Former MTV host Fab 5 Freddy accomplished several goals when he directed Grass Is Greener, his cannabis documentary for Netfiix in 2019. He created a film that featured musicians discussing their love of weed. But a more significant subject emerged during the making of the movie. Freddy (nee Fred Brathwaite) met Bernard Noble, a prisoner in jail on a 13-year sentence for possessing the equivalent of two joints.
Freddy documented Noble's release and now the two have partnered on B NOBLE, a cannabis brand that seeks to bring awareness to the 40,000 pot prisoners currently locked up in U.S. jails. Curaleaf is growing and distributing B NOBLE's two-packs of prerolls in nine states
The brand is branching out to the the newest legal cannabis market in New Jersey at Curaleaf's stores in Bellmawr and Edgewater Park. Their flavors include Azazel (sativa), Bittersweet (hybrid) and Apple Sundae (indica). Ten percent of proceeds from each B NOBLE sale in New Jersey is earmarked for From the Block to the Boardroom.
"This partnership aligns with our mission of social equity for those who've been negatively impacted by the War on Drugs," says Block to the Boardroom CEO Tracey Syphax, who was formerly incarcerated for cannabis.
Curaleaf CEO Matt Darin notes: "New Jersey's cannabis industry continues to grow at a rapid pace, making way for B NOBLE to continue its national impact, both in generating awareness of the collateral consequences of the War on Drugs, and with monetary proceeds that will directly help individuals and communities impacted by systemic inequality."
One of the largest cannabis companies in the U.S., Curaleaf has 134 dispensaries in 22 states and employs 5,700 people. When the three parties came together to form B NOBLE in 2021, Freddy commented, "Our partnership with Curaleaf is our deeper dive into dedicated social equity work. B NOBLE exists to generate support for the defense of people impacted by the War on Drugs."