Noble Brands Inc., the parent company of the Black-founded hemp beverage brand Plift, is partnering with GPO Plus to stock Plift in more than 325 Yesway and Allsup’s convenience stores in Texas, Oklahoma and New Mexico.
“Plift’s mission is to make cannabinoid products more readily accessible,” said co-founder Todd Harris. “It’s so important to provide people and communities with acceptable ways to unwind without alcohol. We’ve seen the positive effect that it has had in Texas and Minnesota since Plift launched. Partnering with GPO Plus and Yesway/Allsup’s puts us in stores around the country where people can easily connect with these alternatives.”
Plift is a flavor-forward hemp beverage that contains 4 mg of hemp-derived delta-9-THC per 12-oz. can.
“We couldn’t be more excited to bring Plift’s products to our customers,” said Yesway CMO Derek Gaskins. “We have a long history of caring for the communities in which our employees and customers live and work, and we’re proud to share those values with Plift. It was a natural fit for us to work together. It was equally intuitive to include such a quality product from a fast-growing industry in our array of food and beverage offerings.”
The partnership comes on the heels of GPO Plus’ launch of the Feel Good Shop+, a store-within-a-store concept in Yesway and Allsup’s locations that will feature CBD beverages, snacks and vape products.
“Our goal at GPO Plus is to connect retailers with premium quality brands,” said Dorsey Sparks, GPO Plus. “This partnership is an exciting opportunity to showcase what consumers can expect from best-in-class hemp beverages. Plift was the perfect addition to our curated selection of specialty products and hemp-based offerings.”