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Rooted in Good


The Situation

Engaging Audiences and
Creating Impact

Curaleaf is a leading international cannabis provider with a mission to improve lives through clarity around cannabis, and confidence around consumption. Curaleaf expanded its corporate social responsibility work with the launch of its Rooted in Good program, committed to achieving positive change in cannabis through diversity, equity and inclusion, social equity, and environmental sustainability. Rooted in Good reinforces the process of rooting out systemic racism and making positive, intentional efforts to achieve equity in the cannabis community.

Curaleaf hired Octane to develop a communications strategy for Rooted in Good, including its launch strategy and ongoing communications and public relations efforts.


Octane worked with Curaleaf to identify goals and develop a strategic public relations plan for Rooted in Good, garnering awareness for its continuous equity programs and initiatives, as well as general brand recognition amongst target audiences. 

The primary sources of outreach includes press releases, Op-Ed pieces, blogs, thought leadership strategy, and earned media outreach to national, local and trade publications. Additionally, Octane provided branding and marketing support, including development of the Rooted in Good logo and media kit. 


• Deploy comprehensive, integrated communications plan that brings awareness to Curaleaf’s Rooted In Good initiative
• Build key messages and milestones to increase visibility
• Promote the impactful partnerships and contributions made by Rooted in Good
• Highlight Curaleaf’s continued commitment to advancing social equity

The Results

As a result of Octane’s strategy and implementation Curealeaf’s Rooted in Good initiative has been given increased visibility across the country. Octane’s efforts lead to multiple articles in the USA Today, the Washington Informer, NewsOne and many other publications.

  • Maintained consistent monthly media coverage across national, local and trade publications
  • 512M+ media impressions
  • 100% of coverage included Rooted in Good spokespeople

Key coverage highlights in national, local and cannabis trade publications – i.e. USA Today, FOX Soul, NewsOne, Roland Martin Unfiltered, etc.


USA Today

FOX Soul


Roland Martin Show

Washington Informer

Love & Respect with Killer Mike


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