Hemp's New Guard: Leaders Unite to Shape Industry's Future

WASHINGTON, DC – April 21, 2026 – The American hemp industry is embarking on a new, unified chapter as two of its leading organizations announced a strategic leadership overhaul aimed at navigating a complex federal landscape and reshaping public perception. The National Hemp Association (NHA) has appointed Sully Sullivan as its new Executive Director, while the Hemp Education and Marketing Initiative (HEMI) has named Morgan Tweet as its Interim Executive Director.

These appointments are more than a corporate reshuffle; they represent a concerted effort to bring cohesion to a burgeoning but often fragmented industry at a critical juncture. With federal regulations in flux and market potential soaring, the new leadership is tasked with forging a cohesive path forward for a crop poised to become a foundational input across American agriculture, materials, and consumer goods.

A United Front for a Fractured Industry

The U.S. hemp sector, since its federal legalization in the 2018 Farm Bill, has operated as a patchwork of state-level regulations and competing interests. Segments from industrial fiber and grain to the booming but controversial cannabinoid market have often pulled in different directions. The new appointments signal a deliberate move to bridge these divides.

Sully Sullivan steps into his role at the NHA with a diverse background that mirrors the industry itself, spanning farming, processing, business development, and legislative advocacy. His previous roles, including serving as Executive Director of the Hemp Industry Trade Association of Arizona and Chair of the NHA’s Standing Committee of Hemp Organizations, have placed him at the center of state and national coordination efforts. His appointment is seen as a move to position hemp not as a niche crop, but as a vital component of mainstream industries like construction, textiles, and energy.

“The next phase of hemp requires alignment across sectors, states, and policy,” Sullivan said in the announcement. “There is a clear opportunity to bring structure and coordination to support responsible industry growth.”

Complementing Sullivan’s policy focus, Morgan Tweet brings operational and commercialization expertise to HEMI. As the CEO of IND HEMP and a current NHA Board Member, Tweet has firsthand experience with the challenges of processing and building supply chains. Her focus will be on a national education and marketing campaign designed to clarify what hemp is and what it can do.

Navigating the High-Stakes Battle Over Policy

Central to the new unified strategy is a high-stakes push to untangle and influence federal policy. The industry is currently navigating a period of profound regulatory uncertainty. While the 2018 Farm Bill legalized hemp by defining it as cannabis with less than 0.3% delta-9 THC, it inadvertently created a legal gray area for intoxicating hemp-derived products like delta-8 THC. This has led to a market valued at over $28 billion, but also to a fierce legislative backlash.

A provision in a recent government funding bill, set to take effect in November 2026, threatens to redefine legal hemp based on “total THC,” a change that could effectively re-criminalize a vast portion of the current cannabinoid market. Furthermore, ongoing discussions for the next Farm Bill contain similar proposals that have sent shockwaves through the industry.

In this turbulent environment, the NHA is championing a framework known as "Pushing Progress." This policy initiative aims to create clear definitions and regulatory lanes for three distinct categories: industrial hemp (grain and fiber), non-impairing cannabinoid products, and regulated consumer markets for other cannabinoids. The goal is to provide lawmakers with a nuanced approach that moves beyond all-or-nothing bans.

This effort builds on the NHA’s past work under the leadership of Geoff Whaling. "The industry is at a point where policy, markets, and public understanding must come into alignment," said Whaling. "Our focus is on supporting a credible federal framework that enables growth while maintaining consistency and clarity for stakeholders. Bringing Sully on board will help bring that alignment together faster.”

The NHA’s approach aligns with several ongoing legislative efforts on Capitol Hill. Bills like Senator Ron Wyden’s Cannabinoid Safety and Regulation Act and Congressman Morgan Griffith’s HEMP Act seek to create FDA-led regulatory pathways for cannabinoid products, an alternative to the outright prohibition favored by some.

Hemp's 'Got Milk?' Moment

While the NHA tackles the policy battles in Washington, HEMI is preparing to fight for the hearts and minds of the American public. The organization is planning a national education and marketing campaign that leadership is boldly comparing to the iconic 'Got Milk?' campaign of the 1990s.

“The hemp industry has long called for a national education and marketing campaign to help regulators and consumers understand what hemp truly is—or as we like to say, ‘the Goodness of Hemp,’” said Tweet. “Think of this as the ‘Got Milk?’ campaign for our generation. This is a unique moment to leverage the attention hemp is receiving and set the record straight."

The comparison is ambitious. The 'Got Milk?' campaign successfully reversed declining sales for a familiar product by focusing on a simple, relatable insight—the frustration of running out. Hemp, by contrast, faces a more complex challenge: overcoming decades of stigma, public confusion with its psychoactive cousin marijuana, and a lack of basic understanding of its vast potential. A successful campaign must not only create demand but first provide fundamental education on its safety and utility in everything from food and wellness products to sustainable building materials and textiles.

The economic stakes are immense. The total value of U.S. hemp production surged by 40% to $445 million in 2024, largely driven by floral hemp for cannabinoids. However, the future growth lies in developing the infrastructure for fiber and grain, which remain underdeveloped despite their enormous potential for creating domestic, sustainable supply chains. A successful public awareness campaign could be the catalyst needed to drive consumer demand and, in turn, justify the massive investment required in processing infrastructure.

As the industry stands at this crossroads, NHA and HEMI are making a clear call for unity. They are inviting brands, investors, and partners to join their coordinated effort, framing this as a key opportunity for all stakeholders to engage in shaping the future of hemp in the United States and beyond.