At MJBizCon 2024, one of the standout moments was the 40 Tons Equity Row & Intake Center activation, a powerful demonstration of the brand’s unwavering commitment to social justice within the rapidly growing cannabis industry. This initiative not only spotlighted the company’s advocacy for equity, but it also created a platform for justice-impacted entrepreneurs, emphasizing the need to include those most affected by the War on Drugs in the future of cannabis.
Founded by Loriel Alegrete, Corvain Cooper and Anthony Alegrete, 40 Tons is more than just a cannabis brand. The company’s mission is deeply rooted in restorative justice, focused on the release of individuals incarcerated for cannabis-related offenses and advocating for those left behind by the War on Drugs. From the very beginning, 40 Tons has made it their goal to shine a light on the inequities facing Black and Brown communities—communities that have been disproportionately harmed by harsh cannabis laws.
A Labor of Love: The Creation of the MJBizCon Activation
The Equity Row & Intake Center at MJBizCon 2024 was the product of six weeks of intense effort, with the 40 Tonsteam pouring their hearts into every detail—from design and marketing to recruitment, sponsorships, and ensuring the right business partnerships were in place. The activation was not just about showcasing products, but about giving justice-impacted entrepreneurs the chance to connect with investors, vendors, and supply chain partners—opportunities that are often out of reach for those who have faced incarceration due to cannabis laws.
With the support of key sponsors like HPICanna, Cova, Normalize Marketplace, and Lux Bar, 40 Tons featured 16 businesses—all of which are owned by individuals who have been impacted by the War on Drugs. This activation was a testament to the belief that access to capital and opportunity should not be limited by a person’s past, but rather by their potential.
From luxury roll bars and tattoo stations to providing A/V support, the activation was designed to be a sensory experience, highlighting the culture, craftsmanship, and creativity of justice-impacted businesses. It was an environment where networking, business, and advocacy converged, and it symbolized 40 Tons’ broader mission: not just to sell cannabis but to create systemic change.
The Heart of 40 Tons: Restorative Justice and Advocacy
For Loriel Alegrete, CEO of 40 Tons, the mission is deeply personal. Both she and her husband, Anthony Alegrete, were directly affected by the criminal justice system due to their own experiences with incarceration. Anthony Alegreteserved time for a cannabis-related offense, just like Corvain Cooper, who was sentenced to life in prison for his involvement in the cannabis trade. Their shared experiences have fueled the passion behind 40 Tons and have made the company a leading advocate for restorative justice in the cannabis space.
The company’s pivotal moment came when Corvain Cooper was granted presidential clemency in 2020 after serving 20 years of a life sentence for cannabis-related charges. This victory, which was the result of years of advocacy by organizations like the Last Prisoner Project and the Buried Alive Project, was a reminder that the fight for justice is not over, but it also highlighted the powerful impact of collective action.
At MJBizCon, the 40 Tons Equity Row & Intake Center stood as a direct extension of this vision—a symbol of what it means to fight for those who are still incarcerated and to ensure that those who have served time for cannabis offenses have a chance to thrive in the legal cannabis industry.
Challenges and Triumphs: Building a Brand for Social Impact
Building 40 Tons wasn’t without its challenges. Loriel Alegrete has faced discrimination and systemic bias as a Black woman in a predominantly white industry, compounded by the lack of access to capital and resources for justice-impacted entrepreneurs. Despite this, she has led the company with a fierce commitment to social justice, helping to create a space for those who have been excluded from the cannabis industry to gain opportunities that were once inaccessible.
Her leadership, alongside Corvain Cooper and Anthony Alegrete, reflects the resilience and determination that defines 40 Tons as more than just a business. It’s a movement to advocate for those who have been unjustly affected by the War on Drugs. “It’s about more than just building a cannabis brand. It’s about correcting systemic wrongs and pushing for policy change that ensures Black and Brown communities are no longer left behind,” Loriel Alegrete has said in interviews.
40 Tons has expanded beyond just products like apparel and cannabis-related goods. Each sale is an act of advocacy—a chance to raise awareness about the ongoing issue of cannabis incarceration and the need for federal legalization and restorative justice for those still in prison for offenses that are now legal in many states.
The Future of Cannabis and Social Equity
As 40 Tons continues to grow and evolve, Loriel Alegrete and her partners remain committed to two central goals: the federal legalization of cannabis and the release of incarcerated individuals who were criminalized for cannabis-related offenses. The cannabis industry, which is rapidly expanding, has primarily benefited white owners and operators, but Alegrete is determined to make sure that Black and Brown communities don’t just have a seat at the table—they must lead the way forward.
“It’s about ensuring that the industry we’re building today is one that is fair, equitable, and just,” Alegrete said. “We can’t forget the people still serving time for a plant that’s now legal. We can’t leave them behind.”
As 40 Tons grows, it is more than just a cannabis company—it is a catalyst for change. Through their Equity Row & Intake Center and other initiatives, 40 Tons is actively working to create a more inclusive industry where justice-impacted entrepreneurs can find opportunity, support, and a way to thrive.
Looking Ahead: More Than Just a Brand
The future of 40 Tons is rooted in both business growth and social equity. Their mission is clear: to fight for a cannabis industry that is fair and inclusive, where those most impacted by the War on Drugs are given the opportunity to rebuild their lives and succeed.
Through initiatives like the Equity Row & Intake Center at MJBizCon, 40 Tons has proven that justice and entrepreneurship can go hand-in-hand. As Alegrete and her team continue their advocacy for social equity, they remain a strong voice in the conversation about restorative justice in the cannabis industry—ensuring that those who have been incarcerated for cannabis offenses are never forgotten.
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