A Republican Weed CEO Wants To Be Governor. Can Cannabis Be His Bridge Issue?

Duke Rodriguez runs Ultra Health and is running for governor of New Mexico as a Republican. In a moment when “rescheduling” is still only a federal directive, not a finished reality, he argues cannabis can shift from a partisan fight to a practical test of governance: rules people can follow, honest labeling, real oversight, and a legal market that can actually compete with the illicit one.

Tensions are mounting for America’s cannabis industry as banking blunders, inconsistent testing standards, labyrinth laws, and illicit markets engulf the industry in clouds of chaos and confusion.

Fortunately, the paradox of U.S. cannabis laws hasn’t stopped the industry from progressing, with some industry projections putting the market at almost $45 billion in 2025. Groundbreaking figures aside, America’s cannabis industry represents a contradictory landscape, promises versus paralysis.

As red states start launching medical programs, conservative voters are shifting stance and federal agencies quietly embrace forthcoming change in unpredictable territory. Maneuvering what feels like an endless maze demands unique perspectives from veterans, seniors, industry reformers, and conservatives.

Keen to get an insider’s perspective, I spoke to Ultra Health CEO and Republican candidate for governor of New Mexico, Duke Rodriguez, about his highs, lows, and beliefs that America is fast-approaching a tipping point in how it views cannabis.

Gone are the days when legalization was driven solely by progressives. Today, the complex world of cannabis is increasingly shaped by pragmatic conservative voices like Rodriguez, who believes the industry’s future depends on regulatory consistency, public trust, and economic fairness.

“Rules that protect patients and consumers, reward responsible operators, and ensure cannabis is treated like the serious healthcare and economic sector it has become,” Rodriguez told High Times.

In December 2025, President Donald Trump signed an executive order directing federal agencies to pursue moving cannabis from Schedule I to Schedule III. The order did not change the fact that the United States’ multi-billion-dollar cannabis industry remains federally illegal. The bizarre daily reality is that thousands of legal businesses have sprouted from a state-by-state medley of 40+ programs operating devoid of national standards.

“There’s a lot of hurdles to overcome to get there, but the future is bright!” Rodriguez wrote on Facebook following the executive order.

Modern cannabis needs concrete infrastructure intertwined with public health safeguards, legitimacy, and long-term sustainability, principles that mirror Rodriguez’s broader priorities as he runs for governor of New Mexico as a Republican: making government work, protecting patients and workers, and bringing predictability and accountability to systems that affect people’s daily lives.

The new right-of-center argument for cannabis reform is a hazy patchwork weaving elements of medical autonomy and limited government with personal choice and free-market opportunity, beliefs held strong by conservatives like Rodriguez, who has evolved from Medicaid reformer to cannabis industry leader. Formerly serving as Cabinet Secretary under Gary Johnson, he’s no stranger to the world of politics and has even been endorsed by the former New Mexico governor himself.

“Good governance means creating rules people can realistically follow. When policy starts with human outcomes rather than political labels, it brings people together,” Rodriguez said.

Amid the rise of red-state medical programs, more seniors are dabbling in cannabis over opioids. Meanwhile, veterans passionately advocate for cannabis treatment options and rural communities reap new job rewards. On the whole, the old anti-drug narrative is diffusing like smoke in the wind, with economic arguments for improved tax revenue, job creation, agricultural opportunity, and reduced enforcement costs rapidly replacing moral panic.

“Conservatives are becoming more vocal about cannabis reform because the facts have caught up with the politics. We see that regulated cannabis supports patient care, public safety, and local economies, while reducing black-market activity. It’s no longer an ideological issue. It’s a practical one,” Rodriguez added.

Honing in on the power shift within the Republican Party, younger conservatives overwhelmingly favor reform, with a survey from Pew Research Center revealing that 57% of Republicans aged 18-29 support legalization. (1) Plus, recent analysis from Pew Research Center found that 43% of Republicans and GOP-leaning independents favor legalization for medical and recreational use, indicating that further legislative change is likely on the horizon. (2)

Inconsistencies in ever-shifting state policies, among the many consequences of federal paralysis, are constantly etching flaws into an industry where thought leaders, business owners, and healthcare experts crave clarity, professionalism, and stability. As leaders steer the shift from stigma-driven laws to science-rooted regulations, policy changes through 2025 created fresh compliance demands and new investment opportunities across multiple markets.

