New Directors Elected Amid Regulatory Crossroads The Hemp Beverage Alliance has elected three new members to its Board of Directors: Jim Higdon, co-founder and chief communications officer for Cornbread; David Thomas, chief strategy officer for Delta Beverages; and Natalie Boos, head of business development and operations for Habit. The election occurred in July. The appointments come as the hemp beverage industry navigates a turbulent federal landscape. Congress passed legislation in November 2025 that would eliminate the entire hemp industry, but a continuing resolution passed later created a one-month delay, shifting the prohibition deadline to December 11. A ban on synthetic cannabinoids is set to take effect November 12.
Focus on Regulatory Framework The three directors have emphasized the need for federal regulation that protects public health while enabling industry growth. "The Hemp Beverage Alliance is leading the charge for smart regulation of the hemp beverage category," Higdon said. "Hemp is good for farmers, seniors, veterans and responsible adults who want something new. But we should never forget that public health is our number one priority as we build this category together." Thomas stressed the importance of consumer protections: "As the father of a college-bound teenager, I have a personal stake in getting this right. That means clear labels, tested products, and a market built for adults, not marketed to kids. I'm honored to join the HBA board and other responsible players in championing smart, responsible regulation at the federal level." Boos highlighted industry stability as critical to expansion: "Two years ago, hemp beverages were still a curiosity. Today they're on shelves across the country, in the hands of adults who choose them over alcohol. This industry doesn't need a loophole, it needs a framework. My focus on this board is standards that protect consumers and give operators the certainty to invest, hire, and grow. It's an honor to be trusted with that fight."
Market Growth and Regulatory Status The hemp beverage category has grown 133 percent, according to a recent HBA industry data report. The broader hemp industry is valued at $29 billion. The sector emerged following the 2018 Farm Bill, which created the legal foundation for hemp-derived products. Currently, 28 states regulate hemp beverages independently. The HBA supports regulatory principles that protect public health and prevent marketing to minors. Stakeholders are urging Congress to use the December 11 deadline to pass a regulatory framework rather than allow a prohibition to proceed.
Why It Matters
For operators and distributors, the outcome of federal legislation will determine whether hemp beverages remain a viable category or face elimination. Clear federal standards could unlock faster growth and cross-state commerce; prohibition would end the category entirely. The HBA board additions signal the alliance's commitment to lobbying for a regulatory pathway during the compressed timeline.
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Written by FBM Publications Editors
