B CONSCIOUS

In 2010, Bernard Noble was found carrying just enough cannabis for two joints. This so-called crime resulted in a 13 year sentence of hard labor without parole.

Bernard served seven years away from his wife and children before his case sparked the national attention needed to prompt his release.

Did Bernard deserve to labor for years, behind bars, without pay, for riding a bike with a medicinal plant in his pocket?

Do the 600,000+ people arrested each year deserve to be incarcerated for a non-violent cannabis offense?

People incarcerated on a drug conviction make up nearly half the federal prison population. Most are not high-level actors in the drug trade, and most have no prior criminal record for a violent offense.” - Sentencingproject.org

Within this incarceration trend is a staggering imbalance. Black men are six times as likely to be incarcerated as white men. Latinos are 2.5 times as likely.

Lifetime Likelihood of Imprisonment for U.S. Residents Born in 2001:

Source cited:

www.sentencingproject.org/

criminal-justice-facts/

IMAGINE IF THE VERY SAME PLANT LINKED TO THE DESTRUCTION OF ENTIRE LIVELIHOODS COULD WORK TO END DECADES OF SYSTEMIC INJUSTICE AND REPAIR BROKEN SYSTEMS.

curaleaf x bnoble logo

Did you know that those unjustly incarcerated often belong to the SAME communities historically disenfranchised by the War on Drugs? As a cannabis industry leader, we’re here to use our platform to bring awareness to these cycles of unwarranted, racially-charged punishment and replace them with equitable cannabis access and industry opportunities for EVERY community member, regardless of race or place.

Our partnership with B NOBLE is our deeper dive into dedicated social equity work. Founded by celebrity artist, filmmaker and cannabis advocate Fab Five Freddy [Grass is Greener], B NOBLE exists to generate legal funding for the defense of people wrongfully charged with non-violent cannabis-related crimes.

We’ve put our plant power behind Fab Five Freddy and his team to help create a for-profit, cause-based, cannabis brand: B NOBLE.

When you choose B NOBLE, you choose to be a part of the work that

RIGHTS THE WRONGS OF THE PAST AND PAVES THE WAY FOR AN EQUITABLE AND INCLUSIVE FUTURE WHERE NON-VIOLENT CANNABIS INCARCERATION IS ERASED ONCE AND FOR ALL.

B NOBLE

Every time you light a B NOBLE pre-roll, you’ll enjoy the highest-quality flower strains, ground from whole, small buds.

What’s more, 10% of the proceeds from every B NOBLE purchase will fund organizations actively working to:

  • end unwarranted cannabis criminalization
  • support liberated citizens with a cannabis-related record
  • remove the societal barriers associated with that record
  • create pathways for a successful, post-incarceration future

B INSPIRED

Our B NOBLE cannabis beneficiaries vary by state. The following organizations are excellent examples of the types of groups your purchase supports:

MassCultivatED, Massachusetts

Changing Perceptions, Washington DC

B INCLUSIVE

Beyond B NOBLE, Curaleaf has initiated multiple undertakings in the name of diversity, equity and inclusivity. These are foundational areas within our corporate social responsibility program, Rooted in Good, and there is no limit to the capacity in which we intend to engage.

Through our Supplier Diversity Program, for example, we’ve committed to working with 420 different brands, organizations, and companies founded/operated by people from underrepresented groups by the year 2025. The B NOBLE brand isn’t the first, and it won’t be the last.

Our Executive Roundtable Program was created to make space for formerly incarcerated cannabis pros to join us at the table. Despite past legal conflicts, there are countless individuals, like Bernard, with an incredible amount of experience and insight to offer.

Being in a position of privilege, it’s our responsibility to use our own successes to lift up those knocked down by the War on Drugs. To get involved with our social equity efforts learn more here:

B LOUD

B NOBLE

In 2010, Bernard Noble was stopped by an officer while riding his bicycle. He was frisked, arrested for possession of 2 joints worth of cannabis flower, and sentenced to 13 years of hard labor. In 2017, Bernard’s case began to draw attention on social media. It quickly became a national symbol for the need to reform our country’s harsh drug laws, sparking advocacy and movement. As a result, Bernard was released “just” seven years into his sentence.

He didn’t deserve to serve one single day. Meeting Bernard Noble is an illuminating experience. A joyous distillation of strength, endeavor and grace. And so it became our mission to build a community upon those extraordinary pillars.

Each year, hundreds of thousands of people are arrested for non-violent cannabis crimes. B NOBLE is here to help liberate them. 10% of proceeds from every B NOBLE cannabis sale will go toward cannabis justice and reform.

Learn more here

Grass is Greener

Weed. Marijuana. Grass. Pot. Whatever you prefer to call it, America’s relationship with cannabis is a complicated one. In his directorial debut, hip hop pioneer Fab 5 Freddy presents an unparalleled look at the racially biased history of the war on marijuana. A range of celebrities and experts discuss the plant’s influence on music and popular culture, and the devastating impact its criminalization has had on Black and Latino communities. As more and more states join the push to legalize marijuana, this documentary dives deep into the glaring racial disparities in the growing cannabis market.

Stream Now