“Families see healthcare choices. Cannabis doesn’t ask people to abandon their values — it allows them to apply those values in a practical, humane way. That’s rare in modern politics,” Rodriguez said. His gubernatorial campaign has been backed by former New Mexico Governor Gary Johnson.

Regardless of the clear progress that’s already taken place, unclear rules are still provoking corruption or favoritism, while the illicit market is forcing law-abiding growers and businesses to work harder if they want to stay afloat. Regulatory overreach is making underground farms all the more tempting, while steep taxes make legal product prices soar higher and loopholes discourage operators from playing by the rules.

“When compliance becomes more expensive than innovation, the legal market suffers and the illicit market thrives. Good governance means creating rules people can realistically follow,” Rodriguez said during our conversation.

Shrinking the illicit market demands clear, fair regulation, enforced consistently. In a hypothetical (and hopeful) scenario where the cannabis black market is completely stamped out, billions of dollars could be funneled back into legal economies, shifting demand away from unregulated channels, enhancing medical safety, and uniting Americans through a multitude of shared economic benefits.

It’s clear that the misshapen cannabis industry’s destructive dents need mending sooner rather than later. The following crisis factors are just a drop in the bucket in the grand scheme of things:

Hopeful business owners in some states are stifled by stiff entry barriers, whereas others implement loose systems that enable “bad actors” to sell non-compliant products. Then there’s the black markets that prosper under both extremes. By some estimates, illicit sales still represent the majority of U.S. cannabis commerce in several major states, with untested product and unpredictable cannabinoid levels remaining part of the risk.

Consumer confidence is noticeably damaged by the absence of nationwide standards across the U.S. cannabis industry, where labs go head-to-head instead of joining forces. With robust leadership in place, the U.S. can implement strict national testing and proper packaging and labeling criteria. Until that happens, consumers may be left dealing with widespread labeling inaccuracies. A study published in the journal Scientific Reports in 2025 found substantial mismatches between labeled and measured cannabinoid content in sampled flower products. (3)

Distorted by outside political pressure, the U.S. cannabis market has long been warped by deep allegations of corruption and bribery. Discrimination taints the unfair and biased licensing system, leaving many players on the sidelines with no chance of rising to the top ranks of favored participants. The obvious lack of consistent federal rules is creating a volatile landscape, but states could maintain autonomy while meeting minimum standards with the right approach.

A functional national framework is starved without science-based policy, simplified licensing processes, and financially attainable compliance requirements. Given that cannabis is still legally “taboo”, researchers are left tugging at whatever roots they can find to prove the plant’s medical credibility. Inconsistent and limited research is inevitably delaying policy progress and causing mixed feelings: cautious physicians, wary consumers, and hesitant insurers.

The recent rescheduling order will likely reduce perceived risk for banks and investors over time, ultimately improving cash flow, boosting profitability, and supporting jobs. However, billions in cannabis revenue indicate lost federal tax income, ultimately creating regulatory contradictions and pressuring U.S. lawmakers to reform federal law in a way that shields state economies, boosts banking access, and sustains economic competitiveness.

These are just a few of the convictions held by Rodriguez, who says he plans to push cannabis regulation to the forefront of his campaign for governor of New Mexico. He decided to run after watching the state become what he claims is “revenue-rich” but“results-poor”, convinced that the state needs leadership focused less on ideology and more on execution, outcomes, and trust in government.

For decades, Duke Rodriguez has lived at the crossroads where two drastically different worlds collide: healthcare reform and cannabis freedom. Raised from humble beginnings in California, he moved to NM aged 14 and got his hands dirty as a hard worker from the very beginning.

