Prima has acquired Prospect Farms to form Uplifter Brands, PBC, a CPG house of clean and conscious brands across personal care, supplements, spa and hospitality, private label, and pet wellness. The move is a bet on the future of cannabinoids across categories.
The acquisition gives Prima ownership of Prospect Farms, one of the nation's largest USDA-certified organic hemp farms and manufacturing complexes.
Uplifter Brands unifies Prima's products; national distribution at Sephora and The Vitamin Shoppe; and Prospect Farms' raw material cultivation and manufacturing capabilities.
Uplifter Brands' next company, launching early 2023, will target the pet health category and will feature actress, model and advocate Brooke Shields as the chief brand officer.
Laurel Angelica Myers, Uplifter Brands' co-CEO, said, "At a time when many of our competitors are shutting down, consolidating, or moving away from cannabinoids all-together, we're doubling down on the ingredient and its vast therapeutic benefits. With the acquisition of a USDA Certified Organic hemp farm and an even bigger plan to lead the wellness category with the cleanest, science-backed botanical therapeutic products, we can't wait to share what's coming next."
Brad Tipper, Uplifter Brands' co-CEO, said, "We're thrilled to join Prima and partner closely with their team of proven consumer products experts to build Uplifter Brands, which is uniquely positioned to be the next generation wellness platform with a portfolio of truly trusted products for the whole family. Our house of purpose-driven brands, underpinned by an unwavering commitment to sourcing, science and standards, will lead the wellness category with formulation science, operational excellence, and vertical integration from seed-to-store."
Executive chairman, Christopher Gavigan, previous founder and chief product officer of The Honest Company, said, "This is a moment to lead with uncompromising conviction and vision—to architect brands that are boldly conscious, rigorously clean, standards-led, socially just, and environmentally accountable—to ensure consumers can access new and better innovations for healthier, more sustainable lives. Together with our incredibly talented team and partners, the Uplifter Brands platform will further expand our healthcare and climate commitments, as well as our public benefit business leadership."