Corporate America embraces 420 as pot legalization grows.
A clerk reaches for a container of marijuana buds for a customer at Utopia Gardens, a medical marijuana dispensary, in Detroit on Oct. 2, 2018.Get breaking news alerts and special reports. The news and stories that matter, delivered weekday mornings.LOS ANGELES — Marijuana users have for decades celebrated their love of the drug on April 20, but the once counter-culture celebration that was all about getting stoned now is so mainstream Corporate America is starting to embrace it.
On 420 last year, Totino’s, a maker of frozen pizza snacks, tweeted an image of a microwave and an oven with the message: “To be blunt, pizza rolls are better when baked.” U.S. retail sales of cannabis products jumped to $10.5 billion last year, a threefold increase from 2017, according to data from Arcview Group, a cannabis investment and market research firm. The figures do not include retail sales of hemp-derived CBD products.
Last year, Ben & Jerry’s also turned more serious, asking consumers to call on lawmakers to expunge prior marijuana convictions and press for pardons or amnesty for anyone arrested for smoking pot. This year the company is using the holiday to call for criminal justice reform. Verano Holdings, whose businesses include cannabis shops, sponsors street festivals in Chicago and Tulsa, Oklahoma, where attendees can learn about marijuana products, listen to music and grab a bite. The company expects this Saturday’s festival in Chicago, going on its third year, will draw more than 4,000 people. Last year, it drew 1,500, said Tim Tennant, Verano’s chief marketing officer.In San Francisco’s Golden Gate Park, Hippie Hill will again be the site of a 420 celebration.
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