Justice Joints, the new cannabis line launched by California-based luxury flower brand Canndescent, is breaking precedent by venturing into an area no other line has done before—at least not exclusively: It is donating 100 percent of its profits to social equity and expungement efforts in the cannabis community.
Given the high number of prisoners who continue to languish in jail as a result of the War on Drugs, Justice Joints’ mission may be long overdue. Canndescent CEO Adrian Sedlin certainly thinks so.
“Justice Joints provides an opportunity for the entire cannabis community to rally and to change the world we have into the one we want,” said Sedlin in a news release announcing the the line’s debut. “As industry participants, we feel a massive imperative to help the thousands of people still jailed for selling the same plant we do and to increasing participation opportunities for those communities disproportionately impacted by the war on drugs.”
However, even though Justice Joints’ role in the social justice ecosystem “seems obvious retrospectively,” as pointed out by Sedlin, a Harvard Business School graduate, “it took a deep internal conversation throughout the company to figure out how Canndescent should activate for social justice.” That conundrum was soon resolved when the company was hit with what Sedlin described as an “epiphany.”
He explained, “We cultivate, ideate and distribute world class cannabis brands, so we decided to hardwire an initiative into the company where each and every day our employees and the entire cannabis community can stand up for change.”
To walk the talk and not merely offer glib lip service, Canndescent has teamed up with the Last Prisoner Project, a non-profit coalition of social justice leaders and drug policy reform experts focused on releasing cannabis prisoners and helping them rebuild their lives. Also, over the next few months, Justice Joints’ will be inaugurating “a grant program geared toward increasing participation and ownership of BIPOC (Black, Indigenous and People of Color) communities within the cannabis industry.”
Erik Murray, a board member of Last Prisoner Project, hails Canndescent for launching Justice Joints to drive home the pressing need for criminal justice reform. “Last Prisoner Project can’t express enough gratitude to the consumers who purchase this great product and for their contributions to our collective efforts to bring these cannabis prisoners home,” he said.
To start things off, Justice Joints will begin selling a one-gram pre-roll for under $10. Next month, the brand will be available in licensed dispensaries throughout California.
Founded in 2015, Canndescent is a maker of ultra-premium cannabis products. In an interview with CNBC in 2017, Sedlin likened his luxury marijuana business as the “Courvoisier of cannabis or Hermès of cannabis.”