Industry figure Cassandra Hunt has unveiled Naturally Healthful, a new wellness brand centred on the therapeutic properties of non-cannabis plants.
With a growing number of medical cannabis companies broadening their reach into health and wellness, Hunt said she identified an opening to deliver "holistic health products rooted in plant-based healing".
Naturally Healthful's first product range features organic loose-leaf teas with adaptogenic and naturopathic blends, all packaged in eco-friendly materials.
Hunt has also formed partnerships with environmental organisations to reinforce the brand's sustainability focus.
The former FreshLeaf Analytics MD said: "There's incredible potential in the plant-based health space, for cannabis and plants beyond cannabis. I've always believed in the healing power of nature, and Naturally Healthful is about empowering people to tap into that potential in the most accessible way."
The brand's debut arrives as more players in the medical cannabis sector widen their attention to the broader health and wellness market.
With regulatory barriers and advertising restrictions continuing to constrain the industry, Hunt said companies including Greencare Clinics, Stanley Brothers and Astrid are moving beyond their origins, channelling investment into wellness products, services, and research and development that reach beyond cannabis-derived ingredients.
"Diversifying into natural wellness makes sense for companies that want to mitigate risk and expand into markets with fewer regulations," she explained.
"It allows them to offer products that support holistic health and wellness without the challenges of cannabis regulations, all while staying true to the core principles of plant-based healing.
"With Naturally Healthful, we're building a community focused on learning, growth, and wellness. Our goal is to help create simple, healthful habits that benefit both people and the planet."
