California-based cannabis firm The Parent Company announced on Monday the launch of RCVRY, a new brand co-founded by professional esports player Nordan Shat, aka FaZe Rain. Created in partnership with The Parent Company’s Caliva premium cannabis brand, RCVRY will open early access to the brand on Monday, September 12th at 1:00 PM. The first 33 entrants will receive guaranteed access to RCVRY’s launch products, limited-edition brand swag and VIP privileges at RCVRY’s upcoming launch event in West Hollywood. 

RCVRY is a cannabis brand created to support a lifestyle focused on wellness and creativity. FaZe Rain was inspired to begin the RCVRY project following his difficult recovery process from severe nerve damage, when cannabis became an important piece of his well-being. The launch will include limited drop eighths of the “Rainz Runtz” strain, which was hand-selected by the RCVRY team in collaboration with The Parent Company (TPCO). The strain gives off a faint berry-like smell and is part of the same lineage as the Zkittles and Gelato phenotypes, the brand reports. Rainz Runtz will be available in limited quantities exclusively at Calma dispensary in West Hollywood and will not be available for delivery.

“When I started my journey with cannabis back in 2015, I had very little knowledge on the different strains and experiences available to consumers. As I learned more about the space, I saw a need to further the potential of the industry by helping to advance the mainstream acceptance of cannabis,” Shat said in a statement from The Parent Company. “RCVRY was created to further that goal and change opinions on cannabis while providing a consistent source of top-tier flower to all RCVRY community members. We are focused on delivering the cleanest cannabis possible to our consumers.”

Esports Star and Brand Founder

Shat is the co-founder of the popular esports and entertainment organization, FaZe Clan, which he founded with Quinn “The Wizard”, Yonatan Hagos and Erick Kahn. The Parent Company CEO Troy Datcher said that FaZe Clan, a lifestyle and media platform rooted in gaming that has garnered more than 500 million followers across social media platforms, will help extend the reach of the new brand. FaZe Clan’s roster of content creators, esports professionals, and world-class gamers includes Kyler Murray, LeBron James Jr., Offset, Snoop Dogg and more.

“We are thrilled to partner with Nordan Shat, aka FaZe Rain, and the RCVRY team, who share our passion for the plant,” said Datcher. “The FaZe Clan brings an immense audience, and our collaboration represents a prime opportunity to unlock the synergy between gaming and cannabis communities. My priority continues to be optimizing our portfolio of high-quality, authentic brands, and our partnership with RCVRY is another strong addition to our roster.”

Cannabis retailer Calma West Hollywood will host a meet-and-greet appearance on Saturday, September 17th from 1:00-4:00 PM with Shat and friends to celebrate the launch. At the event, Shat will interact with customers while offering limited-edition merch giveaways and the opportunity to experience an onsite photo booth.

The new RCVRY product features a QR code that will provide customers access to a survey contest featuring questions about the esports star. The winner will receive the chance to hang out with Nordan and friends at a private L.A. location after the event. The event is open to consumers 21+ (or 18+ with a medical recommendation). All profits made from the launch will be donated to “peer-to-peer” recipients in need of financial assistance, with the objective to promote natural and healthy living.

New Brand for The Parent Company

Datcher wrote in an email to High Times that the new collaboration is in line with The Parent Company’s strategy to create authentic brands, adding that RCVRY is “a strong addition to our brand portfolio.”

“During my first meeting with Nordan, I was incredibly moved by his story but also inspired by his commitment to the plant and understanding of the benefits of cannabis,” he said.

Although he is keen on those benefits, Shat doesn’t necessarily see his cannabis use as medical, saying in a virtual interview that “I enjoy cannabis recreationally because the plant helps me feel more like myself.” Consistent with the RCVRY brand’s initial product offering, Shat says that smoking is his favorite way to consume cannabis.

“When it comes to cannabis, I prefer smoking flower,” he said. “That is why we worked with TPCO to find the best flower for RCVRY that my team would love and we hope the people love it too.”

Although he kept mum on any additional celebrity collaborations that might be in the works, Datcher teased some new initiatives to strengthen The Parent Company’s portfolio of brands.

“We’re about to embark on a very exciting period for The Parent Company and its portfolio of brands, including updates to our current product lines and expanding our partner brand offerings,” he said. “Our commitment to our consumers remains strong, and we will continue to collaborate with partners who have true connections to the cannabis community to bring safe, high-quality, and authentic products to market through our owned retail channels as well as third-party retail partners.”

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Josephine & Billie’s is celebrating its grand opening as the first social equity investment of The Parent Company by embracing minority brands and creating a retail store that welcomes all demographics.

On October 28, The Parent Company’s first social equity corporate venture fund investment, Josephine & Billie’s, announced it will be opening its doors to the public on Friday, October 29. The brand claims to be the first of its kind, with a unique “speakeasy-style” concept inspired by “tea pads” that were commonly found in Black communities during the 1920s and 1930s. The name is inspired by entertainer Josephine Baker and singer Billie Holiday—two prominent figures in Black history.

Headed by CEO Whitney Beatty and COO Ebony Andersen, this duo’s main goal was to create a welcoming dispensary experience for women of color. “Most stores are designed and built by white people, with one perspective,” Andersen said in a press release. “And women of color rarely get the opportunity to feel comfortable in those spaces. But Josephine & Billie’s was designed and built by, and for, women of color with that in mind.”

