Founder’s Spotlight: Jonny Locarni, Founder of Magic Cactus

Some founders are motivated by profit. Others are driven by passion. For Jonny Locarni, founder of Magic Cactus, his business journey has been fueled by something much deeper—a personal mission to change the way we approach unwinding, without the harmful side effects of alcohol.

From the Midwest to LA: The Entrepreneurial Spark

Jonny’s story begins in the Midwest, where he grew up in Omaha, Nebraska. The values ingrained in him during those formative years still guide his work today. “The work ethic in the Midwest is unmatched,” he explained. “It’s very much a roll-up-your-sleeves and get-it-done mentality, no matter what’s happening around you.” That grit became one of Jonny’s defining traits, and it carried him through early entrepreneurial ventures like selling sunglasses on eBay and t-shirts centered around Nebraska’s football culture during college.

While those early ventures may have been more about hustle than long-term vision, they taught Jonny valuable lessons that still apply today. “One of the biggest takeaways from those days is the difference between short-term, seasonal ideas and business concepts with real longevity,” Jonny said. The t-shirt business was fun and made money in the moment, but it lacked the staying power of a solid brand. It’s a lesson he’s never forgotten as he transitioned from small side hustles into the world of startups and eventually Magic Cactus.

Diving Into Cannabis by Accident

After college, Jonny found himself in LA, working as a public accountant. Little did he know, his next career pivot was just around the corner. “I fell into the cannabis industry by accident,” he laughed. “I was approached by a California cannabis group in 2017 to do some consulting on the side, and suddenly I was pulled into this nascent industry full of challenges and opportunities.”

While Jonny didn’t originally have a passion for cannabis, he quickly found himself fascinated by the industry’s complexities—especially the unique financial challenges cannabis companies face under federal law. “There were businesses losing tons of money, but on paper, they had to pay taxes,” Jonny explained. “It was the Wild West, but it was also an exciting place to be. That’s when I realized this industry had so much potential and that it needed people like me to help figure it out.”

That initial consulting work grew rapidly, and soon Jonny was working with multiple cannabis companies, helping them navigate everything from tax laws to compliance issues. “At some point, I looked around and thought, ‘Am I a cannabis consultant now?’ It all happened so fast,” Jonny recalled.

Building Magic Cactus: A Healthier Alternative

Jonny’s time in the cannabis industry planted the seeds for what would eventually become Magic Cactus. After consulting for several years, he began to see a major gap in the market—particularly when it came to products for the canna-curious. “Most dispensaries are geared toward heavy cannabis users who are looking for the highest THC content they can get,” Jonny explained. “But what about people who want to unwind without getting overwhelmingly intoxicated? I saw that market as underserved.”

But the idea for Magic Cactus didn’t fully take shape until a personal struggle made Jonny rethink his relationship with alcohol and wellness. “During COVID, my father’s struggle with alcohol became worse. He went from being a functional drinker to someone who was really battling addiction. Watching that unfold made me realize how powerful alcohol alternatives could be for people,” Jonny shared.

Jonny’s response was to create Magic Cactus, a line of low-dose, hemp-infused beverages designed to offer a healthier way to unwind. The goal was simple: create something that tasted amazing and gave consumers a light, relaxing experience without the heaviness associated with traditional cannabis products or alcohol.

From day one, Jonny knew that Magic Cactus had to be more than just a business—it had to have a mission. That’s why the company pledges 10% of its profits to organizations that combat alcohol and substance abuse. “This was non-negotiable for me,” Jonny said. “Our mission on the surface is to provide a healthier way to unwind, but the real heart of Magic Cactus is about making an impact on the deeper issues of substance abuse in our society.”

Navigating the Regulatory Maze

As with any cannabis-adjacent business, Magic Cactus has faced its fair share of challenges—particularly when it comes to navigating the patchwork of regulations across different states. “While I’m incredibly grateful for the opportunities the hemp industry brings, especially in beverages, it’s still tough to scale when you’re dealing with a regulatory environment that can change overnight,” Jonny admitted.

California, a market Jonny was eager to tap into, recently implemented emergency regulations that upended his plans to launch Magic Cactus in high-end retailers like Air1. “We were so close to launching, and then these emergency regulations were passed. It was devastating, to be honest,” he said.

Despite these setbacks, Magic Cactus has continued to grow through direct-to-consumer sales. “About 85% of our business is D2C right now, and that’s been a lifeline for us,” Jonny explained. “Retail is still a part of our strategy, but we’re moving cautiously. We don’t want to overextend ourselves and face the same regulatory issues that hurt us in California.”

Changing Perceptions Around THC Beverages

One of Jonny’s biggest challenges with Magic Cactus has been educating consumers about the benefits of low-dose, microdosed THC beverages. “When people think of THC, they often think of a gummy they had five years ago that knocked them out for the day. So there’s a lot of education involved in showing them that a two-milligram beverage won’t have that same effect,” Jonny said.

At a recent music festival in Pennsylvania, Magic Cactus had the chance to introduce its microdose beverages to a new audience. “It was wild to see how many people had never even heard of microdosed THC. But once they tried it, they were won over. Education is key in this industry—it’s not just about selling a product, it’s about helping people understand that THC can be part of a normal, approachable drinking experience.”

The Future of Magic Cactus

While Jonny has no immediate plans to launch higher-dose products like five-milligram beverages, he’s focused on keeping Magic Cactus true to its mission. “We’re not chasing shiny objects. We’ve carved out a space in the market for approachable, low-dose beverages, and that’s where we want to stay. There are plenty of higher-dose options out there for people who want them, but for our customers, the appeal is in the light, anxiety-free experience Magic Cactus provides.”

As for what’s next for Jonny and Magic Cactus, the focus remains on growing the brand thoughtfully and making an impact. “We’ve always been mission-driven, and that’s not going to change. Whether we’re working on expanding our product line or growing our customer base, the ultimate goal is to provide people with a healthier alternative to alcohol while also supporting causes that matter to us.”

And I guess we will forgive him for being a Cornhusker fan even though they play my beloved Hoosiers next week. But still, GO HOOSIERS!