Exclusive: The Parent Company Announces Social Equity Program For Minority-Owned Brands

The Parent Company (TPCO Holding Corp.) GRAM GRAMF, a leading consumer-focused California cannabis company, announced early Wednesday the four participants in the company’s Social Equity Ventures (SEV) Brand Success Program.

“The Parent Company aims to empower social equity brands with the knowledge and opportunity to scale their business, increase brand awareness, build customer loyalty, expand their retail presence and boost sales,” informed TPCO in a press release procured exclusively by Benzinga.

“We’re extremely proud to launch the SEV Brand Success Program and partner with these four initial brands,” stated Troy Datcher, CEO and chairman of the board of The Parent Company. “The SEV team will support BSP participants from the moment they are accepted, and we are committed to providing mentorship that aids each brand in creating a solid, sustainable and scalable business.”

TPCO’s Social Equity Brand Success Program

The Parent Company is a leading consumer-focused, vertically integrated cannabis company with twelve retail locations, one delivery hub, and a curated product portfolio including Monogram by Shawn "JAY-Z" Carter, Caliva, Mirayo by Santana, Fun Uncle and Deli.

The program provides minority-owned brands with guaranteed shelf space and individualized mentorship.

The Brand Success Program is a 12-week program implemented to provide minority-owned brands with guaranteed shelf space and individualized mentorship from the company’s sales, marketing, retail, and operational teams. Brands will learn best practices, operational procedures, and tips that can be applied to any retail outlet nationwide.

“The Parent Company is committed to supporting BSP participants by utilizing the Company’s consumer database, a team of marketing experts, and robust social media presence to promote each participating brand. BSP participants will receive support through blog posts, SMS ads, website banners, photography, video, and content development,” stated the company in the press release.

Meet The Brands

The first round of entrants to the SEV Brand Success Program includes CRONJA, a Los Angeles-based, black- and veteran-owned cannabis lifestyle company and social equity brand known for its connoisseur-focused strain selection and hand-crafted cannabis accessories. The brand specializes in crafting premium leather rolling trays and cases designed and handmade in Chicago, Illinois.

“The Parent Company’s mission is to amplify and support minority brands, and we’re proud to be selected as part of the Brand Success Program,” said CRONJA’s CEO, Bryant Bowens. “We’ve seen positive results from the partnership in the retail market and look forward to collaborating further.”

Plaid America, a CA-based company behind the art-centric Substance and Skewville brands, is another beneficiary of the program. The brand is known for its tiny 12 packs of premium pre-rolls that each has a unique donation model designed to propel racial equity. For each pack sold, the brand donates $8.46 “to help end mass incarceration.” Likewise, Skewville’s $2 per pack donation supports prison art programs, which are known to reduce recidivism. Both brands will launch products at select stores on January 30th.

“Plaid is extremely grateful to partner with The Parent Company as part of the Brand Success Program,” said Plaid’s CEO & co-creator, Sharoz Makarechi. “We’re excited for this opportunity to increase brand awareness of Substance and Skewville and point to initiatives combating the damage done to communities by the false War on Drugs.”

The Peakz Company is another entrant to the program. Founded in 2018 after winning a distribution license via Oakland’s Social Equity Program, the brand aims to bring culture to the legal cannabis industry.

“The company’s products feature top-shelf luxury flowers while providing an authentic connection to cannabis culture. Peakz is known for its curated strains; unique in-house designs; and high-level partnerships and creative collaborations with premium retailers, cultivators, and other brands in the space. Peakz is scheduled to re-launch on February 3rd at select stores,” per the release.

“We are honored to work with The Parent Company and utilize their wide network to continue to grow our business,” said Peakz’s CEO, Jessie Grundy. “Knowledgeable support and education programs from leading operators are extremely helpful and a big need for emerging brands to break through in the legal marketplace.”

Disco Jays by MAKR House is the fourth brand entering the mentorship program. MAKR is a house of brands creating inclusive supply chains and high-quality cannabis products.

The firm was founded in Oakland, CA, by Amber Senter, co-founder and executive director of Supernova Women, a 501(c)3 nonprofit that provides spaces and resources to people of color in the cannabis industry.

"I'd like to thank the Parent Company for selecting a diverse and unique group of Black operators and making shelf space available to them," said Amber Senter, founder & CEO of MAKR House. "It's a fantastic opportunity to collaborate with an operator committed to mission-driven initiatives that go beyond performative measures."

MAKR will launch products in early February at select stores.

The SEV BSP is currently open for applications from California operators and brands. For more information on how to apply, please email BSPSubmission@theparent.co.

Image Courtesy Of TPCO.