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

Gabriel Bureau president of the Prince Rupert Teachers union said on May 13 that SD 52 52 announced teacher lay-offs has broken the trust. (Photo:K-J Millar/The Northern View)
Teacher job losses are unnecessary, lay-off notices may be issued today, says PRDTU

Prince Rupert District Teachers Union says trust has been broken

Courtnay Girbav has been creating a little magic along the McClymont Trail in April with the initiation of a memorial fairy garden. The garden’s golden Buddha was recently found to be missing on May 2. (Photo: K-J Millar/The Northern View)
Fairy garden magic along McClymont Trail

An enchanted garden created in memory of a deceased friend has golden statue stolen

Prince Rupert Regional Airport is on track for flights to resume to the local airport on June 23. New airport federal funding was announced on May 11 to assist with COVID-19 recovery.  (Northern View file photo)
New federal airport funding takes off

Flights on track to resume June 23 at Prince Rupert Regional Airport

School District 52 Board of Trustees amended the 2021-2022 budget on May 11, eliminating 13 itinerant teaching positions as well as making other line item cuts and increases. (File photo)
SD 52 amends 2021-2022 proposed budget to eliminate 13 itinerant teaching positions

It has everything to do with the fact they were hired without the approval of the board - Tina Last

Seafest 2021 will see different types of bubbles, especially social bubbles for the June 11 to 13th weekend festivities planned in a COVID-19 safe format with activities for families bubbles able to social distance safely. (Photo: Nothern View file photo.)
Seafest is launching in June

New ideas, new format to keep Prince Rupertcommunity festival afloat

Prince Rupert was one of the first B.C. communities targeted for mass vaccination after a steep rise in infections. Grey area marks community-wide vaccine distribution. (B.C. Centre for Disease Control)
B.C. tracks big drop in COVID-19 infections after vaccination

Prince Rupert, Indigenous communities show improvement

The bodies of Carlo and Erick Fryer were discovered by a local couple walking on a remote forest road in Naramata on May 10. (Submitted)
Kamloops brothers identified as pair found dead near Penticton

The bodies of Carlo and Erick Fryer were discovered by a local couple walking

Municipal governments around B.C. have emergency authority to conduct meetings online, use mail voting and spend reserve funds on operation expenses. (Penticton Western News)
Online council meetings, mail-in voting option to be extended in B.C.

Proposed law makes municipal COVID-19 exceptions permanent

A nurse prepares a dose of the COVID-19 vaccine in Kelowna on Tuesday, March 16. (Phil McLachlan/Black Press)
British Columbians aged 20+ can book for vaccine Saturday, those 18+ on Sunday

‘We are also actively working to to incorporate the ages 12 to 17 into our immunization program’

The AstraZeneca-Oxford University vaccine. (AP/Eranga Jayawardena)
2nd person in B.C. diagnosed with rare blood clotting after AstraZeneca vaccine

The man, in his 40s, is currently receiving care at a hospital in the Fraser Health region

Brian Peach rescues ducklings from a storm drain in Smithers May 12. (Lauren L’Orsa video screen shot)
VIDEO: Smithers neighbours rescue ducklings from storm drain

Momma and babies made it safely back to the creek that runs behind Turner Way

Signage for ICBC, the Insurance Corporation of British Columbia, is shown in Victoria, B.C., on February 6, 2018. THE CANADIAN PRESS/Chad Hipolito
$150 refunds issued to eligible customers following ICBC’s switch to ‘enhanced care’

Savings amassed from the insurance policy change will lead to one-time rebates for close to 4 million customers

Police investigate a fatal 2011 shooting in a strip mall across from Central City Shopping Centre, which was deemed a gang hit. The Mayor’s Gang Task Force zeroed in on ways to reduce gang involvement and activity. (File photo)
COVID-19 could be a cause in public nature of B.C. gang violence: expert

Martin Bouchard says the pandemic has changed people’s routines and they aren’t getting out of their homes often, which could play a role in the brazen nature of shootings

Tinder, an online dating application that allows users to anonymously swipe to like or dislike other’s profiles. (Black Press Media files)
B.C. man granted paternity test to see if Tinder match-up led to a ‘beautiful baby’

The plaintiff is seeking contact with the married woman’s infant who he believes is his child

Most Read