Although more non-violent cannabis prisoners are being released, there are still people sitting in prison for now, and one of their biggest worries is how they will sustain themselves once they get out. It is a frightening prospect when you have been removed from society for a decade or two. It’s hard enough for free people to find jobs, but now try doing it while experiencing that kind of time warp, not to mention competing for jobs against peers who have a two-decade head start on you in the job market. Brands like 40 Tons and Prophet being featured in mainstream media provide a spark of hope. It’s inspiring to me to know that our work is inspiring them, and that gives me motivation to keep going, too. 

This year’s Hall of Flowers Expo in Santa Rosa had not only a cannabis market and festival open to the public but it also had strong social justice undertones. And that was a testament to the efforts of cofounder Rama Mayo and the leadership at HOF. They really made an effort to include brands that had owners who were formerly incarcerated and called attention to people still serving time for non-violent cannabis crimes. They even dedicated an entire stage, at the behest of Beard Bros Media, dubbed the Edwin Rubis stage, to give a nod to social justice efforts in honor of Edwin, who has already served over half of a 40-year prison sentence for “conspiracy to possess and distribute marijuana.”

Nina Parks of the Equity Trade Network and I were given an awesome opportunity to kick off the festival through an “Iconoclast” speaker series, which was a huge nod to the work we have been doing and its effectiveness. 

We have been pushing this topic to the forefront of the national legalization conversation, and we know it inspires people to see me, Corvain Cooper, or Coss Marte of Conbud not just get out of prison but find a place in the legal industry. 

Nina and I decided to do something a little different from the seated, back-and-forth conversation we were expected to have. We stood up and decided to engage the audience. Nina and I focused on the power of storytelling. Now, having spent so much time in solitary confinement, reading books was my lifeline and part of how I was inspired to write my own. I also know, as a small business operator in the California market, that the power of my story provides me the opportunity to connect with people, but product quality is what makes them return customers. 

The only way to stand out in such a cut-throat, saturated market is to articulate your story and experience as a justice-impacted individual. It is part of the reason I wrote my book, High Price, and why I am featuring the stories behind legacy and social equity brands that produce the highest-quality cannabis in the legal market in my blog and newsletter. 

Nevertheless, equity or not, this industry is unforgiving, and without—what we call at Prophet—the Trifecta of story, quality, and value, it becomes nearly impossible to compete against the larger, well-funded corporations. So it’s important to use—and amplify—your story because no one else can do it better!