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The free telephone number of Christian Book Distributors, a family business owned by Ray Hendrickson, is 1-800-CHRISTIAN but some callers did not search for Bibles, religious texts or music books. The initials of the company, CBD, attracted a different type of clientele.
CBD also means cannabidiol, a non-intoxicant component of cannabis that is formulated in a variety of products such as lollipops, essential oils, chocolate and even suppositories that the growing industry can use to treat diseases ranging from epilepsy to l & # 39; anxiety.
After decades of CBD naming, Peabody, Massachusetts-based Hendrickson's company was renamed Christianbook last month. Mr. Hendrickson, President and Chief Executive Officer of the company, said the situation was becoming too confusing.
"A person can call and say," Hey, I'm looking for my order, "said Mr. Hendrickson," It's like, 'what did you order? Oh, I ordered candy. do not have good company. "
Mr. Hendrickson started his business 40 years ago with his brother Stephen out of their parents' home. It employs 600 people and sells Christian literature, DVDs, gift items and home education products to churches, religious institutions and individuals.
"The problem is that the other CBD is so popular at that time that it is overwhelming our brand," Hendrickson said.
Unlike the better known marijuana molecule delta-9-tetrahydrocannabinolor THC, CBD does not increase the number of users. The law is vague because it applies to the CBD, which can come from both marijuana and hemp. Hemp is no longer classified as a controlled substance, unlike marijuana. The 2018 Farm Bill lifted the ban on hemp production in the United States.
CBD is subject to regulation by the Food and Drug Administration when it is sold with the therapeutic benefit claim.
The confusion around the law is not slowing the proliferation of CBD products, as CVS and Walgreens pharmacies are announcing that they will start selling them in a limited number of states.
"With the rapid rise of CBD and cannabis as legitimate industries, confusion is inevitable in the market," he said. Kraig Fox, Managing Director of High Times, a cannabis news publication and its website. "Especially in the online environment, some companies may indeed see an increase in the number of clicks resulting from search engine algorithms or a misunderstanding of consumers, which is nonsense. may not be a bad thing. Others may see this as undesirable attention. "
Fox said that public opinion on cannabis has changed.
"Hopefully, with the education and the time we have available, the perceived stigma of the cannabis industry will continue to dwindle and that everyone will understand and appreciate any association with this incredible plant", has -he declares.
Mr. Hendrickson stated that even though Christianbook owns the cbd.com web address, search engines consistently display results for cannabis. "If you look at the main page, you will not find anywhere else," he said.
Mr. Hendrickson said it was humorous to confuse some people between his company and the other CBD.
"I was driving my mother recently on the road," he said. "She saw a sign saying," The CBD is sold here. I thought, "No, mom. It's not us. "
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