Carter the billionaire rapper, producer, entrepreneur, philanthropist will serve as the chief brand strategist for Caliva, a start-up California cannabis company that also has former star NFL superstar quarterback Joe Montana
as an investor.
The San Jose, California-based Caliva grows, manufactures and sells a variety of branded products including cannabis flowers, pre-rolled joints, vaporizers, edibles, and topical lotions. Their products are sold online via delivery and in more than 250 dispensaries across California.
“Anything I do, I want to do correctly and at the highest level. With all the potential in the cannabis industry, Caliva’s expertise and ethos makes them the best partner for this endeavor. We want to create something amazing, have fun in the process, do good and bring people along the way.” — Jay-Z
In addition to influencing creative directions, social justice will be a key component of Carter’s role. Dennis O’Malley, chief executive officer (CEO) of Caliva stated. He’ll be involved in outreach programs such as job training, advocacy and workforce development. It is of hope that the partnership will help create more opportunities in the industry for people who were negatively affected by the War on Drugs.
“We think this is a sea change in terms of the visibility to the industry,” he said. “We take this partnership with a lot of responsibility, a lot of humility, a lot of accountability moving forward.”
“In this position, Mr. Carter will focus on and work to increase the economic participation of citizens returning from incarceration — many of who are not seeing the monetary benefits of legalization — through advocacy, job training and overall employee and workforce development,” company officials said in a statement.
Carter joins Montana, Jimmy Buffett, Snoop Dogg, Whoopi Goldberg, Willie Nelson, and Martha Stewart as part of a growing list of A-list celebrities that have decided to make a leap into the cannabis business. It makes sense especially as in recent years a number of states have legalized marijuana in some form.
Earlier this year, Caliva raised $75 million from a group of investors including Montana along with former Yahoo CEO Carol Bartz. On April 20th, 2019, (4/20…get it?), Caliva partnered with ice cream company Ben & Jerry’s
on a promotion to support Code for America and Clear My Record. The organizations help people expunge non-violent marijuana convictions from their records.
In his multi-year partnership with Caliva as Chief Brand Strategist, Carter will play a crucial role driving creative direction, outreach efforts and strategy for the brand.
In this position, Carter will focus on and work to increase the economic participation of citizens returning from incarceration. Many are not seeing the monetary benefits of legalization through advocacy, job training, and overall employee and workforce development.
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