At Grasslands, we do things differently and with distinction. We understand that our clients have many choices when it comes to engaging with an agency—and to that end, we work hard to lead with transparency, authenticity and journalism-mindedness.

But what does a qualifier like journalism-mindedness mean in an agency? It means we show our work. It means we act with integrity and clarity. It means not overpromising and under-delivering. It means active listening, note-taking and treating your brand like the important story it is. We employ journalists, digital marketers and professionals with top-notch experience, relationships with media outlets and a passion for delivering exceptional work.


Building a meaningful brand story and supporting it with consistent messaging and PR STRATEGIES may be a more intricate endeavor in modern cannabis and hemp than nearly any other industry. Grasslands is the rare public relations agency that strategically educates and informs as it gets the word out.

—Elizabeth Hogan, Vice President of Brands at GCI Inc. / Willie’s Remedy 

Ricardo’s integrity and background as a highly RESPECTED JOURNALIST made bringing him onto the team an easy decision. We are lucky to have someone with his level of thoughtfulness, commitment and character working with us side-by-side on our mission to improve the quality of life of conscientious cannabis consumers everywhere.

—Michael Ray, CEO, Bloom Farms


Our agency is helmed by Ricardo Baca, an award-winning journalist, keynote speaker, TEDx veteran and thought leader in modern media and drug-policy circles. He served as The Denver Post’s first-ever marijuana editor and founded news vertical The Cannabist, where he extensively covered the advent of adult-use cannabis and related issues across the country and around the world, as seen in the feature documentary Rolling Papers (Netflix).

In 2016, Ricardo launched Grasslands: A Journalism-Minded Agency to work directly with business leaders in highly regulated industries, including cannabis, energy and traditional healthcare. Named Marketer of the Year by AdCann in 2019, Ricardo has received numerous accolades for his trailblazing work covering drug policy, cannabis business and culture, and continues to columnize and host podcasts for a number of top publications.


We’re ready to amplify your brand and help you start conversations that matter. From thought leadership expansion to branding projects, we’ve got the skills, passion and expertise to help you reach your goals.