Phivida (C.VIDA): Distributing CBD Products Globally
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Phivida [“fiii-vee-daa”] Holdings Inc (CSE:VIDA, OTCQX:PHVAF) is a premium functional food and beverage company focused on whole plant nutrition and natural ingredients that help best maintain overall health and balance in the human body. The company infuses active hemp extract into a variety of premium beverages and clinical products for everyday health. Phivida embraces and celebrates a return to organic, natural, plant-based foods and beverages, and a focus on holistic health and wellness. The vision is to become a leader in whole plant solutions by providing holistic remedies and a more natural alternative to pharmaceuticals and guiding people to a healthy and vibrant life.
Vida+ is Phivida’s clinical grade, full spectrum and cGMP certified line of hemp oil extracts and capsules. The Vida+ brand is a professional line of clinical grade products designed for higher potency that have been third party laboratory tested for cannabinoid potency, terpenes, residual solvents, bacteria and pesticides. Vida+ is available for sale across the United State via the clinical channel and online on the Vida+ website https://hempvidaplus.com/.
Phivida’s lifestyle brand, Oki, was launched in 2018 and contains a line of active hemp extract -infused functional beverages, tinctures and capsules. Each product will feature active hemp extracts and be made with natural and organic ingredients. Oki will be represented by Natural Specialty Sales (NSS) an Acosta company, Phivida’s sales partner in up to 2,400 natural specialty stores throughout the US. The network includes major retail banners, such as Whole Foods Market, Sprouts Farmers Market and National Grocers.
In 2018, Phivida formed a joint venture partnership with WeedMD (TSXV: WMD), which resulted in the formation and jointly running of Cannabis Beverages Inc. (CanBev). CanBev will focus on manufacturing, distributing and marketing cannabis-infused beverages for the medical and recreational markets in Canada. WeedMD will be the exclusive supplier for the joint venture company and Phivida will be bringing their experience in branding, marketing and product innovation to CanBev.
Phivida’s mission is to set an unrealistic standard for the industry. From the professional partners they work with to the ingredients they select, they will never take shortcuts.
- Two specialized brands to cover the lifestyle and health segments
- Phivida’s Oki is an emerging leader in the functional food and beverage market with full-spectrum hemp CBD infused beverages and tinctures
- Vida+, Phivida’s clinical strength tinctures and capsules, is currently in distribution across the United States
- Full-spectrum CBD hemp oil products; All products contain non GMO, natural and organic ingredients and are plant based and Vegan friendly and packaged in sleek 100% recyclable glass containers.
- Strategic partnerships in place for production and distribution across North America
- WHO reports that CBD as safe, medicine and non-psychoactive, WADA removed CBD from prohibited list
- Phivida and WeedMD formed a joint venture partnership in 2018 and together formed a new company, CanBev
- Product distribution across the United States
- Exclusive sales agreement in place in the US with NSS, an Acosta company
- Strong balance sheet and capital structure with over CAD $13 million cash, no debt, with ~60 million shares outstanding and fully capitalized for global distribution
- Expert management team includes former senior executives from Red Bull, Proctor & Gamble, Labatt’s, Stoli Group and the former CEO of Seagram’s International
- Publicly traded on the Canadian Securities Exchange (CSE.VIDA) and the OTCQX Best Market in the USA (OTCQX.PHVAF)
The Cannabidiol (CBD) Market
CBD is a non-psychoactive cannabinoid proving to be useful as an anti-inflammatory, antioxidant and neuroprotectant. The lack of psychoactivity in CBD products is appealing for those patients seeking natural health alternatives and is being used commonly in the treatment option of a number of conditions including anxiety, nausea, cancer, pain, inflammation and GI tract issues, among others.
As researchers and institutions develop a better understanding of its positive impacts, the regulatory environment has experience significant 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 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
Brands and Products
In September 2018, Phivida launched Oki, a line of premium beverages and products that are infused with active hemp extracts. The line will be available in up to 2,400 natural specialty stores throughout the US. All products contain non-GMO, natural and organic ingredients, are plant-based and vegan-friendly and are packaged in 100 percent recyclable glass containers.
Each beverage will be infused with 10 milligrams of active hemp extract and come in two formulations, flavor-infused water and iced tea, and comes in four flavors of each. The brand will also offer a line of supplements. Consumers can purchase 600- to 1,800-milligram doses in the form of a tincture or a capsule.
“We created the Oki line as a powerful new offering that restores balance and focus to our everyday lives when we need it most – whether during recovery from a workout or getting ready for the day ahead,” said Phivida President and CEO Jim Bailey. “Following the success of our Vida+ line of full spectrum hemp oil extracts and capsules targeting the clinical market, the Oki launch is the next milestone in our journey to bring premium products to broader consumer and retail audiences.”
Further information on the Oki products can be found at https://www.feeloki.com/.
Phivida’s Vida+ is the company’s clinical arm dedicated to the production of enhanced foods and supplements to help people feel their best. Designed to deliver CBD effectively, Phivida’s clinical products include tinctures and capsules.
Phivida’s Vida+ tinctures and capsules are made with professional-grade full spectrum, organic hemp oil. This brand is currently available for sales across the United States in alternative health care clinics and through the Vida+ website https://hempvidaplus.com/.
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.
Cannabis Beverage Inc. Joint Venture
Expanding beyond the US, the company has formed a joint venture partnership with WeedMD to develop a joint venture company, CanBev, which will focus on manufacturing, distributing and marketing cannabis-infused beverages for the medical and recreational markets in Canada.
Under the terms of the agreement, WeedMD will be the exclusive cannabis supplier while equipping CanBev with extensive production and distribution infrastructure. Phivida will be providing their expertise in product innovation, research and development along with formulating and branding any products developed.
Natural Specialty Sales
Phivida has signed an exclusive partnership agreement with NSS, an Acosta company. NSS is leading natural and specialty retail channel sales broker in the US. Phivida will have their Oki branded product line represented through NSS. This agreement also makes Phivida the first CBD-brand company to enter into the national mainstream distribution in the US, by giving them access up to 2,400 retail locations in a distribution chain that has pulled in over $4.1 billion in sales.
NSS will aim to facilitate the introduction of Phivida’s products into major retail banners, such as Whole Foods Market, Sprouts Farmers Market and National Grocers, and provides access up to additional 25,000 national conventional grocery supermarkets, such as Walmart, Target, Kroger, Publix, among others, through Acosta’s national sales network. NSS has established many strong and rapidly growing functional food and beverage brands in the marketplace.
“This exclusive national agreement with Acosta and NSS is a major growth opportunity for Phivida, and a significant milestone for our industry overall,” said Bailey. “Our partnership with NSS gives our premium products direct access to a growing national market of 2,400 total stores across the United States. In the short time that we have worked with the NSS team, we have been impressed with the great people they have working there and are proud to partner with such a professional organization. We are thrilled that Acosta/NSS have selected Phivida as their exclusive CBD beverage company, establishing Phivida’s new OKI label as the first CBD brand to officially cross-over into national mainstream distribution across the USA.”
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 sales and 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.
Greg McCauley – Senior VP of Development
Greg McCauley has over 30 years of experience in the consumer products industry with major brands such as Jägermeister, Muscle Milk and Red Bull. He was the Vice President and General Manager at Mast Jägermeister, where he was responsible for the sales and distribution in 18 US states and throughout Canada. He spent several years at Red Bull North America, where he was responsible for a distribution network of 375 sale territories and made over $150 million in sales.
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 startups. 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.
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