabis businesses no longer have to rely on high-cost lending structures, it will make the industry more sustainable and inclusive.

Finally, I believe we’ll see strong, strategic growth in retail. Much like established chains in other sectors, successful cannabis retailers will gain traction by differentiating themselves and strategically positioning their stores. In an industry where vertical integration is common, having a reliable retail presence enables multi-state operators to maintain throughput for their products and build meaningful relationships with consumers. Ultimately, this combination of strategic mergers, improved banking access, powerful branding, and strong retail footholds will define the cannabis landscape in the coming years, making it a dynamic and competitive marketplace.