Trulieve CEO calls anti-Amendment 3 recreational cannabis ads ‘distortions’

Kim Rivers on a recent visit to one of Trulieve’s 155 dispensaries around Florida asked employees if they were volunteering at voting locations. Rivers is the CEO of Trulieve Cannabis Corp., a national multi-state operator based in Florida. She was talking with employees who appeared excited about the prospect of Amendment 3 passing, and legalizing marijuana in Florida.Related: What amendments will be on Florida’s ballot?Trulieve produces and sells more medical marijuana than any other company in the state. Rivers looked genuinely engaged as she talked about CBD oil, and terpenes (don’t bother looking it up: it has to do with aromas and flavors of different cannabis strains). But she’s spending most days recently pushing back on ads attacking Amendment 3, which she calls distortions. “It’s not the marijuana amendment. It’s the monopoly amendment,” one commercial says.Rivers insists the economic door to prosperity would be open to many in what’s predicted to be a $6 billion a year industry within a few years, if the measure passes. She and Trulieve Medical Director Dr. Terel Newton say the biggest myth is that cannabis will lure children with candy-like products in flashy packaging. They said just like packaging used for medical marijuana, recreational marijuana will not attract kids.“So you won’t see the bright colors, things that look like candy, you won’t see animals and neon colors. Anything that would appeal to kids in that way,” Newton said. Rivers said this is the reality: Adult products, packaged for adults, sold to adults, adding, “And I would fully expect and anticipate that those laws and those restrictions will continue in the state of Florida with the adult use program. And so I think it is really critical for folks to understand, again, what this is and what this is not.” Republican Florida Gov. Ron DeSantis doesn’t want the Legislature to have anything to do with recreational marijuana and is urging a no vote on Amendment 3, saying this in July in Orlando: “Well what’s happened in Colorado is, they have the biggest black market they have ever had. California has a big black market and so that has led to way more drugs. It’s led to more dangerous drugs coming in. It’s Ridiculous! So, this is not going to be good. It’s not good for law and order.” Since Trulieve launched the effort to try and pass Amendment 3, the campaign has now raised $ 110 million – easily the most expensive effort to try and pass an Amendment in Florida history. Amendment 3: Adult personal use of marijuanaSponsored by Smart & Safe Florida and sent to the Supreme Court before being ruled constitutional on April 1, 2024, Amendment 3 would allow adults 21 years or older to possess, purchase or use marijuana products and marijuana accessories for nonmedical, personal consumption. This includes smoking, ingestion or otherwise.Amendment 3 also allows medical marijuana treatment centers and other state-licensed agencies to acquire, cultivate, process, manufacture, sell and distribute these products and accessories.>> 2024 Election GuideThis amendment applies to Florida law and does not change or immunize violations of federal law. Additionally, the amendment establishes possession limits and allows consistent legislation.As with all statewide ballot initiatives, Amendment 3 will require voter approval of 60% to pass.Commitment 2024Commitment 2024 is WESH 2’s long-running political initiative to bring the most comprehensive, fact-based information to viewers.Commitment 2024 debate series: General election races>> More Commitment 2024 headlinesRelated: What to know about mail-in voting in Florida