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Edible Brands Ventures into Hemp-Derived Edibles Market

Edible Brands, the parent company of Edible Arrangements, is expanding its reach into the cannabis sector with a new platform that places the focus on hemp-derived edible products.

The recently launched Edibles.com marketplace, based in Georgia, provides consumers with a selection of hemp-infused edibles available for online purchase. Having started operations in Texas, the platform showcases a variety of premium seltzers and gummies. Plans for future expansion include entering legal markets across the Southeast and states such as Georgia and Florida.

As described by Edible Brands CEO Somia Farid Silber, this initiative aims to offer a diverse mix of hemp-derived products that cater to various tastes and desired effects. The offerings include low-dose beverages from brands recognized for their innovation, such as Cann, alongside low-THC gummies and other items from notable cannabis brands like Wana and 1906.

In the current U.S. landscape, cannabis regulation is complex and varies widely by state. Although more than half of U.S. states have legalized marijuana for medical or recreational use, it remains illegal at the federal level. According to the National Organization for the Reform of Cannabis Laws (NORML), some states have decriminalized the substance, reducing or eliminating criminal penalties, while numerous local jurisdictions have followed suit.

In contrast, hemp, classified as Cannabis sativa with less than 0.3% THC, is federally legal due to provisions in the Farm Bill.

“There’s so much opportunity for us to curate the best products. Curation really has so much to do with this platform,” Farid Silber articulated. “For us, it’s really important to establish a trusted environment for consumers.”

To enhance its efforts, Edible Brands has appointed Thomas Winstanley, a seasoned cannabis industry expert, as executive vice president of the new platform. With previous experience at the Massachusetts cannabis company Theory Wellness, Winstanley is expected to bring valuable insight into market expansion and product development strategies, including the introduction of Edibles.com’s own line of hemp-derived products.

“Our goal was to create a user-friendly, consumer packaged goods-style website that feels like a traditional e-commerce experience rather than a place for infused products,” Winstanley explained.

Currently, Edibles.com is focused on broadening its retail presence, with plans for a physical store set to open in Atlanta’s Inman Park. The platform also aims to enhance its online offerings in the near future.

Farid Silber emphasized that the new venture will operate independently of Edible Arrangements. Consequently, customers should not expect to find cannabis products in the well-known fruit bouquets—though the idea for future collaborations is hinted at as a possibility.

Understanding the Distinctions Between Hemp and Marijuana

The hemp industry is projected to be a hefty $28 billion market, though its regulations can be intricate. Both hemp and marijuana stem from the Cannabis sativa plant but are defined by their THC content: hemp contains less than 0.3% THC, while marijuana exceeds that amount. THC is the compound responsible for psychoactive effects in both varieties.

Following the passing of the Farm Bill in 2018, manufacturers gained the legal ability to cultivate and market products containing hemp-derived THC. This legislation helped remove hemp from the list of controlled substances, as designated by the United States Department of Agriculture (USDA), making it federally legal. However, individual states have the authority to impose regulations regarding the sale and distribution of hemp products.

Although many hemp-derived products are similar to marijuana-based items, their regulatory environments are significantly different. Consumers may find hemp-based beverages on store shelves or available for shipping in regions where permitted, while marijuana products typically require purchases through state-sanctioned dispensaries. Given that marijuana remains illegal at the federal level, legalities and market conditions can differ dramatically depending on the state.

Comparing Hemp and Marijuana

Hemp and marijuana are two distinct varieties of the cannabis plant: hemp features less than 0.3% THC, making it legal in numerous states, while marijuana contains more than 0.3% THC and remains illegal at the federal level. Hemp-derived THC is subjected to different regulations since federal laws have effectively removed its classification as a controlled substance, but some states maintain their own restrictions on its sale and distribution. Conversely, marijuana-infused products are not federally legal, leading to significant variations in legality across states.

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