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Melissa Hartwig Urban, co-founder/CEO of Whole30, explained why she describes the lifestyle program as an “experiment” and why she is staunchly opposed to the idea of moderation. She also discussed the selective process for brands to become “Whole30 approved,” why she spends the majority of time at work messaging with members of her community, and why she decided to open up about past challenges in her life.

As startups race to seize shelf space in the emerging market for hemp-infused products, CBD beverage makers have witnessed an influx of competition using low grade ingredients and mislabeled doses. As the category faces increased scrutiny from not just state and federal regulators, but consumers who are inexperienced with or skeptical of hemp-based products, many beverage brands are prioritizing transparency and education.

A little over one year after launching in the U.S., London-based sparkling water brand Ugly Drinks is targeting further stateside expansion with the launch of a caffeine-infused sub-line, Energized, along with the announcement of a new round of financing.

Over the past year, the food and beverage space has witnessed a “green rush” of CBD startups entering the market in a race to capitalize on the trend. With no shortage of competition, Seattle-based Docklight Brands is also hoping to get on board the cannabis wave with 13 brands of its own.