Deeply Rooted Dispensary — Arizona’s Only 100% Independently Owned Social Equity Cannabis License

Cannabis Cactus
Aug 7
6 min read

Updated: 5 days ago

In the quiet West Valley community of El Mirage, just beyond the hustle of Phoenix, a different kind of dispensary has taken root. Deeply Rooted Dispensary isn’t just a clever name; It’s a literal reflection of the lives and values of co-owners Diana Pineda and Abel Ochoa, first cousins who have carved their own lane in Arizona’s cannabis industry as the only 100% independently owned and operated social equity license in the state.

Of the 26 social equity licenses awarded during Arizona’s highly publicized lottery process a few years ago, 25 were quickly absorbed by large corporate operators or state-wide multi-license conglomerates. Only one landed in the hands of local residents who built their store from the ground up. That license belongs to Diana Pineda and Abel Ochoa.

Deeply Rooted Dispensary

Website: www.azdeeplyrooted.com

Instagram: @azdeeplyrooted

Facebook: Deeply Rooted Facebook

Address: 11725 NW Grand Ave, El Mirage, AZ 85335

Phone: (623) 252-0004

Hours: Mon - Sat: 10am – 10pm | Sun: 10am – 8pm

A Family Business, Reimagined

Diana and Abel were raised in South Phoenix, where their family is known in the local restaurant scene. Their parents, aunts, and uncles operated a number of small eateries, taco shops, and food carts. Entrepreneurship and community service were part of everyday life and their family’s hustle taught them the values of ownership and pride in serving others.

“It was always about food, family, and business,” Diana says. “Our family has always operated restaurants, and we took that same small business mindset into the cannabis space. It’s still about taking care of people.”

Diana’s brother’s past cannabis conviction qualified their family for the state’s social equity criteria, a controversial program designed to offer a leg up to communities disproportionately affected by cannabis prohibition.

“We honestly thought it was a cultivation license at first,” Diana laughs. “We had no idea that we could run a retail store, let alone a vertically integrated one.” When they were selected during the live-streamed drawing, it was a surreal moment. But soon after, the reality set in: they had to build a full-fledged cannabis retail operation from scratch with no corporate backing, no silent investors, no turnkey support.

Deeply Rooted is built on just hustle, family, and faith.

Hustle, Family & Faith

In an industry often dominated by big corporate players and shifting priorities, one Arizona-based cannabis company is determined to remain true to its roots and the culture that made this movement possible in the first place. Founded by cousins Abel Ochoa and Diana Pineda in early 2022, Deeply Rooted is more than just a dispensary. It's a mission-driven cannabis brand devoted to small-batch craft, education, and empowering the community they serve.

"We started Deeply Rooted because we saw the soul being stripped out of the cannabis industry," said co-owner Abel Ochoa. “Coming from a background in cultivation and from working at places like Urban Greenhouse, I missed that independent mom-and-pop shop vibe. There was passion, culture, and care in every interaction. We wanted to bring that back.”

Where Vision Takes Root

The seed for Deeply Rooted was planted in January 2022 when Abel left his role at cannabis giant Trulieve. It was then that he came across Arizona’s Social Equity (SE) Program, designed to empower those disproportionately impacted by cannabis criminalization.

“Back in January 2022, I had just left my job at Trulieve when I first heard about the Social Equity (SE) Program. I mentioned it to my cousin Diana to see if she’d be interested in applying and she was. Together, we decided to submit two applications.

The process came with its challenges. Before we could even submit, our applications were electronically denied for missing documentation. One major hurdle was that Diana’s FA (Fingerprint Authorization) card – required for submission – didn’t get approved until just 30 minutes before the application deadline. Each application cost $4,000, so it was a huge risk.”

But the risk paid off. The duo secured a license and launched Deeply Rooted, initially aiming to grow premium craft cannabis, a dream still in the works, and in the meantime, opening a storefront that curates quality flower and extracts from across Arizona.

“We’re passionate about the plant itself,” Abel said. “Our goal is to cultivate and offer small-batch, high-quality cannabis, grown with intention. Until then, we handpick every product that goes on our shelves.”

The Deeply Rooted Difference

In a market where consumers are often bombarded by THC percentages and branding gimmicks, Deeply Rooted takes a refreshingly grounded approach. The team samples every product before it’s offered in-store and prices it based on quality, not potency or hype.

“We don’t believe in selling based on THC percentage,” explained Diana Pineda, co-owner. “You won’t find us pushing a strain just because it tests at 30% THC. Our staff tries everything before it hits the shelves, and we train them to recommend products they genuinely enjoy. No kickbacks, no incentives – just honesty.”

This philosophy extends to their sourcing practices. Rather than aligning with the largest names in Arizona cannabis, Deeply Rooted champions small-batch growers and extractors whose products are often overlooked by chain dispensaries.

“You’ll see the big brands on our shelves too,” Diana acknowledged, “but the real gems are the local, craft operators you won’t find elsewhere.”

Among the brands featured at Deeply Rooted are boutique names like Barrio, Varz, Cannabish, Vortex, Achieve, Tipsy Turtle, Lost Dutchmen, High West Farms, and IO Extracts. On the bigger brand side, they also carry Abundant Organics, Canamo, Drip, Shango, and Smokin Promises offering customers a broad yet curated selection.

Conscious Cannabis

Deeply Rooted’s mission goes beyond flowers and extracts. Giving back is woven into the company’s DNA.

“We love giving back to the community, that’s always been part of the plan,” said Abel. “We’ve done backpack and food drives for local schools and shelters, and we regularly donate to the local fire department.”

The company also creates community-centered events like its signature Last Fridays, a local block party-style gathering where food vendors, artists, small businesses, and cannabis brands come together in celebration.

“Last Fridays will start back up in September,” Diana shared. “We host them right in El Mirage. It’s like a little community village with live music, food, vendors, education, good vibes. We want to be a hub for connection, not just consumption.”

Plans for Q4 2025 include expanding these events and deepening community partnerships. “We’re always looking for new ways to collaborate,” Abel added. “Whether it’s working with local organizations, hosting educational panels, or offering platforms to small vendors, we want to keep showing up.”

Rooted in Education and Respect

Inside the Deeply Rooted dispensary, the experience is intentional from start to finish. Customers aren’t rushed or talked over. Instead, they’re engaged, educated, and empowered to find what works best for them.

“Our goal is to help customers find products that actually align with the experience they’re looking for,” Diana said. “Whether you’re new to cannabis or a daily consumer, we’ll take the time to walk you through the options.”

This includes staff training that prioritizes authentic experience and real product knowledge over sales quotas.

“We don’t believe in incentivizing employees to push certain brands,” Abel emphasized. “That’s not who we are. Our team recommends what they actually use and believe in and that makes all the difference.”

Looking Ahead - The Future of Deeply Rooted

As Deeply Rooted continues to evolve, Abel and Diana remain committed to realizing their original vision: craft cannabis, cultural integrity, and meaningful community impact.

“Our next big step is building out our grow facility,” Abel said. “We want to bring high-quality, small-batch flower to the market, cultivated with the same care and intention that we put into everything else.”

In the meantime, the Deeply Rooted shelves remain a trusted source for both top-tier products and hidden gems with an open invitation for cannabis lovers across Arizona to experience the difference.

“If you’re looking for a place that still honors the culture, not just the profit, come see us,” said Diana. “We’re here to keep cannabis deeply rooted in the community.”