Ben Cohen, co-founder of Ben & Jerry’s, has launched a new non-profit cannabis brand.
“The idea came about when I was on a camping trip with a friend of mine…And we were saying, ‘Wouldn’t it be nice to have pot like the old days?’” he told the publication.
Much like his ice cream brand, Cohen’s cannabis venture will seek to spark social change by devoting its profits toward various causes.
Fully 80% of B3’s profits will be devoted to grants for black cannabis entrepreneurs.
Another 10% will be donated to the Vermont Racial Justice Alliance, with the other 10% going to the Last Prisoner Project.