Why We Want More Regulation in The Hemp Industry

In this episode of The Future of Consumer Marketing, host Andrés Figueira interviews Neil Prendergast, Senior Director of Growth Marketing at Cornbread Hemp. Founded in 2019 by two Kentucky cousins with deep roots in the state's 250-year hemp cultivation history, Cornbread Hemp has scaled from a $100,000 seed investment to a $50 million DTC e-commerce business. Operating in one of the most heavily regulated consumer categories, Cornbread Hemp has had to pioneer creative marketing approaches that circumvent traditional advertising restrictions while building consumer trust in a market crowded with lower-quality competitors. Through native mobile advertising, podcast sponsorships, and rigorous quality standards including USDA organic certification and flower-only extraction, they've carved out a premium wellness position in the hemp and CBD space. Topics Discussed: Navigating advertising restrictions in highly regulated consumer categories Scaling native mobile advertising through in-game placements Building brand differentiation through manufacturing process and quality certifications Leveraging podcast advertising for complex product education Implementing age verification systems to protect brand integrity Testing and evaluating new advertising channels in restricted markets Using AI tools for creative optimization and performance analysis Balancing advocacy and policy engagement as a marketing strategy