The Color of Cannabis was founded out of the urgent need to have more representation of minorities in the industry. Advocating openly, unapologetically, and responsibly for people of color to participate in the regulated market is work that cannot be neglected. The regulated cannabis industry presents an opportunity for minorities to build generational wealth and the community must be educated on the opportunities.

We want to put a Face to Social Equity. There is a negative stigma around the "social equity" applicant. The cannabis industry has many participants who never experienced growing up in neighborhoods where The Anti-Drug Abuse Act was enforced. These communities suffered violence, corruption, and policing that had, and still has no regard for the generational impact of mass incarceration. The industry tends to believe in the narrative that social equity applicants are poor people, under-educated, have a criminal background, and have no sense of business acumen.  The Color of Cannabis is focused on changing that narrative!