The Paradox of Cannabis Success and Injustice

The smell of success in the cannabis industry is unmistakable—billions of dollars wafting through convention halls, celebrated in glossy marketing campaigns, and toasted with craft-infused cocktails. Yet, just beyond this thriving market lies a far darker truth: a legacy of injustice. For decades, the War on Drugs devastated communities, disproportionately targeting Black and Brown individuals, leaving millions incarcerated and countless lives derailed. Today, while legalization fuels a $42 billion industry, the scars of criminalization remain, etched into the lives of those excluded from its prosperity.

40 Tons: From Justice Impact to Industry Impact

At the center of this paradox is 40 Tons, a social impact brand born out of the fight for justice and equity in cannabis. Named after the 40 tons of cannabis involved in the case that led to co-founder Corvain Cooper’s life sentence, the company’s mission is deeply personal. Cooper, whose sentence was commuted by President Trump in 2021, knows firsthand the devastating consequences of cannabis prohibition. Alongside co-founders Anthony and Loriel Alegrete, he has turned his story into a movement, advocating for those still incarcerated and those struggling to find opportunity in the legal industry.

40 Tons isn’t just about awareness—it’s about action. Through education, re-entry programs, and initiatives like the Equity Row Activation at MJBizCon, they are creating tangible opportunities for justice-impacted entrepreneurs to reclaim their place in an industry that owes its existence to their sacrifices.

For many participants, it represented a chance to break through barriers that have kept those with cannabis convictions from accessing the cannabis industry’s potential. In addition, the initiative’s intentional design have helped connect justice-impacted, BIPOC, women, and veterans entrepreneurs with opportunities to showcase their businesses and skills.  Equity Row was not just a space for exhibiting products—it was a declaration that the future of cannabis must include everyone.

Equity Row: Building Bridges in the Cannabis Industry

If you’ve been to Las Vegas for MJBiz Cannabis Week, you probably know firsthand that it’s not a cheap trip. The cost of getting to Vegas, accommodations, travel, food, and the endless networking events adds up fast. Now multiply that by at least ten if you want to exhibit your brand on the conference floor. Booth fees, promotional materials, and staffing quickly turn the dream of showcasing your business into an inaccessible reality for many entrepreneurs.

For small businesses—especially those led by justice-impacted individuals, women, veterans, and BIPOC entrepreneurs—these costs aren’t just a hurdle; they’re often an insurmountable barrier. While larger corporations flood the exhibit halls with flashy booths and giveaways, smaller brands are often left outside looking in, unable to afford the access needed to connect with buyers, investors, and collaborators.

This is where Equity Row comes in. It represents more than just a collection of booths; it’s a deliberate intervention in an industry that has historically excluded the very communities that bore the brunt of cannabis prohibition. By creating a space for underrepresented entrepreneurs at MJBizCon, Equity Row ensures that the heart and soul of the cannabis industry—its cultural roots—are not overshadowed by big money and corporate interests. 

The activation brought together a vibrant mix of brands: marijuana delivery technology firms, a cannabis association, retailers, mixologists, both plant-touching and ancillary companies serving the industry, and even tattoo artists. Among the amazing spread were two activations that stood out as innovative and refreshing approaches to carving out a niche in the cannabis market.

Carlos Ramos: Elevating Hospitality with Up Elevated Cocktails

Carlos Ramos’ Up Elevated Cocktails was a standout, offering a modern twist on hospitality by blending cannabis, functional mushrooms, and wellness into every drink. His menu featured carefully curated ingredients, including Brez functional drinks, which enhanced the experience with their wellness-focused formulations. His booth wasn’t just about serving beverages; it was about curating an experience that showcased the potential of cannabis-centric mixology. 

Ramos reflected on what it meant to be part of Equity Row: “Having the opportunity to exhibit at this year’s MJBizCon and introduce the cannabis world to Up Elevated Cocktails was a pivotal moment in my entrepreneurial career. Accessibility is a constant problem I see in the industry. Often times POC are underrepresented in these spaces—not because we don’t have anything to offer, but because we don’t have big trade show budgets to make the trek to Vegas to be in the room where it happens.”

This perspective highlights a significant challenge in the cannabis industry, and Ramos’ presence at Equity Row demonstrated how initiatives like this one can create opportunities that bridge the gap. “Thanks to Equity Row,” Ramos continued, “we were able to bring our vision to life and show the world what the future of cannabis hospitality should look—and taste—like.”

Johnny Raguay: The Calm in the Chaos

On my first day at Equity Row, the line for Up Elevated Cocktails was so long it wrapped around the corner. I wasn’t able to grab a drink, but the buzz around Ramos’ booth was undeniable. When I returned on day two, overwhelmed by the conference’s energy and searching for a moment of peace, I was fortunate to meet Johnny Raguay founder of Mojo’s 420, a military veteran and cannabis advocate who was assisting Ramos with the activation.

Raguay and Ramos share a unique bond that began in their hometown of Chicago. Over the years, they’ve cultivated a professional friendship rooted in shared values and a commitment to cannabis advocacy. Raguay’s experience hosting cannabis education events in Chicago made him the perfect companion for the activation, and his presence at the booth added a grounded energy that was hard to miss.

