While marijuana legalization gets the headlines, hemp shows potential for explosive growth in sectors ranging from the auto industry to pharmaceuticals.

Much like marijuana entrepreneurs dealing with stoner stereotypes, hemp advocates have to cope with their own crop of cliches.

Mention hemp to most mainstream consumers and they may respond with images from a natural foods store: hemp snacks, oils, soaps and skin care products. Or, they may reach for hippie conventions of yore, referencing hemp fiber’s reputation for rough-but-sustainable clothing and textiles.

While food and skin-care products are pillars in the hemp portfolio, they don’t touch the plant’s full potential.

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Bruce Kennedy ~ TheCannabist.co