The recent wildfires in California have left a trail of devastation, particularly in residential areas where entire neighborhoods were reduced to ash, forcing many families to evacuate. For Glass House Brands, a Southern California cannabis company, the fires struck close to home - both literally and figuratively.
Founded in Southern California by longtime friends and business partners, Kyle Kazan and Graham Farrar, Glass House Brands has been part of the community for nearly a decade. When the fires broke out, the destruction felt deeply personal. "It hit us directly," Graham says. "Our teammates had to evacuate, and one even lost their home. I've seen fires before, but I've never seen anything quite like this." Entire neighborhoods were wiped out, displacing families and destroying essential infrastructure, including schools and grocery stores. Many of these communities were not affluent, and the loss of homes, especially for those with inadequate or no insurance, made the situation even more dire.
Taking action to support the affected communities
In response, Glass House Brands took swift action, leveraging their 10 retail stores across California to provide immediate relief. Over one weekend, the company pledged to donate 100% of sales from their PLUS Gummy product, ensuring that every dollar went directly to affected families. This effort focused on providing direct financial aid to those in urgent need. "This is just the beginning," says Graham. "Rebuilding will take years. The fire may be out, but the recovery has only begun. We see this initiative as Phase One. There will be more fundraisers, industry collaborations, and other efforts to continue supporting these communities."
The cannabis industry was founded on the principle of helping people. Since its legalization 26 years ago in California with Prop 215, medical cannabis has been a source of relief and treatment for many. Glass House Brands views this initiative to support those affected by recent wildfires as a continuation of the industry's original mission.
Other cannabis companies have also stepped up to help, reinforcing the community spirit that defines the industry. While many farms in the past have suffered damage from smoke and ash, Glass House's greenhouses provided a safeguard, allowing them to protect their crops by closing vents and recirculating the air. Their facilities, made of glass and surrounded by irrigated fields, were as safe as possible in the circumstances. "The fires were an unforgettable sight, with airplanes dropping water over hillsides to combat the flames. Glass House Brands remains committed to supporting those who lost everything," Graham says.
Tens of thousands of dollars have already been raised, Graham points out, and Glass House plans to continue its efforts with more fundraising initiatives. "The decision to donate 100% of sales from our Plus Gummy products isn't about marketing – it's about taking care of the people who make up our community. Every dollar is going directly to relief. Not just the profit made on the sales of that product, but literally 100% of the sales is going into our relief efforts. With $140 billion in estimated damages from the fires, the road to recovery is long. However, with the commitment of companies like Glass House Brands and the strength of the cannabis community, those affected will not have to rebuild alone."
For more information:
Glass House Farms
www.glasshousefarms.org