Show on the Road How do you overcome a ban on your product? Take to the streets, and educate consumers.
By Gwen Moran Edited by Frances Dodds
Opinions expressed by BIZ Experiences contributors are their own.
Timing wasn't on Mike Fata's side when he and hispartners, Martin Moravcik, 40, and Alex Chwaiewsky, 38, decided toexpand their Canadian hemp-foods company, Manitoba HarvestHemp Foods & Oils, into the United States. They launchedtheir products on the East Coast just 10 days before 9/11. A monthlater, the U.S. Drug Enforcement Administration announced a ban onhemp foods, causing the company's hemp products to be yankedoff shelves.
In addition to challenging the ban in court, Fata, 28, and hisstaff took to the road to educate consumers about the benefits ofhemp foods. Hundreds of in-store demonstrations later, Fataestimates they've reached more than 150,000 peopleannually.
The 9th U.S. Circuit Court of Appeals ruled in ManitobaHarvest's favor in 2004. With 2005 projected sales at $2.5million, Fata says, "The demonstrations are how we'vebecome profitable and how we're going to stay thatway."
