B Noble is the destiny to reform prisons

Hip-hop pioneer Fab 5 Freddy says, “The name B Noble sounded right, because that’s what people need to hear: Be noble. Then Coralif walked over and said, ‘Let’s make a deal.'”

talking about b- Nobel, a cause-based cannabis brand founded by Freddy and launched last summer by Coralif, a renowned provider of consumer cannabis products. The brand’s two-piece pre-rolls were available on the East Coast last summer and are now available here in Arizona. 10 percent of proceeds from every B Noble purchase will fund organizations that actively work to decriminalize cannabis and help reintegrate people into society after they are released from prison. The Arizona group that will receive these funds is Project START, a non-profit organization that advocates for sentencing laws and improving prison conditions. The group also offers re-entry programs for ex-prisoners.

This isn’t Curaleaf’s first trip to the Social Justice Fair. The company’s Rooted In Good initiative has previously funded programs that promote diversity, social justice, and environmental concerns. This time, Koralev highlights the story of Bernard Noble, who was sentenced in 2010 to 13 years in prison for possessing the equivalent of two hinges. In 2015, Bernard’s case began gaining attention across the country as an example of the harshest drug possession sentences ever handed down to blacks. Nobel was eventually released after serving seven years of his sentence.

Freddy first heard the Nobel story when he was working on it The grass is greener, a 2019 documentary film about America’s love affair with marijuana and how it inspired and essentially created the war on drugs.

“I set out to make a movie that explained the relationship between cannabis and American music,” he recalls. “But I started looking at the criminal justice side, and when I came across the Bernard case, I just thought, ‘This is a great example of everything that’s wrong with this story: the criminalization of marijuana and the downfall of blacks more than whites. ”

A good thing, Freddy says, is turning some of Koralef’s profits into raising awareness of systemic racism. but that is not all.

“The next step is to get information about what your country’s representatives are doing to correct the wrongs made against the target communities,” he says. “We have over two million people in prison for nonviolent cannabis arrests, and a lot of them are people of color. What are your state representatives doing about it?”

Over the years, Freddy says, he’s talked to a generation who grew up sneaking up on fate as a teenager and then into adulthood. Sometimes he is surprised that today one can walk to a dispensary and buy marijuana.

“I’ve listened to people outside the mainstream since I was a little kid, talking about the health benefits of cannabis,” he says. “I’ve listened to the lies we’ve been told about marijuana being a drug that leads to heroin addiction. And that was all too much to get over, and I really didn’t think we’d ever get to that place where we, you know, comfort a kid with epileptic fits and all that.”

He hopes the money from Curaleaf’s product will raise awareness about medical marijuana and keep rehabilitation programs going after prison. Mostly, he hopes the product name will keep Bernard Noble’s story up front.

“What happened to him didn’t stop happening just because cannabis is allowed for adults,” Freddy says. “That was on my mind, and then this whole thing came along with the rollouts, and I was like, ‘We’re on our way, we’re going to be noble with the B Noble.'”


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