FRESNO, CA– In an unprecedented move that’s sending shockwaves through the cannabis world, Journey Dispensary has been awarded the inaugural Cannabis Industry Responsibility Medal for the rare achievement of paying a bill on time. The groundbreaking feat occurred when Journey sent payment to a brand before any follow-up emails or “friendly reminders” were needed.

“We didn’t know what to think when the check cleared,” said the brand’s account manager. “At first, we assumed it was some sort of mix-up or a prank. Who even does that? This is not normal. We never get paid.”

The award, presented by the Cannabis Supplier Trust Alliance, is intended to recognize dispensaries demonstrating “exceptional commitment to the revolutionary practice of timely payments.” Journey’s CEO was beaming at the ceremony, where he admitted, “Honestly, it wasn’t easy. We’d heard rumors that in this industry you could just buy stuff and never pay, but we figured, hey, let’s be different. ”

In an industry where every dispensary is selling essentially the same products, standing out can be a Herculean task. From creative branding to outlandish events, dispensaries have tried nearly every trick in the book. But Journey decided to go a different route.

“Differentiation in cannabis is tough—we’re all selling the same product at the end of the day,” said Journey’s CMO. “Paying bills on time? That’s our big move.”

Industry insiders say the award has given brands across the sector a glimmer of hope. “If Journey can do it, maybe there’s a future where brands don’t need a dozen emails to get paid,” said one cautiously optimistic vendor.

Journey has pledged to make on-time payments part of their company culture, with the CEO promising, “We’re not stopping here. We’ve got more bills in the pipeline, and we intend to pay every last one of them.”