This year, the marijuana holiday 4/20 is being disrupted across the board due to the coronavirus pandemic and resulting social distancing measures.
But while public gatherings and scheduled events are being cancelled—with some organizers offering virtual alternatives—some major businesses are continuing to leverage the occasion to promote cannabis causes and products.
The ice cream company Ben & Jerry’s stands out. As in past years, the brand is using 4/20 to highlight the harms of federal marijuana prohibition, particularly for communities of color. In concert with the ACLU, Ben & Jerry’s announced on Saturday that it is formally endorsing congressional legislation to deschedule cannabis and push restorative justice.
— Ben & Jerry's (@benandjerrys) April 18, 2020
The company said in a blog post that the era of legalization means that people in an increasing number of states do not have to fear being prosecuted over cannabis-related activities—as long as “you’re a white person,” at least.
“Legalization must have equity at its heart. That’s why we’re calling on Congress to support the [Marijuana Opportunity, Reinvestment, and Expungement] Act, which would make cannabis legal and (it’s an important “and”!) expunge prior cannabis convictions,” the post states. “Want to feel really really good this 4/20? Then let’s make sure that legalization benefits all of us. That’ll turn 4/20 into a day that we all can celebrate.”
This #420, we're joining the @ACLU to talk justice. Specifically, justice for the people of color that cannabis legalization has left behind. Get the full scoop and take action now: https://t.co/FolxgtEUgY pic.twitter.com/apz0swYIsr
— Ben & Jerry's (@benandjerrys) April 19, 2020
Ben & Jerry’s stressed that while legalization has enabled certain individuals to profit off a burgeoning industry, people continue to be criminalized across the country over marijuana—and even in legal states, racial disparities have persisted. To that end, they will be supporting efforts to federally reform cannabis laws, in part by launching content initiatives and encouraging people to take action individually.
“We have to do more than trade on quirky hippie stoner culture,” Christopher Miller, the head of global activism strategy at Ben & Jerry’s, told Marijuana Moment in a phone interview. “I think particularly now as there’s a lot more money being made as the industry becomes legalized and real, it’s incumbent upon all of us—individuals and companies who are trading on this—to step up and ensure that the damage that’s been done over the years around the drug is somewhat ameliorated as we move to this phase around marijuana.”
Cannabis is legal in 33 states, but hundreds of thousands of people are still arrested for possession every year — a disproportionate number of them Black. This #420, get the facts then join us and @ACLU to take action to pass the MORE Act. Learn more: https://t.co/D3rsTpHaYz pic.twitter.com/PCYC1Z7g1V
— Ben & Jerry's (@benandjerrys) April 20, 2020
The company made a similar point as part of a 4/20 campaign last year, and it emphasized that all of this is part of a multi-year project to support criminal justice reform.
Asked why other private companies decline to take positions on policy issues like legalization, Miller said it’s “because it’s just not something most companies do.”
“Most companies, to the degree that they are involved in policy—and the truth is, most are—they are focused on policies that are in their own narrow self-interest.”
While it’s rare for businesses outside the marijuana industry to take a public stance on legalization legislation, an increasing number of mainstream companies are leveraging the 4/20 holiday to promote their products. Take BarkBox, for example.
The company got a rave response from the marijuana community after launching a set of doggie joint, bong and cannabis leaf chew toys. In fact, while they planned to keep the campaign going through the 4/20 holiday, they’re already sold out.
BarkBox, which is known for cheekily pushing the boundaries of pet products, said they will meet the high demand and have ordered more. In a blog post on Thursday, the company said it was taken aback by the positive reception.
What a JOURNEY this week has been– if you're still looking for some spinach burritos and beakers for your dog, drop your email in this post and we'll let you know when we get them back in stock!! https://t.co/HqHYsL0rVE
— BarkBox (@barkbox) April 17, 2020
“It’s no secret that we at BARK are not afraid to make some weird dog toys… And TRULY we don’t always make these toys on purpose,” BarkBox editor Stacie Grissom wrote. “But yesterday’s toys? YEAH we did these on purpose… But we didn’t know if you all would think they are as hilarious as we find them.”
