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

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.

 

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)

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

Marine biologist Rick Harbo pulls a lid from the Ladysmith harbour, which he uses to monitor the presence of native and non-native species in the Ladysmith harbour. (Cole Schisler photo)
Unidentified sponge may be the latest marine species invading Ladysmith Harbour

Marine biologist finding dozens of alien species in warm-water harbour, none of them threatening

More and more graffiti has appeared in Ladysmith’s downtown core during the pandemic. (Cole Schisler photo)
Council creates rebate program to encourage graffiti clean up

Property owners can receive up to $50 to help fund graffiti removal

Rick Ruppenthal of Saltair will host a 12-hour talk-a-thon Friday, June 18 over Facebook live. (Photo submitted)
Talk-a-thon to focus on men’s mental health issues

Saltair man spearheading a campaign to generate more conversation during fundraiser

(File photo)
Poverty reduction survey identifies 10 poverty themes

Poverty reduction plan will be finalized in July 2021

Maxwell Johnson is seen in Bella Bella, B.C., in an undated photo. The Indigenous man from British Columbia has filed complaints with the B.C. Human Rights Tribunal and the Canadian Human Rights Commission after he and his granddaughter were handcuffed when they tried to open a bank account. THE CANADIAN PRESS/HO-Heiltsuk Nation, Damien Gillis, *MANDATORY CREDIT*
VIDEO: Chiefs join human rights case of Indigenous man handcuffed by police in B.C. bank

Maxwell Johnson said he wants change, not just words, from Vancouver police

For more than a year, Rene Doyharcabal and a small group of neighbours in Langley’s Brookswood neighbourhood have been going out every evening to show support for first responders by honking horns and banging pots and drums. Now, a neighbour has filed a noise complaint. (Langley Advance Times file)
Noise complaint filed against nightly show of support for health care workers in B.C. city

Langley Township contacted group to advise of complaint, but no immediate action is expected

A nurse prepares a shot of the COVID-19 vaccine at the Yukon Convention Centre in Whitehorse on Wednesday, March 3, 2021. THE CANADIAN PRESS/Mike Thomas
Vancouver couple pleads guilty to breaking Yukon COVID rules, travelling for vaccine

Chief Judge Michael Cozens agreed with a joint sentencing submission,

An inmate in solitary confinement given lunch on Tuesday, May 10, 2016. THE CANADIAN/Lars Hagberg
22-hour cap on solitary confinement for youth in custody still too long: B.C. lawyer

Jennifer Metcalfe was horrified to hear a youth had spent a total of 78 straight days in isolation

Flowers and candles were laid on the driveway of the Weber home, where Kerri Weber was found dead in November 2020. (Black Press Media file photo)
Greater Victoria man to stand trial for death of his wife last November

Ken Weber is charged with second-degree murder of his wife, Kerri Weber

The discovery of a missing woman’s body in Nanaimo earlier this month is now being treated as homicide, say Nanaimo RCMP. (File photo)
Discovery of woman’s body in downtown Nanaimo now being investigated as a homicide

Amy Watts was found dead near Albert Street and Victoria Crescent on June 3

People line up to get their COVID-19 vaccine at a vaccination centre, Thursday, June 10, 2021 in Montreal. THE CANADIAN PRESS/Ryan Remiorz
Vaccines, low COVID case counts increase Father’s Day hope, but risk is still there

Expert says people will have to do their own risk calculus before popping in on Papa

B.C. Premier John Horgan listens as Finance Minister Selina Robinson presents the province’s latest budget, April 20, 2021. The budget projects $19 billion in deficits over three years. (Hansard TV)
B.C. government budget balloons, beyond COVID-19 response

Provincial payroll up 104,000 positions, $10 billion since 2017

COVID-related trash is washing up on shorelines across the world, including Coldstream’s Kal Beach, as pictured in this May 2021 photograph. (Jennifer Smith - Black Press)
Shoreline cleanup finds COVID-related trash increased during height of the pandemic

Great Canadian Shoreline Cleanup reports litter from single-use food packaging nearly doubled

Most Read