Targeted Strategies for Today's Evolving Markets
HempFusion Wellness Inc. (TSX: CBD.U) (OTC: CBDHF) (FWB: 8OO)
HempFusion Wellness Inc. (TSX: CBD.U) (OTC: CBDHF) (FWB: 8OO) is a leader in the health and wellness CBD industry, providing innovative and diversified proprietary formulations utilizing the power of whole-food hemp nutrition.
Invested heavily in regulatory compliance, HempFusion aims to consistently meet and even exceed the high standards required by retailers and consumers – putting safety, quality and consistency first. In support of these efforts, the company is U.S. Hemp Authority Certified and is a current board member of the U.S. Hemp Roundtable, a coalition of leading companies committed to advancing safe hemp and CBD products.
HempFusion reported 1,750 shareholders and $18.3 million in cash as of June 30, 2020 – the second-largest cash position in its sector – with no debt. Looking ahead, the company is currently preparing to launch an IPO directly onto the Toronto Stock Exchange ("TSX") senior board, where it has already reserved ticker symbol 'CBD.U'. Learn More About HempFusion Upcoming IPO.
HempFusion is headquartered in Denver, Colorado.
HempFusion's Proprietary Wellness Portfolio
The diverse product portfolio showcased by HempFusion includes 46 products that are currently on shelves. The company's leading offerings include HempFusion-owned Biome Labs, HF Labs and Probulin. Due to the time and resources allocated to increasing the compliance of these proprietary products, HempFusion may have a competitive advantage and create additional retail opportunities that are not available for other CBD companies.
HempFusion's Diversified Revenue Pipeline
HempFusion's focus and investment into regulatory compliance has opened doors to major food and drug mass or big box retailers that are not available to other CBD companies. This strategic approach includes five distinct channels:
- Natural Health Retailers
- eCommerce
- Big Box / Food and Drug Mass
- Doctor Practitioner
- Convenience
HempFusion's Line of Products
HempFusion's branded line of products is based on the company's proprietary Whole Food Panoramic Full-Spectrum Hemp Complex. Each product is condition-specific, targeting needs such as sleep, energy and stress.
All of HempFusion's products are made from DNA-verified, European Union registered, non-GMO, organic industrial hemp. The company's offerings span multiple product categories, including:
- Tinctures and capsules – These offerings make up the most popular product category in the $4 billion U.S. CBD market.
- OTC topicals – HempFusion is one of the few CBD companies marketing FDA Drug Listed Topicals. The FDA compliance standards ensure that these products meet the standards set by larger national retailers.
- Condition-specific OTC products – HempFusion has OTC products that are condition-specifically targeted, including:
- OTC Pain Products – The global pain relief market for topicals is projected to reach $13.3 billion by 2025, with a CAGR from 2018 to 2025 of 7.4%.
- OTC Eczema Products – The global dermatitis market is projected to reach $13.6 billion by 2026.
- OTC Acne and Aging/Beauty Products – The global market for beauty and anti-aging products is currently estimated at $1.08 trillion.
- OTC First Aid and Wound Healing Products – In 2019, the 10 top-selling first aid ointments in the United States generated over $650 million in sales.
Probulin Probiotics and Digestive Enzymes
Probulin Probiotics is a 100% wholly owned subsidiary of HempFusion Wellness Inc. and is currently one of the fastest growing probiotics brands in the United States, according to Spins syndicated data.
The Probulin product line addresses a wide range of consumer needs, including daily care, total care, women's health and children's products. The probiotics market represents a growing opportunity, as it is estimated to reach $7 billion globally by 2022.
Because of the diverse offerings of the Probulin line, it serves as HempFusion's gateway to retailers who may not currently carry CBD products.
This 'Trojan Horse Strategy' is intended to allow the company to establish, develop and build relationships among these retailers. By achieving approved vendor status, the company may be able to facilitate faster onboarding times, enabling accelerated access to its CBD products in the future.
HF Labs and Biome Research – Doctor and Practitioner Product Lines
The HF Labs and Biome Research product lines are directed toward doctors and practitioners and cater to hospitals, compounding pharmacies and free-standing dispensaries. With an estimated target market of 28,000+ integrative medical doctors and 70,000+ licensed chiropractors in the United States, these offerings create a unique market opportunity as HempFusion continues to broaden its footprint in the CBD industry.
