Why We Do It
The Color of Cannabis was founded out of the urgent need to have more representation of minorities in the industry. Advocating openly, unapologetically, and responsibly for people of color to participate in the regulated market is work that cannot be neglected. The regulated cannabis industry presents an opportunity for minorities to build generational wealth and the community must be educated on the opportunities.
Putting a Face to Social Equity
There is a negative stigma around the "social equity" applicant. The cannabis industry has many participants who never experienced growing up in neighborhoods where The Anti-Drug Abuse Act was enforced. These communities suffered violence, corruption, and policing that had, and still has no regard for the generational impact of mass incarceration. The industry tends to believe in the narrative that social equity applicants are poor people, under-educated, have a criminal background, and have no sense of business acumen. The Color of Cannabis is focused on changing that narrative!
Removing the Stigma
Cannabis is big business. Participation by communities of color in this industry is a direct pathway to restore economic wealth.
Cannabis is one of the fastest-growing industries on the planet! Sales have more than tripled worldwide between 2014 and 2020. Public perception in communities of color has to change, and that starts with churches and community leaders! There are legitimate concerns about participating in the industry because of historic trauma attached to the unregulated sale of cannabis. Communities of color must feel comfortable and proud to participate in the regulated sector. The Color of Cannabis educates churches and community leaders of the economic and medical benefits associated with the plant.
Cannabis Ownership in the USA
African American/Black
4.3%
Hispanic and Latino
5.7%
White
81%
"Colorado ruled that you could not have a drug felony and be a licensee. This prevented “cannabis visionaries” from participating in the first round of medical marijuana dispensary licenses. In Denver before legalization, over 33 percent of arrests for simple possession were [of] black[s]. This fact alone prevented cannabis visionaries who happen to be black from being a licensed owner."
— Wanda James, Simply Pure
“You have to have a well-established political relationship with the people who are writing the rules. You either have the relationships yourself or you can pay lobbyists to develop the relationships for you. At the end of the day, it boils back down to money and influence.”
— Dr. Malik Burnett, Drug Policy Alliance