Curaleaf Unveils Strategic National Rebrand for Grassroots

WAKEFIELD, Mass. – Curaleaf Holdings, Inc. (CSE: CURA) (OTCQX: CURLF), an international provider of consumer cannabis products, today announced the national rebrand of its Grassroots premium cannabis flower brand, and shared details on the brand’s previously announced expansion into California with the launch of Diamond Infused Pre-Rolls.

The rebrand of Grassroots coincides with the launch of its Grower’s Reserve program, an ongoing series of limited-edition collaborations with craft farmers and diverse operators in California. The program reaffirms the Company’s commitment to providing high-quality products to its consumers while empowering smaller craft operators in the Golden State.

For seasoned cannabis consumers that are looking for an added boost to their everyday pre-roll, Grassroots Diamond Infused Pre-Rolls are composed of finely ground, high-quality whole flowers with a dusting of THCA “diamonds” for maximum purity and potency. Available as 1 gram Singles or 5 pack Shorties at 0.4 grams each, Grassroots Diamond Infused Pre-Rolls are now available in California featuring three unique strains:

• Grower’s Reserve – Napali Sunrise (Sativa) by Delighted Farms, a state-of-the-art indoor farm managed by a team of renown California growers.
• Grower’s Reserve – Cherry Cheesecake (Indica) by Sonoma Hills Farm, a Sun+Earth certified cannabis farm nestled on 60-acres in Sonoma Valley.
• Mimosa by Grassroots (Hybrid)

“We are thrilled to introduce the new look and feel of Grassroots, a brand that exemplifies our unwavering commitment to providing high-quality cannabis products and experiences,” said Matt Darin, CEO of Curaleaf. “I am also personally proud to launch our Grassroots Grower’s Reserve program, which I think demonstrates our commitment to creating an equitable cannabis industry where operators of all sizes and backgrounds work together to strengthen the industry and deliver premium experiences for consumers.”

Founded in 2014, the Grassroots brand is dedicated to providing the highest quality cannabis products while serving, advancing and respecting the cannabis movement. The brand first planted its roots in Chicago with the goal of perfecting the art and science of cannabis cultivation through the creation of exclusive genetics and unique strains. Grassroots was acquired by Curaleaf in 2020 and its products are now available in seven states including California, Illinois, Massachusetts, Maryland, Nevada, North Dakota and Pennsylvania.

This media advisory contains forward–looking statements and forward–looking information within the meaning of applicable securities laws. These statements relate to future events or future performance. All statements other than statements of historical fact may be forward–looking statements or information. Generally, forward-looking statements and information may be identified by the use of forward-looking terminology such as “plans”, “expects” or, “proposed”, “is expected”, “intends”, “anticipates”, or “believes”, or variations of such words and phrases, or by the use of words or phrases which state that certain actions, events or results may, could, would, or might occur or be achieved. More particularly and without limitation, this news release contains forward–looking statements and information concerning the national rebrand of Grassroots and expansion into California. Such forward-looking statements and information reflect management’s current beliefs and are based on assumptions made by and information currently available to the company with respect to the matter described in this new release. Forward-looking statements involve risks and uncertainties, which are based on current expectations as of the date of this release and subject to known and unknown risks and uncertainties that could cause actual results to differ materially from those expressed or implied by such statements. Additional information about these assumptions and risks and uncertainties is contained under “Risk Factors and Uncertainties” in the Company’s latest annual information form filed March 9, 2022, which is available under the Company’s SEDAR profile at http://www.sedar.com, and in other filings that the Company has made and may make with applicable securities authorities in the future. Forward-looking statements contained herein are made only as to the date of this press release and we undertake no obligation to update or revise any forward-looking statements whether as a result of new information, future events or otherwise, except as required by law. We caution investors not to place considerable reliance on the forward-looking statements contained in this press release. The Canadian Securities Exchange has not reviewed, approved or disapproved the content of this news release.

(This information is primarily sourced from Curaleaf Holdings, Inc.  Highly Capitalized has neither approved nor disapproved the contents of this news release. Read our Disclaimer here).