At a glance
Brand overview
SF Roots is a Black-owned San Francisco cannabis company and one of the city's earliest verified social-equity brands. It sells premium flower and pre-rolls while grounding its identity in cannabis, community and compassion. The company emerged from the Proposition 215 medical era and now participates in California's licensed market.
Founder Morris Kelly
San Francisco native Morris Kelly is SF Roots' founder and CEO. He began making edibles for medical cannabis patients at 18, later experienced arrest and incarceration, and returned to build a legal business shaped by the same drug-war harms that equity programs are intended to address. Nabis identifies the operating company as Hello San Francisco LLC.
From delivery service to licensed brand
Kelly founded GreenCure Delivery in 2012 and established SF Roots cultivation in 2013 to supply high-quality flower for that service. The brand's transition from legacy and medical operations into adult-use licensing was not an overnight launch: it required navigating financing, licensing and a criminal-record barrier. This history explains why SF Roots describes itself as born under Proposition 215.
Whole flower
The official product page lists whole-flower cultivars including Al Ajo, Cherry Juice, Ice Cream Cake and Black Cherry OG. Displayed cannabinoid and THC percentages are examples tied to particular listed products, not fixed genetics-wide values. Consumers should use the package label and batch laboratory result for the current potency.
Pre-roll and infused formats
SF Roots sells non-infused whole-flower pre-rolls and has listed infused options using THCa or live resin. The catalog also features LOBO infused hemp-wrapped cannagars or blunts.
Social equity leadership
San Francisco's equity program seeks to lower licensing barriers for people and communities disproportionately harmed by cannabis enforcement. SF Roots frames ownership, supply-chain choices, mentorship and community reinvestment as parts of equity—not simply a seal on packaging. Its official page cites partnerships with Success Centers, Original Equity Group, Locals Equity Distribution and Our Dream Academy.
Community and compassion
Kelly has described affordable access and medical compassion as core motivations, including work with Dear Cannabis to provide products to people in need. SF Roots has also participated in mentorship intended to help other equity entrepreneurs cross legal, operational and capital barriers.
Recognition and media
High Times profiled Kelly's work with Our Academy, and industry coverage has named him among influential people of color in cannabis. Nabis and Eaze have documented the company's founder story and equity position.
Product availability comes from the official catalog, where several categories remain explicitly marked coming soon. Consumers should verify the current license, retailer and batch label. Related High Rise articles, products, stores, events and jobs attach automatically through the brand relationship system.