As Raguay prepared me a drink—featuring functional mushrooms for focus—I felt an immediate sense of calm. It wasn’t just the drink, though that certainly helped. It was Raguay’s energy, his approachability, and the way he took time to connect in the midst of the chaos. He shared his thoughts on cannabis as a tool for healing and community-building, particularly for veterans who often struggle to find their place after service.

That drink, paired with Raguay’s calming presence, transformed the rest of my day. Despite the action swirling around me at the largest cannabis conference in the world, I felt centered, ready to tackle the whirlwind once again.

Luxe Roll Bar: Precision, Artistry, and Connection

Within the main booth of 40 Tons, another activation drew my attention for its creativity and craftsmanship: Luxe Roll Bar, a luxury hand-rolling service that transforms cannabis consumption into an elegant, personalized experience. Known for its artistry and precision, Luxe Roll Bar has made a name for itself by offering professional rolling services for private events, weddings, and corporate gatherings. Their signature creations—perfectly rolled joints with sleek glass tips—are as much a visual statement as they are a celebration of the plant.

A Conversation with Savannah: Authenticity and Craftsmanship

At MJBizCon, this dedication to quality was on full display, and I was lucky enough to connect with one of their “Roll Models,” Savannah, whose passion for her work left a lasting impression. As I stood at the Luxe Roll Bar station, watching Savannah roll joints with ease and precision, I couldn’t help but marvel at the idea of turning such a skill into a thriving business. Each joint she crafted was flawless—plump, balanced, and topped with a sleek glass tip that gave it a touch of sophistication. It wasn’t just the rolling that impressed me; it was the care and pride she poured into every detail.

When I asked her to reflect on her journey, Savannah shared how she arrived at this unique role. “Preparation met opportunity every step of the way,” she told me. “Throughout all the adversity faced in my life, leading with authenticity has allowed me to align with other brilliant individuals who are also fueled by passion.”

For Savannah, rolling is more than just a skill—it’s a way to connect people to the plant and each other. She spoke about the seeds we plant, both intentionally and subconsciously, and how they often bear the most unexpected fruit. “Every opportunity that comes allows me to make more sense of the last,” she explained. “Once I started believing I was capable of doing anything I set my mind to, the pieces continually fit themselves together.”

Her words carried the same care and intentionality that she poured into her perfectly rolled joints. It was clear that for Savannah, this wasn’t just a job; it was a craft honed with passion, resilience, and authenticity.

A Testament to Innovation and Community

From Carlos Ramos’ Up Elevated Cocktails to Luxe Roll Bar’s elevated artistry, the activations at Equity Row were a testament to the diversity and ingenuity of the cannabis industry’s emerging leaders. These brands didn’t just sell products—they shared stories, fostered connections, and reminded everyone of the humanity and culture at the heart of cannabis.

Each activation offered a unique perspective on how to exist in the cannabis market, but together, they demonstrated the importance of creating space for those who innovate with intention and purpose.

Equity Row: A Reminder of Why We Fight

As I reflect on my experience at MJBizCon and the powerful moments at 40 Tons Equity Row, one thought lingers above all: no one should be in prison for cannabis.

In a world where legalization is fueling a $42 billion industry, it’s easy to forget the people still serving time for the very plant that now generates billions in revenue. But 40 Tons didn’t let us forget. One of the most profound aspects of their activation was the opportunity to write letters to those still imprisoned for cannabis offenses—a simple but powerful reminder that the fight for justice is far from over.

Among the many names is Edwin Rubis, a man serving an egregious 40-year sentence for a nonviolent cannabis offense. His story is a painful illustration of the systemic injustices that persist, even as cannabis becomes normalized. Edwin’s resilience in the face of such injustice is humbling, and his story continues to inspire action. One way we can support him directly is by purchasing his book, Unlocking Potential: Life Tips To Finding Your Greatness, a memoir of Rubis’ life and a guide for anyone facing challenges, seeking personal growth, or hoping to contribute to social justice. 

A Legacy of Justice and Equity

What 40 Tons created with Equity Row is more than a moment—it’s a movement. It’s a reminder of the roots of the cannabis industry and the injustices that still need to be addressed. This activation was proof that spaces intentionally designed for underrepresented entrepreneurs can reshape the narrative, making room for equity, culture, and community in an industry that too often prioritizes profit over people.

As I left MJBizCon, I carried the stories of Equity Row with me: the perfectly rolled joints from Luxe Roll Bar, the calming drink prepared by Johnny, and the conversations with Ramos about accessibility and innovation. But more than anything, I carried the significance of what Equity Row represents—a space where culture thrives, justice is remembered, and the future of cannabis feels inclusive and hopeful.

For the entrepreneurs and advocates showcased at Equity Row, this wasn’t just another conference—it was a chance to amplify their voices and show that the cannabis industry can be more than its bottom line. It can be a place where no one is forgotten, where progress is made visible, and where equity isn’t just a concept but a lived reality.

Equity Row was the beating heart of MJBizCon, reminding us all why this fight matters and how far we’ve come. But it also illuminated how much work there is still to do. The stories, connections, and energy from this space are what make the future of cannabis worth believing in—because they show us a path where justice, equity, and community can truly take root.