“We started our promotion of a free oregano tug / spinach burrito / science beaker for your dog on 4/15, intending the promotion to hold out until April 20th,” she continued. “You know, April 20th– a normal day in which your dog should get to play with normal toys, made by normal people. Have a good, normal day.”
Two national restaurant chains—Del Taco and Blaze Pizza—are offering promotions to mark the cannabis occasion. Del Taco is selling 10 tacos for $4.20 and Blaze will be upgrading orders to the thicker “High-Rise” dough, according to a press release.
Happy 4/20 😉 We’re kicking-off the munchie-fest with 10 Value Tacos for only $4.20. 🌮 It’s the perfect snack when you’re inda-couch. 🛋 Get the offer in the Del App and use it for drive-thru, takeout or delivery, where available. Only valid on 4/20 at participating restaurants. pic.twitter.com/sancKMMQoq
— Del Taco Restaurants (@DelTaco) April 20, 2020
Get High Rise, on us. ⬆️🔥🍕
If you've got the Blaze app, you've got a little something in your account, you know, just because. Hope you're straight up having a good time today. pic.twitter.com/0wOYxJJAJY
— Blaze Pizza (@BlazePizza) April 20, 2020
&pizza also promoted a 4/20 deal on pies.
BREAKING NEWS! For the next 4 hours and 20 minutes, text #420 to 200-03 for a $4.20 pie. pic.twitter.com/tpOWny8kqh
— &pizza (@andpizza) April 20, 2020
The coconut water company Vita Coco joked that “today supposed to be about being chill” and asked followers to reply with stories about their experiences working from home during a time of social distancing due to the pandemic. People who reply with the hashtag “#letsbeblunt” will get “a free case of Vita Coco Infused with Hemp to help you… escape.”
— Vita Coco (@VitaCoco) April 20, 2020
White Castle is urging people to host virtual watch parties with the cannabis cult classic “Harold & Kumar Go to White Castle,” and the company said it will try to participate in as many as possible if they’re sent an invite.
Our fave craveable comedy 😉 is streaming thru April. Fire up a virtual watch party on 4/20 and toss us an invite at [email protected] We’ll do our best to join in! Plus, we’ll live tweet along with the movie at 4:20pst on 4/20. Crave on! #partywithwhitecastle pic.twitter.com/AxvcPViibn
— White Castle (@WhiteCastle) April 17, 2020
The bakery company Insomnia Cookies is offering a pack of six cookies for $4.20.
you're not dreaming… $4.20 6-packs all-day long! https://t.co/YcQwrNXVE4 ~available for pickup & delivery. no code needed. add deal to cart to redeem~
&&& for some 4/20 fun, what's your dream cookie flavor? best answer wins a $10 gift card. pic.twitter.com/vtsxhsrW8I
— insomnia cookies (@insomniacookies) April 20, 2020
Panda Express is selling four lunch bowls for $20.
Got a craving? Order 4 Panda bowls online for just $20 starting today.
— Panda Express (@PandaExpress) April 20, 2020
All single burgers and sandwiches are $4.20 at Smashburger on Monday.
Tend to your buds this 4/20… taste buds! Get any Single Burger or Sandwich (ANY protein) for $4.20 this 4/20. Available for Delivery & Take-Out at https://t.co/6G87qJEIyM! At participating locations only. 🍔 💕 #SmashedIt #420Day pic.twitter.com/KRNFdCPI8Z
— Smashburger (@Smashburger) April 20, 2020
Boston Market said people kept on buying chicken.
it's 4/20. yay. today was completely different than every other day this month.
— Boston Market (@bostonmarket) April 20, 2020
Vegan food producer Impossible Foods tweeted some plant-based solidarity with cannabis enthusiasts.
— Impossible Foods (@ImpossibleFoods) April 20, 2020
The Canadian branches of TurboTax and H&R Block both posted about cannabis and taxes.
With the cannabis industry high in demand (and since it’s the highest holiday of the year) we’re chatting all things cannabis and taxes, and how medical cannabis is in some cases considered an allowable medical expense. https://t.co/kdm6rBThpt pic.twitter.com/JNvNfpOGj6
— TurboTax Canada (@TurboTaxCanada) April 20, 2020
Puff, puff, tax.