Beatty also added a statement about the need to rethink dispensary experiences for many types of consumers. “Research shows that women are more anxious than men, and data shows that black women are facing the most anxiety—and yet we have not seen a dispensary focusing on this demographic,” shared Beatty. “Josephine & Billie’s is committed to being an educational space and community where women of color, and allies, feel safe and welcomed to learn about the healing benefits of cannabis.”

Josephine & Billie’s will carry a variety of well-known cannabis products such as Monogram, Cann, Select and Kiva Confections—but with also a focus on people of color-owned, queer-owned and female-owned brands such as Ball Family Farms, Leune and California Rolls, to name a few. What makes this brand stand out isn’t just its goal for inclusivity or its unique theme. Its layout has been broken up into desired terpene profiles, such as “relief” or “focus,” to make it easier for consumers to find products that are best for them.

On June 3, Josephine & Billie’s was announced as The Parent Company’s first social equity corporate venture fund investment. Barely two weeks later, The Parent Company also announced The Peakz Company as its second social equity investment.

The Parent Company CEO, Troy Datcher, echoed the pride of contributing to the expansion of cannabis dispensaries run by minority business leaders and supporting minority-owned cannabis businesses. 

“The Parent Company is committed to leveraging our financial, social, and cultural capital to create a more inclusive cannabis community,” said Datcher in a press statement. “Josephine & Billie’s unique and necessary mission to develop a welcoming and educational retail experience, particularly for women of color, exemplifies why Whitney and Ebony are the exact types of entrepreneurs that we want to stand up and stand behind with our social equity fund as we focus on shaping this industry’s future and uplifting all communities.”

Josephine & Billie’s is located in Los Angeles, California (located on Martin Luther King Boulevard), and will be hosting its grand opening Teapad event on October 28 from 4 p.m. to 8 p.m. 

The brand welcomes people from all walks of life, and, according to its website, strives to make it welcoming for all. “We love helping women of color learn about cannabis. From THC percentages, strain types, terpene profiles, there is no question not worth asking. In our space, we are [effect-focused], an aim to help you heal, ease tension or uplift. Our M.O. is, we got you, sis. We’re here to encourage self-care and joy and to educate every woman that walks in the door, giving her a little more than she came in with.”

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In what Business Insider called “the world’s top power couple,” Shawn “Jay-Z” Carter and Beyoncé branched out beyond the fashion, movie and music industries to invest in cannabis—both with a heavy focus on social equity and reparations for the impact of the War on Drugs. 

Last year, Beyoncé’s BeyGood organization partnered with the NAACP to provide new small business grants for Black-owned businesses. A $10,000 grant was given to The Gift—a  Maryland-based cannabis company founded in 2018.

But recently the diva is getting involved with hemp herself. During an interview with Harper’s Bazaar published on August 10, Beyoncé explained how she discovered the powers of CBD, notably for soothing her muscles and for helping her fall asleep.

Touring constantly can add up for the 39-year-old. “I discovered CBD on my last tour, and I’ve experienced its benefits for soreness and inflammation. It helped with my restless nights and the agitation that comes from not being able to fall asleep,” she said.

Beyoncé explained that she also believes in the healing properties of honey—which is what eventually led her to decide to build a hemp and honey farm. “I’m building hemp and a honey farm. I’ve even got hives on my roof!” she added. Unfortunately, there aren’t more details about the farm, such as whether or not she plans to go commercial with hemp, such as actor Jim Belushi.

Raw honey itself is packed with nutrients and provides medicinal qualities, and CBD-infused honey is already a thing, with dozens of companies catching onto the craze. While Jay-Z’s MONOGRAM offers THC-rich flower products, people are already speculating about a hemp/CBD line with Beyoncé’s name attached to it.

The Parent Company and Jay-Z Appoint CEO

Meanwhile, Jay-Z continues to stay busy with his numerous pot investments. On August 16, The Parent Company announced that it appointed Troy Datcher as CEO. The Parent Company is behind Jay-Z’s MONOGRAM line of cannabis products.

Effective September 8, Datcher’s historic appointment represents the “first time a Black CEO will lead a major public U.S. cannabis organization,” the press release reads. 

“I’m truly honored to be at the forefront of shaping the future of the cannabis industry with The Parent Company,” Datcher stated. “This is a tremendously strong company that is poised for continued growth and we have a unique opportunity to disrupt a sector that has disproportionately impacted communities of color—including my own—for far too long.

“This is a chance to partner with cultural powerhouses like JAY-Z and Desiree Perez to rectify the wrongs of prohibition, eradicate antiquated laws and create a new cannabis infrastructure rooted in diversity, equity and justice for our communities. Together, we can shape a legal cannabis industry that is reflective of our entire culture in California and beyond,” said Datcher.

Datcher formerly worked for The Clorox Company, where he most recently served as Senior Vice President and Chief Customer Officer. While there, Datcher deployed global sales plans for over $6.7 billion in annual revenue across The Clorox Company’s list of brands.

MONOGRAM, a part of The Parent Company, launched a series of campaigns to bring awareness to social equity issues, as people remain in jail for doing essentially the same thing as corporate cannabis businesses do, minus the licenses. Long-term data shows that Black people are 3.73 times more likely to be arrested for cannabis than white people despite nearly equal usage. Furthermore, people with cannabis arrests have trouble participating in the legal industry.

“Troy’s business acumen, strategic thinking and leadership skills are invaluable qualities that will be critical to our organization’s growth,” said The Parent Company Chief Social Equity Officer and Board Member Desiree Perez. “He understands and embraces the unique responsibility we have to redefine the cannabis industry and establish a new precedent for cannabis entrepreneurs to build successful businesses. I look forward to watching him grow into this position and taking The Parent Company to new heights.”

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