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

Hampton to buy Conifex sawmill in Fort St.James

Hampton Lumber will buy the Conifex sawmill in Fort St.James and its… Continue reading

Better internet top concern for RDBN residents

The Regional District of Bulkley-Nechako (RDBN) should be addressing internet and cellular… Continue reading

Man sustains minor injuries after motorcycle crash

A motorcycle driver was taken to hospital with minor injuries after he… Continue reading

Burns Lake celebrates Aboriginal Day

Burns Lake kicked off Aboriginal Day on June 21 with a parade… Continue reading

B.C. oil tanker ban squeaks through final vote in Senate

Bill C-48 bars oil tankers from loading at ports on B.C’s north coast

VIDEO: Killer whale steals fisherman’s catch off North Coast

Fishing duel results in eager orca snagging salmon in Prince Rupert

Fate of accused in Canadian couple’s 1987 killings in jury’s hands

William Talbott’s lawyer says DNA doesn’t prove murder

Child killed after being hit in driveway on Vancouver Island

The driver of the vehicle remained at the crash scene and is fully cooperating

Eating sandwiches, putting on makeup behind the wheel could land you a fine

RCMP say if you cause an accident while eating you could be penalized

Cat badly hurt in animal trap was likely stuck for days, B.C. owner says

Blu, a three-year-old house cat, suffered severe damage to his hind leg after being stuck in trap for days

40 cats surrendered in apparent hoarding at B.C. home

Officers found the cats living among piles of garbage and feces, suffering from fleas

Vancouver Aquarium drops cetacean ban lawsuit in new lease agreement

Ocean Wise CEO Lasse Gustavsson called the updated lease an exciting new chapter for the aquarium

Thieves steal two $40K chairs featuring gold serpents from B.C. furniture store

Chairs believed to be the only two of its kind in Canada, police said

Rising gas prices force B.C. residents to rethink summer road trips: poll

63 per cent of respondents reported gas prices are impacting their day-to-day finances

Most Read