Emerald Health Therapeutics’ joint venture partner, San Diego-based Emerald Health Bioceuticals (“EHB”), has launched its Endo products in Whole Foods Markets across the U.S., highlighting the unique positioning and opportunity for this product line when it is launched in Canada this year. The joint venture, called Emerald Health Naturals (“EHN”), secured Canadian distribution rights for this product line, which was developed to support the body’s endocannabinoid system (ECS), but which does not contain cannabis. Canadian retailers have not been announced.
In December 2018, EHT received natural product numbers (NPNs) from Health Canada to sell Endo in Canada. EHN is owned 51% by Emerald and 49% by EHB.
“For the Endo products to be embraced by retailers with such high standards of retail excellence and broad reach like Whole Foods Market in the US is an important milestone for this unique natural health supplement line,” says Gaetano Morello, ND, CEO of Emerald Health Naturals. “We aim to similarly build strong distribution channels with top retailers in Canada in 2019.”
“With 60% of cannabis users also being users of natural health products, we have a two-pronged opportunity in Canada to build a standalone market for the Endo product line for cannabis non-users as well as achieve Emerald brand recognition among cannabis users in channels unable to carry cannabis products,” says Avtar Dhillon, president and executive chairman of Emerald Health Therapeutics. “Natural health product stores, pharmacies, and even grocery stores may all be potential outlets for the Endo product line. We look forward to offering the proprietary Endo products to Canadian consumers this year.”
Endo nutritional supplements feature PhytoCann-Complex, a proprietary formulation consisting of non-cannabis, non-psychoactive, plant-based bioactive compounds that support the body’s endocannabinoid system. The product line includes Endo Brain, Endo Sleep, Endo Calm, Endo Bliss and Endo Inflame, intended to naturally address the body’s response to conditions such as stress, anxiety, restless sleep and pain, and foster overall health and wellness.
Over the last year, EHB has secured multiple distribution and sales channels for the Endo product line in the U.S. and internationally, ranging from small independent natural health product retailers to nationwide grocery store chains like Whole Foods Market, as well as Amazonm.