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Brand commitment is finally normalizing in the cannabis industry, meaning niches are trending, and consumers are looking for brands that connect with their individuality. One particular area within the cannabis space that is also gaining recognition surrounds the representation of Indigenous peoples and their businesses. First Nations, Métis and Inuit involvement began at a low point when the Cannabis Act was initiated, leaving many to criticize the lack of council sought to discuss the avenues of legalization.
Years later, communications about sovereign land rights, financial aid programs, the Red Market, band-led businesses and Indigenous brands finally began breaking the barriers. As a result, many have witnessed the success of indigenous-led brands. But what qualifies a cannabis business as Indigenous? Is it something we can genuinely quantify?
Beyond branding in British Columbia
Currently, the BCLDB website features a list of precisely five LPs under the B.C. Indigenous Cannabis Product (BCICP) program, where cultivators and processes must have at least 51 per cent Indigenous ownership of facilities in British Columbia. This leaves to question how many are Indigenous-run but have not applied or qualified for this program. And what about retail locations? Grow teams? Or sales and marketing firms? All of those who contribute to economic growth, product preparation and jobs funnelling into the industry. Where can these operations be found featured in a comprehensive list?
So, I ask: how can we recognize and celebrate those who may employ the majority of Indigenous peoples? Or those who may not own 51 per cent of their brands but initiate internal practices that reflect traditional practices? And what about the licensed producers whose leadership and employees proudly own their indigeneity, even though their identity may not be predominantly present in their B2C branding?
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Follow the insights given by a mix of three LPs that represent indigeneity differently – some you might not know are owned by First Nations or Métis peoples.
The beginning of recognition
Allowing space for Indigenous voices to be heard, amplifying representation and pushing for inclusive policies is the beginning point to better the industry for the workers within the cannabis community. One perspective not spoken of too popularly is that of non-indigenous individuals or those lacking stereotypical identifiers;an instance of an identity crisis known too well by many biracial First Nations and Métis peoples.
It is important to be clear: not involving one’s indigeneity does not diminish or reduce one’s heritage nor require the explanation of a person, leadership or brand’s background to the public – we don’t owe anyone the justification of where we come from and why we do or do not include personal identity, especially around branding. But those who share this badge of honour can inspire others to take their own route in brand identity.
Alannah Davis, Métis CEO of Dabble Cannabis Co. in Cowachin Valley (processing & cultivation), addressed this, stating that one of the biggest challenges is embracing and representing Indigenous heritage authentically. This involves balancing limited personal experience with a genuine desire to learn and honour family histories.
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Notions like this remind us that anyone can represent history despite the force used to remove them through decades of colonial impacts. Celebration and recognition of identity exist in as many forms as people do – indigeneity has become as individual as communal through relearning who we are. Past, present and future.
“Everyone carries the learned behaviours of their ancestors, and by being your authentic self –including your heritage to what degree feels right for you –and for us finding the grit and determination to make it through the challenges that being in this industry faces.” Words of great insight by Davis as she described the unique strengths Indigenous-owned brands can host.
Actions always speak louder
Identity cannot be evaluated like organic certification or what makes a flower ‘craft.’ It is incredibly layered and complex to define at the individual, communal and business levels. This was quickly decided for the BCICP program brand Jbuds Craft Cannabis, based out of Summerland (micro-cultivation & micro-processing). Master Grower Noah Johnson shared four pillars dear to the heart of their operations for empowerment and inclusion:
- Sustainable practices: Emphasizing eco-friendly practices from water conservation to organic growing methods and sustainable packaging as a commitment to traditional practices.
- Transparency & education: Two items many Indigenous peoples spotlight as key actions to make a difference in including and improving community and industry engagement.
- Leadership development: Management training for employees to support Indigenous workers in advancing their careers and advancement in the company.
- Flexible scheduling: Allowing and encouraging allocated time off for cultural events, like ceremonies and practicing traditions, to foster a professional environment that respects employees’ cultural identities.
With Jbuds, the brand’s values and mission align admirably with heritage, despite not publicly disclosing until now. “Even if not publicly emphasized, these actions demonstrate respect for cultural heritage, community well-being and the importance of providing meaningful opportunities for Indigenous people.”
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Combining craft and culture
The owners of the Oliver-based brand Pineapple Buds, Kyra Horvath and Laine Keyes, address influences on identity by explaining that their brand’s intended focus is on the sweet flavours of their product offerings with a ‘millennial twist’ rather than their Indigenous roots – at least for now. For many businesses like Pineapple Buds, there’s room for branding elements and messaging to spotlight their Indigenous background when there are more inclusive opportunities and in their next stages of development. “You shouldn’t have to have heritage at the forefront in order to be seen as an Indigenous brand,” says the pair at Pineapple Buds. They revealed that both customers and industry reach out to increase support after discovering they are an Indigenous brand. Ambiguous regulation standards also complicate the matter, leading some brands into communal and privatized avenues rather than those provided federally.
Recognition is reconciliation
Native’s loudness and pride come in all forms of acknowledgement for Indigenous heritage and backgrounds. And there seems to be no better time to emphasize celebrating these brands to bring awareness to their contributions, mission and values, regardless of what form acknowledgements of heritage may be.
Applaudable actions have been taken so that brands Indigenous and not can begin to support employees, businesses and communities by putting inclusive recognition and education at the forefront of initiatives. Lastly and quite simply, government programs and treaties are not the only definitions of what it means to be Indigenous.
Aly K. Benson (AKB) is a biracial Cree writer and strategist currently residing on the ancestral lands of the Syilx/Okanagan peoples.
This post was originally published by our media partner here.