Black Founders in Cannabis Panel Series: A Case Study in Advocacy & Community Building
Transforming Industry Conversations Through Strategic Event Production
Client: San Diego County Black Chamber of Commerce
Event Series: Black Founders in Cannabis Panel (2-part series)
Objective: Create authentic dialogue around barriers and opportunities for Black entrepreneurs in cannabis
The Challenge
The cannabis industry, despite its rapid growth and legalization momentum, remained largely inaccessible to Black entrepreneurs—the very communities most impacted by cannabis criminalization. Traditional industry events and panels lacked authentic representation and failed to address the unique challenges facing Black founders navigating this emerging market.
Key Issues Identified:
Limited authentic representation at industry events
Lack of honest dialogue about systemic barriers
Need for community-specific guidance and mentorship
Absence of platforms highlighting Black excellence in cannabis
Our Strategic Approach
Community-Centered Event Design
Rather than creating another generic business panel, we designed intimate gatherings that prioritized authentic storytelling and community healing. Each event featured carefully curated panelists who could speak to both the challenges and triumphs of Black entrepreneurship in cannabis.
Partnership-Driven Impact
Our collaboration with the San Diego County Black Chamber of Commerce provided credibility and community trust, while strategic brand partnerships (Jaxx Cannabis, Vessel, KushQueen, Dripping Candles) demonstrated industry support for equity initiatives.
Event Series Framework
BFIC Panel #1: Foundation Building
Featured Pioneers: Freeway Ricky Ross, Virgil Grant, Dr. Leroy Brady, and other trailblazers
Focus: Legacy market transition, social equity navigation, community healing
BFIC Women's Edition
Featured Leaders: Black women founders: Danicka Brown-Frazier | Alkemi, JM Balbuena | JAXX Cannabis, Author, Sandra Guynes | RN
Focus: Intersectional challenges, sisterhood in business, holistic approaches to entrepreneurship
Signature Experience Elements
Intentional Hospitality
Each event opened with Alkemi's signature Rosemary Honey Lemonade and Alkemic Charcuterie, creating a welcoming atmosphere that honored both wellness traditions and community gathering.
Truth-Telling Platform
Panelists shared unfiltered experiences about:
Real-life barriers to market entry
Effects of the War on Drugs on community and business
Social equity program navigation
Legacy market transition strategies
Investment and partnership challenges
Community Recognition
We honored trailblazers like Freeway Ricky Ross and Virgil Grant with formal recognition, positioning them as pioneers rather than focusing solely on past challenges.
Measurable Impact
Media Coverage & Industry Recognition
Pre-event feature: Black Cannabis Magazine
Multi-part coverage: San Diego Magazine (print and digital)
Industry validation: Featured speakers became sought-after voices at subsequent conferences
Community Engagement
Attendance: 100+ professionals across both events
Networking: Connected emerging entrepreneurs with established founders
Follow-up: Multiple business collaborations initiated post-event
Brand Positioning
Established Alkemi as a trusted convener in sensitive industry conversations
Demonstrated ability to navigate complex cultural and business dynamics
Created template for future advocacy-centered events
Key Learning: The Power of Authentic Advocacy
These events proved that wellness extends beyond individual healing to community empowerment. By creating spaces for honest dialogue about systemic barriers, we demonstrated how event production can serve as a vehicle for social change while building meaningful business relationships.
What Made This Different:
Community Leadership: Events were designed with and for the community, not as external initiatives
Holistic Approach: Combined business strategy with cultural healing and recognition
Strategic Timing: Leveraged industry momentum while addressing representation gaps
Sustainable Impact: Created ongoing relationships rather than one-time transactions
Client Testimonial
"A diverse and inclusive industry is key to success and growth, and we are committed to advancing this critical conversation in the industry."
— Bruce Mayberry, Chairman, San Diego County Black Chamber of Commerce
Evolution: From Greenish to Alkemi
This panel series marked a pivotal moment in our brand evolution, showcasing our ability to bridge ancient wisdom traditions with contemporary social justice work. The success of these events informed our transition from Greenish Brands to Alkemi, reinforcing our commitment to transformative experiences that honor cultural heritage while addressing modern challenges.
Ready to create meaningful dialogue in your industry? Contact Alkemi to explore how strategic event production can amplify your advocacy goals while building authentic community connections.
The Black Founders in Cannabis Panel Series exemplifies Alkemi's approach to event production: purpose-driven, community-centered, and strategically designed to create lasting impact beyond a single gathering.
