Kadenwood

Kadenwood, Inc. operates as a privately held consumer products company with a sharp focus on the plant-based wellness sector, specifically cannabidiol (CBD). Founded in 2019 and headquartered in Newport Beach, California, the company has established a vertically integrated business model, controlling its supply chain from seed to shelf to ensure the quality of its hemp-derived CBD products, which contain 0.0% THC.

The company was co-founded by Erick Dickens, who serves as the CEO, and Doug Weekes, the COO. Dickens brings over two decades of experience in consumer packaged goods (CPG) from both startups and Fortune 500 companies, a career he entered after serving for eight years as a U.S. Army pilot and commander. His background in brand management at companies like Kraft Foods and Henkel, where he worked on major brands and even integrated products with NBC's "The Apprentice," provided him with the transferable leadership skills for his role at Kadenwood. Weekes is also a CPG veteran, having managed major beverage divisions at Kraft, including brands like Capri Sun and Maxwell House, and was instrumental in launching the Mio brand. His entrepreneurial ventures since 2014 in the beverage industry add to the deep industry expertise driving Kadenwood.

Kadenwood's business model is centered on building consumer trust and normalizing CBD as a mainstream wellness category. It generates revenue through a business-to-consumer (B2C) structure, selling its products directly to consumers and through a vast retail network. The company has aggressively expanded its market presence through strategic acquisitions. In 2020, Kadenwood acquired EcoGen Laboratories, a significant move that positioned it as a major vertically-integrated supplier of hemp-derived CBD in the U.S. Further acquisitions in 2021, including Healist Advanced Naturals and Social CBD, broadened its product portfolio and expanded its retail footprint to approximately 18,000 stores. In early 2023, the company acquired the probiotic brand Probulin, signaling a strategic expansion into the broader plant-based wellness market.

The company's product portfolio is diverse, catering to various consumer needs. The flagship brand, LEVEL SELECT, launched in 2019, offers sports performance-based CBD products like creams, sticks, and oils designed for relief and recovery. The acquisition of Social CBD added a range of products including topicals, gummies, and capsules targeting a younger demographic. Kadenwood also operates in the pet wellness space with its Purity Preferred™ Pet business and offers Purity Organic® hot teas. This multi-brand strategy allows Kadenwood to serve a wide demographic through an extensive distribution network that includes major grocery and drug store chains like CVS, Kroger, Walgreens, and Publix.

Keywords: CBD products, plant-based wellness, consumer packaged goods, vertical integration, retail distribution, brand acquisition, personal care, sports recovery, pet wellness, probiotics