Elevate your potential tax return by learning what you can and can’t claim when it comes to cannabis. /bit.ly/3akHzhD pic.twitter.com/QKVYLq5ccd
— H&R Block Canada (@HRBlockCanada) April 20, 2020
FYE wants people to buy marijuana-themed movies.
— FYE (@officialfye) April 20, 2020
Over at Netflix, the streaming service released a cannabis-themed cooking show to mark the holiday. “Cooked with Cannabis” features chefs competing to “get the hosts and special guests high on elevated cannabis cuisine with their artful use of leafy herb, THC infusions and CBD sauces,” Netflix said.
In our newest culinary competition series, everything is Cooked With Cannabis pic.twitter.com/ufNBdvVWDT
— Netflix (@netflix) April 20, 2020
what's the ultimate 420 movie? pic.twitter.com/2ckhdVSOf3
— NetflixFilm (@NetflixFilm) April 20, 2020
Feeling a little paranoid on 4/20? We've got the perfect playlist of conspiracy theory documentaries for you, from Bob Marley to Ancient Aliens and the Holy Grail. pic.twitter.com/UDQGkeupJ8
— NX (@NXOnNetflix) April 20, 2020
The music streaming company Tidal created a 4/20 playlist, featuring classics like Afroman’s “Because I Got High.”
Sit back, relax,
and enjoy the ride with these #420 tunes.
— TIDAL (@TIDAL) April 20, 2020
After spending four years reviewing about 50 different cannabis vaporizers, The New York Times’s Wirecutter blog released its top picks in a post on Monday.
We researched portable cannabis vaporizers in spring 2020 and remain confident in three of our picks: The Airvape X, Grasshopper Stainless, and Firefly 2+. We've moved the Grenco G Pen Elite, our former budget pick, to the "Competition" section. https://t.co/OHpPHQu9lb
— Wirecutter (@wirecutter) April 20, 2020
But while entertainment and discounts will inevitably abound on 4/20 now that marijuana is mainstream, it seems as though Ben & Jerry’s is again the outlier in treating the holiday as an opportunity for activism, rather than just consumerism.
“What we know is that consumers, citizens are looking for companies to take a stand on issues and to be agents of change at a time when there’s not a lot of trust in government,” Miller said. “People are looking for companies to step up in this way.”
Rapper Who Owns Looted Marijuana Dispensary Says Justice Is More Important Than Business
One marijuana dispensary owner whose business was caught in the chaos stemming from the reaction to rampant police violence over the weekend says he values life and justice over his stolen cannabis merchandise.
Cookies, a well-known dispensary in Los Angeles, was looted during Saturday’s massive protests sparked by the killing of George Floyd. But the brand’s creator and store’s part-owner, the famous rapper-turned-cannabis-entrepreneur Berner, says he is more concerned about the underlying injustices being highlighted by protestors than the damage to his storefront.
A video on Instagram shows the Cookies location on Melrose being broken into, with people jumping the fence, entering the store and stealing products. Police are seen driving by in the clip, but no one appears to have been arrested.
Berner, whose real name is Gilbert Anthony Milam Jr., released a statement shortly after the incident.
The rapper doesn’t condemn the people who broke into the store. Instead, he argues that human life is more valuable than any building.
“It’s extremely unfortunate what happened to our store tonight on Melrose. But as a human living in the world we’re living in today, I cannot expect anything less until justice is served,” Berner said in the video posted to his 1.3 million Instagram followers. “We can rebuild our store, but you cannot bring someone back to life.”
“With that being said, we stand with what is going right now in the world. A statement needed to be made. All I say is, I pray everyone stays safe and protects their family in a time like this,” the rapper said. “How can I worry about a store when there is so much more going on in the world right now? So much hate, so much anger, so much pain, and a lack of justice. Please take care of your families and stay safe.”
There were six armed security guards at the storefront, Berner said, but he told them not to be violent towards protesters. “I don’t want to see anyone die!! I told everyone to stand down,” he posted. “I’m not allowing anyone to die on my watch… all life matters. And money comes and goes…”
Instagram commenters were quick to suggest that insurance money stemming from the theft would be advantageous to Berner. One commenter, Elijah71p, wrote: “Plus that insurance money won’t hurt.”
