A modern gold rush is underway in the cannabis industry. The “Green Boom” is expanding rapidly, prompting some Silicon Valley venture capitalists to declare: “Cannabis is the new Tech.”
The potential sales projections are indeed thrilling for entrepreneurs. By some estimates, if legalization of cannabis continues nationwide, the industry could generate $75 billion in sales by 2030. In California, the Cannabis Industry Association projects that by 2022 total adult cannabis use sales will generate $7.6 billion. U.S. annual sales of cannabidiol (CBD) products alone could top $1 billion in 2019 and is projected to grow to $4.8 billion by 2022, according to Hemp Industry Daily.
Business growth projections, coupled with the potential to improve people's lives is attracting many different types of businesses to offer CBD products. The market is booming, yet there are some challenges. Calmly's mission is to help our clients enter the market the right way, avoiding the pitfalls and realizing the potential for your business.
The Calmly way to enter the CBD market:
· Premier product you and your customers can trust
· Knowledgeable and responsive service, within one business day
· Turn-key, easy-entry launch approach, featuring low minimums and affordable pricing
Let’s start exploring how CBD can add value to your business by understanding its central role in the Green Boom.
CBD: The Game Changer
Does it seem like everyone is talking about CBD?
When people hear “cannabis,” often they think solely of marijuana. But, while the gradual legalization of marijuana—which is one type of cannabis—is a factor in the growing market, CBD sourced from another cannabis subspecies—industrial hemp—is the market’s game changer.
The undeniable “buzz” surrounding CBD is capturing attention; it has coveted “word of mouth” appeal. People are talking—and sharing—their anecdotal experiences with CBD, with friends and sometimes perfect strangers, commanding attention from doctors and the health and wellness industry.People are also excited about CBD because hemp-derived CBD is non-psychoactive and doesn't produce the "high" of marijuana, because it contains very little delta-9-tetrahydrocannabinol (THC), which can be further removed altogether by processing. The THC-free form of CBD—or broad spectrum CBD—is particularly attractive to previously hesitant customers, because they are learning they can potentially experience the benefits of cannabis without the side effects, or consequences, THC-containing cannabis still carries.
While demand is ramping up, and fast, many consumers and entrepreneurs have questions before they are ready to join the CBD movement. Issues include:
· What is CBD exactly?
· Is it legal?
· How do I pick a safe and effective CBD product, and find a source I trust?
· How can my business benefit, with minimal cost and complication?
To answer these questions, let's start with the source of CBD: industrial hemp.
Hemp: A Brief History of An Ancient Plant
Indigenous to Central Asia and the Indian subcontinent, historical records suggest human societies cultivated cannabis dating back between 8,000-10,000 years. Over time early civilizations selectively bred cannabis for different uses. Two main subspecies emerged:
· Cannabis sativa, or "hemp," cultivated to enhance its sturdy and fast-growing characteristics, used for food and in textiles, rope, paper and canvas (the word "canvas" comes from the word cannabis), and more.
· Cannabis indica, or “marijuana,” cultivated for its psychoactive effects, due to the high concentration of the cannabinoid, delta-9-tetrahydrocannabinol (THC), for use in religious practices and medicinally
Cannabis spread from Asia to the Mediterranean in the early Christian era, and throughout Europe during the Middle Ages. In the 1500s, the Spaniards introduced hemp to the Americas—in Chile—and the Puritans cultivated it in New England around 1645. It was an essential and versatile commodity in the colonial era; records show hemp was a required crop in the colonies and early republic. George Washington's diaries detail his farm's hemp cultivation, and he is one of several Presidents of the United States who grew hemp as a staple crop.
Cannabis’ medicinal use dates back at least 2,700 years. Cannabis is one of the 50 fundamental herbs in Chinese medicine, and it appears in the oldest Chinese pharmacopeia, the Shennong Bencaojing (c. 100 AD). Evidence also shows its medicinal use in ancient Egypt, India, Greece and the Netherlands. The Greek historian, Herodotus (ca. 480 BC) records the use of the smoke of the hemp seeds in rituals and recreation.
Cannabis' medicinal use grew in the western world starting in the mid-19th century. In the United States, before the passage of the Marihuana Tax Act of 1937, which imposed a tax on the sale of cannabis, there were at least 2,000 cannabis-containing medicines available.
