Albertsons Takes Unique Approach to Merchandising CBD

Despite lingering regulatory, legal and safety concerns surrounding CBD (the cannabis-plant-derived substance also known as cannabidiol), consumer interest continues to soar and even major retailers such as Albertsons Cos. are now rolling out CBD products.For its foray into the murky waters surrounding CBD, which began in select states and stores last spring, Albertsons took a unique approach to addressing the need for consumer education by teaming with Active Interest Media (AIM) to stock the debut magazine issue from the media company's multiplatform wellness brand NatureRx. Focused on educating health-conscious consumers about cannabis, the magazine had reportedly landed at more than 800 Albertsons chains' stores across the country by the end of September 2019. The magazine reportedly landed at more than 800 Albertsons chains' stores across the country in late September 2019.The debut issue is merchandised on the side of an enclosed rack of “Hemp Wellness” products that stocks a number of CBD topicals from brands such as CuraLeaf, Medterra, Shikai and Empower BodyCare."Exclusive placement on a standalone CBD display in a national grocery chain" is part of AIM's two-pronged distribution strategy (which also includes national newsstand placement), as revealed in a Sept. 10 press release from AIM announcing the magazine’s launch.American News Company (ANC) assists in delivering both the magazine and CBD products to Albertsons. The Georgia-based company started as a magazine wholesaler/distributor and has since become a “full-blown CBD distributor,” according to a naturerx.com article about the company's CEO, David Perry. “It was an easy business extension since ANC’s trucks and warehouses were already distributing magazines and a wide array of general merchandise products to more than 55,000 retail locations across the country. The growth is providing a much-needed offset to the publishing industry’s revenue declines,” according to the article. ANC also recently became Albertsons' primary clip strip and J-hook retail sales program supplier and merchandiser, delivering a proprietary clip-strip program and coordinating shipping of more than 1,000 unique items. Albertsons is just one of the many retailers responding to the popularity of CBD. Most recently, Dollar General said it would start selling CBD products in 1,100 stores across seven states by spring 2020. Southeastern Grocers began rolling out CBD offerings in recent months, stocked on a double-sided “CBD. Alternative Care” floorstand in stores. Perhaps most interesting, 7-Eleven in November began piloting CBD-dispensing vending machine robots from industrial robotics company greenbox Robotics at select stores in Colorado. (View video below.)

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