The Southern California Coalition is the Southland's largest cannabis trade association representing every sector of the cannabis industry. The organization's mission is to ensure that local, state and federal legislation is inclusive, fair, and implemented in a responsible manner. The Coalition was the largest contributor to the City of Los Angeles Measure M campaign. The organization was instrumental in persuading the City to abandon its policy of limited immunity and begin licensing cannabis businesses. The Coalition moved aggressively to protect the rights of the city's oldest non-retail cannabis businesses and succeeded in moving this category into the next phase of licensing. As demonstrated above, the Southern California Coalition has played a major role in shaping cannabis policy in Los Angeles since its inception in 2016.