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  • Post Time POSTED OCTOBER 16, 2018
Jodie Emery has been in fixture on the global cannabis stage for 20 years. As wife to Marc Emery, one the planet’s most notorious and renowned cannabis activists, her role was forever galvanized by her proximity to the nucleus: the couple’s popular Cannabis Culture brand. After legal troubles stole her presidency at the company, and the realization of her life’s work – the reformation and legalization of cannabis in Canada – became reality, Emery says she faced an existential crisis: What would her new role in the space look like? To find out, we caught up with a revitalized Emery to discuss her latest venture, Jodie’s Joint.



Where did the idea to start Jodie’s Joint come from?

I’ve always loved coffee and cannabis – I like a latte with my joint. If you look at the model in Amsterdam, where adults can buy cannabis and use it at a coffee shop, it’s civilized and normal. And for many people, I believe they feel that’s what legalization should look like.

Why did you decide to open your first shop in Toronto?

A couple years ago, I used to call my friend – a local coffee roaster – from Toronto, and joke that when legalization happens, we should open a coffee shop. In the spring I found out a shop in Kensington Market I love was up for lease. I explained my vision for turning a coffee shop into a cannabis space to the owner, and he liked the idea.

Was there a particular reason for choosing the location at 235 Augusta?

That coffee shop has been at the corner of Augusta and Baldwin for 56 years! It was the cornerstone of the market for a decade, but with the changing times, rent costs going up, and everything evolving, the owner decided he wanted to wrap it up. He liked that it was important for me to carry on the tradition of that location, because it’s so important to so many people. It’s a beautiful location that’s quite special.

How important was it to put hemp on full use and display in the shop?

As a cannabis activist, most of my work has been focussed on civil liberties and the political side of things. But the next step is to save the planet. Since I was a child, I’ve been an environmental
activist. I ran with the BC Green Party. With this opportunity, I wanted to feature hemp in all its forms: milk in the lattes, hemp baked goods, hemp seeds, hemp wallpaper, hemp fabric on the seats.

What’s your vision for Jodie’s Joint going forward?

The vision of the coffeeshop itself is ideally to be like Amsterdam, where we can sell cannabis and coffee and food to adults, and we can do it all together. But that’s going to take some work in lobbying with respect to the law and regulations around consumption spaces. So, for me, I can promote hemp, sell coffee and use the shop as a lobbying vehicle. I’d love one day to sell Jodie’s Joints in Jodie’s Joint!

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