Brad Campbell has been with Altoona, Pa.-based Sheetz for 11 years, starting as a salesperson. He worked in the merchandising department as a plan-o-gram analyst and then as retail space manager, where he managed the plan-o-gram team and lottery sales for six states. In January 2019, he transitioned into his current role, category leader for other tobacco products, including snuff, cigars, e-cigarette and nicotine pouches, as well as for CBD products.

What’s new and exciting in your category?
The CBD category continues to change. We’re starting to see products containing other cannabinoids, like cannabigerol (CBG) and cannabinol (CBN). The types of products containing CBD continue to evolve. It’s exciting to manage a category that has so much growth ahead of it.

CBD was completely new to c-stores just two years ago. How did this affect the way you looked at displaying the products in your stores?
We designed our own fixtures when we launched the category. Both are behind the sales counter. One is mounted on the windowsill of select stores and the other is on the backbar.

What do you love about the category?
All of the innovation out there. I love learning about new products. It’s exciting to see how the category is changing, and it’s equally as fun to continually adapt to those changes.

What trends are you watching?
CBD beverages seem to be gaining some momentum. We’re also keeping an eye on cannabis legalization in the states we operate in. Most of the data we’ve seen shows that legal cannabis has a profound effect on the hemp-derived CBD category.

What is the biggest frustration?
Keeping up with all of the changing regulation. States are constantly changing the way they regulate and view the category, so you always have to be on your toes. Luckily, we have great partners and a great legal team that helps to guide us through all of the changing regulation.

How did the pandemic change the CBD product segment?
COVID-19 affected the momentum the category had. We’re starting to see some improvement but have a way to go before it starts growing at the pace it was pre-pandemic.

What products performed well in the past year?
CBD edibles, CBD vapor, CBD oral pouches and CBD tinctures really carried the category for us.

What are your goals for 2021?
We’re planning to realign the category again based on some of the trends we’re seeing in the market. With a growing category, you have to constantly evaluate your strategy to ensure it aligns with what consumers want.

What are the biggest challenges?
The pandemic continues to be a big factor. We’re hopeful that the vaccines will have a positive impact.

What are you most looking forward to in 2021?
We’re excited to see more innovative CBD products hit the market.