
Image courtesy of Gelato Water
Since January 7, California has been consumed by a series of catastrophic wildfires, driven by dry conditions and fierce winds. These blazes have left at least 29 people dead and displaced thousands, while more than 16,000 buildings have been damaged or destroyed. The Palisades Fire alone has burned through over 23,000 acres, and the Eaton Fire has scorched another 14,000, devastating entire communities in its path.
As these fires continue to ravage the state, local cannabis businesses are stepping in to provide crucial relief. Among them are Gelato Water, a subsidiary of Gelato Canna Co. based in San Diego, and The Artist Tree, a dispensary and consumption lounge in Los Angeles. Both companies have contributed essential supplies and financial support for short and long-term recovery efforts.
Gelato Water
Gelato Water acted swiftly to address the needs of those affected by the wildfires, donating over 100,000 cans of spring water to those in need. They worked directly with local organizations and first responders to ensure their contribution reached the most affected areas.
George Sadler, co-founder of Gelato Canna Co., explained their rapid response to The Emerald. “We immediately put out calls to every charitable organization we could think of. We went to the staging and relief areas for first responders and just showed up,” he said. “We scoured social media to see what organizations were in need of water donations and we showed up and dropped off as much canned water as we could. Gelato Water trucks were on the road delivering water almost immediately after the fires happened.”
Sadler’s personal experience with wildfires drove him to act quickly. Having lost his home in the Cedar Fire of 2003—which burned more than 273,000 acres in San Diego County—he understands the devastation that these events bring.
“I know fires. I lost my home in the Cedar Fire,” Sadler shared. “Providing a drink of water in the midst of devastation when you have fled for your life is a small but very valuable act of kindness.”
Gelato Water coordinated with local organizations such as The Dream Center and Pasadena Civic Center to distribute the donated water.
“Both of these organizations were fantastic,” Sadler said. “We reached out to The Dream Center on social media, they gave us a number to call and we coordinated our efforts within a few minutes. For other centers, we were able to show up and provide water on the spot. In all cases, the organizations we worked with welcomed us, helped with unloading, and instantaneously started distributing.”
The Artist Tree
The Artist Tree, a Los Angeles-based dispensary and consumption lounge, quickly mobilized to help those in need as well. On January 10, they set up donation boxes at all four of its locations in Los Angeles, collecting essential items like clothing, personal hygiene products, and nonperishable food for wildfire victims. Customers who donated received a pre-roll for a penny as a thank-you gesture.
Lauren Fontein, co-founder of The Artist Tree, says they partnered with the Anderson Munger YMCA for donations due to its proximity to their Koreatown location and the immediate need for supplies.
“We knew there was an immediate need for food, clothing, and personal hygiene items for the many people who have been displaced by the fires,” Fontein explained. “Anderson Munger YMCA serves the local community near our Koreatown location, and we learned of their collection efforts shortly after the fires broke out, so it seemed like a great nonprofit to partner with for our initial wildfire relief efforts.”
In addition to the donation drive, The Artist Tree is waiving entry fees to their lounge, and also launching a donation-matching campaign to support long-term recovery efforts. The company pledged to match 100% of donations up to $25,000 for their “Painting A Path to Recovery” wildfire fund. All funds raised will go toward the California Community Foundation’s (CCF) Wildfire Recovery Fund, which provides support for healthcare, mental health services, housing, and other critical needs for vulnerable communities in Los Angeles County.
Fontein highlighted the importance of both short-term and long-term relief and acknowledged that the recovery process will take time.
“We hope the donated items we’ve collected so far will provide immediate help to wildfire victims, while our donation campaign will assist in long-term recovery efforts,” she said. “We recognize that the road to recovery will be a long one, and CCF has the ability to provide crucial long-term assistance.”
A Lasting Impact
The quick and thoughtful actions of Gelato Water and The Artist Tree show the profound impact
that local businesses can have in times of crisis. By providing prompt aid and rallying support for long-term recovery, these businesses have not only helped with the immediate needs of wildfire victims, but have also laid the groundwork for continued support in the future.
As the communities affected by the wildfires continue to rebuild, ongoing efforts will undoubtedly leave a lasting impact on the recovery process.
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