Even though hemp and marijuana are separate subspecies, with essential distinctions and cultivated for different purposes, they became intertwined in the modern era’s regulation of cannabis. The U.S. government understood the difference between hemp and marijuana for decades and had at times encouraged hemp's cultivation, yet in 1970 the Controlled Substances Act (CSA) made hemp subject to the same restrictions as marijuana, effectively stifling the hemp market domestically.
That all changed when the Hemp Farming Act, part of the 2018 Farm Bill legislation signed by President Donald Trump, changed hemp’s designation from controlled substance to an agricultural commodity. This critical change restarted the domestic market for hemp products once again.
Today, following the lead of states like California and Colorado, the growing cannabis legalization movement is steadily removing remaining barriers to unleash the market’s potential across the country.
So, how is CBD sourced from industrial hemp disrupting long-entrenched attitudes about cannabis? It comes down to the intersection of science and innovation. First, let's consider the science of CBD.
What is CBD?
Cannabidiol (CBD) is a type of non-psychoactive cannabinoid sourced from the leaves and flowers of the cannabis plant. CBD is one at least 113 known cannabinoids derived from cannabis. Cannabinoids are a class of natural chemical compounds that interact with cannabinoid receptors in the body in the endocannabinoid system. There are three types of cannabinoids:
· Endocannabinoids: produced naturally by the body, such as 2-Arachidonoylglycerol (2-AG) and Anandamide (the so-called “bliss molecule,” which produces the “runner’s high”)
· Phytocannabinoids: produced naturally by plants, like cannabis
· Synthetic: created artificially, and used clinically in medications, such as Marinol or Dronabinol, and so-called "designer drugs," such as K2, Spice, Black Mamba, and more
Dustin Sulak, D.O., describes the endocannabinoid system as, “literally a bridge between mind and body.” The interaction of cannabinoids and cannabinoid receptors is analogous to a lock and key mechanism, affecting neurotransmitters, or the chemicals in the body which transmit messages between the brain and various body systems—which influences mood, appetite, sleep, memory, pain and more.
There are two types of cannabinoid receptors:
· CB1: predominantly in the brain, but also in the kidneys, liver, and lungs
· CB2: predominantly in the immune system
Notably, while marijuana’s THC cannabinoid binds to the CB1 receptors in the brain (orthosteric bond), which produces the euphoric effect—or “high”—and a dysphoric effect for some, CBD does not bind directly to CB1 receptors and counteracts the psychoactive effects of THC (allosteric bond). It does so by inhibiting THC's ability to bind, by altering the shape of the receptor, so that THC cannot "fit the lock."
CBD is present in both species of cannabis—hemp and marijuana—but in varying concentrations. Hemp contains higher levels of CBD, with minimal psychoactive THC cannabinoid, whereas marijuana has a lower concentration of CBD and a higher concentration of THC. Thus, CBD with low-to-no THC will confer the maximal therapeutic benefit without the potentially problematic issues posed by THC-containing products.
Innovative extraction and manufacturing methods make it possible to harness the potential of CBD and offer it in a variety of forms, allowing customers to choose the best product for their individual needs and preferences.
What are the different forms of CBD available?
Currently, CBD is extracted and distilled to produce three common forms of CBD:
· CBD isolate: a highly purified form of cannabidiol, which is 99% pure, but lacks all the other plant compounds, such as terpenes (the source of the distinctive smell of cannabis), flavonoids, fatty acids, vitamins, and minerals present in the whole plant, and contains no THC
· Full-spectrum CBD: contains cannabidiol, and all the other plant compounds, but it also contains trace amounts of THC, which while very small, can still register on drug screening tests
· Broad-spectrum CBD: also contains cannabidiol and all the other plant compounds like full-spectrum CBD, but without THC
These different forms of CBD are processed for use in capsules, or as a tincture, powder, nano-emulsion or essential oil and incorporated into other products including foods, gummies, beverages, topical salves and much more.
Why would a customer choose broad-spectrum versus full-spectrum CBD?
Utilizing the whole plant produces the most effective CBD. There are approximately 500 known compounds in the cannabis plant, and when these compounds interact synergistically, they generate what is known as the "entourage effect." Full-spectrum CBD preserves the small trace amounts of THC, and the other non-psychotropic cannabinoids modulate its effects, but it is still detectable on drug tests.
For this reason, broad-spectrum CBD, which is THC-free, is typically the most desirable option for customers who want the maximum benefits of the whole-plant approach, but eliminate the problematic THC.
At this point you may be wondering if there are still possible negative consequences associated with the use of some forms of CBD, is it safe and legal?
