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With the nationwide launch of Edibles.com last spring, Edible Brands, the company behind Edible Arrangements, is entering bold new territory: THC. Yes, that<\/em> Edible Arrangements \u2014 the name behind the flower-shaped pineapples and chocolate-covered strawberries gracing teachers\u2019 desks and mother-in-laws\u2019 kitchen islands since 1999.<\/p>\n The idea of transitioning to THC had been percolating for a while, with the brand acquiring the domain name a year ago after settling a cybersquatting lawsuit to release the name from World Media Group, an entity that had acquired the site with the hope of turning a profit by reselling it. Soon after, Edible Brands hired cannabis business professional Thomas Winstanley<\/a> as executive vice president and general manager of the new venture, Edibles.com<\/a>. Later that year, Somia Farid Silber stepped up as CEO after eight years with the company.<\/p>\n The synergy comes not only from the name, but also from the brand\u2019s trusted reputation. In a market dominated by gas station grams and poorly labeled edibles in prohibition states, Edible Arrangement\u2019s trusted reputation is a salve for those seeking regulation and reliability.<\/p>\n Edibles.com now reaches more than 65% of Americans with lab-tested, federally compliant THC products, offering same-day delivery in select markets. It\u2019s a first-of-its-kind e-commerce network built for a category that, until recently, was defined by patchwork regulation, consumer uncertainty and underground connections.<\/p>\n Cannabis Now recently spoke with Winstanley to understand how this new model came to life, and what it means for the new era of cannabis commerce.<\/p>\n Winstanley has described his ideal model as \u201cThe Amazon of THC.\u201d In the same way Amazon helped build trust and ease in e-commerce, Edibles.com seeks to educate and serve as a central hub for THC nationwide.<\/p>\n \u201cWe shied away from that moniker initially, but the parallels are there.\u201d Winstanley says. \u201cAmazon started with one category, books, that made sense for e-commerce. For us, that entry point is functional ingestibles: products that are safe, tested and outcome-driven.\u201d<\/p>\n But Winstanley\u2019s ambitions go beyond product aggregation. \u201cAmazon built an ecosystem that educated consumers about online shopping. We\u2019re trying to do the same for cannabis,\u201d he explains. \u201cOur goal is to demystify the access point\u2014to help people understand what they\u2019re buying, why it\u2019s legal and how to shop by outcome rather than just strain or potency.\u201d<\/p>\n At the end of the day, Edibles.com\u2019s is focused on consumer health and wellness\u2014helping people enhance their wellbeing through hemp while being able to skip the hassle of going to the store. \u201cWellness is our guiding principle: highly categorized products that focus on outcome,\u201d Winstanley says. \u201cWe have a lot of folks who are purchasing products online for the first time and having them delivered to their door.\u201d<\/p>\n Even within such a massive framework, starting a new business is never easy. \u201cIn some ways, we\u2019re beginning a business within a company. This is not an extension of more ways to sell strawberries, but a whole new portfolio of substances,\u201d he says, adding that Edibles.com is currently primarily speaking to Edible Arrangements\u2019 existing audience. \u00a0<\/p>\n Edibles.com\u2019s UX\/UI mirrors the company\u2019s mission to deliver outcome-driven products. Rather than overwhelming users with a dispensary-style menu of hundreds of SKUs, Edibles.com organizes its offerings by need: sleep, stress, pain management, energy and mood uplift.<\/p>\n That health-forward lens, he notes, aligns more with Target\u2019s vitamin aisle than a traditional cannabis shop. \u201cMy wife and I love Olly Sleep Gummies,\u201d he says. \u201cOur products belong in that same conversation. We\u2019re not marketing \u2018getting high\u2019; we\u2019re marketing better sleep, less stress and overall functional outcomes. That\u2019s the bridge between cannabis and wellness.\u201d<\/p>\n This framing places THC as a nootropic along the lines of ashwagandha, demystifying the ingredient as a part of the larger wellness landscape. Winstanley describes their framing as \u201cmore aligned with nutraceuticals than controlled substances.\u201d<\/p>\n With each state comes a new set of laws, bylaws and risk assessments, along with a separate set of legal reviews and ongoing vetting. \u201cWe move fast, but we\u2019re also cautious,\u201d he says. \u201cEvery day involves balancing innovation with compliance. You want to grow quickly, but you can\u2019t jeopardize consumer trust or partner integrity.\u201d<\/p>\n That trust is earned through curation and transparency. Edibles.com only features brands with established reputations, such as Wyld, Wana, Kiva, and Cann\u2014all of which undergo rigorous compliance audits before being listed. \u201cThis is our varsity lineup,\u201d Winstanley says. \u201cIt sets us up to reach further outside the margins.\u201d<\/p>\n While the U.S. hemp-derived THC market now exceeds $28 billion, consumers remain skeptical of its legality. \u201cWe get asked all the time: \u2018How is this legal?\u2019\u201d he says. \u201cWe\u2019re talking about the same molecule, just different extraction processes due to regulation.