Fairway Market Innovates With Private Brand CBD Products

Late last week New York-based retailer Fairway Markets introduced a new sub-brand of its Fairway Markets private brand designed to include a line of cannabidiol (CBD) products, Essential Wellness. The bold move makes Fairway one of the first grocers in the U.S. to jump into CBD products.

Jason Bidart, VP of private brand programs

“In today’s space, a lot of consumers are looking for holistic wellness. They’re looking for less drug-dependent lives, so any way they can find something that’s natural that can help with whether it’s anxiety stress or inflammation,” Jason Bidart, VP of private brand programs told My Private Brand. “We’ve always been known as an innovative retailer and bringing things first to market. Introducing our private brand CBD range helps fulfill our goal of becoming a destination for unique holistic healing and wellness products.”

Fairway Markets Essential Wellness Hemp products are a proprietary blend of Full Spectrum CBD plus other naturally occurring phytocannabinoids, plant terpenes, and essential oils found in the grown stalks and stems of the hemp plant. All products are non-psychoactive with THC levels below the 0.3% legal limits and have no recreational use. These products are not a panacea or miracle cure-all but may have a beneficial impact on the body.

Each product is derived from hand-picked hemp grown on sustainable, pesticide-free farms in Colorado. The full-spectrum hemp private brand range includes seven products designed to “provide all-natural solutions for a healthier, less chemical-dependent life.” All products are non-GMO, kosher, gluten-free and made in the U.S.

The complete lineup of Fairway’s Essential Wellness Full Spectrum Hemp products includes:

  • Hemp Balms, Unscented (250 milligrams) and Lavender Eucalyptus (400 milligrams) varieties.
  • Hemp Lotions, Unscented (250 milligrams) and Uplifting (500 milligrams) varieties.
  • Hemp Oil Capsules, 30-count package (25 milligrams per capsule).
  • Hemp Oil, available Unflavored (250 milligrams) and Citrus (500 milligrams) varieties.

“We think we have a far superior product than what you find on the market elsewhere,” said Bidart. “We’ve invested a lot of time and energy and research in development with our partner, and we stand behind it, and we’re in this for the long haul.”

As the category grows, Fairway plans to expand its private brand range to include items with higher concentration, as well as explore other innovative products.

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.