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HempFusion Wellness Inc. (TSX: CBD.U) (OTCQX: CBDHF) (FWB: 8OO) Sees New Optimism in International CBD Market Thanks to Drive for Regulatory Compliance
July 6, 2021

HempFusion Wellness Inc. (TSX: CBD.U) (OTCQX: CBDHF) (FWB: 8OO) Sees New Optimism in International CBD Market Thanks to Drive for Regulatory Compliance

  • Health and wellness product marketer HempFusion Wellness, Inc. is seeing a renewed optimism for a healthy lifestyle amid the ongoing difficulties posed by the COVID-19 pandemic, including a resumption of international orders from lockdown countries
  • The company recently announced the expansion of its products through subsidiary Probulin Probiotics, which now has a distribution channel in Ireland and expectations of broader reach into the European Union
  • HempFusion Wellness sees its probiotics advances as a way of making in-roads for its CBD products in otherwise reluctant markets worldwide, using its focus on regulatory compliance to build brand confidence
  • Co-founder and CEO Jason Mitchell recently discussed the company’s history and the challenges plus benefits of regulatory compliance in an appearance on the Hemp Barons podcast

As Ireland experiences a growing surge in interest in cannabidiol (“CBD”) products, the government is working to ensure compliance with its laws by individuals and small companies, particularly where ingestible food-type substances are concerned. A short webinar presented by The Food Safety Authority of Ireland (“FSAI”) June 24 discussed the legal situation governing the sale of cannabis/hemp products as food in the European Union and specifically in Ireland, with a Q&A session to help resolve any questions about the complex legal requirements in the arena ( 

Health and wellness supplement innovator HempFusion Wellness (TSX: CBD.U) (OTCQX: CBDHF) (FWB: 8OO)  has made compliance with regulatory standards for hemp-derived products worldwide one of its chief priorities, opening doors to outlets for its products through major food and drug retail stores and physician pipelines while many other CBD companies without that focus have been left to search for alternative entries into the competitive marketplace. 

The company recently announced its product entry to the Irish marketplace through Boots Ireland, a pharmacy-led health and beauty retailer affiliated with the Walgreens Boots Alliance global enterprise (, which carries the wholly owned HempFusion subsidiary Probulin Probiotics, LLC. 

HempFusion’s products include OTC items like topicals designed to meet consumer needs for pain relief, eczema, acne and wound care, as well as CBD tinctures, creams and targeted support capsules for sleep, stress and balanced energy.

Probulin Probiotics was launched by HempFusion co-founder and CEO Jason Mitchell in 2013 to provide product solutions for gut health support and skin care. Mitchell described his journey as an entrepreneur in a June 29 Hemp Barons podcast, noting his transformation from a staunch just-say-no approach to cannabinoids in medicine, to an avid advocate for hemp-based wellness solutions, as a result of his own health experiences. 

“Probiotics are … a valuable area,” Mitchell told podcast host Joy Beckerman ( “It’s also an area where it helps you digest your food, it helps you with absorption of nutrients. The gut microbiome is involved in immune function. There’s just so many different things that we underestimate. Even in emotional health, there’s a gut-brain connection.”

Mitchell summarized, “For me, helping people understand how important probiotics are was more about my inspiration because of my condition — not because probiotics cured my condition — but instead (it led me to) say, ‘Hey, take care of your gut, because if you don’t, if your gut fails you the rest of your body fails.’ … And I want to encourage people to do it right.”

Mitchell and Beckerman also extensively discussed the regulatory journey CBD dietary supplements, as well as OTC cosmetic topicals, have taken under guidance from the U.S. federal government, given HempFusion’s strict emphasis on compliance with legal frameworks. 

“The fact is, it’s really fun to do it right, because it’s challenging. And then when you see the consumer response that they get the result they want, and that you did it correctly … they’re going to have a tremendous amount of trust in you and have longevity in their support of your brand,” Mitchell said. “And so that’s why we did it. We create this brand loyalty by virtue of doing it right.”

The company’s efforts to sustain confidence in its brand have resulted in the resumption of business in international markets (and entry into Ireland) following the struggles associated with the era of COVID-19 pandemic lockdowns.

“To see them coming back alive gives me encouragement,” Mitchell said. “Not just for my company. … It’s just that people are starting to come back out, feel safe, secure. People are healthy.”

For more information, visit the company’s website at

NOTE TO INVESTORS: The latest news and updates relating to HempFusion are available in the company’s newsroom at

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