Ben Cohen, co-founder of the popular ice cream brand Ben & Jerry’s, has recently launched a non-profit cannabis brand called Ben’s Best Blnz or B3. The brand offers full-spectrum vapes and pre-rolls with low THC levels, and Cohen plans to donate all of the profits from the venture to organizations that advocate for racial equality and support those imprisoned for cannabis-related offenses.
The Genesis of B3
Cohen was inspired to start B3 during a camping trip with a friend when they were reminiscing about the “old days” of smoking pot. He wanted to create a brand that could be used as a conduit for “social benefit” just like his ice cream-related ventures.
The Mission of B3
B3’s mission is to sell high-quality cannabis products while also supporting advocacy groups working towards the decarceration, expungement, and de-scheduling of cannabis-related offenses. Ten percent of the profits from B3 will go to the Last Prisoner Project, an organization that works to free people imprisoned due to cannabis prohibition. The Vermont Racial Justice Alliance, an organization that provides security for American Descendants of Slavery, will also receive 10 percent of the profits. The remaining 80 percent of the profits will be managed by the Drug Policy Alliance, an organization that aims to close the wealth gap between generations created due to systematic discrimination against Black people in the United States.
Designing the B3 Brand
Cohen worked with Pentagram’s Eddie Opara and Jack Collins to create the visual identity for B3, including the packaging, website, and merchandise. As a Black designer aware of the cannabis industry’s whitewashed makeup, Opara was mindful of including other Black creators in developing the brand’s visual language. He hired Dana Robinson, whose Ebony Reprinted series transforms 1950s and 1960s magazine advertisements into monoprints, to produce a fresh piece for B3 using a suit ad set in an ice cream shop, a nod to Cohen’s roots. Opara also created a work of art available for purchase on the website, showing a Black man donning an orange prison jumpsuit who has purple hyacinths for hair and other flowers for his face.
The Impact of B3
B3’s products have evolved into mobile campaigns for decarceration, expungement, and de-scheduling. As the brand aims to eventually bring other Black artists into the fold for packaging and merch, it hopes to use the power of business to right the wrongs of the War on Drugs.
Conclusion
Ben Cohen’s B3 is a non-profit cannabis brand that aims to sell great pot while also using the power of business to support advocacy groups working towards the decarceration, expungement, and de-scheduling of cannabis-related offenses. The brand has a strong focus on racial equality, with profits going to organizations that support people imprisoned due to cannabis prohibition and provide security for American Descendants of Slavery. Through B3, Cohen hopes to use his platform to make a positive impact on the world.
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