Phivida (C.VIDA): Distributing CBD Products Globally
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Phivida [“fiii-vee-daa”] Holdings Inc (CSE:VIDA, OTCQX:PHVAF) is a publicly traded company listed on the Canadian Securities Exchange under the ticker symbol “VIDA” and in the United States as PHVAF. Phivida is a premiere brand of cannabidiol (“CBD”) infused functional foods, beverages and clinical health products, poised for global distribution. Using nanoencapsulation technology, Phivida converts lipid based cannabinoids into water soluble delivery format, enhancing bioavailability, and timed released within the body.
Phivida’s nanoencapsulated CBD is infused into CBD beverages, foods and supplements containing a proprietary blend of phytonutraceuticals studied to target a range of health conditions, from chronic pain to terminal diseases. Phivida Enhanced Inc. (a wholly owned subsidiary of Phivida Holdings Inc.) is the clinical division of Phivida responsible for the formulation, manufacturing and distribution of the professional line clinical products under the brand name Vida+. These clinical grade CBD products include sublingual’s, hard capsules and other full spectrum CBD-hemp oil extract infused nutraceuticals and natural health products. The Vida+ label is a professional line of products clinical grade for higher potency and are third party laboratory tested for cannabinoid potency, terpenes, residual solvents, bacteria and pesticides. The company has completed its first run of production, which includes 15,000 units of Vida+ tinctures and 3,000 units of Vida+ capsules.
Phivida Nutrition (a wholly owned subsidiary of Phivida Holdings Inc.), is the cannabinoid infused functional foods and beverage division sold under the brand name “Phivida”. The Phivida label cannabinoid infused beverage products target daily preventative health and enhanced performance, and include; CBD-Iced Teas, CBD Vitamin Juices and Shots, and CBD-Vegan Nutritional Shakes with up to 25 mg of CBD in every bottle.
CBD studies include exploration into the following medical properties: Anti-convulsion, inflammation, anxiety, and nausea in animal studies, antitumor activity on human breast carcinoma by inhibiting cancer cell growth. Cannabinoids, (especially CBD) are widely studied for their general preventative and therapeutic effects on inflammation based disorders such as; pain, anxiety, insomnia, appetite, and researched for their potentially curative properties on; glandular cancer (brain, breast, thyroid, prostate, etc.) and Neurodegenerative diseases (MS, Alzheimer’s, Epilepsy, etc.). The lack of psychoactivity of CBD-rich cannabis varieties make it an appealing treatment option for patients seeking natural plant treatments without the side-effects of THC and the fact that Phivida uses hemp derived CBD from permitted farms protected under the 2014 Farm Bill and Cole Memorandum, Vida+ products are eligible for sale in alternative health care clinics across the United States.
Celebrating Health and Wellness, In Harmony™, Phivida’s mission is to lead the alternative health care sector as the benchmark quality standard in premium cannabinoid infused foods, beverages and clinical products, with a dedicated to research, education and investing back into the communities we so proudly serve.
- Board: former CEO of Redbull, SVP of P&G, current SVP of the BDC, and Partner at Gowlings Law
- Chairman of the Advisory is former EVP/COO at Seagrams Int. and EVP at Grupo Empresarial Bavaria
- Clinical Advisory Board includes, PhD’s, MD’s and the former President of the BC College of Naturopaths
- Phivida Organics selling B2B wholesale supply of CBD hemp oil extracts, including water solube nanoCBD
- Phivida Nutrition entering the functional food and beverage market with CBD-infused iced teas, vitamin juices and shakes
- Phivida Enhanced targeting the clinical space with CBD-infused supplements, tinctures, vitamin shots, drops and salves
- Strategic partnerships for production and distribution across North America and Japan
- WHO Reports CBD as Safe, Medicine and Non-Psychoactive, WADA Removes CBD from Prohibited List
- Full Spectrum CBD Hemp Oil Products, Nanoencapsulated for Enhanced Bio availability
- Product distribution across the USA, with partners in California and Washington
The Cannabidiol (CBD) Market
CBD is a non-psychoactive cannabinoid proving to be useful as an anti-inflammatory, antioxidant and neuroprotectant. As such, CBD is being used in the treatment of a number of conditions including cancer, pain and inflammation and GI tract issues, among others.
