The wild ride provided by the legalization of hemp in 2014 took a screeching halt as COVID-19 hit and consumers fled en masse to immune-support supplements. But as the pandemic wore on, consumers came back to CBD. In and among the hiccups, smaller brands left the market, and even the largest brands took a hit if they were not prepared for the channel shift from bricks-and-mortar to online. Meanwhile, savvy brands have pivoted away from straight-up CBD to respond to other consumer demands. Learn how hemp can bring diversifying opportunity for continued integration into the larger wellness and nutrition sectors.
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