In a significant pivot within the food and wellness industry, Edible Brands, best known for its vibrant fruit arrangements, is venturing into a new realm of edibles with the launch of Edibles.com. This innovative e-commerce marketplace, dedicated to hemp products, taps into the burgeoning demand for legal THC-infused items, following the normalization of hemp in the United States under the 2018 Farm Bill. This legislation legalized hemp, defined as cannabis containing 0.3% or less of tetrahydrocannabinol (THC), thus paving the way for a host of new products that can now be legally marketed across many states, even those that have yet to fully legalize marijuana.
The timing of this launch is particularly auspicious. According to a recent report from cannabis-focused software company Leaflink, legal retail sales of cannabis are projected to exceed $32 billion by 2024, with edibles alone expected to contribute approximately $4.5 billion to this total. This expanding market presents a ripe opportunity for Edible Brands, particularly as consumer interest in safe, trustworthy sources for hemp products grows. “There’s a lot of demand for hemp products out there right now, but what people are looking for is that safe and trusted place to buy it,” noted Edible Brands CEO Somia Farid Silber, emphasizing the company’s commitment to consumer safety and quality.
Edibles.com officially launches in Texas, with plans for rapid expansion into Florida, Georgia, and other Southeastern markets. This swift rollout strategy is complemented by the establishment of physical retail locations, starting with a lease in Inman Park, Atlanta. By integrating both e-commerce and brick-and-mortar strategies, Edibles.com aims to cater to a diverse range of consumer preferences, creating a comprehensive shopping experience for hemp enthusiasts.
The company’s approach to product selection is notably rigorous. Edibles.com has partnered with reputable brands in the hemp industry, including Cann and Wana, ensuring that all suppliers undergo stringent compliance audits. This commitment to quality is crucial, especially in an industry often plagued by questions about product integrity and safety. Thomas Winstanley, the newly appointed executive vice president at Edibles.com, explained that products offered will typically contain around five milligrams of THC per serving, a dosage calibrated to appeal to both novice users and seasoned consumers alike. This strategy mirrors regulations in states like Colorado, where the maximum allowable dose is 10 milligrams, thereby positioning Edibles.com as a responsible player in the marketplace.
Moreover, Edibles.com leverages Edible Arrangements’ existing franchise network, enabling efficient logistics for order fulfillment. This infrastructure allows for same-day or next-day delivery, covering approximately 70% of U.S. households within an hour. Silber highlighted this operational advantage, stating, “With our franchise network that we have today, we can cover 70% of households in the U.S. within an hour.” Such efficiency not only enhances customer satisfaction but also sets the stage for Edibles.com to establish itself as a reliable source for hemp products.
As Edibles.com prepares to launch, it is also eyeing the future, with potential plans to produce its own line of edibles. This strategic move could further solidify its position in the marketplace, allowing Edible Brands to control quality from production to delivery. Winstanley has indicated that the company is actively working on this extension, signaling a forward-thinking approach that aligns with consumer trends.
In a landscape where cannabis remains federally illegal, yet 24 states have embraced its recreational use, the launch of Edibles.com represents a defining moment in the hemp industry. The marketplace not only fills a gap in the current retail environment but also addresses the growing consumer desire for transparency and quality in hemp products. “A trusted, high-quality marketplace like Edibles.com has the power to reshape the future of THC products and drive the long-term industry growth we’ve all been working toward,” asserted Jake Bullock, CEO and co-founder of Cann, highlighting the collaborative potential within this emerging sector.
As Edibles.com begins its journey, it stands at the intersection of tradition and innovation, poised to redefine how consumers engage with hemp products. The success of this venture will likely depend on its ability to maintain high standards of quality, foster customer trust, and navigate the complex regulatory landscape that defines the cannabis industry today. With careful planning and a clear vision, Edible Brands is not just entering the hemp marketplace; it is setting a new standard for what consumers can expect from their edibles.
