---
title: THC Law Response & Fieldwell CBD-Only Strategy — 2025-11-17
type: article
created: '2025-11-17'
updated: '2025-11-17'
source_docs:
- raw/2025-11-17-weekly-call-w-karly-102187131.md
tags:
- american-extractions
- fieldwell
- thc-law
- client-retention
- strategy
layer: 2
client_source: American Extractions
industry_context: b2b-services
transferable: false
---

# THC Law Response & Fieldwell CBD-Only Strategy — 2025-11-17

## Overview

American Extractions abruptly paused all marketing following passage of a new THC law. The pause appears to be a reactive cost-cutting measure driven by pre-existing cash flow problems rather than a strategic response — the law includes a one-year grace period before taking effect. In response, the team proposed launching the nearly-complete Fieldwell site in a "sanitized" CBD-only configuration to generate immediate revenue while the client develops new wellness-oriented stick pack products for a January launch.

**Meeting:** [[wiki/meetings/2025-11-17-weekly-call-karly]]
**Client:** [[wiki/clients/current/american-extractions/_index]]
**Related site:** [[wiki/clients/current/american-extractions/fieldwell-site]]

---

## Situation

### Why American Extractions Paused

- A new THC law passed and the client reacted by cutting marketing spend immediately.
- The law actually carries a **one-year grace period** from the date signed — there is no immediate legal obligation to stop selling or advertising THC products.
- The pause is understood internally as a **cash flow reaction**, not a strategic one. The client had already been struggling to pay invoices on time.
- Assessment from the call: cutting marketing during a downturn is rarely the right move — it accelerates the revenue decline rather than protecting against it.

### Client's Own Forward Plan

- American Extractions was already anticipating this regulatory shift and had begun developing new product lines:
  - Sleep aid stick pack
  - Pre-workout stick pack
  - Post-workout stick pack
- Target availability: **January launch**
- Current sellable stick pack: hydration only (their existing THC/CBD stick packs cannot be marketed under the new environment)

---

## Proposed Response: Sanitized Fieldwell Site

### What Was Proposed

Launch the Fieldwell website — already near completion — as a **CBD-only version** by removing all Delta 9 / THC products (primarily the stick packs and gummies). The core wellness positioning of the site would remain intact.

### Why This Makes Sense

| Reason | Detail |
|---|---|
| Site is nearly done | Only remaining work was payment setup (Square) and shipping configuration |
| Minimal changes needed | Remove Delta 9 stick packs and gummies; CBD topicals, tinctures, and pain foams remain |
| Immediate cash flow | Gives the client a live sales channel while THC products are sidelined |
| Platform for new products | When January stick packs are ready, they can be added directly to the existing site |
| Better ad environment | CBD products can be listed on Amazon and advertised without the restrictions that blocked THC-adjacent content |

### What Needs to Be Removed

- Delta 9 gummies
- THC/CBD combo stick packs

### What Stays

- CBD topicals (pain foams, etc.)
- CBD tinctures
- Any other Fieldwell CBD-only SKUs

---

## Key Decisions

- **Propose the sanitized Fieldwell launch** to American Extractions as the immediate path forward — do not wait for the client to figure this out on their own.
- **Do not advise the client to halt all activity** during the grace period; the law does not require it and the business cost is high.
- **Schedule a call with American Extractions** (including Caitlin, per client request) as soon as possible to present this proposal.

---

## Action Items

- [ ] Schedule call with American Extractions (Mark + Caitlin) to present Fieldwell CBD-only proposal — **Karly**
- [ ] Prepare talking points: grace period timeline, Fieldwell site status, January stick pack roadmap — **Karly**
- [ ] Confirm which specific products need to be removed from Fieldwell to make it THC-free — **Karly**
- [ ] Increase client touchpoints to 2–3x/week across all accounts during economic uncertainty — **Karly**

---

## Context & Notes

- The American Extractions website (their main brand site) is already live with recent image/content updates.
- Fieldwell was days to weeks away from launch pending Square payment integration and shipping setup.
- The strategic shift toward wellness products (non-THC) actually opens up significantly more marketing channels: Amazon listings, paid ads, broader retail opportunities.
- The client's contact Caitlin had not yet responded to scheduling requests as of this meeting.

---

## Related

- [[wiki/clients/current/american-extractions/_index]]
- [[wiki/clients/current/american-extractions/fieldwell-site]]
- [[wiki/meetings/2025-11-17-weekly-call-karly]]