Martha Stewart partners with Canopy Growth? “It’s a good thing.” Home and lifestyle demi-god Martha Stewart has officially partnered with the massive Canadian cannabis company, Canopy Growth. Terms of the deal have not been disclosed, but for now Stewart will be serving as an advisor to the company and helping to develop new CBD products. The first collaboration between the two will be a line of health and wellness products for pets. Unlikely as it may seem, this is a brilliant first step for both parties to take. Let’s dig in.

Establish The U.S. Market Through Pet Products. Of Course!

Call it a “Trojan Fido” if you want, but this first step is impossibly smart for Martha Stewart (a big fan of chow chows) and Canopy Growth. While the FDA works to resolve what to do with CBD for human consumption, Canopy and Stewart are able to establish a trusted brand of CBD products in the U.S. with products for your dog or cat.

As we discussed recently, companies looking to lead on a global scale in the cannabis sector must establish a very strong consumer base in the United States. Women, a crucially overlooked consumer demographic by most cannabis companies, are still one of the most effective consumer bases to establish brand trust and recognition with. Not for nothing then, that affluent, female consumers and household purchasers trust Martha Stewart’s brand and name recognition second only to Oprah, also are by and large the ones making the purchase choices when it comes to pet supplies for a household.

The move resembles a page from MedMen’s playbook when the California unicorn last summer partnered with Gwyneth Paltrow’s Goop. Both Canopy Growth and MedMen through a strategy of partnering with stratospheric celebrities/influencers who also happen to be extremely trusted voices within a crucial consumer demographic are making shareholders very happy.

Martha Stewart’s Sequential Brand Gives Canopy Growth Massive Distro. Potential

Something else that surely made Canopy Growth investors tickled pink? The Stewart partnership includes her consumer brands company: Sequential Brands. In the short run, this gives Canopy Growth’s pet products line a deep level of market penetration. Sequential’s umbrella of brands reaches to the shelves of over a dozen multi-state retail companies, so yeah, a little bit of market penetration there. Combine that with the fact that the company’s HQ is a scant three hours from the offices of Constellation, and that it is also three hours from I-80, which affords Canopy Growth a sublime distribution infrastructure to have semis full of CBD-infused pet products (for now) rolling.

Canopy Growth Partnering With Martha Stewart Is A Major Win For Legalization Efforts

Between establishing a U.S. consumer base through a line pet products that should pave the way for more extensive product lines upon legalization, and further cementing an ever-growing distribution system, Canopy Growth is clearly laying the tracks for an established and large presence in the U.S. As we’ve discussed with their Constellation investment last year and, more recently, with their competition’s investment in distribution, Canopy Growth is in it for the long haul.

And the normalization of cannabis rolls on! What Canopy’s partnership with Martha Stewart means for all of us in the plant-touching biz is more validation. Just as MedMen’s big ad earlier this week is a victory for all in the battle of normalizing cannabis, so too is this move by Canopy Growth. Stay tuned.