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CBD company enters holistic pet food market

Better Choice Company is backed by famed cannabis exec, Bruce Linton

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Animal health and wellness CBD company Better Choice has joined the world of holistic pet food with the acquisition of Halo, Purely for Pets.

“Halo is a well-established, premium brand and falls squarely in line with our goal to build an all-encompassing, global, animal health and wellness consumer product goods company,” says Better Choice CEO, Damian Dalla-Longa.

The Halo management team is led by industry veteran, Werner von Pein, who will continue to manage the business. The company’s name and brands are not expected to change as a result of the acquisition.

“Over the last three decades, Halo has built a strong reputation and loyal consumer following, carving out a niche in the industry with high-quality animal products that contain whole food meat and fish and non-GMO ingredients,” Dalla-Longa adds. “We look forward to working with their team to close the transaction and integrate their brand into our operating and marketing platform.”

Last month, Bruce Linton, former CEO of Canadian cannabis company, Canopy Growth, joined Better Choice as a special advisor.

“This is a transformational acquisition for Better Choice that will help accelerate the build out of our animal health platform,” he says. “The team, market, and capital are aligned on the opportunity to create a world-class business… with responsible revenue growth and an ambitious research, data, and analytics strategy.”

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