More than one year after his prison release, Richard Wershe Jr., formerly known as “White Boy Rick,” is launching a cannabis brand.

Cannabis has become a multi-million dollar business in Michigan, but there is still a double standard when it comes to social equity in the industry. The Michigan company Pleasantrees is known for its cannabis products, but they’re also working to make the marijuana industry more equitable for everyone. “Social equity has basically become a term of art in the cannabis industry,” said Jerome Crawford with Pleasantrees. The Michigan company is hiring more minorities like Crawford, an attorney who now oversees legal operations and social equity for Pleasantrees. AdYou can learn more about Pleasantrees’ social equity plan on their website here.