Photo credit: Jon Sams.
Laganja Estranja and Lowell Herb Co., owned by Lowell Farms out of California brought back the company’s popular limited edition Pride Packs this summer, featuring a supportive Lowell Herb Co. logo with splash of rainbow flair. It’s Pride all year long for people like Estranja, who is a longtime ally of both the cannabis industry and the LBGTQ+ community. The LGBTQ+ and cannabis movements are deeply intertwined which is why the RuPaul’s Drag Race alum chooses to get involved each year.
Last month, Lowell committed $1 from each Pride Pack sold to directly benefit leading nonprofit organization Gay & Lesbian Alliance Against Defamation (GLAAD). The Pride Packs were available for delivery via Lowell Direct and at fine Lowell retailers across California.
As Lowell’s Pride Ambassador, Laganja shares the latest on Lowell’s Pride campaign, new product releases, brand initiatives on her social media accounts, WeedTube channel, and at dispensary appearances. DOPE caught up with Lowell and Laganja to discuss the partnership.
Jenny Montenegro – Chief Operating Officer for Lowell Farms Inc.
How did this collaboration come about?
We first connected with Laganja back in 2018. We reached out because we admired her work in the cannabis space, and we felt this would be a tremendous opportunity to amplify her unique voice and personality. Since then, we have worked together on multiple campaigns. Her content is thoughtful and original, and it reflects the values of Lowell Farms.
Why is giving back specifically to the queer community important to your company?
We owe a tremendous debt of gratitude to the LGBTQ+ leaders and activists that have paved the way for cannabis legalization and normalization. The two communities are close and share many of the same values. California’s cannabis industry would not be where it is today without the tireless effort of the LGBTQ+ community. We have fans, customers, and employees that are part of the community, and they all have our unwavering support.
What are you most excited about with this collaboration?
More than anything, this is an opportunity to showcase two personalities and have some fun. We want to celebrate our lifestyles and show the world how much we all have in common with one another. Laganja is more than just a celebrity personality; she is a role model and a change agent. We are honored and humbled to have partnered with her, and we can’t wait to see what comes next.
“I believe that one of the main reasons queer people use cannabis is because of our PTSD growing up different than those around us. I think cannabis will continue to heal my community and moreover, allow individuals to find their true selves.” – Laganja Estranja
What made you decide to get involved with this project?
I have been a long-time supporter of Lowell Farms. They have equally always shown me love and support from the very beginning, which is why I was thrilled when they asked me to be their partner. I wanted to be involved in this project not only because of the charitable cause but also because of the visibility for my community this partnership would provide.
Why is this partnership with GLAAD important to you?
GLAAD has been doing incredible work since their inception as an organization! It is so important we give back to organizations like them that truly keep our community alive.
How do you think cannabis can continue to help give back to the queer community?
I believe that one of the main reasons queer people use cannabis is because of our PTSD growing up different than those around us. I think cannabis will continue to heal my community and moreover, allow individuals to find their true selves.
Is there anything else you’d like to add?
I was truly blown away by the support I received when I did my in person meet and greet (or as I like to say, NUG & HUG) at Sweetflower in West Hollywood. I was so nervous no one would show up for me, so when I arrived to a line of 40 people, I was filled with such hope. I remember when I did my first dispensary visit, before we were recreational here in California. While it also was amazing, it is clear the community has grown even stronger over these last year‘s. I really appreciate that Lowell did not just use my image on their Instagram, but rather really gave me an opportunity to be seen, heard, and felt.