It's a good thing: Martha Stewart teams up with Cannabis Giant for the CBD Line

Martha Stewart, the diva of the country that brought us hemp yarn, is now associated with Canopy Growth Corp. of Canada. to develop new products containing cannabidiol (CBD).

The first to come, she said, will be a "sensitive product for pets". Neither Stewart nor Canopy Growth say it would be a dog or cat treat, a pet infused food or any other product. They also do not say when or where the products will go on sale, in part because they are still facing regulatory hurdles. same Canada, which legalized marijuana on October 17, 2018, is still developing the rules for CBDinfused food.

Stewart's link with Canopy might not be a surprise to his fans. In 2015, she cooked brownies in "The Martha Stewart Show" with Snoop Dogg, a marijuana aficionado, and she hinted that Snoop could add a little grass whenever he wished.

The following year, Stewart and Snoop started hosting the VH1 talk show "Potluck dinner and talk with Martha and Snoop". Marijuana is often a joke. When, for example, they were preparing sushi with smoked eel, Mr. Snoop was familiar to the smoker.

Bruce Linton, founder, president and co-CEO of Canopy Growth, said the company was producing Snoop's Colorado-based Leafs by Snoop cannabis line – which includes THC-infusé sweets and chocolate bars – for more than three years. Snoop even played on the company's lawn Smiths Falls, OntarioSaid Linton.

Mr Linton said the Snoops office had facilitated the presentation of Stewart, who visited Canopy Growth's headquarters in the fall of 2018. He asked several questions and appreciated the company's approach based on the science.

"She had to make sure we were competent because her reputation is of great value," Linton told the Associated Press.

Linton said Stewart gave great credibility to society as it helps to pave the way for legal cannabis on a global scale. We do not know yet how his name will be used. The rules on celebrity sponsorship and branding differ between Canada and WE.Said Linton.

Kelly O 'Keefe, a marketing professor at the Brandcenter of Virginia Commonwealth University, said that there was not much risk for Stewart. If her reputation was going to take a hit, it would have happened when she associated with Snoop Dogg. On the contrary, this partnership has helped to look younger, relaxed and connected.

"She has already gone for a walk on the wild side," he said.

Stewart could also help Canopy Growth and the entire cannabis industry reach new audiences, says Giadha Aguirre of Carcer, CEO of New Frontier Data, a cannabis research company. In a study conducted last fall, New Frontier found that the fastest growing group of cannabis users is older women whose children are grown, not hippies that are tainted over time. They want brands they can trust with nice packaging – it's Stewart's know-how.

"She is nailing. That's his audience, "said Aguirre de Carcer. "This is an under-served demographic group that is growing very fast and is willing to pay."

Stewart was unavailable for comment on February 28, 2019, according to a spokesman for Sequential Brands Group, Inc., which licenses Stewart's products.

– Dee-Ann Durbin