Creator Spotlight - Tara Falk - Aim & Fire

Can you share a bit about your journey into the cannabis industry and what inspired you to start Aim and Fire?

Tara: My career in brand and field team activation began when I was 18, finishing my Associate’s Degree shortly after graduating high school at 16.

The first gig I booked came from Craigslist. I drove two hours to hand out Starbuck’s gift cards in exchange for consumer surveys at the mall with Hyundai. After that, I demoed Keurig machines for an entire month outside an office building. I realized by networking with my team leads and tour managers that I was cut out for this industry and set a goal to grow within it.

Working through the ranks of pretty wide-spanning positions—a ‘Power Chef’ actor performing over-the-top veggie taste tests in local elementary schools, event coordinator for a drone racing company, LL Bean State Fair staff with the Bootmobile, host of a Scentsory experience at the Mall of America Airwick—I eventually became a field manager and then a tour manager, working my way across 47 states, Mexico, Canada, and The Bahamas.

On occasion, I faked the results of drug tests to obtain roles of interest knowing I was no less qualified as a cannabis user.

I moved from Wisconsin, to the Twin Cities, to Boston, and Chicago—eventually deciding after 8 years that to access the best opportunities, I’d need to base up in Los Angeles or NYC.

As soon as I got to the land of recreational cannabis and saw opportunities to apply my skill set to this industry, I was dedicated! After a brief stint as Cann’s first LA Market Manager, my passion for the plant, unique professional experience, and the need I saw in the market inspired me to found Aim & Fire.

What is the mission behind Aim and Fire, and how has it evolved since its inception?

Tara: Aim & Fire is a field marketing agency that brings the same standard of hospitality and customer service to cannabis that I’ve provided all categories of CPG over the past twelve years.

Cannabis brands require specialized, dedicated service from experienced providers because the industry is new, highly regulated, and rapidly evolving. Unlike mainstream CPG, these businesses face unique legal, compliance, and marketing challenges. We promote consumer safety, help businesses scale in complex and varied landscapes, and foster the growth of a responsible and sustainable cannabis industry.

Mainly, we’ve evolved from a local focus on the California adult-use cannabis industry to dissolving barriers between cannabis and non-cannabis clientele as a national event staffing company.

How do you approach the challenges of breaking stigmas associated with cannabis use through your work?

Tara: For approximately the first decade of my career, my cannabis use was a part of my lifestyle and personality that didn’t integrate and even threatened my career progression on more than one occasion—whether a scent of it or an honest statement was caught.

I dealt with the same thing being from a small rural town in middle America where underage binge drinking was considered highly favorable to cannabis use.

I’m not sure I’ve ever approached the challenge because it was part of my growing pains for as long as I can remember—but I have embraced it by using cannabis as a natural tool for wellness, growth, and prosperity.

Can you describe a pivotal moment or experience that reinforced your commitment to cannabis advocacy?

Tara: When I mention I’m from Wisconsin, people often respond with, “Cheese and beer?”—and they’re right. However, I stopped drinking alcohol after discovering the infused beverage category. This decision, though unintentional at first, marked a pivotal moment in my life. I’ve seen alcohol’s devastating effects, but I’ve also witnessed the profound harm reduction potential of cannabis. Watching cannabis products work as effective harm reduction for those battling substance abuse, including reducing reliance on opiates and alcohol, reinforced my commitment. It’s transformed my life and offers hope for many others.

What are some common misconceptions about the cannabis industry that you strive to correct through Aim and Fire?

Tara: Cannabis culture is often stereotyped with massive excess in bags of weed, clouds of smokes, hot girls, and guns. This toxic portrayal is not only violent and exploitative but also perpetuates the issues and injustices within the industry and society.

Cannabis culture is actually diverse and meaningful, touching every corner of the earth and representing different values for different people.

The negative stereotypes around cannabis were intentionally created to criminalize and marginalize certain communities.

It’s time to reframe cannabis from a vice to a valid and respected lane of industry.

By promoting the new wave of cannabis businesses and prioritizing substance over style, we can highlight the true potential and its positive impact on communities worldwide.

How do you see the future of cannabis marketing and advocacy evolving, especially with the work you’re doing at Aim and Fire?

Tara: By diffusing barriers between cannabis and non-cannabis clients, we foster cross-collaboration and encourage the adoption of cannabis components into new experiences.

This integration opens the door for innovative partnerships, blending the best elements of different industries and creating unique and enriched consumer experiences.

As mainstream brands increasingly recognize potential and value, they’re more likely to explore how cannabis can intersect with their products, services, and activations—further legitimizing and expanding the market.

Attention to compliance protects clients and their brand equity, but it also solidifies our reputation as a knowledgeable and professional company capable of handling the intricacies of both cannabis-related and mainstream projects.

This dual capability helps us promote cannabis responsibly across industries, ensuring it’s recognized as a legitimate and valuable product.

What exciting projects or initiatives are you currently working on that our readers should know about?

Tara: The Great Midwest Marijuana Harvest Protest has been happening in Madison for over five decades. It was my own first experience with cannabis activism. Just last year, the elder/legacy organizers passed the torch to a new group of young activists and entrepreneurs working hard to evolve the event and harness its lasting energy as a true catalyst for change, at a turning point in Wisconsin for cannabis & hemp businesses on the precipice of legalization.

As a Wisconsin native (transplanted in LA) I’m proud to join this production team as a Vending & Partnerships Specialist!

This year, we’re hosting a two-day festival and prohibition protest in Madison where we’ll come together in unity to celebrate all things hemp, demand decriminalization in the state, and stand behind common-sense legislation.

One of my main focuses is the THC Beverage Sampling & Sales Activation! We’re locking in 16-20 beverage brands to be part of this zone by August 1st.

In addition to my role supporting vendor/partner relations, Aim & Fire is partnering with The Great Midwest Hemp Fest as a retail ops team to facilitate on-site sales of infused beverages.

How can our readers connect with you, and what’s the best way for them to support your work?

Tara: The best place to follow along and find a visual representation of what we do is on Instagram: @aimandfirela / @aimandfireagency - but we’re also searchable on LinkedIn, Facebook, and Alignable!

For those interested in getting involved with The Great Midwest Hemp Fest, please visit: yourhempfest.org

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