Canna Industry: Cannabis PR and CHS Advocate, Alice Moon
Alice Moon is a cannabis entrepreneur living in Los Angeles, California. Her career in cannabis started in 2011 as a trimmer and budtender. While working at a dispensary, Moon wrote edible reviews to help consumers make informed purchasing decisions. Her blog led to edible sales at the dispensary tripling. Moon quickly discovered that consumers with dietary restrictions had trouble finding edibles that suited their needs, so she spent 2 years working on a solution to this problem. In 2017 she launched Swallow, The World’s Largest Edible Directory, which was coined “The Yelp of Edibles”. The web app helped consumers find the right edible for them based on dietary restrictions (vegan, gluten free, sugar free, etc), location, and reviews. Swallow was nominated Best Tech at the Dope Magazine 2017 SoCal Awards. Moon self funded the company and lacked the resources to scale and perfect the tech, so she ultimately shut down the company at the end of 2017.
Her experience with Swallow received a lot of attention from the media, landing her features on High Times, LA Weekly, Civilized, and more. She has appeared on Viceland’s Bong Appetit, and she smoked cannabis on CNN’s New Years Eve Live Special.
In 2018, Moon was diagnosed with Cannabinoid Hyperemesis Syndrome and had to cease cannabis use completely. This led to her shifting her career towards Public Relations and Event Production. In May 2018, she co-produced and co-hosted the California Cannabis Awards, which was the first cannabis event to be held at LA Live. From October 2018 to April 2019, Moon worked as Director of Public Relations for ParagonSpace, a coworking space for the cannabis industry. Moon was named by Green Entrepreneur as a top 100 Most Important Women in Cannabis in 2019.
Moon worked for 7 months in 2019 as the Director of Communications for Blunt Talks, a monthly event series focused on education and elevation for the cannabis community. She helped take the event from 100 attendees per event to 500 attendees at their biggest event ever held at the Exchange in Downtown Los Angeles.
Most recently, Moon founded Alice Moon PR & Creative Agency, working with cannabis clients focused on the tech sector. Moon helps brands creatively convey their brands mission and vision.
Since being diagnosed with CHS, Moon has found herself being an advocate for safe and mindful cannabis consumption, awareness, and research. Her passion for educating on the subject has garnered the attention of RXLeaf (twice), Leafly, Business Insider, and Forbes. In early 2020, Yahoo released a documentary featuring Moon, which can be viewed here. Additionally, in 2020, Moon landed features in the following magazines: Kitchen Toke, Women & Weed, Northwest Leaf, and Cannabis & Tech.
Moon is always looking for ways to work with others. Her expertise in brand development, public relations, social media, writing, public speaking, event production, and event hosting makes her a valuable resource to startups and well-established brands alike.
High Herstory: Your cannabis career began at a Los Angeles dispensary, where you were a budtender and trimmer. The edible reviews you were writing during your time working there really pushed the dispensaries sales through the roof, and moved you into more of an ancillary career. What kind of opportunities are out there for people who might want to leave the plant-touching industry behind them? How did your experience make you more prepared to do the work you do today?
Alice Moon: I think the opportunities are endless for anyone wanting to join the cannabis industry. I think anyone can take whatever talents they have and translate it into cannabis. People need graphic designers, social media, PR, which is what I do now; there’s needs for lawyers, accountants, and everything that a standard business needs.
My experience in the cannabis industry has continuously helped me grow and learn more. Having my first tech startup, I learned a lot with my first company, that was like my baby. We spent 2 years working on it before we launched it, and so, we only operated for 7 months after launching because we ran out of funding, we were self-funded, and so it was challenging. I think I learned a lot just about the plant and about connecting with people.
You realize it’s very important to help people, a lot, not just take. I think by growing my network and helping people as much as I could, I really built up myself and am in a position where I have a plethora of resources now. If I need help I can find someone to help me.
High Herstory: How was your experience on Bong Appetit? Which cannabis chefs are you loving lately?
