Bernard Noble’s story is unfortunately not a unique one. Arrested in 2010 while visiting family in New Orleans, he was sentenced to 13 years of hard labor for carrying the equivalent of two joints worth of cannabis. 

In 2017, Bernard’s case began to draw attention across the country, and he quickly became a national symbol for the need to reform the country’s unjust drug laws, sparking advocacy and a movement to free him. As a result, Bernard was released seven years into his sentence.

Upon his release, Bernard wanted to channel his experiences to help others. In July 2021, in partnership with celebrity artist, filmmaker and cannabis advocate Fab Five Freddy (Grass is Greener) and Curaleaf, the B NOBLE brand launched with the mission to  support local organizations dedicated to advancing social equity and providing opportunities to those directly impacted by the War on Drugs. In addition to generating awareness around unjust laws, the B NOBLE brand will release high-quality pre-roll 2-packs with 10% of proceeds from each pack going to local direct-service organizations, supporting returning citizens on their paths to successful post-incarceration futures.

As a cannabis industry leader, Curaleaf is dedicated to using its platform to bring awareness to stories like Bernard’s in an effort to end cycles of unwarranted, racially-charged punishment.  Through partnership with B NOBLE, the company is taking a deeper dive into its dedicated social equity work in an effort to create equitable cannabis access and industry opportunities for EVERY community member, regardless of race or place. 

To learn more about Curaleaf and B NOBLE’S recent pre-roll collaboration, you can visit their webpage  here .

Product availability varies by state and, where available, is subject to individual state regulations and

limits. For use by adults 21 years of age and older. Keep out of reach of children.