As hemp-based CBD products fly off the shelves in the US following the nationwide legalization of industrial hemp farming, companies such as Charlotte’s Web Holdings (TSX: CWEB; OTCQX: CWBHF) are looking to increase supply without increasing environmental impact. 

Today Charlotte’s Web launched a new research initiative to study regenerative hemp farming techniques. Taking place through a partnership with Rodale Institute and Natural Care, the research will be conducted in Pennsylvania via existing regenerative farm Pocono Organics. 

Discussing the research project that is expected to take place over at least the next two years, Charlotte’s Web Chief Executive Officer Deanie Elsner commented: 

We’re very proud to be an active partner supporting this research, which aims to bring regenerative agriculture to hemp in this region of the country. Charlotte’s Web aims to continually raise the bar for responsible hemp farming practices. It is our intent that the data from this research will support furthering sustainability for hemp farming.

In particular, information on nutrient uptake and soil health for hemp farming discovered during the initiative will be jointly published through the partnership and made available to the industry at large. 

In terms of specific growth changes for Charlotte’s Web operations, the company intends to use data acquired through this research to improve hemp grow operations in areas of Pennsylvania, New York, and Kentucky. 

Research into more efficient and less environmentally damaging outdoor growing of both hemp and cannabis is advancing at a rapid pace in North America as medical and recreational legalization efforts continue. 

Curaleaf Holdings, Inc. (CSE: CURA; OTCQX: CURLF) for instance launched a research partnership with the University of Connecticut earlier this year focused on increasing hemp growth production levels. 

On the Canadian side of the industry, Aurora Cannabis Inc. (NYSE: ACB; TSX: ACB) is constructing a facility in Comox, British Columbia where a brand new plant breeding department will begin studying cultivars for outdoor grow operations. 

In other recent Charlotte’s Web news, the company just recruited Tony True to serve as the first Chief Customer Officer. True joins the leadership team of Charlotte’s Web after leaving a senior management position with dietary supplement company Pharmavite LLC. 

In the newly created role of Chief Customer Officer, True will oversee sales strategy, developing customer relationships, and the company’s overall retail execution plan.