When Jorge Inda Meza, entrepreneur, and chief marketing officer of cannabis food and beverage company Tre Hold Co., first heard in October 2016 that then-Republican Party nominee Donald Trump used the racial slur “bad hombres” during the third presidential debate, he brushed it off.
“I thought it was really puzzling because it was said on national television so openly, but it didn’t bother me because it wasn’t true,” Meza told Remezcla during a recent interview. “What you see in the Hispanic community are people who are vibrant and work as hard as hell and pay their taxes and want better for their families.”
When it came time for Tre Hold Co. to launch a new edible product this past summer in California, he knew exactly what he wanted to call it. Thus, Bad Hombre Cannabis, the first artisanal chocolate candy infused with THC using water-soluble emulsion technology, was born. Meza, whose roots are Mexican, wanted to take the negative connotation behind “bad hombre” and flip it on its head.
“I wanted to use the term to convey what the Hispanic community is about,” he said. “We come [to America] and we work our asses off. We study and we take care of our families and our community. If you want to call me a ‘bad hombre,’ then we’ll just make a business out of that.”
Along with the launch of the new product, Meza said Tre Hold Co. is also taking the opportunity to help other Latinos succeed in business. For him, it’s not about winning a culture war. It’s about making progress and supporting others out there who want to do the same. “Our product is amazing, but what’s more important is that Hispanics can do it, too. We want to help them on that journey. It’s about equal opportunity. Everyone should have the same shot.”
To assist those in our communities who want to start businesses, Tre Hold Co. is open to working with people in an advisory role. This includes guidance on how to raise money, find suppliers, and develop brand awareness. “For now, it’s direct access to me and my resources,” Meza said. “Later, let’s see how far we can take it. We’re not doing this to solve all the world’s problems, but maybe we can help make a difference.”
Whether that’s connecting a young entrepreneur to distributors or helping communities overcome stereotypes, Meza is in the fight for the long haul. “We’re going to help people be successful, so their communities are successful,” he said. “We’re taking ‘bad hombres’ and making it a point of pride.”
Bad Hombre Cannabis artisanal chocolate bars are currently available at licensed dispensaries in southern California. For more information on the product and how to participate in the company’s entrepreneur program, visit badhombrecannabis.com.
