Christian Book Seller Forced to Change Name after Cannabis ‘Overwhelmed Our Brand’
Decades ago, when Ray Hendrickson and his brother began a company that sells and distributes Christian books, movies and music, he couldn’t have foreseen that he would one day have to change the business’ name because of marijuana. But that’s exactly what happened.
You see, the Massachusetts-based company was originally known as Christian Book Distribution — a perfectly accurate name. But as our readers have already surmised, the company’s name abbreviates to CBD — just like cannabidiol, the non-intoxicating compound in cannabis.
With the popularity and availability of cannabidiol rising every day, Hendrickson says that things have just gotten too confusing, with would-be CBD consumers calling his business looking to buy the cannabis extract:
“A person may call up and say, ‘Hey, I’m looking for my order,’” Hendrickson told The New York Times. “It’s like, ‘What did you order?’ ‘Oh, I ordered gummies.’ ‘You don’t have the right company.’”
“The problem is the other CBD is just so popular at this point in time that it just kind of overwhelms our brand,” Mr. Hendrickson said.
So Hendrickson took action by rebranding the company from Christian Book Distribution to the simpler ChristianBook — though cbd.com will still take you to their site.
We hope that Hendrickson and his staff don’t have to put up with annoying calls anymore, though it seems he is taking it all in stride. He told the Times a story about an awkward drive with his mom: “She saw a sign that said ‘CBD sold here.’ I was like, ‘No, mom. That’s not us.’ ”