According to information procured exclusively, Canadian cannabis and hemp behemoth Canopy Growth Corporation will be disclosing the details of their collaboration with Martha Stewart later on Wednesday.
The Martha Stewart CBD brand will feature numerous high-quality, hemp-derived wellness supplements containing CBD. The first products to hit the shelves (gummies, soft gels and oil drops) were inspired on some of Martha’s most popular recipes. A gift box and pet line will launch later this year.
All the products are natural and made in the U.S. with organically grown hemp.
According to Stewart, CBD supplements offer a simple way to enhance health and wellness, “especially when it comes to managing the stresses of daily life.”
This is why she “set out to create the most delicious CBD products on the market,” drawing inspiration from some of her favorite recipes and flavor profiles from her greenhouse and gardens.
According to the famed businesswoman, her wellness gummies “closely resemble the French confections, pâte de fruits, rather than the sticky, overly sweet versions you might find elsewhere.
“Created in collaboration with the top researchers and scientists at Canopy Growth, I am very proud of the end result: wellness gummies, oil drops and soft gels that taste as wonderful as they make you feel,” Stewart added.
Interested in learning more about this partnership, I caught up with Canopy Growth CEO David Klein.
CBD Oil Star Struck
Having met all kinds of celebrities, leaders, and even multiple presidents, Klein, a former CFO for the alcohol giant Constellation Brands (which has invested billions into Canopy), is not easily star-struck. However, meeting a household name like Martha Stewart was special to him.
According to the exec, the products resulting from the collaboration are just as special.
“I think we have some of the best research and innovation capabilities in the industry. We bring quality, safety and efficacy in the product line. And Martha brings that connectivity with the consumer,” he voiced, explaining Stewart was “very intimately involved” in the product development process.
“I’ve done celebrity endorsement things in other industries, where the celebrity lends their name. But that’s not Martha; Martha is hands on. She’s tasting the gummies in meetings, making sure that they taste the way she wants. And if they don’t, they don’t get used. They go back, they get changed,” Klein disclosed.
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“Martha does what Martha does, which is, she’s spent her whole career teaching people to live well and we’re connecting into that with our capability set to create what we think is an outstanding product to bring to the US market.”
In addition to helping create unique products and educate consumers, Klein thinks Stewart can help normalize cannabis, legitimize its consumption. There’s a misconception that we’re over the stigma, he added, but that is certainly not the case in the mainstream world.
“I spent 15 years in the alcohol industry and I’m not sure why alcohol is legal and cannabis isn’t… There’s a stigma associated with our products and Martha helps smooth that over.”
CBD Oil Catering To An Evolving Market
During a lengthy conversation, Klein went into numerous topics. Among them, was the evolution of the cannabis market.
As he explained, what seemed cool a few years ago (plainly seeing weed on shelves) is no longer enough for many experienced consumers.
“We’re really trying to become a real CPG [consumer packaged goods] company. Consumers want that experience that works for them. And they want different experiences at different times,” he said. “It’s not like one consumer only buys premium products or only buys value products, they buy across the chain. It depends on what you’re doing and who you’re with.”
And it makes total sense. Same as people buy differently-priced bottles of wine for diverse occasions, they often purchase dissimilar cannabis products depending on what they will use them for. Thus, the importance of having products for all segments and situations.
On that note, Martha Stewart’s involvement will help Canopy appeal to a very wide range of demographics.
“Martha has become relevant to a new generation of people that maybe didn’t know Martha; she’s been really working social media, so suddenly this living-well Guru is relevant to 20-somethings, which is fascinating,” Klein added.
Same as Stewart, Snoop Dogg and Seth Rogen (both of whom have their own brands in partnership with Canopy) attract the attention of people of all ages. This is, of course, a well thought-out strategy.
“What makes it work is the folks need to be engaged. Martha’s super engaged; Snoop is super engaged; Seth Rogen and his team are super engaged,” he commented. “As a brand, you can’t just create an aura nowadays. You have to be authentic.”
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