Marketing

Cheba Hut raising funds for Last Prisoner Project

Provided

January 18, 2022

Although an increasing number of states across the country have decriminalized the sale, use and possession of cannabis, thousands of Americans are still serving extended prison sentences for previous possession of the plant. In an effort to help correct what it called an "injustice," Cheba Hut is joining forces with Last Prisoner Project, a non-profit organization dedicated to cannabis criminal justice reform, according to a company press release.

The cannabis-themed sandwich concept, which has over 45 shops in the U.S., has deemed its anniversary, Jan.20, "SmokeOut InJustice Day." Launching this year and continuing annually, participating Cheba Hut shops will donate $1 per sub sold on the 20th to Last Prisoner Project, with the brand's headquarters matching all donations.

Brian Loeb, Cheba Hut's vice president of marketing, said the one-day effort could raise as much as $45,000 for the non-profit and is also likely to increase overall sales for individual owners.

"We are doing a major marketing push to get the word out, and all signs point to January 20 being one of our busiest days of the year," Loeb in the release. "We should see a meaningful increase in sales per store while making a significant contribution to Last Prisoner Project and raising awareness of their cause."

Last Prisoner Project leverages legal intervention, public education and legislative advocacy in support of setting free every last one of the more than 40,000 prisoners locked up for nothing more than possession of cannabis.

Marc Torres, Cheba Hut CEO, said the brand's partnership with Last Prisoner Project is the perfect exemplification of Cheba Hut's core values.

"One of our core values is Pay it Forward, so we're always looking for ways to lend a hand," he said in the release. "As a brand that has found a lot of success in part because of our association with cannabis, we are not satisfied to reap the benefits while non-violent offenders sit in jail for something that is no longer considered a crime. Last Prisoner Project is doing fantastic work in that regard, and we are adamant about providing our support."