The proposed passage of SB1698 posed a serious risk to Florida’s hemp industry, threatening more than 10,000 small businesses and accelerating market consolidation.

The campaign was initiated by a grassroots coalition of independent businesses that came together to respond collectively. The strategic challenge was coordination: translating a complex policy issue into clear, consistent messaging that could be understood and communicated at the point of sale.

Campaign materials were designed for easy digital distribution, printing and in-store display across smoke shops and wellness retailers selling CBD products. Store owners and staff were equipped to explain the issue to customers and guide them toward a simple call to action. More than half of the network adopted and displayed the materials.

In June 2024, Governor DeSantis vetoed SB1698.