B Noble is a new cannabis brand with social justice built in

B Noble hits the cannabis scene with an emphasis on social justice and addressing the wrongs of the war on drugs.

With cannabis now legal for adult use in 19 states, discussion in many jurisdictions has focused on mitigating the damage caused by the failed, albeit ongoing, war on drugs. The recent approval of legalization proposals in New York, New Jersey and Connecticut depended on robust social justice regulations that addressed the disproportionate harm the ban was causing in colored communities. Meanwhile, early adopters of cannabis reform like Colorado are now taking action to make their regulated cannabis industry more inclusive.

However, many cannabis activists argue that only with the support of the growing industry itself can real social justice lead to legal cannabis, rather than relying solely on public policy to correct the wrongs of the past. Many groups, including Cage-Free Cannabis, the National Diversity and Inclusion Cannabis Alliance, and the Last Prisoner Project, are reaching out to companies that make money from regulated marijuana to support decarration, erasure, re-entry, and other initiatives to restore justice to victims to fund the failed cannabis policy.

“This is something we cannabis companies repeat over and over again when we try to raise funds for these programs,” Sarah Gersten, executive director of LPP, told The High Times last year. “We believe that every cannabis company – and really every individual that can benefit from this industry – has a moral imperative to give back to those who have suffered from Prohibition.”

Courtesy of B Noble

Noble: 13 years for two grams of weed

An example of some of the draconian sentences imposed for minor marijuana offenses is Bernard Noble, sentenced to 13 years of hard labor (yes, that is still going on in America in 2021) for possessing about two grams of weed has been. Although Noble had been caught with only enough cannabis for about two joints, previous convictions for possession of personal amounts of cocaine and marijuana had given him harsh, mandatory minimum sentences.

“I was named kingpin with a $ 5 marijuana fee,” Noble recalled in disbelief in a Zoom interview with High Times.

Given the severity of his sentence at a time when fortunes were being made in dozens of states with legal recreational or medicinal cannabis, Noble’s case caught the attention of proponents of criminal law reform, including the Drug Policy Alliance, Jason Flom of the Innocence Project, and hedge fund manager and billionaire Dan Loeb. As the public began to grow for Nobles Fall, Flom and Loeb made filmmaker Fred Braithwaite, better known as Fab 5 Freddy, former host of the show Yo! MTV rapeseed.

“There was this guy called Fab 5 Freddy who I’ve seen on TV all my life,” Noble said. “Jason and Dan got him into my case and then he started the investigation.”

At the time, Fab 5 Freddy was working on his groundbreaking Netflix documentary, Grass Is Greener, which explores the connections between cannabis and elements of black culture, particularly the herb’s contributions to jazz, reggae, and hip-hop. After Fab 5 Freddy and guests like Snoop Dogg, Damien Marley and Sen Dog and B-Real of Cypress Hill describe the impact of marijuana on music, the film switches gears to examine how the cannabis ban is negatively affecting communities of blacks and browns.

“Bernard’s case happened to be the case I was focusing on to show the incredible injustice of these war on drugs, bogus cannabis laws that have plagued people for over 80 years,” Fab 5 Freddy said in the same virtual interview.

After a complicated legal battle that changed Louisiana governors and made more than one adjustment to state correctional policy, including easing some mandatory minimum sentences for habitual nonviolent offenders, Noble was finally released in 2018 after seven years behind bars. As he exited the prison gate, Fab 5 Freddy’s cameras rolled over to record Noble’s reunion with his family.

Courtesy of B Noble

A brand is born

Fab 5 Freddy says that by creating Grass Is Greener, he received an in-depth education about the history and truth about cannabis and the ban policy surrounding the plant. In addition, it sparked its entrepreneurial spirit to make a difference to thousands of lives like nobles damaged by the cannabis ban.

“I had learned so much that I would like to do something on the business side, but I also wanted to do something to address these tough issues and came up with the idea of ​​creating a brand around Bernard’s situation to inform to educate and deliver high quality flowers, ”said Fab 5 Freddy.

That vision became a reality this week with the launch of B Noble, a brand created in partnership with multi-state cannabis operator Curaleaf. The launch of B Noble is full of symbolism and will take place on July 13th (7/13) to symbolize the seven years of a 13-year prison sentence that Noble spent behind bars. The initial product launch is also symbolic and consists of a two-pack of pre-rolled joints to symbolize the two grams of cannabis that led to Noble’s incarceration. B Noble will be making its first appearance in pharmacies in Maryland and Massachusetts, and the brand will launch in additional states this fall.

Khadijah Tribble, vice president of corporate responsibility for Curaleaf, said in an email to High Times that the partnership between the company and B Noble is the first large-scale social equity branding company under the Rooted in Good social responsibility initiative .

“Rooted in Good delivers social impact by focusing efforts on three main pillars: diversity, equality and inclusion; Social justice; and sustainability to ultimately achieve important goals through our strategic social partnerships, ”wrote Tribble. “Ten percent of the proceeds from the sale of every B Noble product will be donated to a local organization that works to advance social justice and provide opportunities for those directly affected by the war on drugs.”

In Massachusetts, the sale of B Noble will benefit MASS CultivatED, an organization that supports cannabis reform and provides avenues for a prosperous future after incarceration. In Maryland, the proceeds will go to Changing Perceptions, an organization that works with previously incarcerated people who want to return to work.

“It is vital that, as legalization moves forward, we do not forget people like Bernard Noble, who suffered side effects as a result of the war on drugs,” said Tribble. “Not only is it right to do it, but it will have an impact in the communities hardest hit by antiquated policies.”

Much remains to be done

In addition to the funds raised by the for-profit brand for justice purposes, B Noble Noble is an opportunity to raise awareness of the need for further reform. And with more than half of the country’s residents still living under guidelines banning the responsible use of cannabis despite recent advances in legalization, this is a message many people have yet to hear.

“I’m looking forward to being out there and, most importantly, telling my story,” said Noble. “I have this amazing platform where I can talk and be listened to. I am not criticized. I am no longer locked in a cell. ”