Think of your stereotypical marijuana user—it’s probably a man. What you’ve imagined isn’t wrong. While roughly half of men admit to having tried marijuana, only a third of women say the same. But the disparity highlights a problem for the marijuana industry: They’re leaving half the population’s money on the table.

One way they’re combatting it is by helping more women achieve senior positions within the industry.

Read more: How Big Pot Is Wooing Women | National Journal