Willy Vlasic is a co-founder of Vlasic Labs, a hemp-derived cannabinoid company, and comes from the Vlasic family known for its long-standing consumer brand. He works with dispensaries and retailers nationwide to grow non-intoxicating cannabinoid products in regulated markets.
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The hemp market looks very different today than it did just a few years ago. What started as a narrow conversation around CBD has expanded into wellness, medical, pet, dispensary retail, functional products, and intoxicating hemp products. As CBD has expanded in popularity and new interpretations of hemp regulations have emerged, so have the opportunities. But for brands operating in hemp, the real question isn’t what’s legal or trending. It’s what actually fits your business. Not every opportunity strengthens every company, and not every growth category is right for every brand.
Finding your lane isn’t about passing judgment on other segments of the industry. It’s about understanding where your business can build something durable.
Fit, Not Legality
Legality often drives headlines in hemp, but inside a business, it’s just one factor among many. Brand identity, distribution partners, regulatory stability, and long-term economics all matter.
Just because a product category exists (and even thrives) doesn’t mean it aligns with your strategy. Good businesses don’t grow by chasing every opportunity. They grow by choosing the opportunities that reinforce who they are.
Brand Clarity Comes First
Strong brands benefit from focus. When a company tries to serve every segment at once, positioning can become blurry. That confusion affects not only consumers but also buyers and retail partners.
Clear positioning makes it easier for people to understand what you stand for and where your products fit. Over time, that clarity becomes a competitive advantage. It builds recognition and repeat business, which are two things that matter more for long-term growth than short-term expansion.
Your Distribution Model Shapes Your Strategy
Where you sell matters just as much as what you sell.
For companies that work closely with licensed dispensaries, those relationships shape decision-making. Dispensary operators have invested heavily in compliance, licensing, and infrastructure. They operate in highly regulated environments and carry significant overhead to do so.
When your brand grows alongside those partners, alignment matters. Product strategy isn’t just about revenue potential, it’s also about supporting the ecosystem you operate in and the retailers who support your brand.
Long-term relationships often outlast short-term trends.
Regulatory Stability Is a Business Consideration
Different hemp lanes come with different levels of regulatory volatility. That’s not a moral issue; it’s a planning issue.
Operators have to think about what happens if rules change, enforcement shifts, or definitions evolve. Predictability makes it easier to invest in growth, hire staff, expand distribution, and plan for the future.
Every company has a different risk tolerance. For some, volatility is part of the opportunity. For others, stability is the foundation that allows them to build.
Economics Beyond Volume
It’s easy to focus on high-volume categories, but volume doesn’t always equal profitability. Retailers think about margin, shelf efficiency, and incremental revenue – not just units sold.
Non-intoxicating cannabinoids can play an important role here. Even if they don’t dominate the shelf, they can provide meaningful margins and serve customers looking for specific outcomes.
From a dispensary perspective, diversified product mix can strengthen overall performance. A dollar is a dollar, whether it comes from THC or CBD. Smart operators look at total economics, not just hype cycles.
CBD Is Re-Entering Serious Conversations
CBD and other non-intoxicating cannabinoids are finding renewed relevance in medical, wellness, pet, and regulated retail contexts. These conversations are increasingly driven by use-case and consumer need, not novelty.
Consumers continue to look for products that fit into daily routines without intoxication. Retailers continue to see demand from customers seeking alternatives. For some brands, these lanes offer durability and staying power rather than fast spikes of momentum.
Choose the Lane You Can Build In
The hemp industry isn’t a single race with one finish line. It’s a network of lanes, each with its own dynamics.
Success doesn’t come from trying to win all of them. It comes from choosing the lane that aligns with your identity, your partners, your customers, and your long-term goals – and ultimately committing to it.
Every brand has to make that call for itself. The companies that last are usually the ones that know exactly where they belong.
