What is Martha Stewart Doing in the Pet Industry?
Lifestyle guru Martha Stewart recently made waves by announcing that she was helping in the development of a new line of CBD products for pets. She joined forces with Canopy Growth Corporation, a Canadian cannabis company, to design and brand new hemp offerings for both humans and animals.
“I’m especially looking forward to our first collaboration together, which will offer sensible products for people’s beloved pets,” Stewart said in a released statement.
Some might be surprised that it’s Stewart and not her friend and former television co-host Snoop Dogg teaming up with a cannabis company. However, celebrity endorsements are not new to the pet product market. Our 2017 October cover story centered on Olympic swimmer Michael Phelps’ partnership with Nulo. Celebrity chef Rachael Ray has her own line of Nutrish pet food. We’ve also featured MuttNation dog toys designed by country star Miranda Lambert. Petmate manufactures both Lambert’s collection and cat toys developed by Jackson Galaxy of Animal Planet’s “My Cat From Hell.”
Stewart’s announcement is just the latest in a recent trend of having celebrities endorse products more focused on pet health rather than just toys and food. Famous zookeeper Jack Hanna is a familiar face at both Global Pet Expo and SuperZoo, where he promotes Scott Pet’s Nutri Chomps and Pork Chomps as healthier alternatives to rawhide chews. Jackson Galaxy has also joined the pet health product movement as the face of Tomlyn’s Pill Masker, which makes giving medication to cats and dogs easier.
Unlike Hanna and Galaxy, Martha Stewart is not primarily known for her work with animals. We may be seeing more celebrities from other parts of pop culture promoting pet health products. Like Stewart, they also may be more willing to endorse products that capitalize on hot trends in the pet industry like the popularity of CBD products.