'Take Pot Off Schedule 1, Or Put Beer On It' Ben of Ben & Jerry Launches Non-Profit Cannabis Brand

Ben Cohen of Ben & Jerry’s launched Ben’s Best Blnz (B3), a cannabis brand that offers low-THC pre-rolls and full-spectrum vapes, reported Fast Company.

As a registered nonprofit, B3 will donate all of its profit: 10% will go to the Last Prisoner Project, another 10% will be donated to the Vermont Racial Justice Alliance, and the remaining 80% will be administered in partnership with NuProject as grants to Black cannabis entrepreneurs.

Donating to these organizations is in line with what Ben & Jerry’s has been doing in the past.

Last year the company called on the Senate to step up immediately to pass its version of the Marijuana Opportunity Reinvestment and Expungement Act, or MORE Act, and ensure that the people most impacted by the war on drugs and mass incarceration — people of color — actually benefit from cannabis decriminalization.

The brand’s packaging, website, and merchandise have been designed by Pentagram’s Eddie Opara and Jack Collins, and the design was done in honor of Black designers and vendors, who are also listed on B3’s website.

B3’s packaging features quotes by renowned abolitionist Angela Davis and the late former president of South Africa, Nelson Mandela. It also has a message: “Take Pot Off Schedule 1, or Put Beer On It.”

Unilever plc UL purchased Ben & Jerry's as part of a deal back in 2000 for $2.5 billion.

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