But Berner said he wasn’t counting on it, replying: “We sell weed. I’m not sure that insurance will honor our business, I haven’t even thought about it. I was focused on preserving life and instructing the armed guards to stand down and not to shoot.”
Another commenter wrote on the post: “Someone had good insurance, lol other wise I’m sure this would sound different.”
“Nah man, the world is a fucked up place,” replied Berner. “This is from the heart homie.”
Cannabis companies have historically had a hard time accessing coverage for things like lost employee wages, property damage and more due to marijuana’s federal classification as a schedule I substance.
Berner started Cookies as a clothing and cannabis brand in the San Francisco Bay Area in 2016. The company has held itself up as an equity success story, opening the Cookies Haight Street location with CEO Shawn Richard under San Francisco’s first social equity license. While some have raised questions about the involvement of white investors and people with political pull helping to win the dispensary’s approval, Berner has maintained that the company is holding true to authentic cannabis culture—one that represents and speaks up for black, indigenous and people of color.
The Cookies brand, well-known for its bright blue packaging, is on sale in eight medical and adult-use markets across the country, including in Its dispensary storefronts in Los Angeles, Santa Ana, San Francisco and Denver.
Cookies isn’t the only dispensary to have been impacted by looting over the weekend. Photos of a ransacked MedMen location in downtown Los Angeles have surfaced, for example.
medmen got cleaned out of cannabis last night in downtown los angeles pic.twitter.com/zlw9RjDOtS
— Zeus Tipado (@tipado) May 31, 2020
The company has not issued a statement at the time of publication.
Missouri Lawmakers Defeat Amendment To Require They Consume Marijuana Before Voting
Missouri lawmakers rejected an amendment to a health care bill on Thursday that would have required House members to consume a “substantial” amount of marijuana before performing their legislative duties.
The amendment, introduced by Rep. Andrew McDaniel (R), was defeated in a voice vote—though a reporter in the room said he heard a few “ayes.”
Text of the measure stipulated that “members of the Missouri House shall consume a substantial dose of medicinal marijuana prior to entering the chamber or voting on any legislation.”
McDaniel told Marijuana Moment in a phone interview that, this time of year, lawmakers tend to pile on amendments to bills. The current health care-focused legislation has “a whole bunch of crap” that’s been attached to it, he said, and so he saw an opportunity to “get everyone to chill out and get a little chuckle” with his proposal.
— Andrew McDaniel (@drurep150) May 7, 2020
The hope was also that it could “get them all to pay attention” and “quit messing it up,” he said.
The lawmaker said he similarly heard some “aye” votes from the chamber, though he said he wasn’t going to force people to go on the record with a roll call vote.
It was just shot down by a voice vote. But pretty sure I heard some "Ayes" https://t.co/9uEFBgb3Mj
— Tynan Stewart (@tynanstewart) May 7, 2020
“It was just for fun—simmer down, bring up a little bit of laughter in such a somber environment of the times we’re in,” McDaniel said.
Erik Alteri, executive director of NORML, told Marijuana Moment that he appreciated the sentiment.
“During these trying times we all could certainly use a laugh which this amendment provided. Though having state legislators imbibe before session might not be the worst thing to encourage cooperation for the public good,” he said. “At the very least perhaps opponents of ending our failed probation on cannabis may finally realize they are ruining hundreds of thousands of lives per year over a plant.”
Another part of the inspiration behind the lawmaker’s amendment was a more serious provision of the overall legislation that provides protections for registered cannabis patients against having their registration in the program reported to the federal government.
The bill, SB 580, states that “no state agency, including employees therein, shall disclose to the federal government, any federal government employee, or any unauthorized third party, the statewide list or any individual information of persons who have applied for or obtained a medical marijuana card.”
McDaniel said that he supports both medical and adult-use cannabis legalization, though constituents in his district haven’t gotten on board with broader reform and so he doesn’t have immediate plans to introduce actionable legislation to that end. The legislator described himself as having a libertarian perspective on the issue.
He did sponsor a bill in 2018 that would have made a constitutional amendment establishing a limited medical cannabis program in the state. That came before voters approved more a far-reaching medical marijuana legalization measure during the November election that year.
Last month, a campaign to legalize marijuana in Missouri officially ended its bid to qualify for this year’s general election ballot due to signature gathering difficulties caused by the coronavirus outbreak.
