PORTLAND, OR — In a strategic move to address consumer demand for organic cannabis products at retail outlets, the leading nonprofit certifier of regenerative organic cannabis—Sun+Earth Certified—has partnered with dispensaries in Oregon and California to establish a new “Organic Section” program. The novel initiative is designed to provide dispensaries with a unique market differentiator by creating dedicated areas within cannabis dispensaries for products certified by one or more recognized programs. By leveraging consumer familiarity with organic sections in grocery stores, this new program aims to draw health-conscious and environmentally-aware consumers to participating dispensaries.
Launched across 11 dispensaries in Oregon, including in Portland, Eugene, and Salem, the program has already garnered positive feedback from both retailers and consumers. Golden Grail Group, which owns the prominent Oregon cannabis dispensaries Chalice Farms, Homegrown Oregon, and Belushi’s Animal House, has been an integral partner in this pilot initiative. A number of California cannabis dispensaries are also taking part in the Organic Section program, including Sespe Creek in Ojai, Herb & Market Humboldt in Arcata, and The Woods, a cannabis dispensary in West Hollywood, co-owned by Woody Harrelson.
“The Organic Section program has provided us with a distinct advantage in the competitive retail landscape,” said William Simpson, Chief Executive Officer (CEO) of Golden Grail Group. “Our customers appreciate having a dedicated area where they can easily find products that align with their values. Our employees are also excited to help educate customers in understanding how their cannabis is grown,” continued Simpson.
Notably, in its Cannabis Industry Report, the market research group TrendSource found that over 53 percent of consumers in the US are willing to pay more for organic cannabis products. However, the vast majority of cannabis products currently sold in the United States present no on-package labeling that explains how the cannabis was sourced and grown, or specifically what pesticides or other chemical inputs were used in its production. To help address this issue, the Organic Section program also incorporates a consumer education campaign to raise awareness about the health and environmental benefits of organic cannabis, and the regenerative organic farming practices of Sun+Earth Certified farms. The consumer education campaign includes budtender training and educational materials available at participating dispensaries.
The Organic Section program is being launched as an existential crisis continues to unfold in cannabis markets in California and elsewhere. A Los Angeles Times report published in June 2024 disclosed alarming levels of pesticides in cannabis products at dispensaries across California. The report found that product testing had largely failed to address evidence of widespread contamination. By contrast, products with the Sun+Earth Certified seal are made without toxic pesticides and chemical fertilizers, thereby avoiding the contamination and testing issues currently plaguing the cannabis industry.
“Organic sections are no longer just for grocery stores,” said Jacob Policzer, Sun+Earth co-founder and Executive Director. “By bringing this familiar model to dispensaries, cannabis consumers will be better able to discern which products are being made using regenerative organic farming practices. As the cannabis market continues to evolve, initiatives like the Organic Section program provide a vital lifeline, ensuring that craft and heritage cannabis farms can continue to thrive without compromising the health of consumers and the planet,” continued Policzer.
In addition to boosting consumer engagement, the Organic Section program supports craft farms by increasing their market exposure. These dedicated sections allow consumers to easily identify and choose products certified by trusted programs, including cannabis products with the familiar Sun+Earth seal and concentrated cannabis products made with Sun+Earth Certified flower.
“Our goal is to create a seamless shopping experience that aligns with consumer expectations and supports the growth of sustainable, organically grown cannabis,” said Vincent Deschamps, Sun+Earth board member and owner of 54 Green Acres farm in Oregon. “We believe the Organic Section program will set a new standard in the industry, benefiting consumers, dispensaries, and craft farms alike,” continued Deschamps.
To further complement this initiative, Sun+Earth has redesigned its website, which offers comprehensive resources on certification, information about the benefits of regenerative organic farming, and showcases the stories of certified farms. Sun+Earth is committed to fostering a more ethical and sustainable cannabis industry by advocating for craft farms and promoting eco-friendly regenerative organic practices. To view the new Sun+Earth website, go to: sunandearth.org.
