More than a year ago, Darius Kemp, then a community manager at cannabis delivery app Eaze, realized the platform didn't have any Black-owned products on their menu.
Today he is Eaze's head of equity and change, spearheading a program for change and to prevent that from ever happening again.
"Eaze is the largest legal marketplace for cannabis and because of that, it's our responsibility to help correct the governmental and societal problems created by the war on drugs and the over incarceration of Black & brown bodies," Kemp said in an interview with dot.LA. "It's how you fight racism in the long run, (you) create communities that are self-sustaining, that don't depend on the oppressor."
As a continuation of that effort, the San Francisco-based company announced Wednesday that it is expanding its social equity program menu into Los Angeles, featuring local cannabis brand products owned by Black people and people of color.
Eaze's platform could go a long way to evening the playing field, essentially putting a "small Black soda company next to Pepsi and Coca-Cola," Kemp said.
Localities across California have worked on criteria for social equity licenses, aiming to prioritize people underrepresented in the industry for cannabis-related opportunities. The rules for each locality are different, but all social equity brands that take part in Eaze's program must have a social equity license or be actively engaged in the application process.
Eaze's Social Equity Partners Program provides social equity brands with "wraparound" financial and operational support to help them scale and become sustainable, including financing and payment structuring, discounted partner portal data analytics, access to Eaze's supply chain, and marketing and PR support. Since last fall, social equity brands have sold nearly $1 million in products on Eaze's platform.
The social equity partners menu already includes Northern California brands Cloud 9, KGB Reserve and SF Roots, which debut in Los Angeles Wednesday along with new L.A.-based brands dreamt and Blaqstar Farms, plus Bay Area-based James Henry SF and Oakland Extracts.
Bryant Mitchell is the founder of L.A.-based Blaqstar Farms.
L.A.-based Blaqstar Farms was founded in 2012 by Bryant Mitchell when only medical marijuana was allowed locally. They worked to provide a medical-grade, non-pesticide flower. Mitchell was raised "with a foot grounded very deep in social injustices" during the war on drugs, he said. He watched family members go to jail. His father was the first Black police officer in Orange, Texas, another factor in making him who he is today.
"I always tell people, 'I'm a social equity candidate, but I want to be the guy known to bring one of the best experiences in cannabis', and that's what we strived to do," Mitchell said.
Eaze's platform has handled over 6 million deliveries and boasts over 600,000 users. It is a very large stage for what are often smaller companies.
"People are hesitant to deal with smaller brands," Mitchell said. "We're not looked at as prudent; we're looked at maybe more of a risk to deal with, as opposed to a benefit. (But) when a company like Eaze cosigns and does what Eaze has done with Blaqstar, it does validate the company in many ways."
Mitchell said Blaqstar has never raised funds and so doesn't have the deep pockets usually necessary for the exposure, marketing and backing that Eaze brings.
"I can't make light of the amount of people, the amount of resources, the amount of money, the amount of marketing, that I've personally seen Eaze put in," Mitchell said.
Blaqstar is selling some of its homegrown flower and pre-roll products on the app primarily in Southern California until it can scale up for larger distribution.
"A lot of people see social equity and they're all approaching it in different ways, and no one is doing it exactly right yet, but you appreciate the companies like Eaze that are trying to get it right and making the sort of effort to do it," Mitchell said.
dreamt's founder first started using cannabis as a sleep aid while studying for her PhD at the University of Southern California, but found it ineffective.
As most large banks continue to shy away from cannabis — it's still illegal on the federal level — access to capital is even more of a challenge for entrepreneurs who want to work in the industry. That's why Eaze last September also launched Momentum, a business accelerator focused on helping underrepresented cannabis business founders.
Carolina Vazquez Mitchell's (no relation) company was in its first cohort, and her brand dreamt is part of the new social equity partner menu unveiled Wednesday. Vazquez Mitchell first started using cannabis as a sleep aid while studying for her PhD at the University of Southern California, but found it negatively impacted her breathing or was ineffective.
Years later, in 2019, she would go on to found dreamt, a cannabis product dedicated to improving sleep with science. It's the first brand-line for L.A.-based Ciencia Labs, a company co-founded by Vazquez Mitchell, who also serves as its chief scientific officer.
