The cannabis industry in Canada has experienced unprecedented growth since the Cannabis Act came into effect in 2018. It is widely expected that cannabidiol (CBD) will be classified as a food and natural health ingredient in Canada, the European Union, and other jurisdictions in the near future, which will open up a significant market. In 2023, Dr. Jacqueline Shan, the CEO of PBG BioPharma, made a long-term strategic decision to enter the cannabis consumer health market by launching a series of CBD consumer health products once the cannabis regulations in Canada are relaxed. In preparing to launch its own consumer product line, PBG BioPharma is developing its marketing strategy and analyzing potential challenges in managing its supply chain.