nabino : How long have you been in the cannabis/CBD market?
Joshua Roberts : The company was incorporated in late 2018 and fully launched in July 2019 after our initial round of funding.
n : What was your motivation to enter the industry?
JR : Cannaray was created with one mission in mind – to create happier, healthier lives for all using the best quality ingredients and next-generation technology. We noticed there was a gap in the market for CBD that is manufactured to the highest possible standard. That’s why all Cannaray products are triple lab tested and each batch of CBD can be traced from farm to finished product via a unique serial code. You can find all our Certificates of Analysis on our website at www.cannaray.co.uk/lab-reports.
n : What is the most exciting thing about this industry?
JR : The most exciting thing about the UK CBD industry is that the market is still quite young and hasn’t matured in the way that we have seen in other markets such as the US. This means there are millions of people living in the UK who are yet to discover the truly life-changing effects of CBD!
n : Where do you see the industry going?
JR : The industry is becoming more thoroughly regulated by the UK authorities, which is a good thing for consumers as it will raise the standards of many CBD products that are traded today. However, that does mean that many of today’s existing brands could struggle to adhere to the strict guidelines and protocols set by the UK regulators. We are confident at Cannaray that our products not only meet, but exceed, industry standards due to our firm commitment to creating Gold Standard CBD products. Gold Standard in this context means our products are always manufactured in GMP and ISO facilities, triple lab tested for quality assurance and supported by a team of scientists and doctors.
n : What do you think are the main challenges for the industry?
JR : When it comes to CBD there is a lot of misinformation out there. The main challenge for the industry is to educate consumers about how CBD could be used to change their lives for the better, and how they can easily incorporate CBD into their everyday routines. There are lots of myths that need to be debunked, and still some stigma attached to CBD, and it’s down to brands like Cannaray to guide consumers with quality information, strong evidence and always remain 100% transparent about their manufacturing process and protocols.
n : What’s your daily/weekly/ad-hoc CBD routine?
JR : We love to start each day with 1-2 of our 450mg Curcumin Capsules. Curcumin has long been known for its powerful therapeutic benefits and because our capsules are enhanced with cutting-edge 5x VESIsorb® patented technology, they deliver faster, more potent results. We like to use one dropper of our Oral Drops before bed, and a small amount of our Muscle Balm or Skin Cream as needed, to relieve any tension and soothe muscles.
n : What do you enjoy most about your role?
JR : My role outside of the aspects of running the business is focussed on creating the best possible CBD products for the UK market. We’ve put together a great team of individuals to cover all aspects of product innovation, brand management and supply chain and I enjoy working closely with all of them to make sure we’re delivering the most effective and well-designed products in the UK market. It’s a fast-paced environment and we would not be where we are now without the immense dedication and talent of our team.
n : When did you launch your brand?
JR : Cannaray launched on its D2C site in December 2019 and in selected Tesco pharmacies in March 2020.
n : Who is your brand aimed at?
JR : Cannaray is aimed at anyone and everyone! We don’t believe in a ‘target market’ for CBD because we feel that adults of all ages, genders and life stages can benefit from the powerful physical and mental therapeutic effects of CBD.
n : What do you hope to achieve with your brand?
JR : At Cannaray we are working towards a future where CBD is well understood, and widely used. We strongly believe this will impact millions of people’s lives for the better.
n : What are your favourite brands apart from your own?
JR : We love to see other brands who are disrupting the market with a brand-new way of doing things, such as Huel. We also love to see other brands who are pioneering ethical and sustainable practices such as Beauty Kitchen and UpCircle.
n : Do you have any famous clientele?
JR : Yes! We have been so thrilled to receive organic social coverage from the likes of Wes Nelson, Vogue Williams, Ella Eyre, Jess Glynne, Jack Whitehall and many more! It’s great to see big celebrity names leveraging their social reach to pioneer a product that can really changes people’s lives, and we feel especially humbled to know they are using Cannaray as their chosen CBD brand.
n : How did Covid impact the brand?
JR : Shopper habits were understandably disrupted as a result of Covid, as shoppers tried to limit their contact with stores, and focus on ‘the essentials’. However, we still felt CBD had a strong role to play in helping people with the daily stresses and anxieties caused by the pandemic, which is why we continued to promote CBD for general health and wellbeing throughout the lockdown, and will continue to do so now.
n : One of the exciting things about CBD is that there are so many products into which it can be incorporated. Why did you choose to create your line-up?
JR : As a new player in the CBD market we firstly wanted to nail the essentials which is why we decided to focus on creating a range of Oral Drops with superior flavour, Capsules with superior formulations and bioavailability and a Skin Cream and Muscle Balm that deliver superior results. However, we do have some very exciting products in the pipeline for 2021 so watch this space!
n : What is your favourite product within your range?
JR : It’s very hard to chose as we love our products for different reasons, but we feel the cutting-edge 5x VESIsorb® patented technology in our Curcumin Capsules makes them extra special. It’s really important to consider the absorption of your CBD as this will in turn impact the product’s bioavailability. That’s why we are proud to be the only CBD brand offering VESIsorb® technology.
n : What is your most popular product?
JR : Our most popular product is our Oral Drops, and the feedback we receive from consumers is that they love the flavour of Juniper and Lime. We know a common bugbear for many CBD users is the bad taste, which is why we decided to use no artificial flavours or additives to give a natural, subtle taste.
n : What was the hardest product to develop and why?
JR : They were all equally difficult to develop as we created each product from scratch. We wanted to go above and beyond the normal CBD product in terms of taste, efficacy, bioavailability and overall look and feel of the brand. Our team put countless hours into making these products a reality and we’re so excited to build off of this hard work in the further iterations of our products.
n : What product areas do you think will grow within the industry over the next 12 months?
JR : We see a big need to diversify the market with a greater range of formats that will suit a wide variety of needs and fit seamlessly into people’s lives. That’s really the approach we have tried to take when thinking about our own future portfolio, and that’s why we try to put the consumer at the heart of everything we do.
n : Are you working on new and exciting products?
JR : Our innovation team has been working round the clock to bring lots of very exciting products to market in the next year. We can’t give too much away at this stage but all we can say is be sure to watch this space…
Discover the full Cannaray range here.
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