Priscilla Vilchis, also known as “Queen of the Desert” or the “Hollyweed Queen,” is the owner and CEO of Premium Produce, a family-run cannabis business with operations in Lynwood, California and Las Vegas. A trailblazer in the industry, Vilchis became the youngest female minority to be awarded cannabis cultivation and production licenses in the state of Nevada. Among her partnerships, she recently teamed up with Ice Cube to bring his iconic Fryday Kush brand to Vegas.
You’ve been called the “Queen of the Desert” and the “Hollyweed Queen.” How do those titles reflect your approach to leadership?
Priscilla Vilchis The nicknames were born out of recognition of my fearlessness. Winning one of Nevada’s coveted cannabis licenses was no small feat. It was a process designed to weed people out. Instead of backing down, I leaned in. And the Hollyweed Queen title really comes full circle with my ties to the Los Angeles community, where I call home, and the business I’m building there.
What personal qualities or strategies have been most important to earning respect and authority in a space historically dominated by men?
Fearlessness, persistence and being unapologetically myself. I’ve learned that when you walk into a room with confidence—not arrogance, but conviction—people take notice. Working with Ice Cube to bring his iconic brand Fryday Kush to Nevada reinforced that for me. Ice Cube operates with authenticity and zero hesitation, and that validated my own approach.
What was the biggest obstacle you faced starting your cannabis business, and how did you overcome it?
Securing that first license in Nevada. The application process was grueling, competitive and expensive. I overcame it by refusing to accept that failure was an option. I studied every detail, built the right team and submitted applications that reflected not just compliance, but vision.
What advice would you give women who want to break into industries where they’re underrepresented?
Stop waiting to be invited. Walk in, claim your space and trust that your voice belongs. Industries won’t change unless women show up and demand to be seen.
To learn more about Premium Produce's menu and partnerships, click here.