Ascend and NuProject Launch ROOTS Program to Prepare Cannabis Businesses for Corporate Supply Chains

Rhea-AI Summary

Ascend Wellness Holdings (AAWH) and NuProject launched ROOTS, a six-month business readiness program for licensed cannabis operators and ancillary firms in Massachusetts and New Jersey. Applications are open through May 11, 2026. The program offers coaching, technical assistance, mentors, and a demo day for procurement opportunities.

ROOTS targets financial and operational readiness, social equity support, and connections to Ascend's supply chain network.

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Applications open now through May 11, 2026

NEW YORK, April 7, 2026 /PRNewswire/ - 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.

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SOURCE Ascend Wellness Holdings, Inc.

FAQ

What is the ROOTS program launched by Ascend (AAWH) and NuProject?

ROOTS is a six-month readiness program for cannabis businesses starting in May 2026. According to Ascend, it provides coaching, technical assistance, mentors, a self-paced curriculum, and a final presentation to potential buyers and partners.

Who is eligible to apply for the ROOTS cohort and where?

Licensed cannabis operators and ancillary companies in Massachusetts and New Jersey can apply. According to Ascend, applications are open now and close on May 11, 2026, via the program application page at NuProject.

What support does ROOTS provide to improve financial readiness for AAWH supply chain access?

ROOTS offers targeted finance and accounting services to improve cash flow and financial mastery. According to Ascend, participants receive hands-on coaching, subject matter experts, and tools aimed at preparing firms for enterprise procurement.

How long is the ROOTS program and what is the timeline for the 2026 cohort?

The program runs for six months and launches in May 2026. According to Ascend, applications close on May 11, 2026, and the cohort includes ongoing mentoring and a final opportunity to pitch to Ascend-connected partners.

How does ROOTS relate to Ascend's social equity initiatives (AAWH)?

ROOTS builds on Ascend's social equity efforts focused on communities affected by the war on drugs. According to Ascend, the company has supported expungement clinics, donated nearly $2 million, and backed over 150 social equity and MBE businesses.

Where can applicants find more information and apply for ROOTS announced by Ascend (AAWH)?

More information and the application are available on NuProject's ROOTS webpage. According to Ascend, the FAQ and application are hosted at www.nuproject.org/roots with details on eligibility and submission deadlines.