Luna Stower at CHAMPS Las Vegas: Mushrooms, Mycology, and the Movement for Plant Medicine
Under the buzzing lights of CHAMPS Las Vegas—the world’s largest counterculture trade show—there’s one unmistakable energy that radiates from the mycology section: Luna Stower.
In a vibrant exchange with Honeysuckle's Shirley Ju, the longtime plant medicine advocate and Director of Ecology and Retail Education at CHAMPS shared her passion for all things mycological. “I’ve been coming to CHAMPS for 10 years,” Luna said, beaming. “Now with my staff shirt, it’s a whole new vibe.”
Though officially on the CHAMPS team since 2019, this year marks a new chapter for Luna. She’s not just representing mushrooms—she’s creating space for them. For the first time in the expo’s history, CHAMPS features a dedicated mycology section, complete with grow kits, spore cultures, mushroom chocolates, and education for retailers.
“We’re trying to raise consciousness,” Luna emphasized. “We want to show retailers how they can expand what they offer—and spread the love of plant medicine.”
On Thursday, Luna is hosting Spores to Stores, a seminar designed to help shop owners understand the legal and practical aspects of stocking mushroom-related products. “A lot of these retailers don’t get educational support,” she explained. “They’re answering consumer questions without having the answers themselves. We want to empower them.”
It’s not just about psilocybin—it’s about inclusion, innovation, and intention.
As one of the few women on the CHAMPS executive team, Luna reflected on her journey in a historically male-dominated space. “Champs has been fabulous about elevating me, empowering me, giving me the tools to succeed and acknowledging my creativity, my personality, and all the things that it means to be a whole being and do a job.”
From brand builder to expo educator, Luna’s transition feels personal and profound. “I used to be here as an exhibitor. Now I’m on the other side. It feels very full circle—like I’ve been preparing for this all along.”
Her role at CHAMPS extends into cultural curation as well. This year’s event merges mycology with skate culture, featuring the CURB skate show and hundreds of pro skaters. The message is clear: counterculture isn’t compartmentalized—it’s connected.
“Smoke shops are where culture meets the people,” Luna declared. “If you’re not representing the culture, you’re not going to grow your market.”
And what’s next for Luna?
“I’m going to smoke a joint, have a beautiful dinner, and prepare my talk,” she laughed. But her real mission is no joke: “What’s next is the decriminalization of all plant medicines. We need to remove the stigma from cannabis, psilocybin, psychedelics. This is our birthright. It’s a human rights issue. It’s a civil rights issue.”
She paused, then added with intensity: “This has only been illegal for less than a hundred years. It is the biggest conspiracy of our time.”
At CHAMPS, Luna Stower isn’t just selling a product or speaking on a panel—she’s ushering in a movement. And for anyone paying attention, the message is clear: The future of plant medicine is now.
