Surviving vs. Thriving in a New-Era Hemp Ban

OG article by Jenny Lamboy

December 19, 2025

The federal ban on intoxicating hemp products has sparked uncertainty, with a 365-day grace period interpreted as either an extension of the 2018 Farm Bill loophole or a strict sell-through deadline by mid-November 2026. This divide fuels in-fighting between intoxicating hemp and regulated cannabis sectors, evident at conferences where the ban drew applause from cannabis advocates. Market data from BDSA values the U.S. intoxicating hemp sector at $21.8 billion in 2025, led by edibles ($5.9 billion), beverages ($4.6 billion), and inhalables ($4.1 billion), with 18% of legal-age consumers using them recently. Overlooked are hemp farmers, whose prepaid contracts for 2027 are dissolving, threatening supply chains. Historical parallels from 2018's hemp boom show farmers pivoting without expertise, leading to losses; the author, entering then, launched farmer-first initiatives like workshops, but it was too late. Post-ban, the market shifts from ingredients to brands. Thriving requires unique differentiators evoking feelings for targeted audiences, data-driven state-specific expansions, and outcome-focused marketing (revenue, risk, cost, cash flow, assets). The industry must mature: build reputable brands, eliminate unsafe products, and unite with cannabis for cohesive lobbying, avoiding fractures to enable a viable hemp CPG framework.