2 minute read
Good Green
Within the cannabis industry, “going green” can take on a number of meanings, namely the ecological impact when growing cannabis and practices to be more environmentally friendly, or (the more obvious) appearance of the cannabis itself— they don’t call it weed or grass for nothing. While “going green” is an initiative in and of itself, Green Thumb Industries (GTI), a leading cannabis CPG (consumer packaged goods) company, is taking the multifaceted definition of “green” a step forward to help underserved communities navigate the cannabis industry. The recently launched initiative known as ‘Good Green’, as explained on their website, is a line of cannabis products, designed to “fight back against the War on Drugs and its devastating impact on Black and Brown communities in the U.S.”
According to Adam Landau, brand director at GTI, this is a fully digital brand, with one mission: to play a part and give back to the ongoing, yet complex issue with drugs. He explained that certain communities and neighborhoods have been hit harder than others in this “war.”
GTI’s website reads, “Good Green duels impact investments in nonprofits supporting underserved communities by creating opportunity and change in three key areas: education, employment and expungement.” Essentially, Landau claimed that these are the three pillars in the initiative.
In July, GTI announced that they had opened Good Green applications to nonprofit organizations that served marginalized communities affected by the War on Drugs and those who are in support of the three pillars.
Green Thumb Founder and Chief Executive Officer Ben Kovler, said, “As the co-founder of Invest for Kids, a nonprofit that serves Chicago area youth, I have seen the impact unrestricted grants can make on smaller nonprofits. The devastating social and economic costs of cannabis prohibition in our surrounding neighborhoods has created a massive need. Good Green is dedicated to committing meaningful resources to expand access and opportunity for diverse communities and those most impacted by the failed War on Drugs. Good Green helps others directly take part in this mission to change the status quo.” Landau said giving back is all a part of GTI’s mission. He added that they’re trying to carry this out as authentically as possible and are excited to be involved. “We want to be able to do our part.”
Over the next year and a half, GTI will commit at least $1.3 million from Good Green brand sales. This will include funding grants awarded to nonprofits that provide cannabis career training, education and sustainable employment opportunities, as well as expungement legal services, to communities harmed by discriminatory cannabis policies. According to GTI, “Registered 501(c)3 organizations that are selected by the program will receive funding from product sales.”
As of press time, Good Green applications are closed and GTI will have announced their nonprofit partners. If all goes well, Landau said they will be repeating this in the future.
