Charles and Joseph explore how the hemp industry can create consistent global messaging around sustainability, diverse applications and the distinction between hemp and cannabis.

They explain why complexity often prevents newcomers from understanding the crop, why farmers need certainty before planting and why unified communication frameworks are essential for long-term industry growth.

They also highlight the valuable SWOT Report published by Hemp Today and the Canna Markets Group, which is available for free through taking the FIHO Evolve 2033 Pledge.