For more than 20 years, Christian Book Distributors—a direct-mail cataloger and online retailer—has gone by the letters CBD.
But the company announced last month it would drop the abbreviation and the word distributors from its name in response to the now-common use of CBD to refer to cannabidiol. The letters will no longer appear beneath its logo, an open book with flipping pages.
“Across the country, people see signs for ‘CBD sold here,’ which creates brand confusion,” the Massachusetts-based retailer stated. “In the past, a Google search for ‘CBD’ would place our company at the top of the results page. Now ‘our CBD’ is nowhere to be found in the search results, only sites for the cannabis product are listed, and paid ads are no longer allowed.”
Since “this wave of popularity over the ‘other CBD’ is not likely to subside,” the company will now operate as