How Fat Nugs magazine is redefining cannabis storytelling
When Dustin Hoxworth founded Fat Nugs Magazine four and a half years ago, he set out to fill a “gaping hole” in the world of cannabis publishing. In a world of misinformation, AI slop, and pay-for-play content, authentic editorial storytelling felt revolutionary. “We come from this community, so everything we do is because we want to do it,” Dustin says. “It’s based on love and passion first. You won’t get pay-to-play BS here.”
Photo courtesy of FNM photographers Derrall Peach and Paola Tello
What started out as a small, independent cannabis publication has bloomed into a nationally distributed magazine available in all 50 states. As a result, Fat Nugs has earned our deepest respect. In fact, it’s flagship brand in our new Cannabis Publishers Circle, designed to amplify cannabis publishers and their content.
For this month’s Member Spotlight, we spoke to FNM’s founder and editor-at-large Dustin Hoxworth about taking the magazine from seed to harvest.
Tell me a little about the origins of Fat Nugs. How long has the magazine been around and why did you start it?
Fat Nugs Magazine started about four and a half years ago, and it came from a mix of social media, encouragement from the community, and the realization that there was a gaping hole in the industry for a nationwide, grassroots, independent cannabis publication that focused on the small, mom and pop, equity, legacy, veteran-, and women-owned cannabis businesses and voices. The folks doing meaningful work without massive budgets behind them.
Photos courtesy of FNM photographers Derrall Peach and Paola Tello
Instead, I kept seeing pay to play everywhere. Editorial and magazine covers being sold. Coverage going to whoever had the most money, not the most important, interesting, educational, or fascinating story. Authentic journalism that respected the plant and the people around it felt almost nonexistent.
That didn’t sit right, so I built something that would do it differently. A nationwide print publication and media company, rooted in real storytelling, gorgeous visuals, and a genuine respect for the community and culture that surrounds cannabis.
“Authentic journalism that respected the plant and the people around it felt almost nonexistent.”
That didn’t sit right, so I built something that would do it differently. A nationwide print publication and media company, rooted in real storytelling, gorgeous visuals, and a genuine respect for the community and culture that surrounds cannabis.
Please share a few sentences that describe what sets Fat Nugs apart from other brands. How has the magazine changed since its founding?
What sets Fat Nugs apart is simple: We come from this community, so everything we do is because we want to do it. It’s based on love and passion first. We don’t sell our editorial pages in our magazine, you won’t get pay-to-play BS here. There is no fluff, no chasing trends. We make sure the voiceless have a place to be heard and seen.
Photos courtesy of FNM photographers Derrall Peach and Paola Tello
Since day one, we’ve grown from a small ICP (independent cannabis publication) into a nationally distributed magazine in all 50 states, but the core hasn’t changed. If anything, we’ve sharpened it. The quality of the storytelling, the visuals, and the intention behind everything we do is elevated but still grounded in the same authenticity that built it.
What is your publication’s mission?
Our mission is to help move cannabis into its rightful place in society through honest storytelling, education, and powerful visuals. We aim to break down stigma by humanizing the plant and the people connected to it, without watering anything down.
“ “It’s based on love and passion first. You won’t get pay-to-play BS here.””
What do you consider Fat Nugs' greatest achievement?
Our greatest achievement has been building trust. We’ve created something that people across the globe believe in. Readers, brands, and entire communities know that if it’s in FNM, it’s not bought and paid for slop. It comes from someone who cares about cannabis and the community and culture that surround it.
The other thing I’m super proud of is that this media company came from nothing. No money, no investors, no board, and no suits pulling any strings. We’ve gone from being in one dispensary in California to national distribution. We’ve built everything through positivity, partnerships, and real collaborations. We’ve had the ability to show up in rooms and be the best stewards of this plant that we can possibly be by consistently doing things the right way.
Photos courtesy of FNM photographers Derrall Peach and Paola Tello
What’s Fat Nugs' biggest challenge?
The biggest challenge is also what makes us different: staying independent in an industry where media has often prioritized money over authenticity. We don’t sell our voice, and that means we have to work harder, be more creative, and build smarter revenue streams to sustain real journalism. On top of that, there’s still a lack of understanding across the industry about the value of independent media. But that challenge is also the fuel. Because if we get this right, we’re not just building a magazine, we’re helping define how this industry tells its story going forward.
