From the moment they set down the path of making hemp-derived CBD products in 2013, Green Roads has become a leader in quality, research and integrity for the industry. Green Roads donated $1.3 million to the University of Florida for the Hemp Pilot Program, a program that Green Roads CEO and co-founder Laura Fuentes says, “Allows us to study and research the hemp plant, driving the entire hemp industry forward.”
Green Roads has also played an instrumental role in moving the industry forward when it comes to consumer protections – not only embracing transparency and advocating for more regulations but advising legislators as well. In 2019, Fuentes was appointed to the Industrial Hemp Advisory Council under the Florida Department of Agriculture and Consumer Services.
For this work and more, the company's founders were named “Advocate of the Year” at the Cannabis Business Awards. Green Roads has also twice won “Best CBD Product” at the Cannabis Business Awards, which is no easy feat given the number of players in the market. It should also come as no surprise, considering all of the company’s products are formulated by a licensed pharmacist, lab tested by a state accredited third-party lab, and feature a scannable QR code that links to the full panel of lab results. “I believe testing and regulation are important. It’s important for consumers to know what they’re getting and to have the right expectations. It’s important for industry leaders and start-ups to understand testing standards and procedures as well,” says Fuentes.
Looking to the future, Green Roads is excited to see the vast global research currently underway on the health impact of cannabinoids. As a wellness company focused on plant-based solutions, Green Roads views CBD as just the beginning of hemp-derived wellness products.
Fuentes is also buoyed by what she sees as one of the untold stories of the hemp and CBD industry that she would like to see publicized. “The World Health Organization released a critical review report on CBD. The summary concluded with the following statement: ‘To date, there is no evidence of recreational use of CBD or any public health-related problems associated with the use of pure CBD.’” She adds, “The National Institute on Drug Abuse (NIDA) does not appear to be concerned about CBD either.”
Yet, addressing that the industry still faces considerable challenges with uncertainty in the banking industry and the continued lack of formal published guidelines from the FDA, for now, Fuentes says the industry has to focus on putting the consumer first. “There are a number of deceptive bad-faith actors in this industry. They’re not putting the end user’s best interests first,” she explains. To continue to improve business practices she emphasizes that companies need to be transparent and the industry needs to self-regulate. “We can all do our part to make a better reputation for the industry,” Fuentes says. As a long-term advocate for hemp, she says, “I’m happy to lend whatever I’ve learned.”
Hemp Hero: Green Roads
Playing an instrumental role in moving the industry forward
"
I believe testing and regulation are important. It’s important for consumers to know what they’re getting and to have the right expectations.”
Laura Fuentes, CEO and co-founder,
Green Roads
“We can all do our part to make a better reputation for the industry. I’m happy to lend whatever I’ve learned.”
”
Connect with
Green Roads
Green Roads is a proud partner of the Hemp Collective—a New Hope Network and Natural Products Insider initiative dedicated to supporting quality and transparency in the hemp industry.
PAID CONTENT
Laura Fuentes, CEO and co-founder, Green Roads
Mike Tktk
Michael Harinen,
chief brand officer, Bluebird Botanicals
