Oakland has rolled out a new city-backed certification mark that makes it easier for shoppers to spot cannabis made by social-equity operators. The city-branded “Legendary” label, created with support from local advocates and education groups, will begin showing up on products and promotional materials this spring so customers can quickly identify equity-owned brands. City officials say the seal is meant to connect everyday purchases with long-term economic repair in communities hit hardest by the war on drugs.
The rollout went public this week, and organizers say it may be the first program in the country specifically designed to flag equity cannabis products. The launch campaign spotlights 15 Oakland brands and leans on product stickers, merch and billboards to spread the word. As reported by The Oaklandside, items marked “Legendary” will be available at select dispensaries and on delivery menus.
How the Legendary mark works
Oaksterdam University is running the awareness campaign on behalf of the city and says participating equity operators receive free marketing support, a custom brand kit and exclusive access to the city-certified mark. The project page for the effort notes that the campaign began in 2025 and will continue through June 2028 as part of broader outreach to equity-permit holders, according to Oaksterdam University.
How Oakland’s equity rules apply
Oakland’s equity permit program, adopted in 2017, requires that at least half of new cannabis permits go to equity applicants, defined by residency, income level or a prior cannabis conviction. The program offers fee waivers, technical assistance and priority processing for those applicants. The city’s cannabis-permit page also links to the Oakland Legendary Awareness Campaign as part of its outreach to equity operators, according to the City of Oakland.
Where to find the mark
The “Legendary” seal is already popping up at a handful of local storefronts and on delivery platforms. Early campaign materials name retail partners, including Root’d in the 510, KANNA, and delivery service TrueDeliveries, each of which posts storefront or service information online.
Organizers’ pitch
“These are the operators who defined the culture and perfected the craft long before there was a legal market,” Oaksterdam Executive Chancellor Dale Sky Jones said in a press release, as reported by The Oaklandside. Rickey McCullough, who runs local retail and delivery operations, said the campaign is intended to educate consumers and direct support toward brands disproportionately affected by the war on drugs, according to the same press materials…