Research on CBD and Human Safety
HempFusion is one of 12 CBD companies selected to participate in ValidCare's groundbreaking study regarding CBD and human safety, which is expected to be complete by the end of October 2020. The study is designed to address previous questions from the FDA regarding CBD products.
As part of this study, HempFusion and the other selected companies will be conducting human trials to determine if the daily use of full-spectrum hemp-derived CBD or CBD isolate impacts the human liver.
Management Team
Jason Mitchell, N.D., is the co-founder, Director and CEO of HempFusion. He has over 20 years of experience in the natural products industry and is a naturopathic doctor certified by the ANMCB. Mitchell received his doctorate from the Trinity College of Natural Health and is a member of the American Naturopathic Medical Association and the CNHP. He is an expert in supplemental formations and was responsible for successfully creating and launching over 300 industry-leading products during his 15-year tenure at Country Life Vitamins.
Ian DeQueiroz is the Chief of Brand Strategy & Partnerships and a Director for HempFusion. He is a serial entrepreneur with experience in early-stage cannabis and hemp companies. In 2010, he acquired his first cannabis CO2 extraction company in the United States. DeQueiroz has facilitated the licensing process for many companies in the United States, as well as one of Jamaica's premier cannabis companies, Epican Medicinals Ltd.
Jon Visser is HempFusion's Chief Revenue Officer. He has over 25 years of experience in all areas of sales and marketing, with a proven track record of consistently driving growth across all major channels. Visser was previously the Senior Vice President of Sales at Navajo Inc., a multi-national manufacturer/distributor of brands like Pennzoil Automotive Supplies, Piranha Eyewear and Navajo Inc., the largest distributor of trial- and travel-sized health and beauty products in the United States. Visser grew annual sales from $60 million to $128 million in less than three years while at Navajo Inc.
Bruce Valentine Jr. is the Chief Financial Officer of HempFusion. He has a proven track record working with high-growth companies and was named CFO of the Year in 2013 by the Northern Colorado Business Report. Valentine is the former CFO of Otter Products and has over 15 years of financial management experience.
Ola Lessard is the Chief Marketing Officer of HempFusion and is also the President of the U.S. Hemp Roundtable. She has experience in marketing creative and effective brand strategies. She is a former Vice President of Marketing at Barlean's, an award-winning supplements provider based in Washington.
Nancy Angelini is the Director of the Doctor/Practitioner Channel. She has over 25 years as an active, licensed practitioner. Angelini travels the country as a lecturer and product manager. She is responsible for opening doors to some of the largest doctor/practitioner networks in the United States.
Daniel Brody is the Chief Corporate Officer of HempFusion. He is the co-founder and former Vice President of The Green Organic Dutchman Holdings Ltd. (TSX: TGOD) (OTCQX: TGODF). Brody has been instrumental in listing multiple world-class cannabis companies, including TGOD, Emblem Corp. and Plus Products Inc. (CSE: PLUS) (OTCQX: PLPRF). Before joining the cannabis industry, he spent seven years working at two leading Canadian brokerage firms.
Investment Considerations
- HempFusion's current product offerings, already available in stores, include tinctures, capsules, OTC topicals, edibles, probiotics and a doctor/practitioner line.
- The company abides by all FDA regulations for its full line of products. It is one of few companies marketing FDA Drug Listed Topicals.
- HempFusion is currently one of 12 CBD companies conducting a study addressing FDA concerns regarding CBD products and human safety.
- The significant time and capital invested in HempFusion's compliance provide the company with a competitive advantage in the expanding CBD market.
- The CBD sector is projected to reach $16.8 billion by 2025.
- The company has the second-largest cash presence in the market at $18.3 million as of June 30, 2020, and it is preparing to launch an IPO and list on the Toronto Stock Exchange under ticker symbol 'CBD.U'.
HempFusion Wellness Inc. (TSX: CBD.U) (OTC: CBDHF) (FWB: 8OO)
