In an industry severely lacking diversity, a Denver cannabis manufacturer is using its products to help drive change.
A June 2020 study, titled Cannabis Business and Employment Opportunity, prepared for the city of Denver by survey and research firm Analytic Insight found that 74.6% of local cannabis-related business owners identify as white, while 5.6% are Black and 12.7% Hispanic, Latino or Spanish.
The survey states that the results “should be interpreted with caution” due to the small sample size of survey respondents, but provides data from Colorado’s Marijuana Enforcement Division as well as other industry publications that support its conclusions.
Knowing this disparity and seeing the conversations surrounding diversity increase in the last year, MedPharm CEO Albert Gutierrez saw an opportunity for his company to step up.
“For me, it was really important to tackle the issue head-on and not just talk about making an impact, but actually do something about it,” he said. “A lot of people throw words around like 'social equity,' and for us, we actually wanted to put our money where our mouth is.”
So, MedPharm, the first company in Colorado to receive a cannabis research license for a dementia study, launched Aware-N-Us, an equity-focused pop-up cannabis brand. MedPharm is also a medical cannabis manufacturer and runs a compounding facility.
As part of the launch, Aware-N-Us is partnering with Colorado cannabis retailers to raise funds and awareness for diversity, equity and inclusion in the cannabis industry.
Each quarter, a new product will coincide with a strategic charitable partnership, beginning with the Black Cannabis Equity Initiative in February to commemorate Black History Month.
Aware-N-Us, powered by MedPharm vape and concentrates brand Batch, is debuting with a "banilla" (banana and vanilla) vape cartridge. As part of the movement, $2 of every unit sold in the first quarter of 2021 will be directly donated to BCEI.
BCEI is a community initiative of concerned Black citizens and business leaders advocating for equity, diversity and inclusion opportunities in Colorado's cannabis industry.
“We have been working with MedPharm since 2019 and the team continues to be a strategic partner alongside as we advocate for diversity, inclusion and equity opportunities,” said BCEI co-founder John Bailey in a statement. “This is a huge step towards change in the cannabis industry and sends a strong message and call to action for all cannabis companies and other industries, while providing consumers an immediate option to support the Black community. It’s truly a great way to honor and celebrate Black History Month.”
Gutierrez expects MedPharm to partner with at least two other organizations in 2021 as part of the Aware-N-Us launch.He said that BCEI is a perfect example of organizations they’re looking to partner with, specifically groups that are using the funding to take action.
“We wanted people who were actually going to be doers and that’s part of the criteria,” he said. “We’re looking for a group that’s not just saying, 'we’ll take your money,' but one that is going to use it.”
