Product differentiation could not be more critical to the success of newly formed hemp enterprises.  Declining hemp prices have intensified the urgency for operators to attain profitability, but regardless of current hemp pricing, agricultural markets are generally accompanied by slim margins.  Current marketing models in agriculture reflect this. 

Hemp farmers have adopted a number of strategies to market their hemp products.  Smaller, vertically integrated operations selling craft products use social media to drive e-commerce, and also local sales.  There are thousands of these brands vying for consumer dollars, but there are also thousands of brands of other agricultural products that are sold through various channels, including tailgate markets, where some CBD products will also capitalize on consumers looking for LATTE: local, authentic, traceable, transparent, and ethical.