The hemp industry is experiencing a seismic shift. Multi-State Operators (MSOs) that traditionally focused on state-licensed cannabis are now diving into hemp-derived THC in a big way. Companies like Curaleaf, Green Thumb Industries, Trulieve, and Wana Brands are recognizing the explosive consumer demand and legal advantages of hemp-derived cannabinoids—and they’re bringing their resources, experience, and credibility with them.
At Nothing But Hemp, we welcome this development. While MSOs will inevitably take market share, the reality is: the pie is big enough for everyone. More legitimacy, stronger regulation, and wider consumer adoption benefit the entire industry. That’s why Nothing But Hemp is committed to working with MSOs to help promote these products and drive the industry forward.
Rather than competing, we believe collaboration is the key to building a sustainable, unified cannabis market. By working together, we can expand access, educate consumers, and push for common-sense regulations that protect the integrity of hemp-derived THC products.
Why MSOs Are Investing in Hemp
MSOs have long focused on traditional cannabis markets, but they come with significant hurdles—strict compliance, high taxation, and costly state-by-state regulations. Hemp-derived THC, on the other hand, offers national market potential under the 2018 Farm Bill, making it an attractive business opportunity.
Recent moves by major MSOs signal a strategic pivot:
• Curaleaf Holdings—originally considering an exit from hemp—launched “The Hemp Co.” in June 2024, dedicated exclusively to hemp-derived THC.
• Green Thumb Industries and Wana Brands have introduced hemp-based product lines, bringing their expertise in product formulation and branding to the space.
• DoorDash is now delivering hemp-derived THC, making these products more accessible than ever.
This shift isn’t just about profits—it’s about consumer demand. People want access to safe, high-quality, and effective hemp-derived THC, and MSOs are recognizing the opportunity.
Why This Is Good for the Hemp Industry
1. Increased Legitimacy & Consumer Trust
For years, the hemp industry has battled misconceptions and inconsistent regulations. Now, with major MSOs entering the space, we’ll see higher standards, better quality control, and increased credibility.
Consumers will trust hemp-derived THC more than ever, knowing that established brands with strong reputations are behind these products.
2. Market Growth & National Recognition
While hemp-derived THC has been growing rapidly, MSO involvement will supercharge the industry by:
✅ Bringing more investment into hemp businesses
✅ Expanding distribution networks across the U.S.
✅ Boosting research & product development
With MSOs pushing these products into mainstream retail and delivery platforms, consumer adoption will skyrocket.
3. A Push for Regulatory Clarity
One of the biggest hurdles in hemp is regulatory uncertainty. Each state has different rules, and federal guidance has been lacking. MSOs, with their lobbying power and influence, can help drive clear, standardized regulations—which benefits the entire industry.
4. Ending the Hemp vs. Cannabis Divide
For too long, hemp and cannabis businesses have been pit against each other. Licensed cannabis operators saw hemp-derived THC as a competitor, while hemp businesses fought for legitimacy in the face of regulatory scrutiny.
But with MSOs now embracing both markets, the opportunity for collaboration has never been greater. We are witnessing the blurring of lines between hemp and cannabis, proving that these two industries can—and should—work together.
Nothing But Hemp’s Commitment: Let’s Work Together
At Nothing But Hemp, we see this as a huge opportunity. Rather than resisting change, we embrace it—and we’re ready to work with MSOs to grow the industry together.
Yes, MSOs will take some market share. But the reality is:
✔️ The hemp-derived THC market is expanding rapidly
✔️ The consumer base is growing every day
✔️ There’s enough demand for all of us to thrive
That’s why Nothing But Hemp is committed to promoting and partnering with MSOs as they enter this space. Our focus is on:
✅ Education—helping consumers understand the benefits of hemp-derived THC
✅ Collaboration—partnering with MSOs to promote transparency and quality
✅ Growth—expanding access to safe, effective products nationwide
The bigger and stronger this industry becomes, the more consumers will benefit. Instead of competing, let’s unite—and build a future where hemp and cannabis work hand-in-hand.
