Ricardo Baca

Founder & CEO
Grasslands

Ricardo Baca is a 20-year veteran journalist, keynote speaker and thought leader in modern media and drug policy circles. He served as The Denver Post’s first-ever marijuana editor and founded news vertical The Cannabist, where he extensively covered the advent of adult-use cannabis and related issues across the country and around the world. In 2016, Mr. Baca launched Grasslands: A Journalism-Minded Agency to work directly with business leaders in highly regulated industries, including cannabis, energy, hemp and healthcare. He has received numerous accolades for his trailblazing work covering drug policy, cannabis business and culture, and continues to columnize and host podcasts for a number of top publications. Mr. Baca was named Marketer of the Year by AdCann in 2019. He personally assembled Grasslands’ Content Team, which has more than four decades of top-level journalism experience at outlets including The Denver Post, Chicago Sun-Times, Wonkette, Men’s Health and Women’s Health.



Programming descriptions are generated by participants and do not necessarily reflect the opinions of SXSW.