Lifestyle authority Martha Stewart is partnering with Canopy Growth, one of the globe's largest marijuana and hemp producers.
Lifestyle authority and television personality Martha Stewart has entered a business partnership with Canopy Growth, one of the globe's largest marijuana and hemp producers, to develop hemp-derived CBD products.
With several clinical trials underway, the company said it plans to leverage Stewart's consumer experience while exploring the effects of CBD on both human and animal health. The announced collaboration comes as Canada's major cannabis producers scramble to secure market share in the nascent U.S. and Canadian markets. Demand for marijuana and THC products has skyrocketed in Canada following its decision to legalize recreational use in October, leading to supply shortages across the country.
For weed growers, partnerships with iconic names like Stewart are key to building consumer trust. Even though people are becoming more comfortable with cannabis, there's still some taboo they'll need to overcome. And that's where celebrity partnerships and joint ventures come in handy. Tilray, another Canada-based pot grower, recently collaborated with Authentic Brands to develop cannabis-infused foot creams, cosmetics and other consumer products.
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