How It Started: A Life-Changing Experience with Marianne Cursetjee, CEO of Alibi
What was it about cannabis that first piqued your interest, and when did that happen? My interest in cannabis began during my personal battle with cancer. I was prescribed over ten different medications to manage the side effects of chemotherapy, and it was overwhelming. Cannabis became a game-changer for me—it helped me get through that difficult time. That experience opened my eyes to its potential and ultimately inspired me to buy land in Oregon, start a cannabis farm, and dive into this industry.
How did Alibi come to life? What is its origin story? Alibi was born out of that life-changing experience. After seeing firsthand how powerful cannabis could be, I knew I wanted to be part of this industry in a meaningful way. With a background in business and tech, I saw an opportunity to create something special—something rooted in quality, sustainability, and integrity. Alibi is the result of that vision—your Alibi is that special place where beauty surrounds you and adventure awaits.
What is it about the company that makes it stand out? At Alibi, we’re laser-focused on quality—from the flower itself to how we treat our people. We’re not trying to be the biggest; we’re trying to be the best. We’ve built a strong culture around consistency, transparency, and long-term relationships. That commitment really shows in our product and in the loyalty we’ve built with customers and partners. The “Mariposa” branding, featuring a woman with butterfly wings, symbolizes transformation and empowerment, resonating with consumers seeking both quality and meaning in their cannabis experience.
What does your typical day look like and what do you enjoy most about your work? No two days are the same, which is part of what I love. One day I might be deep in operational meetings, the next I’m walking the grow or connecting with partners. What I enjoy most is seeing our vision come to life—watching our team thrive, hearing from happy customers, and knowing we’re making a positive impact in a space I care deeply about.
What has been the highlight of your cannabis career to date? There have been a lot of proud moments, but one that stands out is when one of our cultivars was mentioned on national TV by Jimmy Kimmel. It was surreal to see our brand spark that kind of buzz and get national attention. It was a mix of fun and meaningful—just like the plant itself. The daily highlights are having started with an empty field and seeing what we’ve created over time—a fantastic team that enjoys working with the plant, a brand that resonates with the community and celebrates life.
Can you give us one cannabis trend that excites you? I’m really excited about the shift toward cannabis replacing alcohol in social settings. It reflects a broader cultural acceptance and a new way people are thinking about wellness and recreation. It’s a trend that has so much potential, and I love seeing more people open up to it.
Is there a product or service you hope someone creates to serve the cannabis community? I’d love to see more innovation around sustainability. Sustainability usually refers to packaging and energy use, but I view it as larger than that. Buying the right piece of equipment that will last for years is just as sustainable as installing LED grow lights. We need a mindset that is environmentally conscious and scalable while future-proofing operations. It’s not just good for business; it’s good for the planet and the future of our industry.
What is the biggest change you want to see in the sector? Descheduling cannabis is a huge one and it’s an easy answer. But I think it’s bigger than that. True normalization will not happen from regulation. Normalization will happen when we are free to make choices for ourselves about what we put in our bodies. Cannabis can help with so many things and yet we are restricted from talking about that. For now, we can share personal anecdotes, but imagine a world where plant medicine is openly used for anxiety, ADHD, pain management, and just to enhance life. No judgement, no pressure, just deciding what’s right for you at that moment.
Any advice you would give to someone looking to enter the cannabis industry? Be resilient, be curious, and come in with a mindset of service. This industry moves fast, and it’s not always easy—but if you lead with integrity and focus on quality, you’ll find your way. Also, network like crazy. Relationships matter here.
What’s next for you? What should we be on the lookout for? We’re continuing to grow Alibi in thoughtful, sustainable ways. I’m also really passionate about pushing for more industry reform and helping elevate women entrepreneurs in this space. Stay tuned—we’ve got some exciting things brewing. Do you have an Alibi?