As researchers and institutions have developed a better understanding of its positive impacts, there have been regulatory changes aimed at breaking down the entry barriers into the CBD market. One notable instance of this is the recent announcement from the World Anti-Doping Agency (WADA) in which the organization removed CBD from its prohibited substances list. Its reasoning is that CBD does not mimic the effects of tetrahydrocannabinol (THC)—the psychoactive component of cannabis. This shift in regulation enables Phivida to expand its supply to the sports medicine market, competitive athletes, multinational supplement retailers and licensed healthcare clinics.
Phivida’s Market Strategy
Phivida Organics Inc.
The first line of business that Phivida developed was through its wholly-owned subsidiary, Phivida Organics Inc. The company legally secured a stream of organic wholesale CBD hemp oil extract from large-scale suppliers in Europe and the US to sell to product manufacturers. Under this approach, Phivida is providing high-quality, pharmaceutical-grade material with high bioavailability at competitive prices. Orders for this wholesale product are processed and distributed from the company’s operations center in Colorado.
Now that the company has launched its two other business streams focused on the development of FFNHPs, Phivida is utilizing a portion of this wholesale CBD hemp oil extract to infuse its own products.
Phivida Nutrition Inc.
Phivida Nutrition Inc is focused on developing functional foods and beverages infused with CBD hemp oil extract designed with the help of naturopaths and nutritionists. This includes the currently-produced iced teas and vitamin juices, as well as a selection of protein shakes scheduled to be released in the near future.
Phivida’s iced teas come in three natural flavours designed to target GI disorders and indigestion with the help of a nutraceutical blend combined with nanoencapsulated CBD hemp oil. The company’s vitamin juices have been developed to target cognition, state of mind and the immune system in order to enhance daily performance. This is done with a proprietary nutraceutical/hemp oil blend.
Phivida is also developing a line of vegan protein shakes that will target muscle and joint repair for active and sports-oriented users.
In February 2018, Phivida announced the start of mass-scale production of Nano-CBD-infused functional foods, beverages and natural health products for the California retail market.
Phivida Enhanced Inc.
Phivida Enhanced Inc. is the company’s clinical arm dedicated to the production of enhanced foods and supplements for patients. Designed to deliver CBD effectively, Phivida’s clinical products include tinctures, vitamin shots and salves, each with a range of potencies and flavours.
Phivida’s Vida+ tinctures are professional-grade hemp oil extracts and their packaging has been specifically designed to be tamper and childproof. The vitamin shots are—like the vitamin juices produced by Phivida Nutrition—meant to boost cognition, mental state and the immune system. Lastly, the clinical CBD drops are quality-tested solutions that have been designed for integrated healthcare professionals to use at their discretion.
As it deploys its current products and grows into the available markets, Phivida is continually conducting research and development activities so as to add further product lines to its repertoire. Potential future products include CBD hemp oil extracts in the form of pills that could target muscle, bone and joint pain.
Phivida’s first production run included the production of 15,000 units of Vida+ tinctures and 3,000 units of Vida+ capsules.
Looking to enter the $400 billion functional beverage market and to help supplement the opiate replacement market, Phivida products are licensed for sale both online and through traditional retail channels across the US. Phivida is also exploring partnering opportunities with large beverage companies looking to enter the cannabinoid market while avoiding the regulatory risk of THC. Additionally, with the recent acceptance of CBD products from WADA, there are also vast opportunities within the competitive-athlete consumer base.
In order to effectively deploy its products to these expanding markets, Phivida has identified five primary distribution channels for its CBD-infused products. These include making use of e-commerce tools; developing partnerships with dispensaries and vape shops, health clinics and speciality grocery stores; and deploying mass marketing campaigns.
