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FIKA: Why we want CBD to be accessible to everyone

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FIKA CBD was inspired by the ancient Swedish tradition
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The recently launched wellness company, FIKA, is aiming to de-stigmatise the cannabis plant and make CBD accessible for everyone.

The Swedish word Fika has been adopted by people across the world and it’s easy to see why.

Fika is the ancient ritual of taking time out of the day to appreciate the important things in life. It’s a daily tradition that sees people take ten minutes to sit down with their friends, family or colleagues – typically over a cup of coffee – and appreciate the little things.

Some even believe that the integration of Fika into the working day is the secret to Sweden’s success as it consistently ranks as one of the top countries in the world for work-life balance.

And it is this concept which inspired the mindset behind a newly formed UK company.

FIKA CBD, is using the tradition of its namesake to show people how the cannabinoid can help them take a break from the hustle and bustle of daily life.

The brand was born out of the pandemic when its co-founders were placed on furlough leave. having had the idea for the business floating around for several years. When they suddenly found themselves with time to kill, they took the leap.

“It was something that the founders had always wanted to do,” Stephen, an early employee of the company, told Cannabis Health.

“The idea had been put in motion, but having that extra time gave them the ability to put their heart and soul into it.

“They were able to do the right amount of research to make sure that we got the best products on the market to take it to that to that next level.”

The co-founder of the Leeds-based company had been using CBD for some time before launching the company, using creams to treat sports-related injuries.

In an effort to avoid pharmaceutical painkillers, he turned to CBD to ‘self-medicate’ and noticed the benefits instantly. He immediately saw its potential for members of his family suffering with pain and sleep issues.

First, he offered CBD cream to his dad who suffers from arthritis and gout, which he had previously managed by taking ibuprofen “like they were sweets”. He also noticed a change after using the cream and found himself able to walk without a limp.

He then went to his Grandma, who was suffering from a terminal illness that made sleep near impossible. Waking up ten or more times every night, she would often sleep for as little as an hour.

After taking CBD she was able to maintain a consistent level of sleep that dramatically improved her life.

Seeing the impact that CBD had on family, the founders set out to build a brand that could tackle the stigma and make CBD appeal to people like his dad and grandmother, who may have otherwise been unaware of or reluctant to try the supplement.

“These are two people who don’t have any association with cannabis, and one thing that’s at the forefront of our minds is pioneering the de-stigmatisation of CBD,” Stephen continued.

“We want to make sure that people are well educated on the plant so they can see its potential benefits and look to natural solutions rather than pharmaceutical solutions.”

He added: “We want it to be applicable to mums, dads, aunties, uncles, you name it. That’s our main mission.”

The company has big ambitions, which it says is rooted in a strong belief in the power of the plant. Critical of companies entering the market to capitalise on the rapidly growing sector, they insist they are “in it to help people”.

“We think our drive and tenacity are the building blocks which will put us in good stead. We’ve seen it time and time again; companies out there, which are either not doing it in the right way or jumping into the [market] to make money,” said Stephen.

“Our testimonials, attention to detail and our brand image itself will do the talking for us. At the end of the day, customers only believe customers. In my opinion, that is more powerful than anything.”

Although it is still in its infancy, the company is gaining traction, receiving positive reviews from its customers.

Fika’s CBD cream, one of the only clinically proven creams on the market, is proving particularly popular.

One customer Linda Abrahams proclaimed that the product has been life-changing, referring to it in a review as a ‘miracle cream’.

Linda suffers from arthritis of the knee, causing pain and discomfort that has severely impacted her day-to-day life.

The 67-year-old was used to leading an active lifestyle and describes herself as a “very fit person”, which made her diagnosis particularly difficult to deal with.

She remembers taking her dog out for a walk and dragging her feet due to the agony in her joints.

Linda’s condition got progressively worse during the pandemic and to avoid “bothering” a doctor, she attempted to manage the pain herself, trying product after product to help relieve the symptoms.

“It’s been agony for a year, but I’ve soldiered on at home with every product you can think of that you can buy off the shelf,” she told Cannabis Health.

Linda Abrahams

Linda had heard of CBD, but was sceptical at first. After a friend recommended that she try the supplement, she decided to buy a CBD-infused cream from Fika.

“It’s amazing. It’s not cured my arthritis, but it makes my life much more pain-free and I feel better – I feel well,” she said.

“My knee was twice the size of the other one, it was really swollen, but now it’s back to normal.

“I don’t know the how and why, but it just worked. I’m so glad I found it.”

Within a week of taking CBD, her partner had also noticed a difference in her posture.

“I didn’t know what he was talking about, but he was right, my posture was completely different,” she said.

“Before I would have been more round shouldered but I sat upright. It’s remarkable.”

Linda believes other people of her age should be more “open-minded” about CBD. She recalls many of her recommendations to friends being met with scepticism.

“I have to tell people, ‘no, you don’t get high on it’,” she said.

“I recommended it to a friend who is a lot older than me and had always suffered aches and pains. I told her to try it and if she didn’t like it, I’d pay for it.”

“Later, she said it was amazing. She had been struggling to get up and down stairs but it had totally eased the pain,” Linda added.

“Now, when I hear friends talking about their ailments, I recommend CBD.”

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