Cannabidiol (CBD) is a cannabinoid found in cannabis. Unlike THC, which is famous for its mind-altering properties, CBD isn’t psychoactive. Despite this huge difference, it has often been lumped together with THC, bathing in the same negative light that’s shined on THC. This misconception notwithstanding, CBD has a host of medical benefits, and once people realized that, the demand for CBD skyrocketed. The market was then equally flooded by sellers seeking to cater to the demand. The downside to this is that the market has become saturated with sellers. You have to find a way to stand out from the other sellers, or you could do one better and reach out to consumers who aren’t already using your product.
A Tennessee-based pastor did just that. Adam Swanson, from Murfreesboro, is a pastor who decided to start cultivating hemp for his CBD business. And that’s not all; he has taken verses from the Bible and uses them to market his products, especially to the Christian community who’ve been more reluctant to try CBD out. His company, Swanson Christian Supplies, primarily provided supplies, and people were surprised about his newest venture. The idea to start selling CBD came to him after hearing testimonials of how effective CBD was in managing various ailments. He says, “So many people were telling me how this oil has been helping them.”
After doing research, Swanson chose to take the leap. He launched his own line of CBD products proudly called Gen1:29. He intends to capture the Christian bookstore and retail market, supplying them all wholesale. While his goal is financial, he also hopes to save some souls along the way. One of the product labels declares “Every herb and fruit-bearing seed I have given you for food, Love God.”
“Our hope,” he says, “is that someone would get to read that on the product and go into a church, congregation or synagogue.” There was a lot of pushback from the Christian community in the beginning. “It was tough,” Swanson says.
Using the Bible to destigmatize CBD to Christian consumers is an ingenious idea. According to Kira Ganga Keiffer, a doctorate student at Boston University, using scriptural verses on product packaging is a savvy marketing technique that helps legitimize a product that seems taboo. A few other Christian sellers have joined the mix, likening the anointing oils of old to the physical and mental wellness brought about by CBD.
It would be interesting to hear what other CBD industry players like Geyser Brands Inc. (TSX.V: GYSR) and Hemptown USA have to say about this new way of reaching a wider CBD market segment represented by the Christian community.
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