View of Chilliwack and the Fraser Valley from Elk Mountain. (Paul Henderson/ The Progress file)

Cannabis company’s campaign to match hikes with strains of weed called ‘irresponsible’

Chilliwack Search and Rescue head says mixing intoxication and the outdoors is unsafe

Anyone who’s hiked Elk Mountain in Chilliwack knows it’s a long, winding ascent through lush forest culminating in a beautiful view of Cultus and the Fraser Valley in all directions.

And what those who’ve hiked elk also know is that there are some very steep, rocky and, depending on the time of year, marginally treacherous spots where even the nimble-footed need to be careful.

So an Ontario cannabis company’s suggestion that once at the top you should smoke a big fat joint before hiking down is “irresponsible at best,” according to the head of Chilliwack Search and Rescue (CSAR).

Hikers ascend Elk Mountain in Chilliwack in November. Cultus Lake can be seen in the distance. (Paul Henderson/ The Progress file)

“This is akin to a company advertising/promoting alcohol by utilizing images of people cheerfully engaged in outdoor activities,” according CSAR president and search manager Doug Fraser. “An individual’s safety in the outdoors is compromised if he/she is under the influence of marijuana, alcohol, or any other substance that impairs co-ordination, judgment, etc.”

• RELATED: Four companies vying to open cannabis stores in locations across Chilliwack

Fraser was responding to a question about a publicity campaign The Progress received via email from a Toronto PR firm, promoting Peak Leaf Cannabis, the newest product of a large Ontario cannabis growing company.

The campaign pairs three B.C. hikes with three strains of Peak Leaf marijuana.

For Pender Hill on the Sunshine Coast, they suggest “Forest Rain”, ” mix of woody aromas and a trace of sweet herbs.” For Quarry Rock in North Vancouver, try sweet “Mountain Kush.”

For Elk Mountain, they suggest “Alpine Breeze.”

“Begin your hike with a steady incline through lush forest, culminating in a view of Chilliwack, Cultus Lake and the surrounding Fraser Valley,” said the email from downtown Toronto’s Veritas Communications. “Indulge in the tropical fruit aromas of Peak Leaf’s Alpine Breeze for a sweet break before you begin your descent.”

Asked if the campaign was well thought through, given the obviously problematic combination of intoxication and mountainous terrain, along with the danger of forest fires and the practical consideration that smoking is not permitted in City of Chilliwack parks, the PR firm responded.

”We are firmly committed to increasing consumer awareness about responsible cannabis use,” a company spokesperson said via email. “That means always consuming products safely, with full consideration for activities people may be engaged in and ensuring proper disposal after smoking.”

• RELATED: Puff, puff, pass: Cannabis is officially legal across Canada

The outdoor hiking motif seems to be the core branding strategy for Peak Leaf Cannabis, which is just one brand of many owned by parent company CannTrust Holdings Inc., which is listed on the Toronto Stock Exchange. They say they produce 50,000 kilograms of cannabis a year in a 450,000-square-foot facility in the Niagara region, and cultivate and process in a 50,000-square-foot distribution centre in Vaughan. Peak Leaf is only available in B.C. and only through the provincially run B.C. Cannabis Stores.

“At Peak Leaf Cannabis, a brand exclusive to British Columbia, we believe reconnecting with the natural world is essential for reconnecting with yourself.”

But for Fraser who, along with his team, frequently deals with rescuing people who have made mistakes, and sometimes put themselves in difficult circumstances for lots of reasons, promoting smoking marijuana and hiking is just unsafe.

“There are plenty of examples of responsible businesses/corporations, but often I see companies choosing promotion of their product with little regard to public safety,” he said. “This lack of corporate responsibility is a concern. Sometimes this lack of awareness is simply innocent ignorance. Education is paramount. I’ve personally contacted a couple of local companies to suggest more responsible messaging.”

• RELATED: 10 things still illegal in the new age of recreational cannabis


@PeeJayAitch
paul.henderson@theprogress.com

Like us on Facebook and follow us on Twitter.

