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.
The Rise of Unexpected Voices in the Legalization Movement
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 …
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Author: Bethan Rose Jenkins / High Times