At age 38, Rodriguez launched his first startups, laying the groundwork to plant Ultra Health’s first seed a little over a decade later in 2010. Since then, the gubernatorial candidate has been praised, scrutinized, underestimated, and more recently analyzed under the media spotlight as he runs for governor of New Mexico.

To some Republicans, Rodriguez is admired for his trailblazer mentality. To many in the cannabis community, he’s living proof that change can emerge from the most unexpected corners. And to the businessman himself, his journey revolves around one thing: giving people the freedom to choose their own path when it comes to plant-based medicine.

Below, Duke speaks with the candor and conviction of someone who has lived through the battles and comes out believing the movement is bigger than politics. Here’s how our conversation went down:

“Medicaid reform taught me hard truths – mainly that government systems are slow to adapt, even when people’s health is on the line. When I saw patients using cannabis because nothing else worked, I realized the system needed to evolve.

Cannabis is medicine. People don’t turn to it for luxury. They turn to it for relief, dignity, and control over their own health. My healthcare roots pushed me to take cannabis seriously long before it was fashionable.”

“Regulation didn’t scare me – inconsistency did. The cannabis movement has always been full of people who fought through paranoia, stigma, and government indifference.

I just tried to build a company that honored that struggle. Clear rules, transparent processes, and no favoritism. We grew because we respected the community and refused to cut corners.”

“I’ve seen what happens when bureaucrats try to solve problems from a windowless room, and I’ve also felt the pressure of making payroll as a business owner. Those worlds collide in cannabis.

To move this industry forward, you need someone who understands both the people trying to start a dispensary and the systems that could shut it down.”

“Freedom is a conservative value. Choice is a conservative value. Keeping the government out of your private decisions is a conservative value.

Cannabis doesn’t divide the conservative movement – the old stigma does. The more Republicans hear the real stories — veterans sleeping through the night, seniors cutting back on opioids, families staying out of jail — the more they realize the movement aligns perfectly with conservative principles.”

“We can protect consumers without turning cannabis into a political toy. High testing standards, honest labeling, real science – these things make the industry stronger.

People forget: the old prohibition model never protected anyone. Responsible regulation does.”

“The stigma. The suspicion. And honestly? The sideways looks from my own party. But I didn’t walk into cannabis to win a popularity contest. I walked into it because the people using cannabis — patients, veterans, workers — deserved someone who was willing to stand in the fire with them.”

“When certain companies get special treatment, the whole system rots. A level playing field builds trust. Cannabis already has enough challenges without political favorites and backroom deals.”

“Federal paralysis. State overregulation. And too many politicians who pretend cannabis doesn’t exist while communities and businesses carry the weight. We need a consistent national framework that respects science, encourages entrepreneurship, and honors the human stories behind legalization.”

“Limited government. Free enterprise. Individual liberty. These aren’t slogans – they’re a blueprint for how to regulate cannabis with common sense. The market thrives when the government sets the guardrails, then steps aside.”

“The biggest misconception? That cannabis in 2025 looks like cannabis in 1975. The science is different. The needs are different. And the people using it are your neighbors, your coworkers, your parents.”

“We answer those concerns with knowledge, not fear. Today we have precise dosing, rigorous testing, and real medical data. Regulation and innovation is how we protect public health – not by pretending the plant doesn’t exist.”

“Yes, cannabis can help us tackle bigger issues. Criminal justice reform. Opioid dependency. Racial equity. Economic development. This plant has been part of the problem only because the law made it so. It can be part of the solution too – if we let it.”

“There’s a quiet revolution happening. Younger conservatives overwhelmingly support legalization. Older conservatives are seeing the medicinal benefits up close. The ground is shifting right under the party’s feet. We’re moving toward an era where cannabis isn’t a wedge – it’s a bridge.”

“I’d build a system that rewards good actors, protects consumers, supports communities, and doesn’t shove small operators aside. If cannabis succeeds, New Mexico succeeds. And vice versa.”

“We’re reaching a national tipping point. You can feel it – culturally, economically, generationally. Cannabis is no longer a counterculture. It’s becoming common sense. The states that embrace this moment will own the future of an industry that’s only getting bigger.”

