BOSTON, MA – March 17, 2025 – The War on Drugs left a lasting impact, disproportionately affecting Black and Brown communities across the US. Despite cannabis legalization, Black entrepreneurs own less than 2% of the nation’s cannabis businesses, even though Black individuals were almost four times more likely to be arrested for cannabis-related offenses than their white counterparts before legalization (ACLU, 2020). The City of Boston is taking action to change that, and Surthrive is proud to be part of the movement.

Surthrive, a marketing consultancy dedicated to empowering underrepresented entrepreneurs, has been awarded a strategic marketing technical assistance contract as part of the City of Boston’s Cannabis Equity Program. This initiative provides resources, business development support, and marketing expertise to help socially-disadvantaged cannabis businesses build sustainable brands in an industry historically stacked against them.

Nike John, owner of The Heritage Club, is the first Black woman to open a dispensary in Boston.

“Cannabis equity is about more than access—it’s about ownership, generational wealth, and repairing past injustices,” said Justin McLeod, Founder / CEO at Surthrive. “Marketing is a powerful tool that can shape perception, build credibility, and drive business success. We’re honored to work alongside the City of Boston to help these entrepreneurs craft their narratives and compete in the market.”

As part of this initiative, Surthrive will assist equity applicants with:

  • Strategic Brand Development – Crafting a strong brand message and localized marketing strategy to compete in the highly-competitive cannabis industry.
  • Digital Marketing – Developing digital marketing campaigns that attract new customers via email marketing, website optimization, and content management.
  • Marketing Operations – Implementing software that streamlines marketing operations by building lead generation funnels, digital transformation infrastructure, and optimizing CRMs. 

Boston continues to lead in equitable economic development, ensuring that those most affected by past cannabis policies have a fair chance to thrive in the legal market. Surthrive looks forward to building on the existing partnership as a Technical Assistance Provider with the City of Boston to amplify the voices of equity applicants and ensure their businesses aren’t just seen—but succeed.

For more information on the Boston Cannabis Equity Program, visit Boston.gov.