ABOUT KINDPEOPLES
OUR MISSION
To make cannabis more welcoming, personal, and easy to explore with, knowledgeable guidance, and meaningful community connections.
Since 2014, KindPeoples has worked to elevate cannabis retail through knowledgeable service, thoughtfully selected products, welcoming spaces, and a genuine commitment to Santa Cruz.
Founded by lifelong Santa Cruz resident Khalil Moutawakkil and built alongside business partner Graham Edwards, KindPeoples grew from a small team of four into a company employing approximately 100 people. Throughout that growth, the purpose has remained clear: create a more professional, transparent, and community-minded cannabis experience.
Today, KindPeoples operates two Santa Cruz dispensaries where first-time shoppers and experienced consumers can explore cannabis with confidence. Every part of the experience, from the products on the shelves to the people offering guidance, is designed to help customers find what works best for their individual needs and lifestyles.
OUR VISION
To create a future where cannabis is understood, responsibly enjoyed, and recognized for its ability to support well-being, connection, and everyday life.
FROM MEDICAL CANNABIS ROOTS TO A SANTA CRUZ ORIGINAL
KindPeoples began with a belief that shopping for cannabis could feel more welcoming, educational, and connected to the community around it. What started during California’s medical cannabis era grew alongside changing laws, evolving products, and a broader understanding of the role cannabis can play in people’s lives.
2014
KindPeoples opens in Santa Cruz
2018
Recreational cannabis begins in California
2020
KindPeoples Cares launches
TODAY
Two Santa Cruz locations and an expanding community
WHAT MAKES US DIFFERENT
PEOPLE COME FIRST
Every customer arrives with a different level of experience, comfort, and curiosity. Our team listens first and recommends second.
CURATED WITH PURPOSE
We seek out trusted California brands, innovative products, and dependable favorites across every major cannabis category.
GUIDANCE WITHOUT PRESSURE
Explore independently or work with a knowledgeable Cannabis Consultant who can help make the options easier to understand.
ROOTED IN SANTA CRUZ
This is where we live, work, explore, and connect. Supporting our community is part of who we are, not simply something we do.
A BETTER RETAIL EXPERIENCE
Open spaces, accessible product displays, local artwork, and friendly staff make shopping feel approachable rather than intimidating.
THE PEOPLE BEHIND KINDPEOPLES
What’s good for you might not be good for me, and vice versa. We match products to people.
KHALIL MOUTAWAKKIL
FOUNDER & CEO
A lifelong Santa Cruz resident and UC Santa Cruz graduate, Khalil Moutawakkil built his early cannabis experience in cultivation and distribution. After becoming a father, he set out to create a more transparent, professional, and community-minded cannabis business.
In 2014, Khalil founded KindPeoples and worked alongside local regulators to help navigate the emerging legal market. His vision was to create a welcoming retail experience that reflected Santa Cruz and helped every customer find products suited to their individual needs.
Graham Edwards has played a key role in growing KindPeoples from a small local business into one of Santa Cruz’s most established cannabis retailers.
Working alongside Khalil, Graham helped guide the company through rapid growth, changing regulations, and expansion to two locations. His leadership has helped KindPeoples grow while staying true to its commitment to personal service, community involvement, and local values.
GRAHAM EDWARDS
BUSINESS PARTNER
COMMUNITY & SUSTAINABILITY
Santa Cruz has supported KindPeoples from the beginning, and we believe in returning that support. Through KindPeoples Cares, local sponsorships, cleanups, arts initiatives, and community partnerships, we work to contribute to the place we are proud to call home.
As a Green Certified Business, we are also working to reduce waste, conserve resources, and encourage more sustainable practices throughout cannabis retail.