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Meet Nicole Santanello of Alive Market CBD in Fallbrook

Today we’d like to introduce you to Nicole Santanello.

Our Story is Simple! Alive Market was founded by Josh and Nicole, a married couple out of New Jersey who moved to San Diego in 2015 and became engrossed with the quality of Hemp and CBD products. After losing a combined 100-pounds with a new healthy lifestyle, exercising more, and using quality CBD products, Nicole and Josh realized their purpose was to help and educate others about how CBD is beneficial.

In 2015, the two entered the medical cannabis industry under Proposition 215 and S.B. 420 operating a medical cannabis collective. It was during this time that Josh and Nicole developed their passion and skills of working with the cannabis plant, product manufacturing, but most importantly working with the medical patients. They discovered the benefits of whole-plant hemp and cannabis products very quickly which led them to establish Alive Market in 2017.

Alive Market was created with the goal of being the world’s highest quality farm-to-bottle CBD and essential oil company. Each product was designed with their customers in mind. From the packaging, by keeping it simple enough to understand while also looking professional to the also simple and certified organic ingredients. The packaging mirrors the products, as every ingredient in all our products are there for your benefit; no additives or BS.

This story isn’t just about the products, however. When we say no BS, we mean it, all the way down to the soil of the seeds we plant. Josh and Nicole believe high quality Hemp starts from the soil up, so they make their own. In 2018, Alive Market purchased their flagship farm in Sage California to practice regenerative agriculture by using compost, compost teas, cover crops, companion planting, soil amendments, predatory mites, and much more. By growing their own hemp using these techniques, Josh and Nicole are able to practice their love of organic farming and also are able to share it with all of you!

For Josh and Nicole, Alive Market has never been all about profit. By practicing the farming they love, they are able to share true farm-to-bottle products with their customers for a competitive price. Alive Market is committed to bringing you the best hemp and CBD products, and will never sacrifice our quality or brand standards to make something cheaper. That is our promise to you, the customer. Our promise is simple, like our story and our products, and will forever stay that way.

Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
Since opening three years ago, Alive Market has been smooth sailing. Of course, there have been small obstacles that the hemp industry itself has gone through, such as simple things like finding credit card processors for our online store, finding platforms that allow CBD companies to advertise, since Google, Instagram, or Facebook ban CBD advertisements. Josh and I, at only 23 years old, pitched our business plan and the idea of being fully integrated and becoming a farm to bottle CBD company to many investors who at the time did not believe in us, which led to us putting our head down and working toward our goal regardless of having the financial support. When looking back at that pitch deck, we have crossed off every goal from adding new products to starting our own hemp farm!

Alive Market CBD – what should we know? What do you guys do best? What sets you apart from the competition?
At Alive Market, use simple organic certified ingredients along with our CBD to create all of our handmade products. Alive Market is bringing it all back to the roots. We provide high cannabinoid and effective products. In addition to becoming a farm to bottle CBD company, Alive Market also prioritizes educational outreach by doing farmers’ markets in our local community. Our products are 100% guaranteed pesticide, heavy metal, microbial and solvent-free!

Why we are different: When Josh and I created Alive Market, our goal has always been to own our own farm. Alive Market has always been so much more than selling CBD products. Not only do we want to have control of the inputs and farming practices, but we also wanted to create close loop systems on our farm that gives back to the earth we live on. For us, building living soil, creating compost, planting cover crops and companion plants, preserving natural habitats and providing new homes for bees, ladybugs and worms always excited us!

We knew by doing this, we could share positive and valuable information to help others practice regenerative farming in their own backyards. We can better explain the value of our CBD products and how they are grown start to finish. We get involved with our local community! We buy our food from local farmers if we aren’t growing it ourselves, we trade our fruits and veggies for eggs and milk from our neighbors. We source manure or compost from our neighbors. We even trade products for pulp from a local juicery. Most importantly, we share a hello or a smile to everyone we pass, hoping to spread love to others who will help spread love to our planet, because helping our community has always been very important to us.

What is “success” or “successful” for you?
Success for us is helping others. If there is one reason I love and continue my business, it is because of the testimonials I get from our customers about how our products have helped them.


  • Full Spectrum CBD Oil 300MG – $30
  • Full Spectrum CBD Oil 750MG – $60
  • Full Spectrum CBD Oil 1500MG – $120
  • Full Spectrum CBD Oil 3000MG – $180
  • Full Spectrum CBD Body Butter 200mg – $20
  • Full Spectrum CBD Body Butter 600mg – $50
  • Full Spectrum CBD Roll On – $20
  • Full Spectrum CBD Capsules 20mg – 30 ct – $60

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