Marijuana Business Magazine July 2018

EXECUTIVE SUMMARY Cannabis companies are crafting new ways to give back to their communities, such as providing time to volunteer for events or collecting food donations. Being recognized as a good corporate citizen can make good business sense. Here are some reasons marijuana business executives might want to give back to their community – and tips for doing so: • Some cities require community engagement plans, and new markets coming online are introducing merit-based application programs, making community outreach and engagement increasingly important. • Strong corporate social responsibility can help to attract and retain talented employees, fostering customer loyalty and distinguishing brands from competitors. • Marijuana companies wanting to give back should start by looking in their own backyards rather than funding national charitable groups. • When developing a plan, KindColorado, a Denver consultancy, recommends MJ entrepreneurs determine what they care about, find out what their staff cares about and research what the local community needs. Among other activities, KindColo- rado has organized opportunities for marijuana company employees to pull weeds alongside refugee farmers, serve food for women struggling with poverty and fund senior-focused food banks. “Cannabis companies are really becoming a part of their communities, and they feel really lucky about that,” said Kelly Perez, co-founder and CEO of KindColorado. “It isn’t about hit- ting licensing requirements. It’s about getting to serve a community where you don’t have to be in the shadows anymore: Coming out, standing tall and using your privilege and opportunity to be an asset.” How Companies Do It Community engagement will look different for each company. Bloom Farms in California has been described as a leader in corporate social responsibility.The company tracks sales of its cannabis oils, vape pens and other products and donates the equivalent amount of meals to a food bank on a one-to-one basis. The Giving Tree has taken a differ- ent approach: Employees who work at the company’s production facility and two dispensaries in Arizona partici- pated in the Take Steps for Crohn’s and Colitis walk and the American Cancer Society’s Making Strides Against Breast Cancer 5K. Altogether, the team raised more than $21,000 for Phoenix charities in 2017. In Washington state, Marley Natural partnered with the Minority Cannabis Business Association to host the Rise Up Washington Expunge- ment Day in 2017. The event helped 18 people convicted of nonviolent cannabis offenses file motions to clear their criminal records. Also in the Pacific Northwest, the owners of TJ’s Cannabis in Wash- ington and TJ’s Gardens in Oregon started The Forrest Initiative, a center dedicated to helping under-resourced families obtain CBD for children expe- riencing seizures, neuropathic pain and other medical issues. Measure Your Impact The team at KindColorado recom- mends cannabis executives see for them- selves if their community outreach plan is really getting the support and brand differentiation desired. “If the answer is, ‘Yes, we are impact- ing or supporting the community in a meaningful way. We’re able to tell a story and tell our narrative in a mean- ingful way, and we’re able to get our employees engaged in our efforts,’ then you are seeing some wins,” said Mathis, the consulting firm's president. Kelly Perez is CEO and co-founder of KindColorado. The Denver-based consulting firm works with cannabis companies on strategies to support their local communities. Photo courtesy of KindColorado Courtney Mathis is president and co- founder of KindColorado. Photo courtesy of KindColorado also adopted requirements aimed at ensuring the marijuana industry creates social benefits. Similarly, Pennsylvania, Ohio and other states rolling out new marijuana markets are introducing merit-based application programs as well, making community outreach and engagement increasingly important in the industry, said Courtney Mathis, president and co-founder of KindColorado. Denver-based KindColorado helps cannabis companies in the state strategize how to connect with neigh- borhood groups and nonprofits.The consulting firm works with dispensary operators such as Lightshade and Buddy Boy Brands as well as cultiva- tors like Veritas Fine Cannabis. 40 • Marijuana Business Magazine • July 2018