Rosie Mattio: Pioneering Cannabis PR and Normalizing Usage in Society

“We’ve accepted mommy-wine culture; why can’t we do the same with cannabis?” asks Rosie Mattio, founder of North America’s largest cannabis PR firm. As a high-functioning entrepreneur and mother of four, she proudly embraces her cannabis identity, challenging stereotypes by wearing a weed-themed T-shirt to her daughters’ school. Mattio believes it’s time to reshape perceptions around cannabis use.

Through her firm, MATTIO Communications, Rosie has dedicated the last decade to transforming the public image of the cannabis industry. When she began in 2014, cannabis was still laden with stigma, and there were hardly any reporters covering the sector. “I had to work tirelessly for years to educate them about the industry,” she reflects, highlighting the challenges of garnering media attention in a largely uninformed landscape.

Recognizing opportunity in what others perceived as obstacles, Rosie leveraged her background in consumer packaged goods (CPG) public relations. She understood that the industry needed a strong advocate to propel it into the mainstream, and she was determined to fill that role.

The global legal cannabis market is anticipated to reach $102.2 billion by 2030, growing at a compound annual growth rate (CAGR) of 25.7%. In the United States, the cannabis market is projected to expand from $33.84 billion in 2024 to $69.25 billion by 2029. These projections, unimaginable when Rosie first entered the scene, illustrate the broad potential she recognized early on.

‘We Had To Fly Reporters To California’

Initially, Rosie faced significant challenges. Not only did she need to tackle public misconceptions about cannabis, but she also had to navigate a restrictive legal environment. Traditional PR tactics were largely unavailable; for example, sending product samples across state lines remained illegal. Convincing skeptical reporters to write about products they hadn’t experienced was equally daunting. Yet, Rosie proved resourceful.

She developed innovative strategies such as organizing media tours to educate journalists directly. “We had to fly reporters to California to show them what was happening in the industry through farm tours and meetings,” she recalls. One notable media tour for Canndescent in 2016 culminated in the first mainstream article about the brand appearing in Vogue in 2018.

Also read: Gary Payton Wants You To Rethink Cannabis: ‘It’s About Mental Health… It Brought My Mom Back In Her Final Days’

Rosie’s public relations approach emphasized education and advocacy. By shifting stereotypes and fostering trust with both the media and the public, she slowly began to see results. Over time, cannabis began to appear in mainstream publications. “We value the cannabis trade publications, which play an important role, but we also wanted to destigmatize cannabis for broader media consumption,” Rosie explains.

Breaking Into The Mainstream: When Efforts Garner Results

Rosie’s efforts to integrate cannabis into everyday life extended beyond simply securing media placements. Early on, securing spots for cannabis products in general gift guides marked significant progress in positioning cannabis as a legitimate lifestyle choice. A collaboration between Green Thumb Industries GTBIF and Magnolia Bakery represented a landmark moment, illustrating cannabis’s alignment with popular culture.

However, amid these advances, the industry continued to face challenges. The 2019 vape crisis severely impacted consumer confidence, leading to substantial financial losses for companies. The emergence of illicit vape cartridges containing vitamin E acetate triggered widespread health concerns and cast a shadow over all vape products. In this turmoil, Mattio Communications found itself pivotal in crisis management. “The industry was hit hard by the crisis involving illicit vapes,” says Rosie, recalling the seriousness of the situation.

In response, Mattio collaborated with testing companies to demonstrate the safety of regulated cannabis products, seeking to restore consumer trust. “Our efforts helped secure global coverage, including a segment on the Today Show,” she adds.

Rosie remained steadfast in her commitment to advance the cannabis narrative, focusing not just on crisis management but on building trustworthy brands. Her dual approach combined proactive growth initiatives with reactive crisis strategies.

‘My Wife Is The Smartest Person In This Room; She Started A Cannabis Marketing Company’

Rosie’s journey from a one-woman operation to leading the largest cannabis PR agency in North America was fraught with challenges. As the cannabis market expanded, so did Mattio Communications. What began as a small venture gradually evolved into a significant player, with Rosie navigating a dynamic legal and cultural landscape.

Today, Mattio Communications represents top names in cannabis, including publicly traded multi-state operators Acreage Holdings, Ascend Wellness Holdings AAWH, Terrascend (OTC: TSNDF), and Curaleaf CURLF, assisting them in crafting their narratives across North America.

