Lilach at Giving Tree Dispensary
Over the years, 4/20 has evolved from being a celebration of cannabis culture to a day where shoppers can find the biggest bargains at their local shops.
This year, while 4/20 resulted in an 8% bump in retail revenue, according to Headset, Giving Tree Dispensary in Phoenix began its annual celebration early, not just as an ode to cannabis, but a movement toward community involvement and compassion.
Giving Tree’s 420 Acts of Kindness campaign began on March 11 and ran through April 20, with friends, family and staff giving back in ways both big and small.
Giving Tree founder and CEO Lilach Mazor Powers spoke with Marijuana Venture about what the campaign accomplished and why it was so important for her company.
Marijuana Venture: With 4/20 in the rearview mirror, did Giving Tree successfully complete its goal with its 420 Acts of Kindness?
Lilach Mazor Powers: Thanks to our incredible community, we not only reached our 420 Acts of Kindness goal before 4/20, but we exceeded it, completing 525 before April 20. I couldn’t be prouder of our team and our amazing guests who came together to create a real movement of positivity and connection this 420 season. At Giving Tree, we’ve always believed that cannabis can be a force for good and seeing our community embrace that spirit with so much heart reminds me why we do what we do every day.
MV: Do you feel the program succeeded in its goal of “showing how cannabis culture can be about connection, positivity, and giving back”?
Powers: Absolutely, I believe the program was a powerful success. We set out to show that cannabis culture can be about connection, positivity and giving back — and through these acts of kindness, we saw that vision come to life. Our team not only inspired our guests in the store, but also the vendors we work with and even their family and friends to complete their own acts of kindness. It created a beautiful ripple effect, proving that kindness really is contagious and that when we lead with heart, the impact can reach far beyond our walls.
Dispensary team, management team, & owner/founder Lilach with Sam from Phoenix Cancer Sup-port Network.
MV: Why was this important to the company?
Powers: This initiative was so much more than a campaign; it was a reflection of what Giving Tree stands for. As a locally owned business rooted in purpose, we wanted to transform 420 into something deeper: a celebration of compassion, wellbeing and connection.
In a day often centered on sales, we saw an opportunity to lead with heart. Through small, meaningful acts — volunteering, giving, simply making someone smile — we invited our community to be part of something bigger. Kindness is contagious, and if we can spark that in others, we’ve done something truly powerful. Giving isn’t just in our name — it’s a key part in the foundation of Giving Tree.
MV: Can you give some examples of the acts of kindness that were completed?
Powers: The acts of kindness we witnessed during this campaign truly touched my heart.
Denina, one of our guests and a pharmacy technician, volunteered her time at a mobile clinic, helping low-income families access life-saving medications.
Michael and his family created care packs, filled with essentials like socks, soap and snacks, for the unhoused in downtown Phoenix.
Our teammate Cisco didn’t hesitate to help a lost dog find its way home, and a group of our incredible team members spent time volunteering at Market on the Move, packing produce, cleaning up and helping families access fresh food.
These stories are just a glimpse into the bigger picture. Every act — big or small — helped us build something beautiful together. This initiative wasn’t just about hitting a number. It was about proving that kindness is alive and well in our community, and when we come together, we can truly make a difference. You can see a full list of how kindness spread through our community on the Giving Tree Dispensary website.
Production team, management team, & owner/founder Lilach with Sam from Phoenix Cancer Sup-port Network.
MV: Who participated in these acts?
Powers: This was truly a collective effort, and that’s what made it so powerful. I participated alongside our incredible team at Giving Tree, and what really moved me was how this spirit of kindness extended beyond our walls. Our team’s friends and families joined in, and so did our amazing guests. It became more than just a store initiative; it was a beautiful reminder of what’s possible when we come together with purpose.
MV: Does the company plan on making this an annual tradition? And are you going to actively encourage other companies to follow your lead in the future?
Powers: Yes, without question. We would love to see this movement grow even stronger and louder next 4/20. What started as 420 Acts of Kindness turned into something much bigger than we imagined, and we’re just getting started.
We’re already planning to continue this spirit of giving year-round, with fundraising and community support initiatives built into each quarter. Giving back isn’t a seasonal gesture — it’s part of who we are. We absolutely hope other companies will feel inspired to join us. Kindness should never be competitive — it should be contagious. If we can spark a ripple effect that encourages others to lead with heart and give back to their communities, then we’ve done something truly meaningful.
This interview has been edited for length and clarity.