In a business landscape where storytelling isn’t just nice to have — it’s essential — Grasslands: A Journalism-Minded Agency® has carved out a reputation as one of the most respected strategic communications firms in the United States. Based in Denver, Colorado, Grasslands specializes in helping brands in complex, heavily regulated and evolving markets break through the noise with clarity, credibility, and impact.
From Newsroom Roots to Strategic Marketing Leadership
Grasslands was founded in 2016 by Ricardo Baca, a seasoned journalist best known for being the world’s first cannabis editor at The Denver Post. Baca’s background in journalism — coupled with his passion for authentic storytelling — laid the foundation for an agency that treats every client with newsroom-level rigor and strategic insight.
This journalism-first approach is the core of Grasslands’ DNA. Instead of relying solely on traditional advertising tactics, the agency emphasizes earned media, thought leadership and narrative development — helping brands not just be seen, but be understood in a way that builds trust and long-term growth.
Specialization in Regulated and Emerging Industries
Grasslands has become particularly renowned for its expertise in industries where messaging is critical and legal complexities can determine success or failure:
- Cannabis & Hemp: Brands must navigate historical stigma, evolving regulations, complex compliance standards, and media relations in a landscape that’s constantly shifting.
- Psychedelics: This sector requires companies to navigate an even stricter regulatory landscape and invest in research and medical support for key audiences.
- Wellness & Natural Products: Health, beauty, and lifestyle brands with roots in alternative medicine have the chance to be integrated into broader wellness markets with “people-first” campaigns.
- Consumer & B2B: Cannabis brands don’t just impact consumers — they’re being seen and leveraged in business-to-business services in the cannabis industry.
Grasslands Agency’s client portfolio spans startups to global brands, all benefiting from their integrated services that combine PR, content creation, digital strategy, executive branding, and media relations.
Why Grasslands Matters in 2025 and Beyond
For the past four years, Grasslands has been a trusted presence at MJBizCon, deepening its commitment to the industry’s most influential event. This year, the company served as the Official Press Room Sponsor and hosted its signature Grasslands Party, an annual gathering that brings industry leaders together.
Whether you’re a startup entering regulated markets, a wellness brand scaling nationally, or a thought leader ready to amplify your message, Grasslands offers a journalism-rooted approach to storytelling that works — and it’s changing the way B2C and B2B brands communicate in industries once misunderstood by the mainstream.
Interested in staying up to date on MJBizCon 2026? Check it out here.
