Saint Paul, MN--Everywhere you look – convenience stores, co-ops, or liquor stores – Minnesota's newly legalized THC and CBD beverages are taking over.
[Image via MPR News]
Among the leading brands is Plift, a hemp-infused drink that's not just known for its delightful grapefruit and ginger flavors but is also proudly Black-owned.
Todd Harris, the co-founder of Plift, uses the term “sessionable” to describe the product, indicating it provides a light buzz without the intoxicating effects of alcohol.
According to an MPRNews article for Harris, born and raised in Minneapolis, the product also carries a personal touch.
He grew up witnessing the impact of alcohol, especially in communities of color. Recognizing the potential negative consequences of alcohol, Harris and his partner, Glenn McElfresh, decided to offer a safer alternative with fewer adverse effects.
Addressing Alcohol's Impact on Communities of Color
The article added that the detrimental influence of alcohol on Black communities isn't just personal observation.
The American Psychological Association reports that while African Americans consume less alcohol than other demographics, they face more severe consequences, like injuries and illnesses.
Marketing strategies have historically targeted Black communities with potent alcohol forms, making it easier to access alcohol than even a regular meal in these areas.
Cannabis: A Social Justice Perspective
The article added that Harris and McElfresh's hemp-infused beverage and cannabis represent more than just an alternative to alcohol. They see it as a pressing social justice issue, especially with marijuana legislation gaining momentum.
Despite Minnesota's recent marijuana legalization for adults, there remain disparities in ownership and legal repercussions tied to marijuana.
Statistics from NORML indicate that Black individuals face arrest rates for marijuana possession four times higher than their white counterparts.
The report showcased that Black ownership in the cannabis industry is less than 2%. Harris fears the cannabis market's gentrification will continue, sidelining Black founders even further.
Minnesota’s Cannabis Gold Rush
According to a StarTribune article, the potential economic impact of the marijuana market in Minnesota is undeniable. A recent analysis by the national cannabis law firm Vicente LLP predicts that by 2029, Minnesota's legal marijuana market could skyrocket to $1.5 billion in annual sales, catering to over 700,000 consumers yearly.
The firm expects a trajectory reminiscent of other states that legalized recreational marijuana.
The article noted that Minnesota stands out due to its prior legalization of low-dose hemp-derived THC edibles and beverages in 2022, providing a foundation for the broader market.
This move familiarized Minnesotans with such products, positioning the state uniquely for full-scale recreational sales.
However, concerns remain.
Most users might not immediately shift to the legal market until 2030 before a majority source their products from licensed dispensaries. Furthermore, competition will be stiff, with border-county residents and tourists expected to flock to Minnesota dispensaries.
A Future Filled with Hope and Concern
Harris remains hopeful yet vigilant about the cannabis market's future.
While hemp offers a more accessible entry point for Black entrepreneurs, Harris fears corporate monopolies will sideline hemp-derived THC products in favor of high-potency ones.
He dreams of a future where selling his business would create generational wealth for employees and their families.
But more importantly, Harris advocates for recognizing the significance of Black ownership and representation in the marijuana market, emphasizing its economic value as a pivotal social justice issue.