Illicit Gardens: Craft Cannabis, Social Justice, and Redefining the Industry

In the rapidly evolving world of cannabis, a few brands have managed to carve out a distinct voice. But when it comes to Illicit Gardens, it's not just about pushing out top-tier product—it’s about reshaping an entire industry. David Craig, the CMO of Illicit, embodies this ethos, balancing his role as a forward-thinking marketing leader with a deep commitment to social justice and craft cannabis. As the brand expands its reach into new states like New Jersey and New York (whenever that contract finalizes), it’s clear: Illicit isn’t here to play by the same old rules.

A Brand Built on Social Responsibility and Cultural Change

Launched in Missouri, one of the first states to embrace medical cannabis, Illicit Gardens stands out not just for its product but for the cultural statement it’s making. Founded by a tight-knit group of cannabis veterans, many of whom grew up together in Kansas City, the brand’s DNA is rooted in both craft cultivation and social responsibility. “We wanted to shine a light on the hypocrisy in the criminal justice system toward cannabis,” Craig explains. “The inequalities are glaring, and we take that seriously.”

Investing in Justice: Illicit Gardens' Commitment to Reform

Illicit’s commitment to social justice isn't just talk. It’s baked into the business model. The company has invested over six figures into organizations like the Last Prisoner Project and the Cannavative Project, providing legal fees, reintegration support, and even employment opportunities for those affected by cannabis convictions. And that’s just the beginning. Through initiatives like “West by Illicit,” which features cannabis from Dante Westmoreland, a former prisoner of war turned advocate, the brand is actively fighting to create a more equitable space for people who’ve been left behind in the war on drugs.

Quality and Consistency: The Illicit Gardens Approach to Cannabis

But it’s not all advocacy and activism—though those are at the core of their operations. Illicit Gardens also knows how to deliver when it comes to top-quality product. With a fully vertical operation, Illicit grows, manufactures, and sells its own cannabis, with a product line that spans everything from flower and pre-rolls to concentrates, gummies, tinctures, and even caramels. For Craig, the key is consistency and quality. “We’re constantly pheno hunting, refining, and testing our strains. Every batch gets better, and we make sure our customers know it,” he says. Their Clean Green certification is a point of pride, a mark of quality that places Illicit in a select group of cannabis brands that adhere to rigorous, sustainable farming practices. But it's not just about growing weed—it’s about crafting an experience.

Crafting an Experience: Illicit Gardens' Unique Aesthetic

The brand’s focus on the aesthetic is palpable. Christina, Craig’s wife and the company’s creative director, leads the charge when it comes to Illicit’s visual identity, and it’s a far cry from the standard cannabis packaging. Each strain gets its own custom artwork, with vibrant, neon hues and retro designs that feel like a nostalgic nod to the 80s and early 90s. For Craig, it’s all about creating a cultural moment that feels as unique as the strains themselves. “We treat every strain like it’s an album drop,” he says. “There’s a persona behind every product, a story that’s meant to resonate beyond just the high.”

Rapid Expansion: Illicit Gardens' Growth in New Markets

And the market is responding. After launching in Missouri and hitting a home run, Illicit expanded to New Jersey in 2023, rapidly becoming one of the top brands in the state with its products now in over 100 stores. Despite the fierce competition, Craig’s crew is steady, focused on quality, and expanding responsibly. “We’re not in this to be the biggest—we’re in it to be the best,” he asserts. That ethos extends beyond the product to the way they interact with their customers and dispensary partners. With over 800 events, pop-ups, and brand activations in 2023 alone, Illicit is doubling down on creating meaningful, live experiences that connect with cannabis consumers in a way few brands do.

Creating Meaningful Connections: Illicit's Events and Brand Activations

Illicit Gardens’ marketing efforts go beyond the traditional. By engaging in over 800 events, pop-ups, and brand activations in 2023 alone, they’ve ensured that their audience isn’t just buying a product—they’re joining a movement. From intimate brand experiences to large-scale community events, Illicit knows how to create authentic connections with cannabis consumers. Their approach is focused on inclusivity, education, and entertainment—crafting a space where people can experience cannabis culture in a way that feels personal and genuine.

The Future of Cannabis: Federal Reform and Industry Growth

Yet, even as the brand continues to grow in markets like New Jersey and Kentucky, Craig remains hyper-aware of the larger cannabis landscape. The future of the industry, he believes, hinges on federal reform. “We need to move cannabis from Schedule I to Schedule III,” he says firmly. “That’s the next step. It opens the door for institutional money, easier banking, and interstate commerce, all of which would help small businesses like ours flourish.” And with major brands consolidating and Wall Street’s gaze fixed firmly on the industry, Craig understands the stakes. The next five years could be pivotal in shaping cannabis' cultural future.

Illicit Gardens: Reshaping Cannabis Culture, One Strain at a Time

But if Craig has his way, Illicit Gardens won’t be playing the same game as everyone else. It’s clear that this isn’t just about weed—this is about reshaping the narrative. Whether it’s through their commitment to criminal justice reform, their deeply personal approach to brand building, or their craft-focused cannabis cultivation, Illicit is out to prove that authenticity still has a place in the marketplace. And if the early success of their mission is any indication, they’re well on their way to carving out a lasting legacy in cannabis. The story of Illicit Gardens is still being written—but one thing is clear: this is a brand with a purpose, and it’s not slowing down anytime soon.