Work out? Work out? We’re talking about grass here

It has always been known that partnerships in the cannabis industry have a huge impact on the direction of things in the cannabis industry. By joining forces with other semi-public companies, cannabis companies are looking for new and exciting ways to improve marketing, sales and manufacturing through partnerships. This is the goal of the new partnership between Allen Iverson of the NBA and giant cannabis company Viola. Read on as we dig into the full details of this partnership and what it means for the people involved.

The unique partnership

The goal of the partnership between Viola Brands and Allen Iverson is to bring exclusive cannabis strains to various markets across the country. The cannabis space is pretty diversified, but as we know, equity is hard to come by if it isn’t a battle for it. Because of this, Viola Brands, one of the few black-owned brands in the industry, is completely focused on creating equity and improving the status and rights of minorities in the cannabis industry. Allen Iverson is a household name in the NBA and the Hall of Fame legend is sure to help get the Viola Brands message across to so many people that legal cannabis is there for everyone.

The issue of segregation and stereotyping in the cannabis industry is not necessarily a new concept. Much like other industries like this, it’s natural for some people to be rigid with the idea that cannabis is only for stoners and that such people should be in jail. That view couldn’t be more wrong, however, as the cannabis industry and its products apply to everyone, including professionals working in the medical, banking, and even legal fields. With that in mind, we mustn’t forget the prisoners, especially the colored people behind bars, as others enjoy the benefits of cannabis legalization. This is to be achieved through the partnership with Allen Iverson.

Viola Brands CEO and Founder Al Harrington stated in a brand press release that Viola Brands’ vision is to create a collaboration that will lead the cannabis industry across all product lines. It’s also worth noting that Harrington is an NBA legend himself who must have played a role in bringing star power out of the NBA to advance the vision. The NBA is known for having a fair share of well-respected black personalities, and these individuals can help influence black policy and advocacy in the cannabis field. This makes partnering with Allen Iverson the right step for the brand to achieve its set goal.

For many who don’t know, Viola Brands was founded in 2011 by Al Harrington. The brand’s name was inspired by this grandmother who struggled with glaucoma before her cannabis remedies came to the rescue. This led Harrington to ensure that Viola is a top representative of the few leading black-owned producers and licensed wholesalers of premium cannabis products in the cannabis industry. It was also the driving force behind some of the club’s other endeavors.

Part of the industry that obviously needs more work is minority participation in the industry, and Viola Brands is strongly committed to this. With minority stake in the cannabis industry stuck at around four percent of the industry, it’s no surprise Viola thought it was worth a look. Another factor that makes this more difficult is the fact that many blacks and other POCs are behind bars for mere possession or distribution of cannabis. Because of this, Viola and other brands like her place special emphasis on increasing minority participation in order to change this trend.

Full details of the partnership

While they worked to seal the monumental partnership, Iverson and Harrington had to get together at the viola grower in Detroit to take a closer look at the facility. Harrington’s modesty is known as he still maintains his position as the main breeder of Viola despite his NBA legendary status and CEO status. This helped him ensure Iverson got a complete picture of the farms in Viola and helped him show the care Viola puts into his production and growing process.

The essence of the partnership will encompass both cannabis and non-cannabis products. With a special Iverson Collection that contains an exclusive range of varieties that will soon conquer the viola markets. The first variety is slated to hit the market in California this October and will be sold exclusively at Elevate and Jade Room. Al Harrington has also stated that Viola will affect the cannabis industry in the same way that Allen affected culture. This means the brand will push boundaries as the introduction of Allen will surely encourage people of color to get into the cannabis realm.

The partnership between Iverson and Harrington doesn’t stop with this line of exclusive strains, but extends to Harrington’s wellness CBD company, simply called “rePlay”. Information on this new company is still scarce, but more announcements regarding the details of the partnership are sure to appear soon. The cannabis industry waits to see what dynamic innovations this partnership will bring to the cannabis industry and beyond. Viola is known in the industry for its diverse product range, which includes high quality flowers and premium butane extracts. For this reason, it has set itself the goal of implementing appropriate regulatory and representation reforms in order to provide equal opportunities for people of color in the cannabis industry.

Bottom line

The beauty of this partnership can only be seen when the parties do their best to achieve their goal. It will certainly do so with the quality of the personalities driving the movement. More epic partnerships like this one in the cannabis industry are expected to follow very soon. A success story from this will certainly prompt other cannabis companies to partner with various worthy figures for the benefit of the association.

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