The basics:

• Ascend Wellness Holdings partners with Lerone Jones to launch a social equity dispensary
• Mister Jones dispensary will open Dec. 19 in Little Falls
• Deal leverages new NJ law supporting investment in diversely owned cannabusinesses
• Project is supported through Ascend’s CO-LAB for Social Equity program

Ascend Wellness Holdings Inc. is teaming up with longtime cannabis advocate Lerone Jones to launch a new dispensary. The forthcoming location is one of the first in New Jersey under a new state law that encourages expanded investment opportunities for diversely owned businesses in the legalized industry.

Backed by the multistate operator’s social equity program, Mister Jones LLC will receive funding, operational support and product access to help build a sustainable, community-driven business.

The adult-use shop will celebrate its grand opening at 655 Route 46 in Little Falls with a Dec. 19 event featuring giveaways, promotions and in-store activations, according to AWH.

‘The power of the plant’

Jones previously worked as a floor supervisor at AWH’s former dispensary in Montclair before it relocated to Wharton. During his year with the company, Jones gained mentorship and developed his operational experience in the industry, AWH said.

His background includes founding and running cannabis consulting and education firm Green Garden Advisors. Jones is also known for being a proponent of recreational cannabis at both the state and local levels in New Jersey.

As the founder of Mister Jones, he said, “I am excited to rejoin Ascend in this new capacity and to continue our shared mission of making cannabis accessible and beneficial for all.”

“I’m passionate about advocating for the power of the plant,” he went on. “This partnership reflects my belief in the potential of this industry to create jobs and stimulate growth in our communities, especially those impacted by The War on Drugs. Together with Ascend, I am eager to establish a retail presence that prioritizes education for our customers.”

655 Route 46 in Little Falls:

The opening comes about two years after the state enacted a law allowing certified minority-, women- and disabled veterans-owned cannabusinesses to receive financial or technical support from investors while keeping control of their companies.

Under the law, investors can own a limited stake under fair terms. However, ownership cannot revert to them if the venture defaults. By setting clear repayment timelines and terms, the measure seeks to expand equitable participation in the state’s legalized industry.

‘The ideal partner’

Grazia Laurendi, AWH regional director of New Jersey, described the partnership with Mister Jones as “an exciting opportunity” to expand the MSO’s local footprint.

Within New Jersey, New York-based AWH has three dispensaries: Fort Lee, Rochelle Park and Wharton.

“Lerone’s deep understanding of the cannabis industry and his commitment to advocacy make him the ideal partner for this endeavor. We are proud to support him in bringing this retail location to the Little Falls community, and we look forward to contributing to the local economy and fostering responsible cannabis use,” she said.

Following its grand opening, Mister Jones will be open 8 a.m. to 10 p.m. daily.

Mister Jones is the latest project coordinated by Ascend’s CO-LAB for Social Equity. Founded last year, the program seeks to provide learning opportunities, mentorship, legal support and funding to social equity license holders and social equity candidates.

Rooted in the vision of an inclusive and sustainable industry, the CO-LAB will focus on advocating for the rights and participation of all – particularly those historically affected. It also aims to address past injustices through actions such as expungement and decriminalization, according to Ascend.