Photo courtesy of Martin Alonso.
Marijuana Bumper Stickers? No Thanks, Drivers Say In National Survey
Even as a growing number of states are enacting legalization laws, stigma around marijuana is alive and well in the United States—at least according to a recent survey about the kinds of bumper stickers America’s drivers are willing to put on their vehicles.
Drivers said they would be less open to displaying a cannabis-related decal than ones featuring messages surrounding other controversial topics, such as politics, religion, gun ownership or even President Trump.
Of those who wouldn’t sport a cannabis bumper sticker on their cars, most said they worried it would affect how police would perceive them.
The survey of 1,195 people asked whether drivers would be willing to display various bumper-sticker messages, including their “support for/opposition to marijuana.” Of all the topics asked about, cannabis was the least popular, with only 34 percent of respondents saying they’d consider such a decal.
By comparison, 53 percent said they would be willing to advertise their views on gun ownership, 44 percent said they would display their religious identity and 42 percent said they would share their stance on President Trump.
The survey was conducted by SafeHome.org, a website that publishes consumer information about home and personal safety. The company acknowledges that the data “rely on self-reporting,” which doesn’t always provide the most reliable conclusions. “There are many issues with self-reported data,” the site points out. “These issues include, but are not limited to, selective memory, telescoping, attribution and exaggeration.”
The poll nevertheless provides a glimpse into what at least some Americans are thinking when they weigh what views to broadcast on the road.
When drivers who said they wouldn’t display marijuana messages were asked what made them hesitate, 59 percent said they believed it would “affect how police perceive me.” Nearly half (45 percent) said they thought “it looks tacky”—more than any other topic but Trump.
Roughly a third of drivers who said they wouldn’t sport a cannabis bumper sticker said the topic was too personal (35 percent), it would affect how other drivers would perceive them (32 percent) or that they simply didn’t care enough about it (31 percent).
The survey also asked respondents about whether they believed their existing bumper stickers had indeed attracted unwanted attention, either from police or fellow drivers. Marijuana, however, was not included in that section of the survey. Among issues people believed they were pulled over unfairly for, “endorsement of racial identity/equality” ranked highest. When it came to aggression from other drivers, “support of/opposition to President Trump” was the top response.
Whether or not a weed bumper sticker makes someone more likely to be pulled over, it’s easy to see why drivers may have that fear. In many states, law enforcement organizations remain among the most stubborn opponents to legalization, and among their most common arguments is that legalization will make America’s roads more dangerous. Available data, however, are less clear on that subject.
Some research has found that traffic fatalities went down after legalization while overall accidents went up, a result that could be the result of drivers drinking less alcohol. The effects also seem to vary from state to state. A 2019 congressional report acknowledged the lack of a clear consensus on marijuana’s impact on driver safety. “Although laboratory studies have shown that marijuana consumption can affect a person’s response times and motor performance,” the Congressional Research Service wrote, “studies of the impact of marijuana consumption on a driver’s risk of being involved in a crash have produced conflicting results, with some studies finding little or no increased risk of a crash from marijuana usage.”
Cannabis, of course, is also the only item in the new bumper sticker survey that is directly attributable to motor impairment. That, combined with the fact that marijuana remains illegal in much of the country, is likely to make drivers think twice about slapping a weed-friendly bumper sticker on the back of their car.
Despite the controversy, however, most Americans support legalization at rates of between 60 percent and 70 percent, according to recent national polls. And a recent YouGov survey found that 55 percent of respondents said that legalization was either a complete success or “more of a success than a failure.”
Constitutionally speaking, Americans have a First Amendment right to political speech, and courts have ruled that bumper stickers generally fall under that protection. And political statements, even those supporting marijuana or its legalization in areas where it’s still illegal, aren’t themselves evidence that a person has violated any laws.
In practice, however, it’s still possible for law enforcement to target individuals for mundane reasons like bumper stickers only to later cite a different, more valid reason to justify a traffic stop. Perhaps unsurprisingly, it seems the best way to avoid attention when driving is to keep your car au naturel: Vehicles with at least one controversial decal on them, the SafeHome.org survey found, were almost three times more likely to be pulled over during the past year.