Marijuana Business Magazine - May-June 2018

EXECUTIVE SUMMARY Employees at New Frontier Data run the gamut, representing different nationalities, ethnicities, religious backgrounds and more. Giadha Aguirre de Carcer, CEO of the Washington DC data analytics firm, said a diverse workforce allows the company to better understand the inner workings of global cannabis markets. According to de Carcer: • The company’s employees hail from Latin America, Asia, Africa, the Middle East, Europe and the Caribbean – in addition to the United States. • Their political affiliations, religious backgrounds, sexual orientation and work experiences also are wide ranging. • Diversity means New Frontier employees are better positioned to grasp how religion, politics and other factors can influence MJ demand – especially in overseas markets such as Latin America, where New Frontier Data plans to expand its activities. • Workforce diversity also has helped the company’s own business endeavors and areas of focus, including its recent expansion into hemp analysis. ANC¬LLARY BUS¬NESS STRATEG¬ES H aving a diverse workforce – combining different nationalities, gender, religious backgrounds and more – is a business strategy for Giadha Aguirre de Carcer, the founder and CEO of New Frontier Data. A wide mix of backgrounds and lan- guage skills – from Africa, Asia, Latin America and elsewhere – allows the marijuana data-analytics company to better understand the inner workings of global cannabis markets, accord- ing to de Carcer. That includes the mindset of cannabis users here and abroad, potentially giving the Wash- ington DC firm a leg up on rivals. New Frontier Data boasts a diverse workforce that can better understand cannabis users’ mindset, find new business Diversity Top of Mind By Tessa Cheek Thanks to their diverse backgrounds, de Carcer noted, employees are bet- ter positioned to grasp how religion, politics and other factors can influence MJ demand – especially in overseas markets such as Latin America, where New Frontier Data plans to expand its market-analysis activities. Giadha Aguirre de Carcer is the founder and CEO of New Frontier Data. Photo by Spencer Bentley/ New Frontier Data 116 • Marijuana Business Magazine • May-June 2018