Get local stories you won't find anywhere else right to your inbox.
Sign up here

 

Chilliwack Search and Rescue president Doug Fraser says an Ontario cannabis company’s new PR campaign pairing strains of marijuana with B.C. hikes is “irresponsible at best.” (PeakLeafCannabis.com)

Just Posted

RCMP detachments across B.C. are now flying Pride flags. (Submitted photo)
New Pride flag outside Cowichan RCMP detachment demonstrates commitment to inclusion

Pride flag flying outside North Cowichan/Duncan RCMP detachment

NIFA’s Danni Dawson moves the ball past centre during last Sunday’s match against Gorge at Shawnigan Lake School. (Kevin Rothbauer/Citizen)
NIFA Pacific opens Div. 3 season

Debut match for new soccer club a loss to Gorge

Kerry Park Islanders players celebrate a goal in a game earlier this season. (Citizen file)
Three-goal first propels Kerry Park Islanders to win over Wolves

Monteith makes 40-plus saves for second straight game

Pilot Kevin Maher participated in a flyover of a ceremony at the Cobble Hill cenotaph on Oct. 22 in a 1940 North American (Noorduyn) Harvard aircraft. (Robert Barron/Citizen)
Cobble Hill remembers lost military members with ceremony, flyover

Annual event commemorates those who died in non-combat roles

A woman wears a face mask and plastic gloves while browsing books as a sticker on the floor indicates a one-way direction of travel between shelves of books at the Vancouver Public Library’s central branch, after it and four other branches reopened with limited services, in Vancouver, on Tuesday, July 14, 2020. (THE CANADIAN PRESS/Darryl Dyck)
B.C. reports 234 new COVID cases, 1 death of senior who had attended small birthday party

Roughly 5,700 people are isolating due to being exposed to a confirmed case

MNP senior economist Susan Mowbray presents the State of the Island Economic Report on Thursday night to conclude the Vancouver Island Economic Alliance’s virtual summit. (VIEA image)
Not-so-rosy State of the Island report caps off virtual summit

Vancouver Island Economic Alliance’s summit took place online Oct. 27-29

Burnaby RCMP responded to a dine-and-dash suspect who fell through a ceiling in March 2020. (RCMP handout)
VIDEO: Suspected dine-and-dasher falls through ceiling of Burnaby restaurant

A woman believed to be dashing on her restaurant bill fell through the kitchen ceiling

Join Black Press Media and Do Some Good

Pay it Forward program supports local businesses in their community giving

A can of Canada Dry Ginger Ale is shown in Toronto on Thursday Oct. 29, 2020. The maker of Canada Dry Ginger Ale has agreed to pay over $200,000 to settle a class-action lawsuit launched by a B.C. man who alleged he was misled by marketing suggesting the soda had medicinal benefits. THE CANADIAN PRESS/Joseph O’Connal
B.C. man’s lawsuit over marketing of Canada Dry ginger ale settled for $200K

Soda’s maker, Canada Dry Mott’s Inc., denied the allegations and any liability

Vancouver Island-based Wilson’s Transportation has expanded to fill some of the routes left unserviced by Greyhound as of Nov. 1, 2018. (Black Press files)
B.C. bus companies say they need help to survive COVID-19

Like airlines, motor coaches have lost most of their revenue

A deer was spotted in October 2020 in Prince Rupert, B.C., with a bright pink yoga ball stuck in its antlers. (Kayla Vickers/Chronicles Of Hammy The Deer Official Page)
Hammy 2.0? Prince Rupert deer spotted with bright pink yoga ball stuck in antlers

The BC Conservation Officer Service is aware of the deer roaming around the city

RCMP. (Phil McLachlan - Black Press Media)
Kelowna Mountie hit with 2nd lawsuit in 2 months for alleged assault

Const. Julius Prommer is accused of breaking a woman’s knee during while responding to a noise complaint

Hirdeypal Batth, 24, has been charged with sexual assault and forcible confinement in relation to an incident in August 2020. (VPD handout)
Man, 24, charged with sex assault after allegedly posing as Uber driver in Vancouver

Investigators believe there could be more victims outside of the Vancouver area

Most Read