Earth Month 2026 w/ veritree 🌎🌲🌳
What started out as a playful, down-to-earth concept of smoking leaves to plant trees has blossomed into a lasting legacy of restorative action. But we aren’t doing this alone. We want to give a massive, heartfelt shout-out to our extraordinary industry partners who have stepped up in a big way: WYLD, Versus, Spinach, Dom Jackson, and Pure Sunfarms. We also owe a huge debt of gratitude to our supporting partners: BOLD, Back Forty, ufeelu, and Standard Issue, for their unwavering commitment to this cause. Together, we are proving that the cannabis industry can, and should be, a leading force for environmental stewardship.
The numbers behind this campaign are a testament to what happens when community and commerce align. We are incredibly proud to share that we are planting 12,500 trees in British Columbia, helping to restore the majestic landscapes that define our country. On a global scale, our Earth Day social campaign is reaching even further, planting 579 Mangroves across Brazil and East Africa. These coastal forests are some of the most effective carbon sinks on the planet, and seeing our collective efforts take root across continents is nothing short of special. For perspective on how far we’ve come, this initiative brings our total to 39,204 trees planted through our partnership over the last few years, a milestone that represents 19 hectares of restored land and a future of cleaner air for all.
A Partnership Built on Purpose
Our journey with veritree is one of our proudest achievements. As the first cannabis dispensary to join their restorative coalition, Farmer Jane has had the privilege of watching this partnership blossom from a shared idea into a massive engine for ecological change. We appreciate veritree not just for their expertise, but for their radical transparency; they have given us the tools to show our community exactly where their impact goes, from the post-wildfire recovery in the Cariboo region to coastal restoration overseas. To the veritree team: thank you for being our boots on the ground and for helping us prove that #prettygoodweed can do a whole lot of good for the planet.
The veritree Mission: Verification Meets Vegetation
The mission of veritree is to transform the “restoration economy” by replacing vague promises with hard, verifiable data. In a world where environmental claims are often met with skepticism, veritree utilizes a comprehensive suite of “Nature-Based Solutions” (NbS) to ensure that every tree planted actually survives and thrives. Their approach is built on the belief that for restoration to be successful, it must be measurable, permanent, and beneficial to the local communities that steward the land.
To achieve this, veritree employs a cutting-edge technology stack, including its proprietary “Collect App.” This platform allows planting partners to gather ground-level data, such as GPS coordinates, photos, and time-stamped records, which is then secured using blockchain technology. By creating a digital twin for every tree, they eliminate the risk of double-counting and provide a level of transparency that was previously impossible. This mission ensures that when we say we are planting a certain number of trees, our community can trust that those trees are fostering real biodiversity and sequestering carbon for decades to come.
A History Rooted in the Prairies
The story of veritree is deeply connected to our own roots. It began in Regina, Saskatchewan, in 2006, when the founders, including David Luba and brothers Kalen and Derrick Emsley, planted 150,000 trees just outside the city. This passion for the environment eventually led to the creation of the global apparel brand tentree, which famously plants ten trees for every item sold. As they scaled toward their goal of planting a billion trees, they realized the world lacked a standardized system for monitoring and verifying large-scale restoration projects.
In 2019, they launched veritree as a standalone platform to share their verification technology with the world. What started as a local effort in Saskatchewan has since expanded into a global powerhouse that has celebrated the planting of over 100 million trees worldwide. By bridging the gap between corporate responsibility and ecological science, veritree has become the gold standard for businesses looking to leave a positive footprint. Today, they continue to lead the way from their home base in Vancouver, proving that the best ideas often start right here at home.
Partner Testimonials: Why We Give Back
Dom Jackson
Michelle Litvack on Why Giving Back Matters. In cannabis, everything starts with the plant. But for Michelle Litvack, CEO of Dom Jackson, it’s never just about what you grow; it’s about what you give back. Through a partnership with Farmer Jane, Michelle was introduced to Veritree, a program focused on real, measurable impact through tree planting and environmental restoration. For her, it wasn’t just a nice add-on; it felt necessary.
“Cannabis comes from the earth. Everything we do exists because of it,” Michelle says. “So for me, giving back isn’t optional. It’s part of the responsibility.” Tree planting is more than symbolism. It’s about restoring balance, supporting ecosystems, and contributing to something that will outlive all of us. It’s about being part of a cycle instead of just taking from it. But for Michelle, it goes even deeper than the environment. It’s about community.
“We’re building brands in communities that support us every single day. The least we can do is contribute to something bigger than ourselves.” Through Veritree, that impact is real and trackable. It’s not just a feel-good story; it’s measurable change. And that matters in an industry where authenticity is everything. That same mindset drives Dom Jackson. From the growers they partner with to the products they release, everything is built with intention, transparency, and respect for the plant and the people behind it. As the brand continues to grow, Michelle is clear on one thing. Success isn’t just about scale. “It’s about how you grow. And making sure that as you build something, you’re also leaving something better behind.”
Spinach / Cronos
“We chose to join this initiative with Farmer Jane because it reflects the kind of positive, responsible contribution we want to make as a company. Supporting a program focused on environmental restoration aligns with our values and our ongoing efforts to participate in meaningful, real‑world initiatives. For us, it’s about being involved in something that creates lasting good and doing so in a way that’s transparent and grounded in responsible practices. Partnering on a program like Veritree lets us support work that matters in a way that feels genuine to who we are.”
Decibel / Standard Issue
“Decibel is proud to support initiatives that create lasting, positive impact. Rooted in a commitment to quality, responsibility, and thoughtful production, we felt our brand, Standard Issue, aligned naturally with Farmer Jane’s Veritree campaign, helping restore balance to the environments we all rely on. Partnering together allows us to extend that impact beyond our products and into meaningful, community-driven action.”
WYLD
Wyld Works: Planting Roots, Growing Impact. For us, making great products has always come naturally. Real fruit. No artificial flavours or colours. Gummies that are consistently delicious and reliably dosed — every time. But as Wyld has grown, so has our sense of responsibility for what that growth means. That’s the heart of Wyld Works. It’s our way of making sure the business we’re building gives back as much as it creates — guided by a simple belief in people, planet, and purpose. Small things, like developing a 100% compostable pouch before anyone was asking for one. And bigger things, like investing in reforestation efforts that help restore ecosystems at scale.
Which brings us to this partnership. We’ve teamed up with Farmer Jane and Veritree to plant trees and support the restoration of natural ecosystems around the world. It’s the kind of initiative that just felt right — an extension of the values that have guided Wyld from the start. We love the outdoors. We care about what we leave behind. And we want the places that inspire our products to still be around for generations to come. We’re proud to be growing this work alongside partners who share that same sense of care. Because for us, doing right by the planet has always been part of doing things the Wyld way.
About our Planting Sites:
🌳 A Message from our Friends at veritree:
“We’re blown away by the impact that this community has created – setting (and smashing)* reforestation goals year upon year. It’s amazing what customer engagement and a little green thinking can achieve, and we’ve loved seeing the in-store displays grow to fund wildfire restoration efforts right here in Canada.
With the help of the Farmer Jane community, we’re restoring forests, reducing flood and erosion risks, and revitalizing aquatic habitats in partnership with local First Nations in BC. Thank you for your support, your engagement, and your enthusiasm for this crucial work”.
– Christina Summerfield, Co-Marketing Manager at veritree
Learn more about veritree and Farmer Jane’s mission by checking out our impact hub below. Thank you for joining us this Earth Month and contributing to a greener future!
Highest regards,
𝐹𝒶𝓇𝓂𝑒𝓇 𝒥𝒶𝓃𝑒