Is CBD Legal?
The short answer is: Yes, but it’s complicated. It depends on your state and locality.
CBD sourced from industrial hemp became legal at the federal level in the 2018 Farm Bill, passed by Congress and signed into law by President Donald Trump in December 2018. The landmark legislation reclassified industrial hemp as an agricultural product and amended the Controlled Substances Act (CSA) of 1970 to exempt hemp products under certain conditions. Specifically, hemp plants must contain no more than 0.3 percent of delta-9-tetrahydrocannabinol (THC) by dry weight. By removing hemp from the CSA, it also virtually removed it from the Drug Enforcement Administration's (DEA) controlled substances list as well, although existing international treaties still prevent its full removal.
Confusion about CBD's legality arises because, while the legislation allows hemp and its qualified byproducts to be sold and transported across state lines, it gives each state the authority to decide if they will permit cultivation and commerce within their boundaries.
Additionally, CBD products are currently unregulated. The Federal Drug Administration approved the first CBD-based drug, Epidiolex, to treat epilepsy, but has yet to establish guidelines for other CBD-containing products. The agency is set to begin that process at a public hearing on May 31, 2019. Regulation is needed, especially as the strong demand for CBD and lack of consistent oversight make it too easy for opportunistic suppliers and sellers to pass off an inferior, or unsafe product to an uninformed public. The risk of wasting money on inferior and ineffective products only underscores the importance of choosing your supplier carefully.
While federal agencies and other states are still developing their CBD policies, the good news for California entrepreneurs is that California has long been at the forefront of cannabis legalization. Choosing a well-informed and reputable partner to help navigate the dynamic regulatory environment is essential, however, because over a dozen state agencies are involved in the regulation of the cannabis industry in California. Calmly CBD offers prospective partners the benefit of a specialist in the unique California marketplace, and will personally guide their wholesale and retail clients through the process of selling CBD products.
So, how can your business capture a piece of the Green Boom? It starts with understanding the CBD customer.
Who is the CBD customer?
The growing strength of the CBD market owes much to the passion of the people who use the product, from neighbors telling neighbors, to celebrity testimonials on the red carpet. CBD is developing a broad appeal to a variety of consumers, including:
· Alternative and natural health and wellness lifestyle proponents
· Chronic pain and illness sufferers
· Competitive athletes
· Fitness enthusiasts
· Luxury beauty product buyers
· Pet owners
Some of the most vocal proponents are people suffering from chronic pain or illnesses who are claiming CBD has improved their quality of life. Typically these customers seek out CBD because conventional medicines have either not worked, stopped working, or have caused problematic side effects. Furthermore, CBD’s non-addictive properties are particularly attractive to those seeking alternatives to addictive drugs, like opioids.
In 2017, experts at the World Health Organization (WHO) evaluated cannabidiol and concluded that the compound exhibited, “no effects indicative of any abuse or dependence potential.”
That same year, the World Anti-Doping Agency also removed CBD from its list of banned substances, clearing the way for competitive athletes to utilize CBD.
The WHO's expert committee also reported in its findings that CBD has potential to treat epilepsy, Alzheimer's disease, Parkinson's, and anxiety and depression. Additional research is examining how CBD may potentially help address these and many other conditions. Pet owners are also turning to CBD as a natural alternative for their aging or ill animal companions.
Beyond its health and wellness popularity, CBD is also quickly making inroads in the beauty industry. CBD is showing promise to potentially help combat many common skin conditions, such as acne, eczema, and psoriasis. CBD-infused luxury beauty products are expanding, including mascaras, lip balms, beauty masks and more.
Celebrities are touting CBD's anti-inflammatory and analgesic (pain-killing) properties, and sharing how they have added it to their beauty and wellness routines. Kim Kardashian reportedly wanted to have a CBD-themed baby shower, and Gwyneth Paltrow’s GOOP website shared tips for hosting a CBD dinner party. As a result of the continued normalization of CBD and increasing consumer demand, beauty brands are investing in CBD and developing more products for the market.
Since many types of businesses have the opportunity to capture the CBD customer, how do you make your business stand out as the go-to CBD source for your customers? What makes a potential CBD customer a loyal CBD customer?
