Priscilla Vilchis, also known as “Queen of the Desert” or the “Hollyweed Queen,” is the owner and CEO of Premium Produce, a family-run cannabis business with operations in Lynwood, California and Las Vegas. A trailblazer in the industry, Vilchis became the youngest female minority to be awarded cannabis cultivation and production licenses in the state of Nevada. Among her partnerships, she recently teamed up with Ice Cube to bring his iconic Fryday Kush brand to Vegas.

You’ve been called the “Queen of the Desert” and the “Hollyweed Queen.” How do those titles reflect your approach to leadership?

The nicknames were born out of recognition of my fearlessness. Winning one of Nevada’s coveted cannabis licenses was no small feat. It was a process designed to weed people out. Instead of backin

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