“Your tomatoes are organic. What about your weed?” The language on their homepage is clear: Consumers should seek the same high standards in their cannabis just as they do with food.
Earlier in the month, The Cannabis Certification Council (CCC), a nonprofit that promotes organic and fair trade practices in the cannabis industry, announced the launch of their #WhatsInMyWeed campaign. The consumer education initiative is designed to draw parallels between what buying choices people make in food and cannabis.
The consumer-facing idea is to produce videos and ads that make people question the ethics and environmental sustainability of their cannabis, just as they do when purchasing organic, fair trade-certified produce. According to Amy Andrle, owner of L’Eagle Services in Denver and board member with the CCC, the campaign should benefit cannabis companies that produce ethical and sustainable products. “This campaign is long overdue and much needed to alert consumers about the quality of their cannabis and begin to reward producers of organic, fair trade, sustainable and other high quality and integrity products just as they are in other consumer categories,” says Andrle. “We believe the campaign and accompanying website will drive demand and increase transparency in the cannabis industry.”
According to the press release, the website has a listing of cannabis certifications currently available now, information about them and where consumers can find certified products. Companies can sign up for the #WhatsInMyWeed Pledge as well to let consumers know they produce clean products.
The Organic Cannabis Association and Ethical Cannabis Alliance announced today they are merging into one organization, the Cannabis Certification Council (CCC), according to a press release. The new third-party certifications include “Organically Grown” and “Fairly Produced”, granting producers a seal for marketing if they achieve the certifications.
According to Ashley Preece of the Ethical Cannabis Alliance, now executive director at CCC, they plan on starting with the “Organically Grown” certification as first certification to market. “We are launching with Organically which will include robust labor standards as well as standards that go beyond [USDA] Organic,” says Preece. “The USDA Organic standard is watered down and we want to expand on proper horticulture practices so it relates directly to cannabis producers.” The process of designing that certification involves using that USDA Organic certification as a building block to draw from but not directly adopt.
“We will start by pulling from Organic and Fair Trade standards, then we will have a technical advisory committee (TAC), made up of multi-stakeholder agricultural industry and cannabis industry professionals to give input and adjust the standard accordingly,” says Preece. “From there we will have a pilot program, engaging with producers abiding by the standards’ requirements. After the pilot phase, we make final adjustments before bringing it to market.” In order to make sure their certification works across the board, Preece says they are engaging with stakeholders around the country and eventually globally. “We need to engage each different community to make sure this is applicable on a national level.” Preece also says they plan staying abreast of other standards, such as ASTM International’s, but those are geared more towards production safety. “We are looking towards more robust Organic and Fair Trade standards, and ‘cannabinizing’ them,” says Preece.
David Bronner, a prominent advocate of drug policy reform and CEO of Dr. Bronner’s, a top-selling soap brand in the US market place, will be providing seed funding and a matching grant to the CCC. “We are committed to making socially and environmentally responsible products of the highest value, and we are excited for the CCC to begin driving that ethos in the cannabis industry,” says Bronner. “The Cannabis Certification Council (CCC), with its unique mission, is a perfect vessel for us to support our values in the cannabis space.”
Preece says the “Fairly Produced” labor certification is going to be based off of Fair Trade practices. “That will include living wages per community and taking options of ownership into consideration, including different business models where employees might have shares or partial ownership,” says Preece. “As we know, this industry has come from the illicit market, where we saw a lot of inappropriate working environments, gender relations and pay schedules. So we want to ensure that workers have contracts in place, they are treated fairly just as any other industry and we want to mitigate any strange encounters that might have seeped into this regulated market.” Founding board members include Laura Rivero of Yerba Buena Farms; Amy Andrle of L’Eagle Services Denver; Nick Richards of Dill and Dill and Vicente Sederberg; and Ben Gelt of Par, with Ashley Preece as executive director. “This is a huge step for the cannabis industry,” says Preece. “Our collaboration reflects the priority of the mission ingrained in both parties, and together we will immediately be greater than the sum of our parts.”
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