Alice Moon: Oh my goodness, my experience on Bong Appetit was phenomenal. I got called at the last minute. One of their guests canceled on them. So they called me about 2 hours before filming like “Hey, want to be on our show?” and I was like “Absolutely, yes please, thank you!”
And they were like “Okay, cool, we’ll have a car to you in about an hour.” I was like, okay, well I need a little more than an hour to get ready, but sure, yes. So they came to pick me up and before we started filming they came and brought a tray to the room, with a bunch of weed, like, “Here you go, Merry Christmas.” And we all started rolling up, smoking a little bit here and there, and just chatting it up before we started filming.
The filming process was so great. I got to eat so many different infused foods. I didn’t even fully comprehend everything I was eating until I watched the show, because there was a lot that went into it, a lot of molecular gastronomy and stuff like that. It was all over my head because I was stoned out of my mind when they were telling everything I was eating. I was just like “Okay, alright, this sounds good.” It tasted great.
The one part they didn’t show in the episode was when we had a green tea matcha dessert and my reaction to it was like “eww this is terrible.” And so they ended up cutting that whole entire scene out, which I think is funny, because I guess nobody really enjoyed the dessert that much.
But it was a really unique experience, I mean, smoking a 10 gram blunt? That was great. That had kief, all different types of crystals in it, a bunch of oil, it was phenomenal. I am very lucky to have that experience. It was awesome.
High Herstory: That must’ve been so wild to be so high on TV like that. I just can’t imagine!
Alice Moon: Yeah, so the week before that, I judged the High Times Top Chef Cannabis Cook-Off. So, I had gotten used to having cameras in my face while I was eating. Doing that really prepared me.
There were a plethora of cameras in my face. People watching all around. People asking questions while we’re eating. That really helped prepare me for being on the show, cause I realized, here are the things I want to talk about, here’s how I should look, and gotta be aware, there is a camera right there while I’m eating, so gotta be mindful of that.
Chef Holden Jagger is my favorite cannabis chef. He and his sister, Rachel Burkons, have a company called Altered Plates, and they do high-end dinners and experiences. My last infused meal was actually by Chef Holden, a few years ago, in 2018, I believe. That was a great 5-course infused meal. They did a pairing with it and all that jazz, so I’m a huge fan of his work.
High Herstory: I’d love to ask you about cannabinoid hyperemesis syndrome if you’re comfortable. I think it’s so important to discuss, so I want to thank you for being an advocate and for getting information out there. I know it hasn’t always been easy to work in the cannabis industry and be vocal about that. I’d love to understand more about how were you diagnosed, what the experience was like, and how you coped with that.
Alice Moon: For those who don’t know, CHS is like a developed allergy to cannabis. Side effects include nausea, vomiting, and abdominal pain. Around 2016, during the peak of me doing edible reviews, I had started randomly throwing up.
I would just be, you know, driving my car, have to pull over, and I would just get extremely sick. And then it would go away. I couldn’t figure out what was wrong.
I quit drinking alcohol, thinking maybe alcohol had something to do with it, so I didn’t drink for 2 years. My symptoms persisted and got worse. Doctors said that I had acid reflux, so I went on acid reflux medication and I changed my diet. Didn’t get any better.
Eventually, I finally saw a doctor who told me about CHS, and she told me to take a 3-month break, and so I was very hesitant to even take that break, but I was like “I’ll go have one last infused dinner,” and that was Chef Holden’s 5-course infused meal.
That triggered my first severe episode with CHS, which was 14 days long. I threw up all day every day for 14 days. I was near death with that experience. That was my first of 3 episodes.
So, I had that episode, I quit using cannabis for a few months, and I re-introduced pesticide-free cannabis into my life, all organic, and I was able to consume lightly for a few months and then symptoms came back, and then I had a 4-day episode. And then I thought “okay, I’ll just try CBD.”
