Roll Up For Equity

Roll Up For Equity

Directed by JM Balbuena

“Roll Up for Equity” is a short documentary that exposes San Diego’s struggle for social equity within its regulated cannabis industry, highlighting passionate local advocates pushing for accountability and change in America’s Finest City.

In 1996, California became the first state to legalize medical cannabis, and in 2016, recreational cannabis was also legalized through Proposition 64. Following these landmark changes, California established a regulatory framework, including licensing requirements, testing standards, and taxation, overseen by the Department of Cannabis Control. The cannabis industry has since experienced significant growth, contributing to the economy and job creation. However, challenges persist, such as regulatory issues, black market competition, federal restrictions, and the need to implement effective social equity programs. San Diego, with its thriving tourism and picturesque appeal, faces limited licenses and a lack of social equity initiatives, making the cannabis market inaccessible to individuals impacted by past cannabis-related criminalization. Roll Up for Equity is a local campaign championed by local advocates with the purpose to hold legislators accountable for the development of social equity programs and reducing barriers to entry for those negatively impacted by cannabis prohibition in America’s Finest City: San Diego, CA.

Get to know the Director JM Balbuena

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