Substance, a premium California cannabis brand committed to propelling racial equity will release limited edition premium pre-rolls to help in the fight to end mass incarceration.
In a purposeful collaboration between Substance, Royal Key and Moon Gazer Farms, $8.46 of this limited release will be donated to local and national organizations, including the Equal Justice Initiative, actively working to end mass incarceration and establishing paths to dignity for returning citizens.
According to founder and CEO, Sharoz Makarechi “Substance represents our ethos of prioritizing people over profits. $8.46 represents the last 8 minutes and 46 seconds of George Floyd’s life. We believe it to be a significant and historic number.”
Substance will be available in more than 70 legal cannabis retailers throughout California beginning the week of March 8th.
“Substance is a brand dedicated to both premium cannabis and social justice. While donating 44% of our gross revenue may seem like an extreme deed for any brand, it serves to underline our intense commitment,” explains co-founder and CMO Simon Davies.
“Cannabis has historically been used to criminalize black and brown people, exacerbating the already rampant racism in the US. Our aim is to utilize this incredible plant to help repair at least some of the damage” continues Makarechi.