On paper, legal weed is a good-looking product. Apple-like dispensaries. Influencer product drops. Celebrities launch “wellness brands” from Manhattan to Malibu. Peel back the shiny packages and you’ll find that the real question is: who really benefits from cannabis and who still pays the price?
The heartbeat is the beating of Kiss My GrassA documentary short that doesn’t let industry get off the hook. This film, which was written by Roy Wood, Jr., directed Mary Pryor, Mara Whitehead, Tirsa Hackshaw, and narrated Rosario Dawson, actor and activist, does not waste any time in glamorizing Green Rush. It focuses on people of color and Black women who have had to struggle in a market not built for them.
Within 20 minutes you can be on your way. Kiss My Grass The documentary hits every nerve by exposing the lies of legalization through candid interviews. This documentary is most effective when it tells the personal, raw stories of pioneers such as Kim James and Matha Figaro. Jessica Jackson and Coss Martine also share their experiences. You’re forced into a harsh reality when you watch them: Although legalization was touted as a fresh start, the old system continues to exist under new branding.
The film left me with a number of questions. I was able to speak to some of those featured about the changes, the things that haven’t changed and the future.
Jackson, Director of Social Equity for Minnesota’s Office of Cannabis Management says that “true equity” requires structural repairs. “That means reinvestment into harmed communities; expungement and record repair; rules that prevent hidden ownership and monopolization; workforce protections; and readiness tools like technical assistance—all interventions Minnesota provided from the start in Chapter 342 legislation.”
Equity programs that are meant to help level the playing field in certain states often seem more like PR stunts. In the United States, only 0.35 % of venture capital goes to Black women entrepreneurs. Black people still have a 3.7-fold higher chance of being arrested for possession.
James, the director of Detroit’s Office of Cannabis Management, says that access to capital, affordable housing, and understanding complex regulations can be major obstacles. Many equity programs do not address the economic systemic disadvantages faced by those who are from areas disproportionately affected by the War on Drugs.
The fact that the Forbes ranking for marijuana sales was based on felonies rather than a spot in the community is a further reminder of the unfairness of the system.
Coss Marte is the founder of the fitness empire CONBODY. He says, “If making millions from cannabis, it’s your moral duty to invest back into the communities who paid for the prohibition.” “That means jobs, ownership and capital—not charity optics. When money, mentoring and opportunities flow directly to those most affected by the disaster, repair begins.
It’s not a movie that wallowing in defeat. The film is about perseverance. The exhaustion is there, but so too is the will to keep going. The discouragement is evident, yet there’s a hint of optimism for the future. The film’s message is that equity will not grow without your help. You can also read about how to get in touch with us. If we give it attention, the plant will take hold.
Figaro is the woman behind ButACake, CannPowerment and ButACake. She believes that the future of marijuana will not be determined by who enters the market now but rather what next generations of women of colour inherit. Figaro didn’t mince words when asked about what needed to change in order to accomplish this. Her hope is to see future generations inheriting thriving cannabis companies and tools that will help bring voices from underrepresented groups to the market. To get there, however, we need to dismantle those misinformed and small-minded policymakers who write rules that they will never have to adhere to.
It was first screened at the Tribeca Film Festival last summer. Kiss My Grass The film will be released in a wider format on digital devices at a future date. It’s essential watching for anyone who works in the cannabis industry or cares about justice. This film will leave you feeling moved. You’ll be astonished. Maybe that’s what the purpose is.
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