For all the peace and love that’s supposed to be associated with potheads, the cannabis industry itself can be dog-eat-dog. Ruthless marketing and dog-and-pony showmanship are often the core values you’ll find at a cannabis festival or competition, as companies try to elbow out the competition in the young industry.

So it’s refreshing to see an extracts company act with compassion and generosity. Like with Jetty Extracts, a California-based concentrates company which is currently giving away monthly medicine to 300 cancer patients. Jetty’s Shelter Project (tagline: “One For You, One For Cancer”) tailor makes their treatment for each patient depending on their needs.

“Once a patient enrolls, our team connects with them individually to discuss the options for their monthly care package; we do not diagnose or make medical claims for treatment,” Courtney Capellan, Digital Analyst at Jetty Extracts, told Snap Munk. Strains, cannabinoids, and even consumption methods are adjusted for each individual. “For example, if they prefer not to vape, they might elect to try our Dablicator, a direct dabbling apparatus that dispenses the concentrate for topical or internal ingestion.”

If that last bit sounded like a plug, it’s probably because it was. Without a doubt, giving away their medicine to cancer patients is likely to improve the company’s public image. But that doesn’t mean it’s not also nice. And the idea, according to Capellan, is to put them in business with the right people. “At the industry level the Shelter Project has attracted compassionate and intelligent advocates to our team,” she said.

It’s part of a general inclination the company has toward rebranding the cannabis industry in general, like maybe not just marketing to shaggy wooks. According to their sleek Square Space designed website, their mission statement (or “company vision”) is “a reflection of the world we want to live in. This world includes goods being created in the most sustainable, healthy way possible. We want a world where people with illnesses can have access to things that make them feel better.  A world where we encourage one another to follow dreams and do incredible things.”

In addition to their Shelter Project, the company is attempting to also trying to develop more cannabis delivery methods that reflect what their patients want, including fast-dissolve cannabinoid tablets, and work with California lawmakers to develop responsible cannabis regulation for the future.

Photo via Flickr user Oscar Diaz