Luis Fer & Weedy Wonk
"I've spent my life with the romantic dream of saving the world," declares the Mexican entrepreneur Luis Fernando Campos Aguirre, setting the tone for a conversation that transcends the ordinary bounds of cannabis advocacy. A biotechnologist with a keen focus on environmental and social causes, Luis Fernando—better known as Luis Fer—has channeled his lifelong passion into Educannabis, a project conceived to help demystify cannabis and empower its consumers through education.
Founded in 2021 alongside friends Yowua Cobos and José García Varela, Educannabis was born from a simple yet profound mission: to provide clear, accurate and stigma-free information about the plant. The platform quickly gained traction, amassing more than 1.1 million followers on TikTok and becoming the largest cannabis education platform on social media in the Spanish-speaking world. Luis Fer’s vision, driven by his lifelong passion for making a positive impact, began to take shape as he and his team tackled the misinformation surrounding cannabis.
"We want to help everyone who was too embarrassed to raise their hand for help," says Luis Fer. This ethos drives Educannabis' content, which ranges from scientific explanations of cannabis to practical advice for safe consumption—mostly in very short-form videos.
The team’s creative approach has enabled it to navigate the challenging landscape of social media censorship effectively. By using code phrases like "magic broccoli" to refer to cannabis, the team has managed to discuss the topic openly without violating platform guidelines. "It started as a local joke, a term to talk about cannabis in public that only people in the conversation would understand," Luis Fer explains. Today, "broccoli" is widely recognized and used within the cannabis community—even becoming the center of a well-known advertising campaign in the U.S. in 2022.
‘So Far From God, So Close To The U.S.’
In Mexico, where cannabis legislation is in flux, Educannabis stands as a trusted source of reliable information. The country’s Supreme Court declared cannabis prohibition unconstitutional in 2018, yet the legislative framework remains incomplete, leaving consumers in a legal gray area. However, some licenses for hemp cultivation have been granted, as first reported by Latin American media outlet El Planteo. Luis Fer is candid about the challenges: "The legislation is not up to the industry or its citizens," he laments. Despite the bureaucratic hurdles, he encourages individuals to pursue legal avenues for personal cultivation and consumption, emphasizing the importance of doing so for their safety and peace of mind.
The influence of the United States, both culturally and geographically close to Mexico, plays a significant role in shaping the cannabis landscape. "The trends of the largest market in the world (the U.S.) have always directly affected Mexico, and I’m sure the cannabis industry is no exception," says Luis Fer. There is, in fact, a joke often attributed to 19th-century Mexican dictator Porfirio Diaz that Mexicans often make: "Poor Mexico, so far from God, so close to the United States." Luis Fer believes that the anticipated federal regulation of cannabis in the U.S. will spur Mexican legislators to finally establish a comprehensive legal framework. "The new government is in favor of legalization, and I’m convinced that this will be the term where we see the harvest of the efforts that so many activists have planted," he asserts.
The strategic location of Mexico, close to the U.S., plays a crucial role in the evolution of its cannabis market. The influence of U.S. market trends is undeniable. "Innovation in technological developments and, above all, the importance of a solid brand identity are indispensable for highlighting the growth of emerging projects in Mexico that promise to scale globally," Luis Fer notes. In fact, he believes that the synergy between these neighboring countries could accelerate the adoption of more progressive cannabis policies in Mexico.
The ‘Broccoli’ Approach
Navigating the tricky waters of social media has not been easy for the Educannabis team, especially given the platforms' stringent content guidelines around cannabis. Nonetheless, it has managed to skirt these bans by focusing on education rather than promotion. "Our aim is to empower people with knowledge, enabling them to make informed decisions about their cannabis use," Luis Fer states. This commitment to education is reflected in the platform’s content, which includes tips on everything from passing drug tests to talking with skeptical family members about cannabis consumption.