Regulatory challenges remained commonplace. One early lesson involved a branding and packaging project for an edibles brand. After investing extensive resources, the project was thwarted by last-minute regulatory changes, leading to wasted time and resources. Yet Rosie adapted strategically: “Now, one of our core strengths is that each team vigilantly monitors state cannabis regulations,” she explains. “We’ve learned not to count our eggs before they hatch.”

This adaptability has been crucial for the company’s growth. By late 2018, Mattio Communications had expanded enough to hire its first employee, and today, the firm employs numerous personnel across offices in New York, Los Angeles, and Toronto. For Rosie, scaling wasn’t just about growth; it was about crafting a company capable of driving meaningful advancements within the cannabis sector.

Part of the Mattio Team – Courtesy of Mattio Communications

The public relations industry is also on an upward trajectory, with the global market expected to rise from $106.93 billion in value in 2023 to $114.1 billion in 2024 at a compound annual growth rate (CAGR) of 6.7%. As cannabis companies professionalize and expand, Mattio Communications is well-positioned to help them thrive in this competitive landscape.

Despite these advancements, Rosie remains focused on the future and committed to celebrating cannabis in a responsible, relatable manner.

Amid her firm’s rapid expansion, Rosie focuses on destigmatizing cannabis. “Another significant cultural shift has been the changing stigma surrounding cannabis,” she notes. Within her personal life, she has witnessed a transformation in attitudes. “When I started representing cannabis companies in 2014 and would post updates on social media, my husband was concerned about me being open about my work because he worked in the conservative finance industry.” Although the stigma was prevalent, by the time they relocated to New York in 2017, perspectives had shifted. “It was my husband who proudly proclaimed, ‘My wife is the smartest person in this room; she started a cannabis marketing company.’”

Leading the Charge for Cannabis Marketing

Reflecting on Mattio Communications’ impressive growth and its inclusion on the Inc. 5000 list of fastest-growing private companies in America for three consecutive years, Rosie attributes much of this success to her team. “On average, we have doubled every year,” she states, emphasizing the importance of collaboration with talented individuals who share her passion for cannabis. “It comes down to the team. We work hard for our clients, integrating ourselves into their business to amplify their message.”

Rosie and her daughters – Courtesy of Mattio Communications

Despite notable achievements, balancing her executive role with her responsibilities as a mother of four is demanding. By 2019, as Mattio Communications thrived, her personal life faced challenges. To restore harmony, Rosie’s husband made a pivotal choice: he resigned from his successful Wall Street job to become a stay-at-home dad. “My husband believed just as much as I did that this was the opportunity of a lifetime,” Rosie explains. His support has allowed her to dedicate herself to developing Mattio Communications into a leading firm. Together, they modeled ambition and balance for their daughters. “He has shown our daughters how to find a partner who supports their dreams,” she adds.

However, Rosie is mindful of her family time. “I make it a priority to be present during evenings and weekends,” she states. “I shut down after dinner for two hours to focus on my family. I also keep weekends free from social engagements to spend quality time with my daughters and husband.”

Her personal branding underscores her commitment to changing outdated views on cannabis. Known for wearing weed T-shirts to her daughters’ school, Rosie embraces the culture she seeks to normalize. “Wearing a weed T-shirt challenges stereotypes,” she asserts. “It opens up a dialogue and allows me to educate my children about both alcohol and cannabis, preparing them for when they are of legal age.”

Looking to the future, Rosie maintains a strong vision for Mattio Communications. “We aspire to be recognized as pioneers in this industry,” she declares. “In 20 years, we want to reflect on our significant contributions to its growth.” For her, the work today goes beyond public relations; it’s about shaping the future of an industry that is just beginning to evolve.

Having navigated the complexities of a developing industry, Rosie is poised to offer advice to those entering the cannabis sector, particularly in PR and marketing. “Be adaptable. Be prepared to move swiftly. Be genuinely passionate about the plant and your clients,” she advises. “We care about our clients and celebrate their successes as if they were our own.”

Her insights capture what drives her success: passion, commitment, and a firm belief in the potential of cannabis. These qualities have propelled her to the forefront of the industry, and it’s evident that her journey is just beginning.

Photos courtesy of Mattio Communications.

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This article was originally published on Forbes and appears here with permission. The article is from an external source. It does not represent Benzinga’s reporting and has not been edited for content or accuracy.