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)

Just Posted

Ski swap kicks off ski season in the Elk Valley

The Fernie Alpine Ski Team Annual Ski Swap ushered in ski and… Continue reading

Snowfall warning for Kootenay and Paulson passes

Up to 30 cm expected in mountain passes Saturday and Sunday.

Fernie Ski & Board Film Festival stokes adventure

If ever there was an indication of community vitality, it was seeing… Continue reading

Moose tests positive for Chronic Wasting Disease in northwest Montana

This is the first time the disease has been detected in the species in Montana

Family of man missing for three years issues plea for information

Daniel Curtis Ladd was last seen leaving his home in Cranbrook in August 2016

VIDEO: B.C. couple creates three-storey ‘doggie mansion’ for their five pups

Group of seven, who Kylee Ryan has dubbed as the ‘wandering paws,’ have a neat setup in Jade City

Port Alberni mom takes school district to court over Indigenous smudging, prayer in class

Candice Servatius, who is an evangelical Christian, is suing School District 70

Family of B.C. man killed in hit-and-run plead for tips, one year later

Cameron Kerr’s family says the driver and passengers tried to cover their tracks

Princeton couple pays for dream vacation with 840,000 grocery store points

It’s easy if you know what you are doing, they say

Chilliwack family’s dog missing after using online pet-sitting service

Frankie the pit bull bolted and hit by a car shortly after drop off through Rover.com

B.C. wildlife experts urge hunters to switch ammo to stop lead poisoning in birds

OWL, in Delta, is currently treating two eagles for lead poisoning

B.C. First Nations drop out of court challenge, sign deals with Trans Mountain

Upper Nicola Band says deal represents a ‘significant step forward’

VIDEO: B.C. man trapped under ATV for days shows promise at Victoria hospital

Out of induced coma, 41-year-old is smiling, squeezing hands and enjoying sunshine

Most Read