SMITHS FALLS, ON and NEW YORK – Maven of all things domestic Martha Stewart announced the launch of a new line of CBD products for pets set to release by September 2020, in partnership with Canadian cannabis conglomerate Canopy Growth.
The deal between Stewart and Canopy Growth was originally brokered in April 2019 by Stewart’s reality cooking show co-host Snoop Dogg, whose Leafs by Snoop cannabis brand is marketed by the company. Now, it seems Stewart has nearly completed development of the line’s debut products for dogs.
“I am delighted to establish this partnership with Canopy Growth and share with them the knowledge I have gained after years of experience in the subject of living,” Stewart said in early 2019, in a press release. “I’m especially looking forward to our first collaboration together, which will offer sensible products for people’s beloved pets.”
Despite a prison stint in 2004 for lying about a stock sale, Stewart, a former stockbroker, maintains a high level of credibility with consumers—and especially Boomers who have followed the rise of the business empire she built in print, TV, and branded products.
Ninety-one percent of Stewart’s audience is female and she has more than 15.5 million social media followers. Median age for her total audience is fifty-five years old. Stewart’s data show that she is “10 percent more likely than U.S. average to influence other’s purchase decisions.”
Her popular Martha Stewart’s Living brand is carried by several major retailers, including a pet accessory line available at retail pet supply chain PetSmart and other retailers.
“Martha is one-of-a-kind, not to mention a household name, who helps connect the cannabis and CBD industry with different communities than you’d traditionally associate it with,” Canopy Growth former chief executive officer Bruce Linton was quoted in media reports, commenting about current developments with the line’s launch.
“What her involvement does is breaks down barriers and encourages people to look at the plant differently—and maybe, hopefully—end up better understanding the value and potential benefits of cannabis and cannabinoids,” Linton added.