Phivida has begun establishing its distribution routes in Western USA, and has entered into partnerships with distributors in Washington, Oregon and California. Expanding beyond the US, the company has developed a joint venture partnership with WeedMD (TSXV:WMD). The joint venture, Cannabis Beverages Inc., will focus on cannabis-infused beverages with a production facility situated in WeedMD’s greenhouse in Strathroy, Ontario. WeedMD will be the exclusive cannabis supplier while equipping CanBev with extensive production and distribution infrastructure.
Phivida has also expanded its reach into Asia, activating distribution agreements for its CBD-hemp oil products with Asayake Inc. in Japan. This followed an extensive review of Phivida’s products from the Ministry of Health and Welfare and its National Institute of Health and Nutrition in Tokyo.
With plans to continue expanding its footprint across international markets, Phivida hopes to become a global leader in the FFNHP sectors.
With a focus on providing education and research with regards to the role of cannabinoids in professional and amateur sports, Phivida has partnered with Athletes for Care Inc (A4C). A4C is a non-profit organization that was established by professional athletes that shine a light on health concerns faced by athletes and to uncover the value of CBDs as a potential replacement for opiate-based pain killers. Under the agreement, Phivida will be the sole health-based cannabinoid infused beverage partner supplying a focus group trial sample.
Jim Bailey—President & CEO
Jim Bailey is the former president of Red Bull Canada and Global Chief Marketing Officer of Merrell Outdoors. He is also the former CEO of Beneath Apparel, as well as senior executive at adidas, Blue Goose and Salomon. He has expertise in driving new market share and revenue growth via multi-channel DTC and distribution management strategies.
Mike Cornwell has a bachelor of Commerce, Marketing Management at the University of Otago. He specializes in CPG brand equity development, experiential and aspiration/endorsement marketing. He is the former CMO of Samsung NZ, Microsoft NZ, and is also a former director of marketing for Red Bull Canada.
Doug Campbell is the former Director of National Accounts for the Stoli Group and was also the Director of Sales for Red Bull North America. He is an accomplished senior sales and marketing management professional with over 20 years of key account retention and major brand management expertise.
Carmelo Marrelli, CPA, CA, CGA—CFO
Carmelo Marrelli has 18 years of experience in financial management for publicly traded companies. As the principal of Marrelli Support Inc, he specializes in accounting and regulatory compliance for publicly listed companies on the TSX and the CSE. He is a chartered professional accountant (CPA, CA, CGA) and a member of the Institute of Chartered Secretaries.
Peter Simeon, LLB—Chairman of Board of Directors
Peter Simeon is a partner of Gowling WLG Law specializing in corporate, commercial and securities law. Simeon has extensive experience as an officer and director of public companies, including as a Chairman, and his legal practice is focused on corporate governance, mergers and acquisitions, and structure. He holds a Bachelor of Arts degree from Queens University and earned his law degree at York University, Osgoode Hall.
John-David Belfontaine—VP Corporate Development, Director
John-David Belfontaine has 15 years of experience in corporate development, management, corporate finance, public relations and marketing. He specializes in new brand development, customer loyalty, channel strategy and affiliate and distributor management. His experience includes conducting national marketing campaigns for Fortune 500 CPG companies, filling the role of marketing manager for Sodexo Canada and acting as an assistant retail wealth product manager for Empire Life Financial. Belfontaine has a BA (Hons) from McMaster University.
Vito Piazza is a founding partner of the Toronto office of Sid Lee, a Montreal-based creative advertising agency operating globally for internationally-recognized brands. Mr. Piazza earned his Bachelors Degree in Marketing and his MBA from McGill University.
George Kovalyov, CA—VP Finance
George Kovalyov is the founder and president of Schindlers and Co Chartered Accountants. He is an experienced financial controller and has conducted various public company audits. He has vast experience developing financial statements to GAAP and IFRS standards. Kovalyov has six years of experience in various industries ranging from private companies to junior start ups. He has a BBA with a diploma in accounting from Kwantlen University and has a chartered accountant designation through the Institute of Chartered Accountants British Columbia.
Bill Ciprick—Independent Director
Bill Ciprick is a Senior VP at the Business Development Bank of Canada. He has 24 years of experience and has spent time working at Procter & Gamble Healthcare, and in SMART Technologies. His specializations include sales, operations and marketing.
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