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Douglas J. Peckenpaugh is Group Editorial Director of Snack, Bakery, Meat, Candy, Latin America & Food Safety for BNP Media. He has over two decades of publishing experience following the food industry from farm to fork, covering agriculture, ingredient processing, CPG and foodservice R&D, retail and restaurant menu trends, and retail grocery branding. He is a member of the Research Chefs Association and currently serves as President of the International Foodservice Editorial Council. Doug studied Professional and Creative Writing at Purdue University.
On October 17, 2018, Canada nationally legalized medical and recreational cannabis use for adults. In doing so, that country has set the stage for significant R&D of legal cannabis edibles and beverages—often with the help of U.S. investors.
CBD holds massive potential across every area of food and beverages. According to The Brightfield Group, the U.S. hemp-derived CBD market could hit $22 billion by 2022.
Laurel Gregory, creative director at The Hybrid Creative, recommends brands use a method she calls “Be, Do, Say” in order to remain authentic and avoid common pitfalls.
Many members of the traditional food and beverage industry—in both manufacturing and from the supply chain—have been reluctant to enter the market due to incongruences related to federal vs. state legal status, the unfamiliarity of the territory, restrictive banking options for legal cannabis businesses, limits imposed on advertising and social media, and other hurdles.
Arcview Market Research and BDS Analytics predict that combined medical and recreational legal cannabis sales in the U.S. will top $11 billion in 2018. And according to the 2017 “Marijuana Business Factbook” from Marijuana Business Daily, by 2021 U.S. sales are anticipated to top $17 billion.
