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British cannabis firm Avida Global strengthens team to drive seed to sale strategy

Avida Global aims to become a vertically integrated seed to sales business



Avida Global is currently fundraising via Seedrs, having already raised more than £6.1 million to date.

British cannabis firm Avida Global has appointed medical cannabis expert Heidi Whitman to drive its seed to sales strategy.

The British producer of high-quality medicinal cannabis oils, has announced the appointment of Heidi Whitman as global strategy director. 

In this newly created role, Heidi will be responsible for driving Avida Global’s strategy of becoming a vertically integrated seed to sales business, serving the global medical and consumer well-being markets. 

Heidi has worked within the medicinal cannabis space for the last four years. 

Heidi Whitman, global strategy director, Avida Global

Most recently, she utilised her technical background in the veterinary industry to co-found a brand called Naked Leaf, formulating CBD products for people and animals, which were sold online and via a network of distributors in the US, UK, EU and Australasia. 

Naked Leaf and its parent company, CBD Labs LLC Ltd, were acquired by The House of Green in April 2019.

“The incredible advisory team at Avida Global and the company’s unique cultivating and manufacturing processes, were key in my decision to join,” said Whitman.

“I look forward to working closely with the team to propel Avida Global onto the global stage, leveraging its reputation for quality and consistency, to cultivate a seed to sales operation for customised medicinal and OTC cannabidiol products.”

Heidi will report directly to David Kirby, CEO.

Kirby added: “Our goal has always been to build a company that is synonymous with high-quality medicinal cannabis oils and products from plant to end user. Heidi’s deep expertise in the medicinal cannabis space will be key as we further our plans of becoming a leading global vertically integrated business serving the medical and consumer well-being markets.”

Avida Global is currently fundraising via Seedrs and has already overfunded its £1 million target by more than 137 percent. 

Based on a pre-money valuation of £15.5mn, Avida Global has currently secured £1,376,731 from 486 investors with 13 days left to go before the round closes. 

This is Avida Global’s first crowdfunding campaign having already raised more than £6.1million to date.


Sarah Sinclair is a respected cannabis journalist writing on subjects related to science, medicine, research, health and wellness. She is managing editor of Cannabis Health, the UK’s leading title covering medical cannabis and CBD, and sister titles, Cannabis Wealth and Psychedelic Health. Sarah has an NCTJ journalism qualification and an MA in Journalism from the University of Sunderland. Sarah has over six years experience working on newspapers, magazines and digital-first titles, the last two of which have been in the cannabis sector. She has also completed training through the Medical Cannabis Clinicians Society securing a certificate in Medical Cannabis Explained. She is a member of PLEA’s (Patient-Led Engagement for Access) advisory board, has hosted several webinars on cannabis and women's health and has moderated at industry events such as Cannabis Europa. Sarah Sinclair is the editor of Cannabis Health. Got a story? Email / Follow us on Twitter: @CannabisHNews / Instagram: @cannabishealthmag


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