Finally, the herb come around
ON TUESDAY, Jamaica’s popular cannabis brand, Epican, continued to chart new courses on different frontiers. Epican decided to make a bold move by venturing into the entertainment sector to officially forge a partnership with dancehall artiste Aidonia.
Persons flocked the Epican lounge at Marketplace, where Head of Marketing at Epican Jermaine Bibbons announced the momentous occasion.
“We are elated to welcome Aidonia officially as Epican’s brand ambassador. Aidonia is an advocate for the medicinal use of the plant. He is an immensely creative talent, so we are confident in him as a spokesperson for the brand. The signing is certain to generate global interest, not just in Epican, but also Brand Jamaica,” said Bibbons.
“Rasta, reggae, and ganja have all been demonised in the country,” said West Indian author and literary scholar Dr Carolyn Cooper.
UNBREAKABLE UNION
“All three elements have been dismissed and dissed by the elite. Ganja is the holy herb of Rastafari and became the symbol of resilience,” she continued.
For Cooper, Rastafari, music, and ganja are an unbreakable union. She commends Epican for bringing legitimacy to the long-standing relationship.
“Reggae is the soul of the nation, and dancehall is the pulse of the people fused with the spirituality of Rastafari. It is important that Jamaica takes its place very boldly in this industry,” said State Minister in the Ministry of Culture, Gender, Entertainment and Sports Alando Terrelonge. “Epican has now given legitimacy to what has always been there,” he continued.
Aidonia expressed his excitement with the partnership when he came on stage.
“Epican is doing a great job in terms of changing the negative views people have of the plant. Cannabis is the best medicine!” the artiste exclaimed.
Epican has been on a positive trajectory since opening its doors in July 2018. The company continues to evolve and has many innovative plans that will lead the transformation of the local medicinal cannabis industry.