Colin Fraser’s Mission to Deliver Change: How Upling is Redefining Cannabis Delivery and EquityFrom Adversity to Innovation

In an industry that has both inspired opportunity and perpetuated inequality, Colin Fraser stands at the intersection of technology, social justice, and personal transformation. As the founder of Upling, the first Black-owned licensed cannabis delivery app operating in both the U.S. and Jamaica, Fraser isn’t just focused on logistics—he’s building a platform aimed at reshaping access, equity, and opportunity within the cannabis sector.

For Fraser, Upling isn’t simply a business. It’s a deeply personal mission rooted in his family’s journey, years of hardship, and an unwavering commitment to helping others.

A Journey Born Out of Pain and Purpose

In 2020, Fraser’s life shifted when his mother was diagnosed with stage 4 cancer. The experience of watching her endure the side effects of grueling chemotherapy while struggling to access the medical cannabis she needed was a turning point. “I realized that something as critical as access to alternative medicine shouldn’t be a barrier for anyone—especially not for people like my mom,” Fraser recalls.

But Fraser’s connection to cannabis runs deeper. His mother once referred to it as “the devil’s lettuce,” a reflection of the stigma surrounding cannabis in their household and community. For Fraser, that stigma became painfully real when he was shot eight times and subsequently incarcerated for cannabis-related charges during the height of the war on drugs. “My story mirrors the experience of so many others in Black and Brown communities—communities that were devastated by policies that criminalized us disproportionately,” he says.

After serving time, Fraser devoted eight years to prison ministry, mentoring and helping other formerly incarcerated individuals rebuild their lives. But it was his mother’s health battle that reignited his entrepreneurial spirit. With over $200,000 of his own savings, Fraser bootstrapped Upling, determined to bridge the gap between cannabis access and economic empowerment.

More Than a Delivery App: The Upling Solution

At its core, Upling operates as a tech-enabled cannabis delivery platform, but its mission-driven approach sets it apart. Customers can browse dispensaries and place orders through the app, while dispensaries benefit from a robust backend point-of-sale system. Upling’s drivers, many of whom are formerly incarcerated, pick up and deliver orders directly to customers’ doors.

This innovative platform has gained traction with over 20,000 customers, averaging 50 daily deliveries in Washington, DC, and Maryland, with operations spanning New York, New Jersey, New Mexico, Houston, and Jamaica. Dispensaries pay a monthly subscription fee to be featured on the platform, creating a sustainable revenue model alongside upselling products and offering medical cannabis IDs directly through the app.

Beyond its financial success, Upling is driving systemic change. “We’re intentional about hiring returning citizens as delivery drivers and partnering with social equity brands that have been impacted by the war on drugs,” says Fraser. “This isn’t just about transactions—it’s about rewriting the narrative for those who have been left behind.”

The Tech Edge: Buddie and Personalized Wellness

Upling isn’t only transforming cannabis delivery—it’s enhancing how people experience cannabis through technology. The platform recently introduced “Buddie,” an AI-powered virtual assistant developed using AWS Bedrock. Buddie leverages genetic data and personalized recommendations to help users make informed decisions tailored to their wellness needs.

“This isn’t a one-size-fits-all industry anymore,” Fraser explains. “With Buddie, we’re pushing cannabis into the future, where it can be personalized for specific health goals, whether for pain relief, anxiety, or other conditions.”

Building a Legacy of Equity

Upling’s model of social impact is embedded in everything it does—from offering employment opportunities to those affected by incarceration to advocating for cannabis reform and equity within the legal cannabis space. Fraser believes that equity shouldn’t just be a buzzword in the industry—it should be a standard.

His work with social equity partners and minority-owned brands underscores Upling’s commitment to making sure that those harmed by cannabis prohibition can benefit from its legal evolution. “We’re creating a space for social equity brands to thrive by giving them visibility and access through our platform,” he says.

Looking Ahead

Upling is poised for growth, but Fraser remains focused on its original mission: delivering relief to those who need it most while breaking down systemic barriers. “My mother was the inspiration, but now, this is about something bigger,” he reflects. “We’re delivering more than cannabis. We’re delivering impact, equity, and change.”

As Upling scales, Fraser hopes to see the cannabis industry become more inclusive and equitable. “We’ve come far, but there’s more work to do,” he says. “I want to see more Black-owned businesses thriving in this space—and that’s why Upling exists.”

With tech innovations, community partnerships, and a personal story driving its vision, Upling is more than a delivery app. It’s a platform for change, and Fraser’s journey is proof that out of adversity can come innovation and leadership that drives meaningful progress.

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