Cannabis legalization can serve as a stimulus for broader national reform since it combines law, economics, civil rights, public health, and governance. Building an evergreen industry that continuously thrives and benefits everyone depends on various factors, including:

The subject of criminal justice reform stands at the forefront of larger national cannabis reform. Research suggests that cannabis-related arrests sank in states with decriminalization and legalization laws. Currently, there is no evidence that relaxing cannabis restrictions inflates criminal activity rates, presenting an opportunity to redress decades of disproportionate enforcement. (4)

Cannabis reform may offer harm reduction benefits by replacing addictive opioid prescriptions with safer alternatives. Studies indicate that cannabis could be a powerful tool for tackling the nation’s growing dependence on opioids, with the number of opioid-related deaths plummeting from 17,029 in 2017 to 13,026 in the year 2023. (5)

States are collectively generating billions in cannabis-related tax revenue due to job creation, agricultural expansion, and surges in tourism and hospitality associated with the U.S. cannabis industry. Per a 2023 report from the Tax Foundation, nationwide cannabis legalization could generate $8.5 billion annually. (6)

Cannabis reform helps social equity through the crafting of policies that support local communities, while simultaneously wiping old records clean, keeping people out of jail, avoiding corporate takeover, presenting business opportunities for all races, and reinvesting tax dollars into places most affected by prejudiced drug laws. (7)

Figures published by the Cannabis Control Division show that both adult-use and medical cannabis sales have exceeded $1.9 billion since cannabis was legalized across New Mexico in April 2022. With a rapidly growing state market, the landlocked state demonstrates the epitome of great potential, opportunity, and volatility.

New Mexico could become a model or a warning, with its success or failure revealing a lot about the national picture. Rodriguez foresees only one outcome: a thriving market that states can closely monitor and mirror, so long as the state has leaders capable of balancing both government and business. Clarity and consistency will determine the future of cannabis as a bipartisan issue in a divided country.

“If New Mexico can show that cannabis policy can be practical, compassionate, and economically sound — without ideological excess — we can help lead a national conversation focused on solutions, not sides.”

Federal agencies can’t ignore the industry forever, as cannabis rapidly becomes normalized in all areas of life, including wellness, medicine, and recreation. The key is to shield small businesses while promoting competition through incentives for innovation, streamlined tax structure, and guardrails against monopolization.

Duke Rodriguez’s message is a call for fairness, clarity, and depoliticization on a subject that rises above and beyond party identity. Now, the question is whether the nation can establish a system that fulfills its true potential.

“Cannabis has always been about people who just needed another option,” Rodriguez said. “I saw that in healthcare first. And it changed everything I thought I understood.”

As the industry approaches a critical, pivotal juncture, America can either move in the direction of modernization and lead the global cannabis market, or latch onto old-fashioned policies and trail behind. Federal policy debates are reaching a state of urgency, steered by economic, legal, and regulatory pressures.

The next five years matter more than the next 50; industry maturation is escalating and the future is being written now. SAFE Banking and other reforms remain critical, considering that large-scale, powerful corporations are still smoking out smaller businesses operating in the federally illegal market. Let’s not forget that cannabis grows naturally on our planet and should be fair game for everyone.

There’s no denying that the U.S. cannabis market is facing a structural reset following the administration’s directive to pursue Schedule III, but as we reach America’s tipping point, cultural acceptance is outpacing legal change. It’s time to see cannabis as a unifying political force, not a dividing one.

References:

https://pmc.ncbi.nlm.nih.gov/articles/PMC9543368/

https://www.pewresearch.org/politics/2024/03/26/most-americans-favor-legalizing-marijuana-for-medical-recreational-use/

https://www.pewresearch.org/short-reads/2025/07/08/facts-about-marijuana/

https://www.nature.com/articles/s41598-025-03854-3

https://www.ojp.gov/pdffiles1/nij/grants/255061.pdf

https://nida.nih.gov/research-topics/trends-statistics/overdose-death-rates

https://taxfoundation.org/research/all/state/cannabis-tax-revenue-reform/