#United States #New York #Ascend Wellness #Nuproject #ROOTS Program

Ascend and NuProject Launch ROOTS Program

In an exciting new development for the cannabis industry, Ascend Wellness Holdings, Inc. has joined forces with NuProject to inaugurate the ROOTS Program. This initiative, officially titled "Readying Opportunities for Operational Trade Sustainability," seeks to equip small cannabis enterprises with the necessary tools and resources to thrive within the corporate supply chain framework.

Program Overview

The ROOTS Program is specifically designed for licensed cannabis operators and ancillary businesses situated in Massachusetts and New Jersey. With a focus on refining financial processes, enhancing leadership practices, and gearing up for procurement opportunities, this program aims to address the unique challenges faced by small cannabis companies. Applications opened on April 7, 2026, and will be accepted until May 11, allowing interested parties a window to join this transformative program.

Danielle Drummond, Vice President of Social Equity at Ascend, emphasized the importance of the ROOTS initiative, stating, "This program is a continuation of our commitment towards creating a stronger and more just cannabis industry. We believe in forging substantial relationships between larger corporations and smaller enterprises as a means for our industry to prosper."

Cohort Details and Benefits

The ROOTS Program will span six months, commencing in May, and will offer participants access to valuable coaching, technical assistance, and structured training. Small business operators can expect to receive guidance tailored to bolster their operational and financial readiness, an essential foundation for thriving in competitive markets.

Notably, participants will benefit from a rich array of resources, including mentorship opportunities, a self-paced curriculum, and expert insights on financial management. The culmination of the program will feature a presentation segment where participants can showcase their business models and growth strategies to prospective partners and buyers within Ascend’s extensive supply chain network.

Jeannette Ward, CEO of NuProject, commented on the partnership, stating, "Connecting with larger clients is crucial for the sustainability and growth of emerging companies, yet it can be daunting without appropriate connections or knowledge. We are excited to work with Ascend to empower a new wave of cannabis entrepreneurs with vital skills and resources needed for success."

A Commitment to Social Equity

This initiative builds upon Ascend's ongoing social equity efforts, which are crucial in addressing the discrepancies faced by those adversely affected by the war on drugs. Ascend has established itself as a leader in community investment by providing over $2 million in donations to grassroots organizations and assisting more than 150 social equity and minority-owned businesses through various programs, including over 60 expungement clinics nationwide.

In addition, ROOTS complements NuProject’s mission to support cannabis entrepreneurs by facilitating access to capital and offering extensive business coaching. So far, NuProject has provided more than 5,000 hours of coaching and distributed $4.9 million through mission-driven lending solutions.

How to Apply

For those interested in participating in the ROOTS program, application details can be found at www.nuproject.org/roots. An FAQ section on the application page can help clarify any inquiries potential participants may have.

As the cannabis industry continues to evolve, the ROOTS Program represents a pivotal step in fostering a more equitable and robust landscape for small businesses. By bridging the gap between budding enterprises and larger industry players, Ascend and NuProject are paving the way for innovation and sustainability in the cannabis sector.