GreenHeartCBD

GreenHeartCBD operates at the intersection of agriculture, technology, and decentralized finance (DeFi), focusing on the cannabidiol (CBD) market. Founded in Ireland around 2019 by childhood friends Paul Walsh and Mark Canavan, the company established a 'seed-to-shelf' business model for CBD products. The founders' backgrounds complemented the venture; Walsh had a passion for sustainable farming and waste reduction, while Canavan was interested in new business creation and the wellness sector, stemming from his own positive experiences with CBD.

The core of GreenHeart's business involves producing and selling a range of organic, full-spectrum CBD products directly to consumers, including oils, balms, and edibles. Revenue is generated from the sale of these products. A key operational component is the integration of technology to enhance crop cultivation and ensure product traceability. The company utilizes AI-powered drones to monitor plant health, identify male plants for removal to increase yield, and gather data for analysis. This data is linked to QR codes on final products, allowing consumers to trace the item back to the specific farm where the hemp was grown.

A significant element of GreenHeart's strategy is its financial model, designed to address the difficulty hemp farmers face in securing traditional bank loans. The company created a DeFi platform to provide loans directly to farmers, often in developing nations, giving them the capital and technology needed to transition to more profitable hemp cultivation. In return, Greenheart agrees to purchase the crop from them. To fund this ecosystem and raise capital without diluting equity, the company launched a utility token, the Greenheart Punt ($CBD), in late 2020. This token allows holders to purchase products at a discount and participate in the ecosystem's growth through staking mechanisms. Following a product recall in Ireland due to non-compliance with THC level regulations, GreenHeart ceased its Irish entity and announced a relocation of operations to the United States in early 2022 to reach a larger market.

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