Jay-Z Joins Forces with California's Caliva

Shawn “JAY-Z” Carter announced online today that he will enter into a multi-year partnership with Caliva as Chief Brand Strategist. The statement said that he will play a crucial role in driving creative direction, outreach efforts, and strategy for the brand.

Caliva is one of the largest vertically integrated cannabis companies in California and has quickly become a market leader in cannabis consumer products in the state. The company has a best in its class facility in San Jose, that produces top quality flower and cannabis oil.

In this position, Mr. Carter said he will focus on and work to increase the economic participation of citizens returning from incarceration – many of who are not seeing the monetary benefits of legalization – through advocacy, job training, and overall employee and workforce development.
“Anything I do, I want to do correctly and at the highest level. With all the potential in the cannabis industry, Caliva’s expertise and ethos make them the best partner for this endeavor. We want to create something amazing, have fun in the process, do good and bring people along the way.” – Shawn “JAY-Z” Carter.
Carter joins a long line of rappers who have signed up with various cannabis companies. Many like Wiz Khalifa, Snoop Dogg, Kurupt, and Two Chainz have signed deals with companies or begun their own signature brands. While singers like Willie Nelson of Willie’s Reserve don’t seem involved on a daily basis, Khalifa is known to be deeply involved in the creation of his brand Khalifa Kush.
Caliva branded products can be found at their flagship dispensary in San Jose and dispensaries throughout the state of California. Last month the company acquired Zola, the maker of plant-powered beverages, to expand into the cannabis and hemp-based CBD (hCBD) beverage space. Caliva is exploring entering the infused beverage market in several categories, including sparkling water, functional shots, functional powders, teas, cold brew coffee, and sports drinks. Zola’s key relationships with distributors, ranging from regional to national, will enable fast rollout of hCBD beverages to targeted markets.

Agrify

Leave a Reply

Your email address will not be published. Required fields are marked *

Choose Your News

Subscribe to the Green Market Report newsletter that gives you original content delivered straight to your inbox.

 Subscribe

By continuing I agree to your Privacy Policy and consent to receive relevant newsletters and other email communications on events, editorial features, and special partner offers from Green Market Report. I can unsubscribe or change my email preferences at any time.


About Us

The Green Market Report focuses on the financial news of the rapidly growing cannabis industry. Our target approach filters out the daily noise and does a deep dive into the financial, business and economic side of the cannabis industry. Our team is cultivating the industry’s critical news into one source and providing open source insights and data analysis


READ MORE



Recent Tweets

@GreenMarketRpt – 6 hours

Report: U.S. Producing Almost 50 Million Pounds of Cannabis

@GreenMarketRpt – 11 hours

Curaleaf Lays Off Hundreds of Workers Amid Growth Slowdown

Back to Top

Choose Your News

Subscribe to the Green Market Report newsletter that gives you original content delivered straight to your inbox.

 Subscribe

By continuing I agree to your Privacy Policy and consent to receive relevant newsletters and other email communications on events, editorial features, and special partner offers from Green Market Report. I can unsubscribe or change my email preferences at any time.