"From the beginning of the project on YouTube, we knew we had to make efforts across different social networks. The challenge of talking about cannabis on platforms that censor our content makes everything much more fun. This desire to create content to help others has allowed us to grow as a team and understand the algorithm a little more in a game where we will never be experts because it changes every day," says Luis Fer. This meticulous attention to detail, from the content itself to its presentation, has been key to its growth.
The TikTok creator economy is indeed a rapidly growing phenomenon. As of 2022, TikTok boasted over 1 billion active users globally, demonstrating its significant reach and influence. According to a report by Influencer Marketing Hub, the global TikTok creator economy was valued at $104.2 billion in 2022. This immense value highlights the potential for creators like Educannabis to leverage TikTok to spread its message and educational content widely. Moreover, recent numbers from Influencer Marketing Hub show that the global influencer market size has continued to grow, reaching $21 billion in 2023. This growth reflects the increasing influence and economic potential of content creators across platforms, including TikTok.
The Expanding Horizon Of Educannabis And Latin American Cannabis Markets
As Educannabis evolves, the size and potential of the cannabis market in Latin America become increasingly significant. Prohibition Partners analysts estimate that the Latin American cannabis market could skyrocket to billions in sales in a few years, with both medical and recreational use gaining legal status in countries like Uruguay, Colombia, Argentina and Mexico, among others. The market value is expected to surge from $168 million in 2020 to an estimated $824 million by the end of 2024, according to Prohibition Partners, pointing to Latin America's growing influence as a global leader in cannabis cultivation and innovation. This trend is fostered by favorable legislation, a strategic location and economic benefits, such as production costs up to 80% lower than in North America.
In Mexico specifically, the medical cannabis market was valued at $7.8 million in 2023 and is projected to grow significantly, potentially reaching $117.7 million by 2030, as reported by Grand View Research. This rapid growth is driven by the impending legalization of recreational cannabis, which is expected to end criminal drug trafficking and shift the business to legal cannabis entrepreneurs. Comparatively, the U.S. cannabis market is already substantial, with projections estimating it to reach $53.5 billion by 2027, according to MJBizDaily.
Combatting Censorship With ‘Censura’
Educannabis' journey has been marked by innovation and adaptability, traits that have enabled it to thrive despite significant challenges. One of the most pressing issues faced by cannabis consumers in Mexico is the pervasive stigma and misinformation surrounding the plant. "Security and disinformation go hand in hand and are consequences of illegality and social prejudices," says Luis Fer. This stigmatization often forces individuals to hide their consumption, putting them at risk.
Educannabis addresses these challenges head-on by providing a wealth of information that transforms into knowledge. "We explain the risks of exposing oneself to obtain cannabis, the advantage of investing in quality products with certifications or chromatographic tests, and give consumers virtual hugs, reminding them that they are not bad people for consuming cannabis," Luis Fer voices. This supportive approach helps reduce the stigma and promotes a culture of responsible consumption.
Educannabis's commitment to staying current with industry developments is reflected in its dynamic content. It frequently updates its audience on the latest innovations and scientific discoveries related to cannabis. Luis Fer's background in biotechnology enables him to understand and disseminate complex scientific information in an accessible manner. "My professional training as a biotechnologist helps me understand technical language and share that information with anyone who wants to know it," he says.
The team behind Educannabis is also dedicated to evolving with the ever-changing landscape of social media. It created "Censura" (“censorship” in Spanish), a marketing agency designed to help nascent industries navigate the restrictions of social media platforms without violating their guidelines. "Knowing the terms and conditions of the networks where we exist is just the first step, they are constantly changing and we constantly have to change with them," says Luis Fer. This adaptability has allowed Educannabis to continue reaching its audience despite the challenges of censorship.
For now, Educannabis remains focused on its core mission: to educate and empower cannabis consumers. Its efforts to demystify cannabis and promote responsible consumption have resonated with a broad audience, from seasoned users to curious newcomers. By providing reliable information and fostering a supportive community, Educannabis is helping to shape a more informed and accepting society.
Its journey is far from over. With a solid foundation and a clear vision, Luis Fer and his team are poised to continue making a significant impact in the world of cannabis education.