Priscilla, Queen of the Desert

photo by CMW Media/Christian Rodas

Cali Premium Produce CEO Priscilla “Queen of the Desert” Vilchis has been awarded a preliminary approval for expansion in Lynwood, California, making her company Cali Premium Produce one of the first licensed cultivation companies to be awarded a license in Los Angeles County. Vilchis has already made a name for herself in Las Vegas with her dual-licensed Premium Produce cannabis production and manufacturing facility. Her sights are now set on the Los Angeles recreational market, which is in its earliest stages and full of opportunity.

“[Our success] stems from the whole group. Take me for instance. You don’t see this in an average day, but I am a woman, I’m young, I’m Hispanic, but I managed to be able to do this, and I did this because of my experience in the health care industry.”

Vilchis’ company won preliminary approval for one of 13 licenses to operate in Lynwood on July 18. The news created a media storm around Vilchis, attracting reporters from Telemundo, Forbes and Bloomberg, who were interested in covering the promising career of a young, Latina entrepreneur. The Lynwood city staff received and reviewed over 40 applications—seven distribution and transportation applications, 17 manufacturing applications and two lab testing applications. According to the Lynwood meeting agenda, applicants were selected based on experience, location, operation plans and viability. The next and final step is negotiations with the Lynwood City Council.

Many factors were considered for the applicants. City officials wanted to know how much capital each company possesses, what their experience was and if they’ve been licensed in any other state. Private background checks were also conducted. Vilchis believes her 11,000-square-foot facility for Cali Premium Produce is capable of generating up to $25 million per year.

Premium Produce won licenses in one of the most difficult and competitive states, which was the state of Nevada. “I think that gave them reassurance because we’ve already gone through such a rigorous process,” Vilchis told CULTURE. “It was a very difficult but desirable state. The fact that I was able to win a cultivation and production license, I think, spoke for itself.” Vilchis earned the moniker after her Nevada brand Queen of the Desert, sharing the name of the 1994 dramedy smash-hit film The Adventures of Priscilla, Queen of the Desert and the Tony award-winning musical of the same name. Launching a successful cannabis production and manufacturing stint in Nevada made her “Queen.” After finding success in Nevada, establishing a business in Los Angeles is the next logical step for Vilchis.

Being a young, Latina woman helped fuel her desire to succeed. “[Our success] stems from the whole group,” Vilchis explained. “Take me for instance. You don’t see this in an average day, but I am a woman, I’m young, I’m Hispanic, but I managed to be able to do this, and I did this because of my experience in the health care industry. I started off in the health care industry and transitioned all of my knowledge and experience, as far as being in such a highly regulated space, I was able to smoothly transition into the marijuana business. Our cultivators have to be very good at what they do.” Vilchis is indeed good at what she does, which is why she’s expanding business beyond the state of Nevada.

Vilchis is aware of both the opportunity and the competition that awaits her in Southern California. “We so eager to bring our Queen of the Desert brand from Nevada to California,” Vilchis said. “We think we’re going to be able to trailblaze the cannabis industry very aggressively.”