NEXT Trends 2020 series: In an effort to help support retailers and brands, we will be publishing regular brand features for the next few weeks. Brands are selected from those that registered to exhibit at Natural Products Expo West 2020 and were curated as great examples of one of 50 trends New Hope Network is monitoring in the marketplace.

These trends are part of New Hope Network's NEXT Expo Guidebook and trend hierarchy.

Today, we look at five companies that are innovating in the "Endocannabinoid System" trend within the A Life of Vitality macro force. The promise of CBD, hemp and the endocannabinoid system, are driving growth, experimentation and innovation.

1. Lazarus Naturals

What is it? Lazarus Naturals is a vertically integrated manufacturer of hemp CBD. Lazarus grows its own hemp, and extracts, produces and packages full spectrum CBD products at cGMP facilities with organic ingredients.

Innovation: Lazarus Naturals is an employee-owned company. It has implemented community outreach and assistance programs, such as providing 60% discounts to veterans, individuals on long-term disability and for low-income households.

2. Reed’s Remedies

What is it? Reed’s Remedies is a hemp CBD company that specializes in targeted and consistent wellness products.

Innovation: Reeds Remedies mixes steam-distilled cannabinoids and terpenes to address specific health concerns and provide a consistent experience. Patent-pending formulas include: Relief, Desire, Focus, Detox, Sleep, Calm and Soothe. The hemp is organically sun-grown, without chemicals or toxins, and is third-party lab tested.

3. Joy Organics

What is it? Producing THC-free, broad spectrum hemp CBD oil, Joy Organics is family-owned and -operated in Colorado.

Innovation: Joy Organics makes products such as energy drink packets, bath bombs, dog treats and salves.

4. Danodan Hempworks

What is it? Danodan Hempworks producing hemp flower CBD shots in Portland, Oregon.

Innovation: These small-batch, handmade infusions use 100% Oregon-grown therapeutic hemp and organic vegetable glycerin for natural water solubility and full flavor. Products are lab tested and verified, with QR code-linked certificates of analysis on every product.

5. Moon Mother Hemp Company

What is it? Moon Mother Hemp Company is a woman-owned business that uses environmentally responsible farming practices for its hemp-based natural products. The company sells full spectrum hemp oil supplements and botanicals made from USDA-certified organic hemp, grown on its farm in Boulder, Colorado.

Innovation: Moon Mother Hemp Company is Leaping Bunny-certified. Its products are gluten free, corn free and soy free.