The Pitchman’s New Pitch

nthony Sullivan is usually on TV pitching OxiClean, the line of cleaning products he’s become famous for. (His marketing company produces its commercials, which he also stars in.) But now he’s also pitching his own CBD brand, and he wants people to know he’s all in. “It would have been easy for me to just white-label some CBD,” he says, “but I didn’t feel that was enough.” He discovered the space because of his 9-year-old daughter, Devon, who has a rare genetic disorder and uses CBD to manage her symptoms. Then he teamed up with a friend, Dave Christian, to buy a 116-acre organic hemp farm in Vermont and hired a film crew to chronicle their struggles as novice debuts later this summer. Here, Sullivan and Christian talk about the benefits of doing things the hard way—and yes, they even filmed their interview, which will appear on their show.