I was able to use CBD for a few months until one day I was having my period and I took way more CBD than I had been taking, and that triggered a 16-day episode. With that one I got an ulcer, hernia, bacterial infection, and was ultimately hospitalized for a few days. It was all very intense. I nearly died during both of those extreme stretches of throwing up. I was down to like 108 pounds, and I weigh about 160 now, so it was a huge, dramatic weight loss. Crazy experience.
While I was going through this, I was publicly talking about it on social media, and I started receiving a lot of hate. A lot of people were saying “This is made up,” “You work for the government,” “You’re trying to come after cannabis.” And I had worked in the industry for so many years and was so passionate about the plant, and I’m still passionate about the plant, but I recognize that this is something that is real. I have it. Thousands of other people, I’m in touch with them, they have it. Denying that it’s real just does a disservice to the industry.
Now I run a Facebook group, an Instagram, and a Twitter account, all dedicated to CHS awareness. I’m in touch with 10,000 people who all have CHS. We all just support each other, educate each other, I connect people with media opportunities so other people in other cities can do interviews as well, so it’s not just me being the face of the syndrome. There are other stories out there to tell, too, I’m not the only one.
There are people who’ve gotten their gallbladders removed because gallbladder inflammation has the same symptoms as CHS. They’re getting them removed, not getting better, and realizing that they have CHS, and that was the problem all along, not their gallbladder. I know of 25 cases, and if I can know of 25 personally, that must be a huge number of people having organs removed. It’s definitely very crazy.
High Herstory: Folks with CHS can experience flare-ups and get sick after being around a lot of consumption. Do you have any tricks for avoiding getting sick when other people are smoking nearby?
Alice Moon: Capsaicin cream on the stomach is one way to help relieve symptoms, so when I go to places where I know there’s going to be secondhand smoke, I totally put it on. The only downfall is that it’s a cayenne pepper-based cream and it can burn a lot. So, some people can’t tolerate the pain of having it on their skin. When I was going through one of my episodes, I used it and was in so much pain I started crying.
Now, I’ve built up a tolerance to it, and can use it at events, but ultimately, I just have to avoid those type of events. I can’t go to events where there will be heavy smoking because it will make me sick.
High Herstory: How do you think we can all further evolve as an industry to address this important aspect of health around cannabis?
Alice Moon: People just need to talk about it with their peers. Starting the conversation can help lead to someone discovering that they have CHS.
There’s one company in the industry, they had a company-wide meeting and told all their employees about CHS, sent around articles about me, just like “here’s some information about a possibility that can happen.” Turns out, one employee’s boyfriend was in the hospital and didn’t know what was going on with them, they reached out to me, and I was able to give them all the information that they needed. Steps like that, and even just talking about it with our peers, in a conversation, in a Clubhouse chatroom, can really make an impact.
That way, if someone does have the side effects, they can catch it early. I had it for 2 years. I was sick for 2 years before we figured out what was wrong with me. I don’t want anyone to go through that kind of suffering. If you catch it early enough, you can still continue to consume cannabis lightly, so it would be great if people could figure it out before they get to the second stage, which is the hyperemetic stage.
High Herstory: After your career pivot to cannabis events and PR, what do you find to be the most rewarding part of the job?
Alice Moon: Working with clients that are doing good for the industry and getting them media attention. One of my clients right now, they’re a hemp company called GoodeKind, and they donate ⅛ of their profits to human rights initiatives. Currently, they’re helping to get clean water to the Navajo Nation.
Every time I get them coverage it feels like a huge win because we’re a very small team with a good heart. It just feels really good to be telling the story of people who are doing such good things.
High Herstory: Any advice to brands, new and pre-existing, looking to enter the cannabis space?
Alice Moon: Be mindful of the space you are entering. Pay homage to the people who’ve helped build this space. Don’t step on any toes. Give back in some way or another. Help fight the damage done by the War on Drugs. Don’t just be coming in it for the money.
You need to have an understanding of the plant. Understand the positives, the negatives, and the impact this plant has had on many lives.
There’s 40,000 people still in jail for cannabis offenses in America. If companies are coming into the space, I think they need to be doing something to have some type of impact and help those people who are still in jail.