Saskatoon celebrates 4-20 with mixed reviews

Canadians nation-wide were able to celebrate the first 4-20 since the legalization of cannabis more than six months ago.

The annual activist and cannabis consumption holiday falling on April 20 each year had a much more subdued celebration for 2019.

Unlike years past, there was no protest at City Hall or plumes of smoke being blown at any park.

“It’s a day to celebrate the industry and where we’re at today,” Adam Coates, chief commercial officer for Calgary-based Westleaf. “But really, as much as 4-20 was about pursuing legalization, now that we’re legal it’s about ending the stigma around cannabis.”

Prairie Records, a Westleaf-owned chain, opened two new locations to mark 4-20 celebrations. At the grand opening of the Broadway location, customers were welcomed into a sleek, music-themed store with stacks of record album covers providing information on products and various strains. Taking the record cover to the check out counter would get a consumer the corresponding product similar to the way video stores would rent out product.

It’s a far cry from how a purchase like this occurred a year ago when buying weed from a pot shop meant breaking the law, putting your biggest sunglasses on and throwing your hood over your head.

Customers walking the aisles on Saturday were relieved to see the change.

“Now (that) it’s legal, it’s just like having a beer, right? It’s no different than walking into a bar right now,” Mackinnon Knoll-Totte said. “It’s comforting, that’s for sure.”

Not everyone saw a reason to celebrate, however.

Chris Jordan, owner of head shop HPC Lifestyle Supplies, thinks there is still a long way to go when it comes to cannabis legalization in Canada.

“Right now, the federal landscape is being controlled by corporations, politicians and ex-police officers,” Jordan said. “People that fought this plant for years and years, and put people in jail over it.”

Jordan was critical of the lottery system that awarded licensed shops in the province, while also hoping for a day when the culture surrounding cannabis becomes normalized.

“We believe there should be a free and fair market,” he said. “If you want to be involved in the cannabis industry, you should be able to be involved.”

“Should there be fines? No. If the plant is legal, it should be legal.”

Those sentiments seemed to be absent at Prairie Records, where food trucks and a live band were all part of the celebrations.

Coates believes it’s just a matter of time before many of Jordan’s objectives are achieved. For now, he’s just happy to celebrate a 4-20 in a legalized nation.

“It’s really just a great opportunity to educate consumers about cannabis and cannabis stores about how they might be able to incorporate it into their every day life,” he said.