Not every conversation at the Ignite It Cannabis Conference 2025, was about profit margins or brand exposure. Some are about purpose.
In this episode of the Justice Row Executive Interview Series powered by Canopy HR, Loriel Alegrete, CEO of 40 Tons, sits down with Marianne Cursetjee, Founder and CEO of Alibi Cannabis, for an honest talk about growth, integrity, and community.
The conversation, filmed live at the 2025 Ignite It Conference in Chicago (formerly known as the Benzinga Cannabis Capital Conference), dives into what it means to build a company that remembers its roots while expanding into new markets.
From the challenges of launching in New York to the importance of honoring justice-impacted communities, this episode reminds the industry that success in cannabis is about more than scaling. It’s about staying true to the people who built the foundation.
About the Episode:
Marianne shared that Alibi’s journey started from a deeply personal place.
“I got into this space through a journey with cancer,” she said. “We started the company with quality and the medical patient in mind.”
That focus on compassion and care still drives the brand today. What began as a medical need evolved into a mission, to create products that are mindful, consistent, and community centered.
Eight years after founding Alibi Cannabis in Oregon, Marianne has led the brand to new ground, launching in New York in 2025. “People think, oh, you just launched a product,” she said. “But it’s taken us two years to get here. It’s a lot of work to find the right partner, to figure out which products you’re launching with, packaging, compliance, all of that stuff.”
That patience and persistence have paid off. Alibi Cannabis is now a coast-to-coast operation, representing the kind of purpose-driven expansion that many talk about but few achieve.
Supporting the Justice Impacted
Loriel and Marianne also spoke about the importance of showing up for others in the industry, especially those who have been justice impacted.
When Loriel asked what it meant for Alibi Cannabis to support Justice Row, Marianne’s response was simple but heartfelt.
“It’s important to keep in mind where we all came from and how this industry evolved,” she said. “I want to make sure that we honor the people who have laid this foundation so that we could all be here today.”
That acknowledgment is not just talk. Alibi has been a consistent supporter of the 40 Tons Foundation and its mission to provide opportunity, education, and visibility for justice-impacted entrepreneurs.
Loriel reflected on that commitment during their exchange, saying, “People like you that see the growth and the potential everywhere, and actually put action behind acknowledgment, are what this movement needs.”
The Power of Purpose
When asked what advice she would give to women entering the cannabis space, Marianne didn’t hesitate.
“Know your why,” she said. “Because there’s going to be tough times with any business, especially with cannabis. If you don’t have the reason that you wake up in the morning, then the down times are really going to set you back.”
That message resonated with Loriel, who knows firsthand the realities of building a brand through challenge. For both women, success means more than growth metrics. It’s about impact, perseverance, and the ability to pivot when necessary.
“My why is because I really do believe that cannabis can make the world a better place,” Marianne continued. “It makes us better people. It makes us better community. It makes us happier.”
In a space that often gets caught up in numbers and noise, her perspective grounded the conversation.
A Shared Mission
What makes this interview special is not just the insights shared, but the shared mission between both women.
40 Tons and Alibi Cannabis may operate in different ways, but their principles align. Both understand that cannabis is not only a product, it is a tool for healing, connection, and change.
Through Justice Row, 40 Tons has built a space where equity and empowerment meet opportunity. The booth, powered by Canopy HR, is designed to elevate justice-impacted entrepreneurs and amplify their stories across major industry events.
At Ignite It 2025, that mission continued. And with leaders like Marianne stepping forward, the message is clear: the cannabis industry grows stronger when it grows together.
Guest Spotlight
Marianne Cursetjee is the Founder and CEO of Alibi Cannabis, a cultivation and lifestyle brand founded in Oregon and now expanding into New York. Known for its commitment to quality and compassion, Alibi was built from Marianne’s personal experience as a cancer survivor.
Her leadership reflects a balance of business acumen and social responsibility. Beyond building a successful brand, Marianne continues to advocate for fairness, inclusion, and community engagement within the cannabis space.
She remains an active supporter of the 40 Tons Foundation, helping to bridge the gap between established operators and justice-impacted entrepreneurs.
Key Takeaways:
Expansion with Intention
Alibi Cannabis took two years to carefully plan its entry into the New York market. The result is a thoughtful expansion built on partnership and authenticity.
Honor the Roots of the Movement
Marianne emphasized remembering the people who made legalization possible, those who served time for the same plant now creating generational wealth.
Purpose Over Profit
Success in cannabis comes from knowing your why. As Marianne said, “If you don’t have the reason you wake up in the morning, the down times will set you back.”
Women Leading Change
Marianne’s journey reflects the growing presence of women entrepreneurs shaping the cannabis space with integrity and empathy.
Community as Core Value
Supporting initiatives like Justice Row keeps the heart of the movement alive. As Loriel noted, “It’s refreshing to see leaders who not only talk about community but show up for it.”
Why It Matters
The Ignite It Cannabis Capital Conference (formerly known as Benzinga) has evolved into a place for connection, not just competition.
Through platforms like Justice Row, powered by Canopy HR, 40 Tons continues to spotlight entrepreneurs and advocates who remind the industry of its roots and its responsibility to grow with purpose.
Conversations like this, between Marianne and Loriel, bridge business with humanity. They show that the future of cannabis depends on empathy, collaboration, and commitment.