The Keys to Attracting CBD Customers: Quality and Trust
Common concerns for potential CBD customers are:
· Lack of knowledge about how to choose a quality CBD product
· Lingering social stigmas associated with using cannabis
· Lack of an easily accessible source from whom they are comfortable buying
Businesses will attract and keep CBD customers if their strategy addresses these critical concerns. Although CBD may soon be available at the chain pharmacy, the personal touch is a competitive advantage in an emerging and dynamic industry, especially with a previously taboo product like cannabis. Building trust by offering quality, lab verified products, and providing a reliable, knowledgeable, hassle-free source to buy from will make customers comfortable returning to buy CBD products.
For this reason, Calmly CBD also takes this personal relationship approach to its wholesale and retail clients, one built on responsiveness, knowledgeable guidance, and the best quality products.
We specifically focus on the sourcing and quality of every CBD product we offer. Our partners gain the advantage of our close relationship with our vertically integrated supplier—from field to finished product—to ensure that the CBD products you offer your customers are among the best available on the market.
Additionally, Calmly offers a white-label line, so that each business may offer their CBD products in a manner that is consistent with their unique branding, that is most familiar and best appeals to their specific customers.
So, what should a customer look for in a quality product?
How to Determine the Quality of a CBD Product
The key factors that every potential CBD customer and seller should consider are:
· Where and how the industrial hemp is grown
· Extraction method used
· Availability of Certificate of Analysis (COA) reports for each product and lot by an independent third-party laboratory
A high-quality CBD product begins with the hemp it's sourced from. Hemp is extraordinarily good at absorbing what is in the soil it is cultivated in, so good in fact that one of hemp's agricultural applications is to clean and rehabilitate the land. Hemp grown organically in the United States adheres to a higher standard of safety, subject to stricter oversight practices as compared to hemp produced non-domestically.
Additionally, not all hemp produces the same quality CBD, and some manufacturers may use genetically modified hemp. Also, buyers should beware of those who claim hemp seed oil contains CBD, or if they claim the CBD comes from the stalk of the plant, which contains little CBD, underscoring the importance of knowing your supplier and source.
The method by which CBD is extracted from hemp also matters. Sometimes less reputable processors will use toxic solvents, such as hexane, butane or propane to extract CBD, so it is crucial that customers know how their CBD is processed. There are two typical approaches used:
· Alcohol extraction via ethanol is a less expensive method, often used to cut corners, but the extracted CBD can retain trace amounts of the ethanol, resulting in lower quality and less safe products.
· Supercritical CO2 extraction extracts CBD using a lower temperature, which preserves all the beneficial compounds of the hemp plant, producing a cleaner and purer finished product and is the preferred method of top-tier processors.
Calmly CBD products are sourced from non-GMO hemp, 100% organically grown outside in Colorado. Our source cultivates a unique genetic strain of phytocannabinoid-rich hemp (PCR), which produces naturally high-CBD/ low-THC products. Our CBD is extracted using the supercritical CO2 extraction method, to ensure a finished product that retains the maximum synergistic compounds, free of detectable solvents, heavy metals or pesticides, and meeting the most stringent regulatory requirements. Independent third-party lab results show that our oils regularly test about 90% CBD concentration, among the highest results available anywhere in the industry. Our broad spectrum CBD is 0.0% THC purified.
Ready to get started?
How to get started with Calmly
If you are ready to harness the potential of the Green Boom to build your business, Calmly is positioned to help you get in the right way, featuring:
· Phytocannabinoid-rich CBD, sourced from Folium Biosciences, the largest vertically integrated producer, manufacturer, and distributor of hemp-derived phytocannabinoids in North America
· 0.0% THC broad spectrum CBD
· 100% Non-GMO organically grown in the USA hemp-derived ingredients and finished products
· Supercritical CO2 extraction, with no harsh chemicals, heavy metals, or pesticides
· Rigorously independent third-party laboratory testing, with available COA reports
· Turn-key versatile product options formulated and tested for health and wellness, beauty and personal care, and pet care, including:
o Bulk wholesale
o Finished retail ready-to-sell
o White-labeled or unlabeled, customizable to exact specifications consistent with your branding
· Specialized knowledge of California’s niche cannabis market
· Responsive customer service, response within one business day
· Minimized risk—affordable,and low minimums
Contact us today, and we'll help you launch your CBD business the Calmly way.
The products on this website are not for use or sale to persons under 18 years of age. Use only as directed on the label. Calmly CBD assumes no responsibility for improper use of product. Always consult a physician before use, if you have a medical condition, take prescription medication, or are chronically ill. Do not take if you are pregnant or nursing. These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure, or prevent any disease. Calmly CBD does not make any health claims about our products. Information on website is only general product information, not medical advice.