Marijuana Business Magazine - February 2018

“Pets are the perfect patients for CBD,” said Alicia Whitt, a CBD sales specialist for Functional Remedies, a company in Boulder, Colorado, that sells CBD oils in more than 100 pet stores. “With pets, there’s no placebo effect, because pets have no idea what you’re giving them and what it’s supposed to do. It either works or it doesn’t.” There’s another reason why more and more cannabis companies are aim- ing for four-legged users. Pet owners in the United States spent more than $30 billion in 2016 on pet supplies, treat- ments and veterinary care, according to the American Pet Products Asso- ciation, an industry group represent- ing pet product manufacturers and importers. Combine that staggering sum with overwhelming anecdotal evidence that dogs and cats respond well to cannabis therapies, and it makes sense that the marijuana industry is seeing a flood of new pet products. But there’s no easy doggie door between the cannabis industry and the world of pet owners. Navigating the market for pet treats and nutritional supplements requires careful product development and a fresh approach to sales and marketing. Here’s what can- nabis entrepreneurs need to know to do the same. Build Networks While there’s ample anecdotal evi- dence about animals and CBD, there’s a dearth of scientific research on this subject. In some ways, however, pet owners and marijuana aficionados have a lot in common: They both build networks of passionate advocates who share advice and trade tips.That’s something can- nabis entrepreneurs can capitalize on. CBD producers who are succeed- ing in the pet market say they started by connecting with pet-owner shows and online message boards, then let- ting word of mouth spread their name. Producers say a few recommendations on pet-lover message boards can make a new pet CBD product boom. “People might have a high-stress, high-anxiety dog, then they give them CBD and within seven days they’re walking with them. It’s like a different animal. And people tell everyone they know,” said Brian Tasker, director of sales for MYM Neutraceuticals, a company in Vancouver, British Columbia, that makes Dr. Furbaby CBD tinctures sold in both the United States and Canada. Tasker recommends using firsthand experiences. He talks about his son’s bullmastiff, Eddie, and how CBD stopped the dog’s frequent vomiting. “Make it personal. Humans and dogs, we all have the same ability to be treated by this,”Tasker said. Remember Vets And don’t ignore veterinarians, still the most common source of pet medi- cal advice, even though they’re unlikely to supply CBD products. Few state veterinary boards have explicit policies on whether veterinar- ians can endanger their licenses by sup- plying CBD treatments. Broader legal uncertainty about CBD makes many veterinarians loath to touch it. But a handful of veterinarians are selling it, with no known case of veterinarians being sanctioned for doing so. “I hear over and over again that clients come in and are angry we can’t prescribe cannabis for their pets,” said Dr. Sarah Silcox, head of the Canadian Association of Veterinary Cannabinoid Medicine. CBD producers interviewed for this story report that even skittish veterinarians listen seriously when approached about offering a cannabis- based product.The key is to focus on the potential benefits to their four- legged patients. “We don’t sell ourselves as a mari- juana product. We don’t even mention CBD. We sell ourselves as a traditional supplement,” said Kurt Forstmann, director of operations for Denver- based Dixie Brands, which sells Ther- abis pet supplements through about 20 veterinarians. Veterinarians say that any pitch should start with talk about safety. “A lot of people sell (CBD) without actually knowing, ‘Is this safe for dogs?’” said Dr. Felix Duerr, a veterinarian studying CBD use for animal arthri- tis pain at Colorado State University. “Veterinarians worry first and foremost about the safety of animals, and we don’t know about the safety of all these prod- ucts people are giving animals. So that’s why many vets won’t touch it.” Know Your Ingredients Another key to success in the pet cannabis market is to remember these Alicia Whitt, a CBD sales specialist for Functional Remedies, gets a kiss from her pit bull Diesel. Diesel takes CBD oil every day to treat anxiety Photo courtesy of Alicia Whitt 74 • Marijuana Business Magazine • February 2018