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John Roulac, the CEO of Nutiva, one of America’s fastest growing health food companies, prides himself in being able to predict what the next big ‘superfood’ will be. Despite being one of the largest suppliers of hemp foods in the country, all of Nutiva’s hemp product originates from Canada, where – unlike in the U.S. – cultivation is legal. And while activists diligently fight for the revival of hemp farming in America, Roulac has a different take on the situation.
The CEO says he’s come to realize that developing the market for hemp products may be more important than lobbying the government. Roulac thinks if demand for hemp seeds continues to rise, lawmakers will eventually come around to legalizing domestic cultivation.