In 2017 the City of Oakland made history by becoming the first city in the country to launch a Cannabis Equity Program, which helps those negatively impacted by the 'War on Drugs' enter the cannabis industry and build thriving local businesses. The program changed the policy conversations about cannabis equity in California and nationwide.
Now, in an effort to raise awareness of equity businesses and help them survive and thrive, Oakland is leading the way by launching the nation's first initiative to promote city-verified equity businesses in the cannabis industry. The Oakland Legendary Cannabis Certified Equity Label lets buyers know they are supporting businesses that are invested in creating high quality products with a priority on equity. The label is a reminder of the City of Oakland as the birthplace of modern cannabis legalization and highlights its equity operators as the legendary pioneers who define cannabis culture and set the standards now adopted worldwide. Oakland currently has 50 permitted Equity cannabis business.
"Oakland continues to lead with courage and conviction. During my time in Congress, I co-chaired the Cannabis Caucus and introduced the first bill calling for the establishment of cannabis equity programs to repair the harm done to Black and Brown communities," said Oakland Mayor Barbara Lee. "Today, the Oakland Legendary label puts power back where it belongs, helping consumers make informed choices and ensuring those most impacted are leading and thriving in today's economy. Oakland is proud to lead the way!"
"The City of Oakland is committed to promoting the economic success of local equity businesses," said Ashleigh Kanat, Director of Oakland's Economic & Workforce Development Department. "The Oakland Legendary mark lets consumers know they are supporting a certified Oakland equity business and getting the real Oakland experience: premium, authentic, and locally produced with a story they won't find anywhere else. This distinction will elevate the presence of equity cannabis products in the marketplace."
"The Oakland Legendary mark is a gold standard for quality," says Dale Sky Jones, Executive Chancellor of Oaksterdam University. "These are the operators who defined the culture and perfected the craft long before there was a legal market. When you buy Oakland Legendary, you aren't just supporting a local business; you are getting access to the most authentic, high-caliber cannabis in the world. These brands are the true trendsetters, and once you try them, you'll understand why Oakland remains the global epicenter of cannabis excellence."
"Root'd believes it's very important to highlight brands from operators who were disproportionately affected by the War on Drugs and educate the consumer on the importance of supporting equity brands that have shaped the cannabis culture and community. These legacy equity brands are the rooting ecosystem of our culture; the bigger and stronger the roots, the healthier the culture is," says Rickey McCullough of Root'd in the 510, who has a long legacy in the cannabis industry and has been featured on the front page of the New York Times for being one of the first equity dispensaries in the nation. "It is important for us to point consumers to amazing products and also support purchasing with a purpose."
Consumers can easily identify Oakland's legendary verified equity operators by the Oakland Legendary certification mark on packaging, advertising, and on the windows of verified equity retailers. In a nod to the community's resilience, the official placement of the mark is slightly tilted, with the word "Legendary" ascending, symbolizing the upward trajectory and persistent growth of Oakland's equity operators.
The Oakland Legendary awareness campaign includes the exclusive use of a certification mark on packaging and marketing materials and "I Hella ♡ Oakland Legendary Cannabis" swag. High-visibility billboards along Interstate 880 are in place to build awareness of the program. The public awareness campaign is supported by the National Equity Trade Network.
Source: Oakland
