Cannabis News
Oakland Launches Nation’s First Cannabis Equity Certification Mark
In 2017, the city of Oakland made history by becoming the first city in the country to launch a Cannabis Equity Program, which helps those affected by the “War on Drugs” enter the cannabis industry and create thriving local businesses. The program changed policy conversations about cannabis equity in California and across the nation.
Now, in an effort to raise awareness about venture capital and help them survive and thrive, Oakland has launched the nation’s first initiative to promote city-certified venture capital businesses in the cannabis industry. The Oakland Legendary Cannabis Certified Equity Label lets buyers know they support businesses that invest in creating high-quality products by prioritizing equity. The label commemorates the city of Oakland as the birthplace of modern cannabis legalization and highlights its operators as legendary pioneers who define cannabis culture and set standards that are now accepted worldwide. Oakland currently has 50 licensed Equity cannabis businesses.
“Oakland continues to lead with courage and conviction. During my time in Congress, I chaired the Cannabis Caucus and called for cannabis equity programs to address the harm done to Black and Brown communities,” said Oakland Mayor Barbara Lee. “Today, the Oakland Legendary label puts power back where it belongs, helping consumers make informed choices and ensuring that those with the most influence lead and thrive in today’s economy. Oakland is proud to lead the way!”
“The City of Oakland is committed to fostering the economic success of local venture capital companies,” said Ashleigh Kanat, director of Oakland’s Department of Economic and Workforce Development. “The Oakland Legendary brand lets consumers know they’re supporting a certified Oakland stock business and getting a true Oakland experience: premium, authentic and locally produced with a story they won’t find anywhere else. This differentiation will increase the presence of cannabis products in the market.”
“The Oakland Legendary brand is the gold standard for quality,” says Dale Sky Jones, Executive Chancellor of Oakland University. “These are the ones who defined the culture and perfected the craft long before there was a legal market. When you buy Oakland Legendary, you’re not just supporting a local business; you’re getting the world’s most authentic, high-caliber cannabis. These brands are true trendsetters, and once you try them, you’ll understand why Oakland remains the epicenter of the world’s finest cannabis.”
“Root’d believes it is extremely important to highlight the brands of operators who were disproportionately impacted by the War on Drugs and educate the consumer on the importance of protecting the equity brands that have shaped the culture and community of cannabis. These core equity brands are the root ecosystem of our culture; the bigger and stronger the roots, the healthier Root’d’s culture McCullough” 510 has a long legacy in the cannabis industry and has been featured on the front page of the New York Times for being one of the first dispensaries in the nation. “It’s important to us that we direct consumers to amazing products and also shop with a purpose.”
Consumers can easily identify Oakland’s legendary certified equity operators through the Oakland Legendary certification mark on packaging, advertisements, and certified equity dealer windows. In a nod to the resilience of the community, the brand’s official positioning is slightly tilted, with the word “Legendary” rising, symbolizing the upward trajectory and sustained growth of Oakland’s capital operators.
The Oakland Legendary awareness campaign includes exclusive use of the certification mark on packaging and marketing materials and “I Hella ♡ Oakland Legendary Cannabis” swag. High-visibility billboards are located along Highway 880 to publicize the program. The public awareness campaign is supported by the National Equity Trade Network.
Source: Oakland
Aurora Cannabis has been granted Plant Breeder’s rights in Canada for two cannabis cultivars developed through its global breeding program. This certificate gives Aurora exclusive rights to grow, propagate and sell finished products produced from these varieties.
The two protected cultivars, SOT20R07-007 (known as Gas Granja) and SOT20R07-005 (known as Driftwood Diesel), were developed at Aurora Coastal, Aurora’s industry-leading research and development facility in Comox, British Columbia. The company carefully selected these cultivars based on their unique characteristics, how they grow and how consistently they perform. Farm GasT and Driftwood DieselT are the leading medical cannabis products available to patients in Germany, Poland, the UK, Canada and Australia.
© Aurora Cannabis
“These plant breeder rights recognize the extensive work behind our core breeding, genetic development and testing program,” says Lana Culley, Aurora’s Vice President of Innovation and International Operations. “They reflect a cross-disciplinary approach to developing cultivars that provide consistency, performance and reliability to medical cannabis patients around the world.”
