Rooted In Good: The Continued Fight Towards Cannabis Equity

Grassrrots Marketing welcomes Raheem Uqdah, the Corporate Social Responsibility Director for Curaleaf to discuss Cannabis and The Continued Fight Towards Equity. We learn about Curaleaf's Rooted in Good program , which is committed to racial and social equity work in cannabis year-round. We’ve committed to doing business with 420 diverse businesses and brands by 2025, of which they have already exceeded more than one-third of that goal. Partners range from African-American and minority-owned dispensaries to ancillary businesses and advocacy organizations. Raheem Uqdah is a creator and activist whose work involves creating synergies between storytelling, policy, and community engagement. Prior to the acquisition of Grassroots by Curaleaf, Raheem established Grassroots' first deep partnerships with nonprofits, helping to define the company’s voice and CSR platform. Before entering the cannabis industry, Raheem worked in nonprofits to build communication strategies and evolve brands; these projects solidified his passion for community organizing and taught him the value of selling social good as a brand and experience. When he’s not working, Raheem enjoys music, cycling, hiking, and camping. Raheem holds a B.A. in Art & Design, with a minor in Photography, from Columbia College Chicago.