CEO MONTHLY / JUNE 2025 9 Lehua Brands: Professionalism in the ‘Wild West’ Cannabis/CBD Industry The mission of California’s Lehua Brands is simple but powerful – to craft award-winning cannabisderived products reflective of the strength, diversity, and resilience of the individuals behind them. The company comprises a portfolio of unique brands and a team consisting of dedicated, respectful, and caring members of staff. At the helm of this operation and responsible for preserving Lehura Brands’ human-first culture is Sierra Elania, who we caught up with on the back of her recognition as the Most Influential CEO 2025 – Cannabis/CBD Products (North America). A collective united by its rigorous adherence to a set of shared values, Lehua Brands prides itself on always showing up for both the consumer and its team alike, making waves in an industry that may seem fun from the outside, but which is also complex and evolving all the time. This cannabis beverage company therefore does much more than beverage white labelling and creating alcohol-alternative products, it invests in its people and encourages them to be the best possible versions of themselves. “At Lehua, this isn’t just a job – it’s a vocation. One rooted in passion, purpose, and a deep respect for the plant and the people it helps.” When she inherited Lehua Brands, Sierra was faced with a cannabis house of brands that was burning through its cash reserves, had no clear path for success, and possessed little understanding of what it took to succeed in the California market. Others may have seen this as a red flag, but what Sierra saw was potential. Rolling up her sleeves and getting stuck in, Sierra is the rare breed of CEO that is actually in the trenches with their team, taking accountability for both the company and its people. No job is too big or too small for Sierra, and since she joined the company in September 2022 – initially as its CRO, and then as CEO six months later – she has carried out everything from marketing and HR to cleaning out the storage room and packing boxes. During a blizzard, Sierra even took to the streets herself to sell the company’s products. Most of the time however, Sierra can be found as the driving force behind Lehua Brands’ strategic direction and vision for the bright future ahead. Sierra got to this point after working in the realm of consumer-packaged goods (primarily beer and wine) for two decades, leveraging a background spanning every aspect of the industry to make a successful – and deeply personal – transition to cannabis. “When my father was battling Parkinson’s”, she explained, “he refused opioids, so I brought him edibles to ease his pain. That experience showed me the profound potential of this plant, not just for recreation, but for real medical relief. His journey is what inspired mine, and it’s why I approach this work with the respect and purpose that all people, including those who consume cannabis, deserve.” The impact that Sierra’s father had on her career goes much further, as it was his lesson that everyone puts their pants on one leg at a time that taught her the unwritten rule that every CEO should abide by: never think you’re above anyone else. Sierra has been guided by this principle across her career, with her refusal to negotiate on her values resulting in a CEO that is decisive, grounded, and can lead with both humility and fairness. After all, doubt creates chaos, especially in highpressure situations. What follows is a supportive and welcoming internal culture, a space where people are valued, authentic, and take ownership of their roles. Upon their feedback, Sierra’s team independently shared comments which followed this common thread; Lehua Brands’ team have always felt they are part of a family and community, where each person is respected and nurtured. This serves Lehua Brands well in an industry where excessive taxes, a broken distribution system, and rampant illicit sales are all challenges companies face on a daily basis. By preparing and not panicking, this cannabis beverage company has positioned itself favourably for growth and is soon set to expand into two additional US states and double down on its presence in Canada. As for her own plans, Sierra aims to write a book – which she promised her father she would do. Although she started years ago, Sierra – a survivor of domestic violence and narcissistic abuse – had not done the necessary healing required to finish the project. Now, she is ready. Her story may not be an easy one, but the lesson to take away could not be simpler: resilience is messy but worth it, and we are all more capable than we know. We urge those as inspired by Sierra Elania’s journey as us to follow the link below to explore the comprehensive range of products offered through Lehua Brands. Contact: Sierra Elania Company: Lehua Brands Web Address: https://www.lehuabrands.com/ AIS-May25004
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