Understanding plant breeders’ rights in Canada
Plant breeders’ rights are a form of intellectual property protection, similar to patents, that apply specifically to new and different plant varieties. In Canada, plant breeders’ rights are granted by the Canadian Food Inspection Agency (CFIA) and give growers exclusive rights to produce and sell a protected plant variety. This framework recognizes the significant scientific investment required to develop cultivars that are clearly distinct and produce the same results over time. For Aurora, plant breeders’ rights protect the cannabis genetics developed through its in-house breeding program, supporting ongoing innovation and long-term research.
For more information:
Aurora Cannabis Inc.
auroramj.com
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A perspective paper to be published in Frontiers in Horticulture addresses the widespread but inconsistent use of the term “sustainable growing media” in the horticultural and greenhouse sectors. The publication, written by an international team of researchers and industry experts including Dr Alexander Sentinella of Growing Media Europe, examines how the term has been diluted and proposes a more rigorous evidence-based approach.
“The term is used to mean almost anything and everything,” said Dr. Sentinella. “Along with terms like ‘green’ or ‘climate friendly’, they start to lose their helpful meaning.” The authors argue that this lack of precision undermines research comparability and decision-making in commercial production.
Misconceptions and oversimplification
The article highlights the common tendency to equate sustainability with a single characteristic, such as renewable, circular or peat-free. “People conflate sustainability with individual concepts like climate footprint or renewables, but these are not interchangeable,” he explains. Labels such as “non-toxic” are identified as particularly problematic, as they are often interpreted as an indication of environmental benefit without support.
“‘Peat-free’ means there’s no peat in the mix. It doesn’t show a lower environmental impact or better sustainability unless that’s actually measured.” The authors warn that these assumptions risk misleading growers and managers.
A multi-dimensional and system-dependent concept
Central to the article is the recognition that the sustainability of growing media encompasses three interrelated pillars: environmental, economic, and social. Environmental impacts include not only the climate footprint, but also land and water use. Economic sustainability includes cost, availability and consistency, while social sustainability covers working conditions, health and safety.
“A product may work well environmentally, but not economically or socially. These trade-offs are unavoidable and must be accepted.” The paper emphasizes that sustainability cannot be attributed to individual materials in isolation, but must be assessed within the entire production system.
“Growing media are part of a larger horticultural system. A substrate with a smaller product footprint that reduces yield can lead to a worse overall outcome when the impacts on total production are considered.”
© Growing Media Europe
From hypotheses to measurement
To improve clarity, the authors advocate measurable system-based assessments. Life cycle methodologies are identified as critical tools, including environmental Life Cycle Assessment (LCA), Life Cycle Costing (LCC) and Social Life Cycle Assessment (S-LCA). The latter follows the framework developed by the United Nations Environment Program and SETAC, which allows for the assessment of impacts between workers, communities and supply chains.
“Most conversations focus on reducing footprints, but we really need to measure them. The results may not match expectations, which is why measurement is necessary.”
The paper also notes that social impact continues to be emphasized in today’s evaluations, despite the availability of methodologies that consider factors such as labor rights, occupational health and community effects along the value chain.
Guidelines for the responsible use of the term
Rather than proposing a universal definition, the authors outline minimum requirements for the responsible use of the term “sustainable growing medium”. These include explicitly defining the scope of claims, identifying which sustainability pillars are addressed and supporting statements with verifiable data. Absolute claims are abandoned in favor of comparative and context-specific language.
“The best step forward is to use more precise terminology,” advises Dr. Sentinella. “If you mean lower environmental impact, say so and measure it.”
Implications for industry and policy
The findings have practical implications for producers, suppliers and policy makers. The paper cautions against relying solely on proxy indicators such as peat reduction as a measure of sustainability. “If policies focus on a single attribute, there is a risk of neglecting wider impacts. We must base decisions on results measured in environmental, economic and social dimensions.”
The authors conclude that progress in sustainable growth media will depend less on redefining the term and more on improving how evidence is generated and communicated. “It is better to say ‘more sustainable’ and explain why. Clear definitions and measurable indicators are essential for progress in the greenhouse sector.”
Be careful last published paper.
For more information:
Growing Media Europe
Dr. Alexander Sentinella, co-author
(email protected)
www.growing-media.eu
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