Tahir Johnson and Wanda James are in rare company in the U.S. marijuana industry.
Johnson, who spent years building up operational skills and developing national social equity initiatives for trade groups, recently opened Simply Pure Trenton, one of the few Black-owned adult-use cannabis stores in New Jersey.
The launch is a bit of a full-circle moment for James, too, a cannabis pioneer who established the brand’s first location in Colorado in 2015.
A licensing agreement between the trailblazers finally brought to reality James’ vision of franchising retail outlets to social equity entrepreneurs and other disenfranchised minorities.
A ‘near perfect’ partnership
“Very few things in life are damn near perfect, but this partnership is one of them,” James told MJBizDaily during a joint phone interview with Johnson.
Their alliance is also likely historic, as Simply Pure is believed to be the industry’s first Black-owned multistate retail operator.
Instead of partnering with a major MSO, the most common strategy for social equity licensees to become operational, Simply Pure Trenton relied on outside investors, as well as debt and equity deals, to fund the store’s build-out and operations.
“I had bigger companies with deeper pockets that wanted to partner, but that wouldn’t have made sense,” said Johnson, who quit the financing and banking world to chase a dream in the cannabis space.
“Not only am I part of the brand, but I get Wanda, herself, as a mentor.”
Prime shelf space
Taking a page from Simply Pure’s business playbook in Colorado, the New Jersey store dedicated prime shelf space and marketing assistance to Black-owned brands.
MJBizDaily has highlighted similar programs in a few markets, including Boston, Los Angeles and New York, but the practice is not utilized industrywide.
“It’s right in the center of the floor, in the most prominent area in the dispensary so those brands get the most attention,” said Johnson, who also serves as the president of the Minority Cannabis Business Association and is a member of the MJBizDaily Advisory Council.
Black-owned companies being showcased at Simply Pure Trenton include:
- ButACake, the first Black-owned concentrates brand in New Jersey, with headquarters in Jersey City.
- Mudd Brothers Cannabis Co., an East Windsor-based business that makes marijuana concentrates, vape products and edibles.
- Prolific Growhouse, the state’s first Black-owned marijuana cultivator. The Mount Holly-headquartered company sold out of its debut strain during Simply Pure’s opening weekend.
“Shelf space is paramount in this industry, and you rarely find Black-owned cannabis brands in Black-owned dispensaries, so it’s great to know that we’re all creating history with one another,” Mudd Brothers co-founder Brendon Robinson said via email.
“It’s partnerships and collaborations like these that are going to pave the way for a more diverse and inclusive marketplace.”
Simply Pure partnered with ButACake on marketing displays at the store for the launch of its newly released Choco Chunk Cookie.
“This opportunity represents the strength in collaboration for minority-owned brands striving for visibility in the competitive cannabis market,” ButACake CEO Matha Figaro said via email.
“The exposure from being on Simply Pure’s shelves not only amplifies our reach but also underscores the importance of equitable shelf placement.”
Making an impact
Simply Pure held special events Thursday through Sunday during its grand-opening weekend in late July, drawing hundreds of customers.
A private VIP party, a guest appearance by rapper Jim Jones and community events were all part of the mix.
Johnson’s dad even sat in with a jazz band for a live performance outside the store.
On July 28, the retailer partnered with 40 Tons, a restorative justice-focused cannabis lifestyle brand, to send postcards and uplifting messages to those incarcerated on marijuana-related charges.
Simply Pure also partnered with the Glory Firm, a New Jersey-based law practice, to host an expungement clinic to clear marijuana records for 11 locals.
“We’re trying to make a cultural and a social impact at the same time,” Johnson said.
Passion play
It’s an imperative that James has championed throughout her cannabis career.
The Denver-based industry vanguard and activist was the first Black woman in Colorado to own a licensed medical marijuana dispensary.
James’ work developing MMJ policies and her appointment to former President Barack Obama’s National Finance Committee led to her selection to the Amendment 64 campaign committee, which successfully legalized adult use in Colorado.
Through her work with the NAACP and the Colorado office of the Drug Policy Alliance, she continues to fight for decriminalization nationwide.
James said the Simply Pure grand opening in New Jersey meant a lot for cannabis advocates, neighborhood residents and minority groups that are often overlooked or neglected by the industry.
“It was a heartfelt turnout,” said James, who was an inaugural inductee into the MJBizDaily Awards Hall of Fame in 2019.
“This one held so much weight. Everyone was just ready for this.”
Indeed, James and Johnson began their journey together more than five years ago.
“The industry was a passion for both of us,” James said, “and we both had a lot of the same feelings about business, what the plant stood for and what it could mean for community.”
Chris Casacchia can be reached at chris.casacchia@mjbizdaily.com.
