At Medterra, research and education are key components of the company’s mission. The maker of CBD products for both humans and pets views research as critical to producing the highest quality products that can have the biggest impact. “Our goal as a company is to provide products that are much more than just pure CBD products. We look for innovative combinations that enhance the effectiveness of the CBD,” says Jay Hartenbach, CEO and co-founder of Medterra. “We are pouring resources into clinical data and state-of-the-art delivery methods that are evolving the way people consume CBD.”
On the research front, the company has partnered with Baylor College of Medicine to evaluate the efficacy of CBD for a variety of uses and to improve the company’s products based on research results. This partnership is expected to be part of a long-term research strategy for Medterra. “For the CBD industry to have longevity and maintain integrity, we need to be confident that consumers are getting the most efficacious products. There is no better way to do this than testing in a clinical setting and improving the products based on the results,” says Hartenbach. In addition, the company has a Medical Advisory Board made up of medical experts, including academic researchers, dermatologists and veterinarians who are called on to ensure that the company is producing products of the highest quality.
The company’s research also involves looking at innovative delivery systems. Liposome technology, for instance, has the ability to dramatically increase the efficacy of CBD. “Generally speaking, CBD has a low bioavailability, meaning most of its value is actually lost during the consumption process. On average, 5% to 15% of CBD is absorbed in the body via current consumption methods (tinctures, capsules, topicals). Through this new technology, the efficacy of CBD greatly increases, meaning lower serving sizes have greater, longer-lasting impact,” says Hartenbach.
Product testing and transparency are also critical to the company’s mission. Medterra works with third-party labs to test products at two different stages. First, at the company’s single-source farm GenCanna, third-party labs test the raw ingredients to ensure that they are pure and free from heavy metals and contaminants. After the products are formulated, they are tested again to ensure they contain the proper amount of CBD and that there was no contamination at the mixing stage. With transparency in mind, all of these test results are available on the company website. Each package sold also comes with a QR code that consumers are able to scan to see those results at the time of purchase.
With these checks and balances in place, Medterra invests in education. “We are focused on bringing education to consumers so they can sort out the good and bad actors from the industry,” says Hartenbach. “Our biggest concern is a consumer trying an ineffective CBD product and dismissing the entire industry.” To help retailers better communicate about the company’s products to consumers, the company offers Medterra University as an onboarding tool and resource to help partners understand both Medterra and CBD in general.
As one of the first 13 companies to be awarded with a certification seal from the U.S. Hemp Authority—an organization that is working to create industry-wide initiatives to maintain high standards for CBD manufacturers and build consumer confidence—
Medterra sees the importance of the industry moving forward together. It also supports positioning CBD as a powerful ingredient within health and wellness products, rather than a standalone tool.
With the expectation that CBD will become a part of the staple of products consumers take on a daily basis, such as one of the ingredients in the Advil that’s already in a person’s medicine cabinet, Hartenbach and his team have their sights set on an even bigger vision of growth: to grow Medterra into a much broader health and wellness company, beyond just CBD products.
Hemp Hero: Medterra
For Medterra, research and product efficacy mean longevity for the CBD industry
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Our goal as a company is to provide products that are much more than just pure CBD products. We look for innovative combinations that enhance the effectiveness of the CBD.”
Jay Hartenbach,
CEO and co-founder of Medterra
To help retailers better communicate about the company’s products to consumers, Medterra University is an onboarding tool and resource to help partners understand both Medterra and CBD in general.
Connect with Medterra
Medterra 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.
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