"As you can tell from my accent, I'm not from here, I came here 10 years ago, I don't have an MBA, I didn't start a business before, and my background is in science," said Vazquez Mitchell, who hails from Guadalajara, Mexico, and originally worked in the world of genetics and pharmacology.
Carolina Vazquez Mitchell's company dreamt is part of Eaze's new social equity partner menu.
Vazquez Mitchell said she is trying to use science to make cannabis products better, even if that means disrupting existing cannabis culture by making a pharmaceutical-like product to help with sleep.
"Cannabis helps, but it's not perfect," Vazquez Mitchell said. For example, it impacts REM sleep, which is essential for memory, learning and creating new synapses for a healthy brain and a healthy sleep cycle, she said. dreamt added additional ingredients to synergize with the cannabis to improve upon sleep without the negative drawbacks. The company's vape pen, and tincture are available on the menu; it's also created a drinkable shot and is working on a gummy.
"I'm an immigrant, I'm a woman, I look very Mexican," Vazquez Mitchell said. When she arrived as a researcher at the University of Southern California, her "first challenge" was understanding English. "Not a lot of people believe that a Mexican, with broken English, will be successful in science or any other industry."
But she worked hard to prove them wrong. She went on to create products for Pepsi, Quaker, Taco Bell and Gatorade as a food scientist and has developed more than 50 cannabis products, including dreamt. Last November, she landed a $50,000 grant in November from Eaze as part of its Momentum program.
Momentum is announcing applications for its second cohort this fall, said Eaze spokeswoman Elizabeth Ashford.
"I'll throw the gauntlet out to MedMen, Harvest, Caliva and everyone," said Eaze's Kemp, calling out other major cannabis companies. "Give me a call or go out and do your own thing (for social equity). There's no secret sauce here. There's basic business and real social impact."
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Similar programs are common in the startup world and in the creator economy. For example, social media companies can use accelerator programs not only to support rising stars but to lure those creators—and their audiences—to the company’s platforms. Genies believes avatars will be a crucial part of the internet’s future and is similarly using its program to encourage creators to launch brands using Genies’ platform.
“I think us being able to work hands on with this next era—this next generation of designers and entrepreneurs—not only gets us a chance to understand how people want to use our platform and tools, but also allows us to nurture those types of creators that are going to exist and continue to build within our ecosystem,” said Allison Sturges, Genies’ head of strategic partnerships.
DIY Collective’s initial cohort will include roughly 15 people, Sturges said. They will spend three weeks at the Genies headquarters, participating in workshops and hearing from CEOs, fashion designers, tattoo artists and speakers from other industries, she added. Genies will provide creatives with funding to build brands and audiences, though Sturges declined to share how much. By the end of the program, participants will be able to sell digital goods through the company’s NFT marketplace, The Warehouse. There, people can buy, sell and trade avatar creations, such as wearable items.
Genies will accept applications for the debut program until Aug. 1. It will kick off on Aug. 8, and previous experience in digital fashion and 3D art development is not required.
Sturges said that the program will teach people “about the tools and capabilities that they will have” through Genies’ platform, as well as “how to think about building their own avatar ecosystem brands and even their own audience.”
Image courtesy of Genies
Founded in 2017, Genies established itself by making avatars for celebrities from Rihanna to Russell Westbrook, who have used the online lookalikes for social media and sponsorship opportunities. The 150-person company, which has raised at least $250 million to date, has secured partnerships with Universal Music Group and Warner Music Group to make avatars for each music label’s entire roster of artists. Former Disney boss Bob Iger joined the company’s board in March.
The company wants to extend avatars to everyone else. Avatars—digital figures that represent an individual—may be the way people interact with each other in the 3D virtual worlds of the metaverse, the much-hyped iteration of the internet where users may one day work, shop and socialize. A company spokesperson previously told dot.LA that Genies has been beta testing avatar creator tools with invite-only users and gives creators “full ownership and commercialization rights” over their creations collecting a 5% transaction fee each time an avatar NFT is sold.
“It's an opportunity for people to build their most expressive and authentic self within this digital era,” Sturges said of avatars.
The company’s call for creators could be a sign that Genies is close to rolling out the Warehouse and its tools publicly. Asked what these avatar tools might look like, the startup went somewhat quiet again.
Allison Sturges said, “I think that's probably something that I'll hold off on sharing. We will be rolling some of this out soon.”
