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Why the crisis in the Swiss CBD market is not inevitable
The wave of insolvencies in the Swiss CBD market peaked in spring 2025, when the bankruptcy offices in Bern and Thurgau publicly auctioned off the remaining stocks of former suppliers. This was triggered by the price collapse from around CHF 4,300 per kilogram of CBD flowers in 2019 to less than CHF 2,000 in spring 2025. Many young companies did not have sufficient financial reserves or alternative sources of income to absorb this slump. Herba di Berna AG, on the other hand, started years earlier with concrete countermeasures: We organized long-term purchase agreements with producers, increased our liquidity reserves and diversified our product range – which enabled us to noticeably cushion the impact of the wave of insolvencies in the Swiss CBD market.
Strategic diversification as a protective shield
During the price crash, CEO Philippe Wietlisbach realized that the traditional focus on CBD flowers alone would not be enough to cushion the wave of insolvencies in the Swiss CBD market. That is why we have specifically added a number of new product lines to our range: Aromatic hemp infused teas and refreshing hemp lemonades, which are now popular in cafés and restaurants; wellness and care products such as natural bath bombs, nourishing massage oils and gentle lip balms; sustainable hemp textiles and accessories, from T-shirts and bags to hats made from robust hemp fibers; and handmade premium edibles – small chocolates and energy bars with balanced CBD content for connoisseurs and sports enthusiasts.
With this broad positioning, we not only appeal to the classic CBD audience, but also tap into completely new target groups in the areas of enjoyment, health without promises of a cure and an environmentally conscious lifestyle. The regular demand for our hemp teas in high-end restaurants, for example, or the orders for our premium CBD bars in sports studios ensure stable, recurring income, which makes our business model resilient to future market fluctuations.
Financial reserves and close partnerships
In order to survive in a volatile market, we built up financial reserves at an early stage to act as a buffer in the event of price fluctuations. At the same time, we invested in long-term partnerships with over 50 regional farmers. This cooperation strengthened our supply chain and ensured reliability even in difficult phases.
Sustainable hemp cultivation as a competitive advantage
Sustainability is close to the heart of Herba di Berna AG. Our approach to sustainable hemp cultivation includes organic cultivation, minimal transportation routes and resource-conserving irrigation. These measures reduce operating costs in the long term and strengthen our market position without making illicit health claims.
Wave of insolvencies in the Swiss CBD market: our long-term vision
Following the market shakeout, we see not only risks but also opportunities in the wave of insolvencies in the Swiss CBD market. We are currently investing in CO₂-neutral drying processes in collaboration with ETH Zurich and developing new recipes for hemp-infused drinks. Our aim is not just to react, but to set trends and shape the market in the long term.
Wave of insolvencies in the Swiss CBD market: trust through transparency
In order to survive in a consolidated environment, we focus on maximum transparency. Every customer has access to batch certificates and proof of origin for our products. This level of openness strengthens trust and positions Herba di Berna AG as a reliable partner in an industry that is currently experiencing one of the greatest periods of upheaval.
Conclusion
The wave of insolvencies in the Swiss CBD market has shown that only providers with a broad-based, financially sound and sustainable business model can survive in the long term. Herba di Berna AG is using this crisis as a springboard for innovation and growth. Join us on this journey and find out more about our next steps in our blog on sustainable hemp cultivation.
