Oakland built the cannabis culture before there was a legal market. Now the city has a certification mark to prove it.
The City of Oakland launched the nation’s first cannabis equity certification mark on April 20, giving consumers a way to identify businesses owned by operators who were most impacted by the War on Drugs and who helped build the culture the legal industry now profits from.
The program is called Oakland Legendary. Verified equity operators can display the certification mark on packaging, advertising and retail windows. The mark is intentionally tilted, with the word “Legendary” ascending — a design choice meant to reflect the upward trajectory of equity operators who built their businesses against the odds and are still here.
“These are the operators who defined the culture and perfected the craft long before there was a legal market,” said Dale Sky Jones, Executive Chancellor of Oaksterdam University, which is supporting the campaign. “When you buy Oakland Legendary, you aren’t just supporting a local business; you are getting access to the most authentic, high-caliber cannabis in the world.”
Oakland Mayor Barbara Lee, who co-chaired the Cannabis Caucus during her time in Congress and introduced the first federal bill calling for cannabis equity programs, framed the launch as a direct response to the harm the drug war caused Black and Brown communities.
“Today, the Oakland Legendary label puts power back where it belongs, helping consumers make informed choices and ensuring those most impacted are leading and thriving in today’s economy.”
Oakland Mayor Barbara Lee
Oakland was the first city in the country to create a cannabis equity program, establishing it in 2017 to prioritize people most harmed by prohibition and minimize barriers to entry into the legal market. The Oakland Legendary campaign builds on that foundation, adding a consumer-facing signal that connects purchasing decisions to equity outcomes.
Verified equity businesses participating in the launch include Ceremonium, Conscious Mindz, Dakota West Coast, Muse Cannabis Company, Next Level Edibles, Old Money New Ink (O.M.N.I.) and The Weed Lady. Certified Oakland Equity retailers carrying their products include Root’d in the 510, which features a lounge, and Oakanna Dispensary. True Deliveries offers delivery.
“These legacy equity brands are the rooting ecosystem of our culture; the bigger and stronger the roots, the healthier the culture is.”
Rickey McCullough, Root’d in the 510
McCullough has a long history in the cannabis industry and was featured on the front page of the New York Times as one of the first equity dispensary owners in the country.
The Oakland Legendary awareness campaign runs through April 2028 and is supported by the Equity Trade Network. More information and a directory of verified operators is available at legendary.green.