Martha Stewart said that she would collaborate with Canopy Growth Corp., a cannabis firm, to develop new products that contain CBD, a non-psychoactive substance, and other cannabinoids from hemp. According to her, she’d produce a reasonable legal cannabis product for pets.
Martha Steward had recently entered the cannabis market. She was famous for bringing hemp yarn and is now working with Canopy Growth Corp., a Canadian firm to produce a product for pets. But, neither she or Canopy wants to divulge if the said product will be for dog or cat. The partners aren’t even saying when and where they plan to sell the product because they’re still facing regulatory hurdles. Canada, although it already legalized marijuana, is still in the process of sifting out rules for CBD-infused foods.
According to CBD proponents, the substance has health benefits for pain and anxiety, among others. However, some experts urge people to proceed with caution until comprehensive research has been done. Towards the end of last year, the US legalized the cultivation of hemp, but the US FDA warned about the illegality of adding CBD or THC to food (human and animal) and transport across states. Moreover, the FDA warned producers about making health claims about their CBD-infused products.
Beginning this October, New York City will levy fines on restaurants offering CBD-infused drinks or food. California has banned using hemp-derived CBD on food as an additive. However, those people who believe in cannabis expect that they can hurdle these issues because the federal government clarified that public opinion and law changes. 33 US states now allow the use of medicinal marijuana for adults.
According to Euromonitor, the global market for cannabis, both legal and illegal, is at $150 billion, but the legal market alone can be worth $166 billion by 2025. Moreover, marijuana can disrupt food and beverages, beauty care, health care, and pet care. Last autumn, Constellation Brands invested in Canopy Growth $4 billion to develop CBD beverages.
Some companies are in the pet space even though the FDA has issued warnings. Denver-based Dixie Brands claimed earlier this week that Therabis, its pet wellness brand, would start selling CBD soft feline chews in April. They started selling dog treats in 2016.
Stewart’s collaboration with Canopy didn’t surprise her fans because she baked brownies with marijuana user Snoop Dogg in 2015 on “The Martha Stewart Show.” She even hinted that she could add some marijuana if he wanted. Then, in 2016, she and Snoop hosted the “Martha and Snoop’s Potluck Dinner Party, a VH1 talk show. She would take part in the banter. For instance, when they had smoked reel in their sushi, she said that the smoker seemed familiar to him.
Canopy Growth Chairman, Founder, and Co-CEO Bruce Linton said that they had been producing Leafs by Snoop, a cannabis line that has THC-infused chocolate bars and gummies for at least three years. According to him, Snoop had performed for their company in Ontario.
Also, according to Linton, it was Snoop’s office that helped introduce Canopy to Stewart. He said that Stewart liked their science-driven approach. Martha made sure that Canopy is competent because her reputation is at stake.
According to Virginia Commonwealth marketing professor Kelly O’Keefe, there is little risk to Stewart because her reputation would have taken a blow when she collaborated with Snoop Dogg. But, that collaboration helped her look connected, relaxed, and youthful.
Linton claims that Stewart lends credibility to Canopy as it begins its journey to legal cannabis worldwide. However, it’s not yet clear how the partnership will proceed because the celebrity endorsement and branding differ between the US and Canada.