This is an Invitation to Meet Anna Chokina, CEO of Cellular Goods. They’re a cannabinoid wellness start-up, trying to make headway in an emerging market, where competition is already fierce and getting stronger all the time. They’re offering CBD and CBG products from health supplements to skin care, but how do you persuade customers to try something new?

It’s a problem Anna’s had to overcome before in her many jobs for huge companies including Avon, PepsiCo and Procter and Gamble, but is it harder in a startup?

In this show we talk about:

• The visit to an Alaskan pot shop where Anna discovered CBD products
• The CBD market and its difficulties, including reputational ones
• The public’s rediscovery of science since the pandemic
• The difference between CBD and CBG
• How to capitalise on first mover advantage
• The social network platform ban on cannabinoid advertising
• Marketing as a force for good

For more business news, interviews and analysis go to standard.co.uk/business

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