DEVIL’S LETTUCE IS BACK
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This Halloween it’s back for a second year.
While embracing the fun of frights, our true mission is to clear away the cobwebs of misinformation, ensuring spooky stories of the plant stay fiction– not fact.
Far from mocking legitimate concerns, the goal with this campaign is to remind us of where many fears were born and to facilitate dialogue around the truth about 🥦 and the positive role it plays in communities.
DESTIGMATIZE,
NOT DEMONIZE.
We recognize that deeply held beliefs and concerns aren’t formed in a vacuum. For many, fears surrounding c****bis are rooted in decades of societal narratives that have demonized a plant.
Collaborating closely with community and industry allies, we aim to foster a dialogue that not only debunks myths but also celebrates c****bis's potential, moving beyond outdated stereotypes.
Through genuine understanding, mutual respect and patience, we believe a world can exist where c****bis is valued, not vilified.