Ascend and NuProject Launch ROOTS Program to Prepare Cannabis Businesses for Corporate Supply Chains
MWN-AI** Summary
Ascend Wellness Holdings, Inc. (AWH) has partnered with NuProject to launch the ROOTS program, designed to bolster small cannabis businesses in preparing for corporate supply chains. Announced on April 7, 2026, this initiative aims to support licensed operators and ancillary companies in Massachusetts and New Jersey by providing them with the tools and resources necessary to enhance their financial and operational processes, thereby positioning them for success in a competitive market.
The ROOTS program, which is open for applications until May 11, 2026, spans six months and is structured to deliver coaching, technical assistance, and training. Participants will benefit from mentorship, a self-paced curriculum, and expert advice, particularly in finance and accounting, to improve their cash flow and overall business stability. The program culminates in a presentation opportunity for participants to showcase their businesses and strategies to potential buyers within Ascend’s supply chain network.
Ascend's VP of Social Equity, Danielle Drummond, emphasized that ROOTS reflects the company’s ongoing commitment to foster a more equitable cannabis industry by building robust relationships between small and large businesses, which is essential for industry growth. Similarly, Jeannette Ward, CEO of NuProject, noted that the program addresses the challenges faced by emerging companies in securing contracts with large clients, helping them acquire the necessary skills and connections for growth.
This initiative is part of Ascend's broader social equity efforts, which have included hosting over 60 expungement clinics and supporting numerous minority-owned businesses. With a strong foundation built by NuProject, which has provided substantial funding and coaching to historically excluded entrepreneurs, ROOTS represents a strategic step towards fostering diversity and equity in the cannabis sector. For more details and applications, interested parties can visit www.nuproject.org/roots.
MWN-AI** Analysis
The recently announced partnership between Ascend Wellness Holdings and NuProject to launch the ROOTS Program represents a significant opportunity for cannabis businesses looking to navigate corporate supply chains effectively. As the cannabis industry continues to mature, emerging entrepreneurs need robust support systems to ensure they can meet the demands of larger corporate clients.
The ROOTS Program, aimed at small cannabis businesses in Massachusetts and New Jersey, focuses on enhancing operational capabilities, financial processes, and strategic procurement preparation. Given the competitive nature of the cannabis market, businesses that engage in this program can gain critical insights and skills that may distinguish them from their competitors. The six-month cohort will offer valuable resources, including mentorship, self-paced learning, and access to finance and accounting experts that can help improve cash flow management.
For investors and stakeholders, Ascend's commitment to social equity and community investment not only aligns with growing consumer preferences for ethical brands but also positions the company as a leader in fostering inclusivity within the cannabis sector. The program’s focus on mentorship and operational readiness should yield a cohort of entrepreneurs who are better positioned for sustainable growth.
As the cohort wraps up with presentations to potential buyers, it could pave the way for lucrative procurement contracts—an essential aspect for any burgeoning business seeking stability. Stakeholders should monitor the progress and outcomes of ROOTS, as successful participants may present lucrative investment opportunities.
Furthermore, as Ascend demonstrates ongoing efforts to strengthen relationships between larger operators and smaller businesses, there may be increased market consolidation, making it an exciting time to explore investment paths within the cannabis industry.
**MWN-AI Summary and Analysis is based on asking OpenAI to summarize and analyze this news release.
Canada NewsWire
Applications open now through May 11, 2026
NEW YORK, April 7, 2026 /CNW/ - Ascend Wellness Holdings, Inc. ("AWH," "Ascend," or the "Company") (CSE: AAWH.U) (OTCQX: AAWH), a multi-state, vertically integrated cannabis operator, today announced a partnership with NuProject to launch ROOTS — Readying Opportunities for Operational & Trade Sustainability — a new business readiness program designed to support small businesses within the cannabis industry.
ROOTS provides targeted support and practical tools to licensed cannabis operators and ancillary companies in Massachusetts and New Jersey. The program aims to help businesses improve financial processes and systems, strengthen leadership practices, and prepare for enterprise procurement opportunities within competitive cannabis markets. Applications for this cohort are open now through Monday, May 11.
"Sponsoring ROOTS is the continuation of Ascend CO-LAB's commitment to creating a stronger and more equitable cannabis industry. We are looking to deepen our impact and build on our partnerships. Creating strong relationships between large and small businesses is the way our industry thrives," said Danielle Drummond, Ascend VP Social Equity.
The six-month cohort launches in May and provides coaching, technical assistance, and structured training designed to strengthen operational and financial readiness. Participants will have access to mentors, a self-paced curriculum, and subject matter experts who will provide valuable finance and accounting services to improve cash flow and financial mastery crucial for business stability. The program concludes with an opportunity for participants to present their businesses and growth strategies to potential buyers and partners connected to Ascend's supply chain network.
"Securing procurement contracts with large customers is an important growth and stability goal for burgeoning companies, but one that can be challenging without connections to decision-makers or knowledge of necessary requirements. NuProject helps founders land their 'big fish' clients, and we are thrilled to have a partnership with Ascend that provides the resources to build up a cohort of founders with the skills and preparation needed to be successfully positioned for growth," added Jeannette Ward, CEO of NuProject.
This work builds on Ascend's social equity efforts, which center those most affected by the war on drugs and prioritize collective growth, community investment, and economic opportunity. To date, Ascend has conducted over 60 expungement clinics nationally, donated close to $2 million to grassroots organizations, and supported over 150 social equity, Minority Business Enterprise (MBE) businesses.
ROOTS builds on NuProject's work supporting cannabis entrepreneurs through capital access and business coaching, including more than 5,000 hours of coaching and $4.9 million deployed through mission-based lending.
More information and the application are available at: www.nuproject.org/roots
A Frequently Asked Questions (FAQ) document is also available on the application page.
About NuProject
Founded as a non-profit in 2018, NuProject invests in historically excluded cannabis entrepreneurs through low-interest loans and grants, hands-on coaching, and funding-ready technical assistance. With $4.9M funded through mission-based lending and 5,000+ coaching hours delivered, NuProject is addressing critical equity gaps for historically-excluded entrepreneurs.
About Ascend Wellness Holdings, Inc.
Ascend is a vertically integrated cannabis operator with assets in Illinois, Maryland, Massachusetts, Michigan, New Jersey, Ohio and Pennsylvania. Ascend owns and operates state-of-the-art cultivation facilities, growing award-winning strains and producing a curated selection of products for retail and wholesale customers. Ascend produces and distributes its in-house Ozone, Simply Herb, High Wired, Honor Roll, Royale, and Effin' branded products. For more information about AWH, visit www.awholdings.com.
SOURCE Ascend Wellness Holdings, Inc.
View original content to download multimedia: http://www.newswire.ca/en/releases/archive/April2026/07/c2828.html
FAQ**
How does the ROOTS program by Ascend Wellness Holdings Inc Cl A AAWH specifically address the unique challenges faced by small cannabis businesses in Massachusetts and New Jersey?
What types of mentorship and coaching will be provided during the ROOTS program to ensure that participants from Ascend Wellness Holdings Inc Cl A AAWH can effectively prepare for corporate supply chain opportunities?
How does Ascend Wellness Holdings Inc Cl A AAWH measure the success of the ROOTS program in improving financial processes and operational readiness for participating cannabis businesses?
In what ways does the partnership between Ascend Wellness Holdings Inc Cl A AAWH and NuProject enhance the resources and support available to historically excluded cannabis entrepreneurs through the ROOTS program?
**MWN-AI FAQ is based on asking OpenAI questions about Ascend Wellness Holdings Inc. Class A (CNQC: AAWH.U:CC).
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