\u201d<\/p>\n Since hemp plants legally contain less than 0.3% THC, industry practice requires hemp-derived THC to take the route of using CBD to convert into THC. This process requires more sophisticated techniques, such as isomerization. \u201cMarijuana\u201d plants, however, have a naturally higher THC content, lending themselves to a more straightforward extraction process (including solvents, ethanol or CO2).\u00a0<\/p>\n \u201cHemp leveled the playing field,\u201d he says. \u201cIt allows for a vibrant, more diverse community of entrepreneurs and businesses that are no longer locked out of the market and can pursue their goals, finding a manufacturing contract with a brewery or gummy company, rather than in a regulated market.\u201d<\/p>\n However, in November, President Trump signed a spending bill to end the 43-day government shutdown, which included a ban on all hemp-derived THC products. While nothing has taken effect yet\u2014and industry professionals are pushing back\u2014it remains a very real threat. Winstanley is one of those professionals, pledging to use the one-year grace period to organize resistance: \u201cFarmers, brands, and consumers, once fragmented, are now mobilizing together to defend what they\u2019ve built and to finally push for the federal framework the hemp industry has long demanded.\u201d<\/p>\n \u201cWe\u2019re executive directors of the US Hemp Roundtable. We\u2019re aiming to ensure that federal laws don\u2019t eliminate the $28 billion industry, 3,000 jobs, and revenue for farmers that they currently generate from soy and corn production. I\u2019m fortunate to have to solve these problems; I think there\u2019s a major generational shift happening \u2013 the issues we\u2019re arguing about now will be so far in the rearview mirror in the next ten years. The pain will be worth it in the end.\u201d<\/p>\n For Winstanley, the stakes go beyond business. \u201cWe\u2019re not just selling THC, we\u2019re proving we can do it responsibly at scale,\u201d he says.<\/p>\n He\u2019s candid about the risks that keep him up at night, the first concern being the very real consumer health threat posed by unregulated products. \u201cI have a four-year-old and one-year-old, and if my son saw a Nerd\u2019s Rope-infused gummy, he\u2019s more likely to try something he shouldn\u2019t. That\u2019s why we self-regulate, use age gates, and push for better policies.\u201d<\/p>\n Amid the challenges, Winstanley remains optimistic. \u201cTHC can help our country,\u201d he says. \u201cIt\u2019s grown, processed and sold here: a true homegrown supply chain. What excites me most is that we\u2019re finally bringing cannabis into the same conversation as wellness, health and happiness.\u201d<\/p>\n The post Inside the \u201cAmazon of THC\u201d: Edibles.com Reinvents Cannabis E-Commerce<\/a> appeared first on Cannabis Now<\/a>.<\/p>\n
With the nationwide launch of Edibles.com last spring, Edible Brands, the company behind Edible Arrangements, is entering bold new territory: THC. Yes, that Edible Arrangements \u2014 the name behind the flower-shaped pineapples and chocolate-covered strawberries gracing teachers\u2019 desks and mother-in-laws\u2019 kitchen islands since 1999. The idea of transitioning to THCContinue Reading<\/a><\/span><\/p>\n","protected":false},"author":572,"featured_media":85157,"comment_status":"false","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[50,17893,170,113,19691,16792],"tags":[],"_links":{"self":[{"href":"https:\/\/cannabiscultivatornews.com\/home\/index.php\/wp-json\/wp\/v2\/posts\/85156"}],"collection":[{"href":"https:\/\/cannabiscultivatornews.com\/home\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/cannabiscultivatornews.com\/home\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/cannabiscultivatornews.com\/home\/index.php\/wp-json\/wp\/v2\/users\/572"}],"replies":[{"embeddable":true,"href":"https:\/\/cannabiscultivatornews.com\/home\/index.php\/wp-json\/wp\/v2\/comments?post=85156"}],"version-history":[{"count":1,"href":"https:\/\/cannabiscultivatornews.com\/home\/index.php\/wp-json\/wp\/v2\/posts\/85156\/revisions"}],"predecessor-version":[{"id":85158,"href":"https:\/\/cannabiscultivatornews.com\/home\/index.php\/wp-json\/wp\/v2\/posts\/85156\/revisions\/85158"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/cannabiscultivatornews.com\/home\/index.php\/wp-json\/wp\/v2\/media\/85157"}],"wp:attachment":[{"href":"https:\/\/cannabiscultivatornews.com\/home\/index.php\/wp-json\/wp\/v2\/media?parent=85156"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/cannabiscultivatornews.com\/home\/index.php\/wp-json\/wp\/v2\/categories?post=85156"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/cannabiscultivatornews.com\/home\/index.php\/wp-json\/wp\/v2\/tags?post=85156"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}\n<\/a>
Building the \u201cAmazon of THC\u201d<\/strong><\/h3>\n
Designed for Function<\/strong><\/h3>\n
The Compliance Maze<\/strong><\/h3>\n
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<\/a><\/figure>\nRestoring Confidence in a $28B Market<\/strong><\/h3>\n
A Responsible Revolution<\/strong><\/h3>\n
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\nRead More: Inside the \u201cAmazon of THC\u201d: Edibles.com Reinvents Cannabis E-Commerce<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"