There is more than one way to grow a hemp crop, and one Texas company is taking an approach to hemp farming that utilizes cooperation rather than competition.
Texas-based PURA on Friday announced the launch of a co-op marketing campaign with the goal of building a coalition of hemp farmers under a single brand.
PURA announced earlier this month that the company was transitioning from a cannabidiol (CBD) beverage company into a hemp lifestyle brand.
PURA likens its new campaign strategy to that of raisin growers.
The company says it aims to be a conduit for hemp sales in the same way that Sun-Maid brings more than 800 individual raisin farmers together under one brand.
“Just as Sun-Maid Raisins is a conduit for the sales of raisins from many raisin farmers, PURA plans to be a conduit for the sales of hemp from many hemp farmers,” states a PURA press release. “The marketing campaign launched today is part of PURA’s recently launched hemp lifestyle brand initiative to engage hemp advocate consumers in an overall ecosystem designed to collectively expand the base of knowledge surrounding the economic and environmental benefits of hemp and in so doing grow the overall hemp market.”
PURA’s new campaign centers around a 72-acre property that the company recently acquired in Farmersville, Texas.
With the help of consumer advocates and hemp industry company partners, Pura plans to create hemp products and services that spread awareness throughout the market about hemp’s economic and environmental benefits.
PURA has also announced a pharmaceutical and neurocritical hemp extraction partnership with PAO Group, Inc. and a co-packing partnership with Alkame Holdings Inc., both of which the company says are key components of its overall hemp lifestyle brand initiative.