The Future of CBD
The future of the cannabis industry, and specifically CBD, can be summed up in two words: organic and certification.
Cannabis products and CBD are experiencing remarkable growth. One reason is the increased legalization of the product across the nation. Another is the growing reputation of CBD as a substance that can deliver an array of health benefits, from easing pain to treating addiction and a potential to treat common problems like insomnia or obesity.
A third reason has recently emerged to bolster the industry — the COVID-19 pandemic. The virus has prompted millions of people to seek what they believe are potential preventative measures and/or supplements that can contribute to overall health, and therefore, a strong immune system.
The growth of CBD sales has also made this sector incredibly competitive. Cannabis and CBD providers who want to survive in a dog-eat-dog environment must show consumers that their brand of CBD is of extremely high quality and the product of trustworthy sourcing. That’s where the issue of certification comes in.
One way to ensure that a CBD product is offered by a reputable company with high standards for content is to gain certification from the USDA. That means an organic certification. The USDA organic certification program is rigorous and requires providers to meet a host of standards and comply with various regulations. This includes the evaluation of both ingredients and processing.
As the CBD industry stands today, research shows that it still suffers from a credibility deficit. Consumers want to buy CBD, but they often have trouble finding a brand they trust.
CBD sellers who want to remain “in the game” and be around in the future must differentiate themselves from the “lesser players” by offering products that can display the USDA certification stamp. The certification process provides the transparency consumers are looking for when they evaluate quality.
The transparency issue also touches on ancillary issues, such as ethical practices, sustainability, and fair labor standards.
Sellers of CBD tend to appeal to consumers who are more likely to buy organic food products of all kinds, not just CBD. Thus, they tend to be avid and savvy “label readers.” Industry analysts that those label readers will increasingly zero in on key indicators, such as looking to make sure a product is “USDA organic certified.”
Originally published on Dr. Kayvan Haddadan’s website.
