Having been part of the developing cannabis industry for just over a decade, the founder of Canna Culture, Krithi Thaver realised the urgent and critical need to remove ill-information and create the space to provide the truth about cannabis to all communities in South Africa. Hence, the birth of Canna Culture, to disseminate the information through a credible channel. With limited access to resources and the pervading spectre of stigma, the difficult task of profiling and positioning Canna Culture in the hearts and minds of people began. During a long journey that included public protest action, hosting of educational seminars, engaging with progressive leaders, reaching out to like-minded people and support outside and inside court of fellow activists, the team at Canna Culture worked with great dedication and determination to achieve our goals. This is just the beginning but Canna Culture has already become a credible and respected knowledge repository for those wanting to learn more about the Cannabis plant. With a resource base encompassing medical doctors, globally renowned academics and scientists, activists and the foremost thought leaders, Canna Culture is primed to propel Africa to its rightful place globally as a powerhouse.